At Kuang Chuan Dairy Co., I managed a portfolio of more than 25 SKUs, from concept through pricing and rollout, and handled quarterly P&L reporting. I identified an opportunity to reposition a declining plant-based brand around protein and led its phased NPD launch, achieving 150% year-over-year sales growth.
I also used Nielsen retail and Kantar consumer data to track performance and assess promotions. For a TV channel partnership, I paired partner-led content with on-site sampling; the partnership was renewed twice and was linked to around 8% summer sales uplift without additional promotion.
At Wei Chuan Foods Corp., I launched three NPDs with integrated ATL and BTL campaigns. Chocolate Milk achieved 15% brand sales growth, 20% brand awareness, and 2.3% market share within six months.
During my MBA at the University of Edinburgh, I researched how price promotions affect brand equity in UK soft drinks and developed a practical framework for brand and trade marketing teams. I also co-developed strategic recommendations and implementation roadmaps for Amazon’s free returns model as part of a consulting project.
