PERSONAL DATA:
Name: Anthony Liu
Date of Birth: July 1, 1964
Sex: Male
Languages: English, Mandarin and Shanghainese
Training:
• McDonald’s Worldwide Hamburger Marketing University Class XXIX at McDonald’s Global at Oak Brook, Chicago, U.S.A---Marketing Strategic
Planning Training Session
• 1-Month Working & Training Experience at Reebok China HQ in Hong Kong
• 2-Month Working & Training Experience at Lion Nathan Global in Sydney, Australia
• 2-Month Working & Training Experience at Perfetti Global in Milan, Italy
• Research Training from Gallup in China
• Advertising & Media Planning Training from O & M and Mind Share in China
• Presentation Skills Training in China
• International Trade & Finance Training in China .
E-mail: 123456@yahoo.com.cn
Mobile: ************
EDUCATIONAL BACKGROUND:
1986-1990: Department of Sociology, Peking University
Bachelor of Law in Sociology
PROFESSIONAL EXPERIENCE:
2002- Present: Senior Marketing Manager, McDonald’s ( China ) Co., Ltd.
Position Purpose
Leads the process of developing of the marketing/business plan that profitably builds sales, transactions, and market share for McDonald’s brand. Leads additional areas of responsibility with impact outside of discipline. Key customers include Top Management, Division/Home Office Staff, Agencies, Key Suppliers, Staff and Restaurant Management
Principal Accountabilities
1 Leadership
• Maintains and strengthens the McDonald’s brand position in the market as of responsibility
• Actively participates with Agencies, and Top Management in establishing and communicating business goals
• Leads the strategic and tactical development, execution, evaluation and continuous improvement of all national / local, promotion and public relations activity to achieve annual business goals
• Identifies and utilizes available resources outside of the market to aid in the development and execution of the business/marketing plan
2 Process Management
• Maintains and strengthens the McDonald’s brand position in the market and other areas of responsibility
• Leads the process for development, execution and evaluation of media plans
• Leads the process for development and execution of local creative ( TV, radio, outdoor, print, and restaurant merchandising, etc. ) in accordance with national creative standards
• Leads the process for development and execution of ethnic and other key targeted marketing plans in order to reach important customer segments
• Leads the process for developing relationships with strategic business partners ( outside suppliers, RMHC, Distribution Center, etc. )
• Leads the process for managing media relations and crisis management
• Serves as the Department Head for the administration of the Marketing Department ( Staff responsibilities, cross-functional teams, budget management, etc. )
• Leads the process to promote local store marketing as a resources
• Ensures the proper use of the McDonald’s trademarks, logo, producer’s licenses, and make sure all advertising materials have legal and creative approval
3 People
• Selects, develops and coaches marketing staff to create and effective Marketing team and develop them for future opportunities within the system
• Builds strong relationships and fosters teamwork among Agencies, Suppliers and Staff to achieve maximum performance
4 Analysis
• Gathers, analyzes, and provides accurate, relevant, and timely information so that agencies make the best recommendations
• Interprets and evaluates information related to sales, P & L, promotional evaluation, competition, general economic trends, and qualitative/quantitative research
• Offers advise and counsel to ensure that company financial resources are used effectively
2001-2002: Marketing Manager, Reebok International Trading ( Shanghai ) Co., Ltd., Swire Resources Group
Job Summary & Objectives
• Supervise a sales team to deliver the budgeted sales turnover and gross profit , for Reebok and Non-Reebok’s Business in Eastern China.
• To be responsible for entire marketing & operation of company’s brands with company’s business objectives and marketing strategies
Main Duties
1. Sales & Distribution
• Formulate, implement and evaluate sales plan to achieve sales and gross profit targets
• Ensure optimum distribution coverage to accomplish both sales and brands objectives
• Maintain close working relationship with all accounts, especially key accounts to gain maximum supports for merchandise mix, product clearance and payment
• Monitor and control consistent pricing in the market
2. Marketing Planning & Management
• Develop, execute and monitor marketing plans in terms of product mix, pricing, distribution and promotion in accordance with division’s objectives and strategies
• Provide clear briefs to A&P Team to develop effective A&P programs to deliver planned results
• Analyze competitors’ merchandising strategies and performance, market trends, latest technology development, and other related information and recommend appropriate actions when necessary
• Organize regular trade presentations to retailer to strengthen brand image and trade and product knowledge
3. Staff development
• Recruiting, training and motivating sales team and marketing team to ensure highest standards of customer service with the Human Resources Department
• Develop effective market intelligence collection system and performance benchmark to enhance sales team’s productivity
2000-2001: Brand Manager-Rheineck; Category Marketing Manager-Mainstream; Category Marketing Manager- Premium, Lion Nathan China
• Develop the long-term brand strategy for the China market
• Formulate and supervise the implementation of the marketing action plan to achieve the marketing objectives
• To work as the leader of the New Product Development Project, and push the whole process running efficiently & achieving the objectives successfully
• Monitor A&P budget of brand marketing activities
• To manage the whole team, and ensure the best teamwork and team members’ professional development
1998-2000: Brand Manager of Alpenliebe, Perfetti Confectionery Co., Ltd Shanghai
Yearly planning of all the activities of the brand together with the Marketing Director, continuous sales monitoring of all the items in the different areas;
checking the market in the various provinces and keeping under control all the competitors activities
• Sales promotion & PR activities: planning, organizing and monitoring the sales promotion & PR activities, together with the local agencies and the sales managers. Planning the cities involved in the program and the time of campaigns; organizing all the materials required to execute the promotion activities in the best way; monitoring the executions together with the sales department and the sales promotion agencies; report to the Marketing Director about the results
• Advertising: proposing and planning the campaigns together with the Marketing Director; planning and monitoring together with the media department the execution of the advertising campaign. Managing new TVC development. Following the execution of the campaigns with all the media used. Report to the Marketing Director about the results. Execution of consumer researches when required to ensure the commercials the best results
• Packaging: together with the packaging development manager developing of new packaging proposals according with the plans agreed with the marketing Director
• POS materials: developing of all the tools necessary to ensure the best performance of the product on the different kinds of point of sales in which the brand is solid
• Product development: together with the R & D department following the steps of new products development. Conducing when required products test, consumers surveys, panel monitoring in order to achieve the best results for the new and the existing products
• Trade Marketing: proposing and planning the annual trade marketing activities with the sales managers; monitoring the executions together with the sales department; report to the Marketing Director and National Sales General Manager about the results
• Responsible for the results of the assistant brand manager’s work and of her professional growth and achievements
1995-1998: Marketing Supervisor, Shanghai KFC Co, Ltd
• Planned and implemented product development, kids promotion campaigns, and some PR events
• Planned and implemented marketing research programs, worked closely with Gallup on
some important worldwide research projects
• Worked closely with O&M to initiate advertising campaigns, arranged media plans and prepared literatures
• Joined the formulation of A&P
• Coordinated American Independence Day events
1990-1995: Teaching assistant, Shanghai University of Science and Technology
• Taught the course of International Marketing
