Joanne CH Tsoi
CEMS Experienced Brand and Product Marketing specialist within FMCG, Healthcare and Retail industries
Senior Account Manager
Amber Communication Ltd.
Since December 2018
Freelancer
Hong Kong SAR China
- Strategic planning and implementation of brand and content marketing campaigns for clients in the healthcare sector.
- Preparing proposals, budgets and presentations to new and existing clients about different campaigns.
- Work closely with internal teams and external vendors to make sure the smooth execution of clients’ campaigns.
- Keep track on the performance of the strategies implemented so as to improve campaign effectiveness and user experience.
Brand Manager, Consumer Healthcare
Glaxo SmithKline Consumer Healthcare (HK) Ltd.
April 2018
to November 2018
Full-time
Hong Kong SAR China
- Developed local marketing and communication campaigns (TVC, digital & social media oriented) for Parodontax as well as Panadol Cold & Flu; Aligning with Global Category Team for marketing researches and analysis.
- Leveraged ATL campaign directions as set by Global and leaded local digital activation and offline campaigns by cooperating with agencies and different internal approving departments. Responsible for A&P and P&L management.
- Cooperated with Trade Marketing team closely so as to make sure all the BTL activities are going well with ATL campaigns.
- Drove NPD and NPL with Global and Regional Category team in the 3-year plan with the help of local market environment analysis as well as research findings.
Manager, Product Management, Personal/Beauty Care & Home Care
DKSH Hong Kong Ltd.
April 2015
to June 2017
Full-time
Hong Kong SAR China
- Increased the total sales of Batiste Dry Shampoo by 35% since 2016, by launching new products from the global portfolio, deploying right ATL & BTL strategies to the right TA and extending distribution channels (both online and offline).
- Experienced in NPD and NPL, from conducting industry analysis with the help of Nielsen MarketTrack, market surveys, focus grousp, concept testings etc., to have product segmentation, targeting and setup product positioning, until planning for distribution, visibility, pricing, merchandising and promotions (both ATL & BTL) in order to deliver assigned revenue, volume within related budget; channels included major supermarkets, department stores, pharmacies and digital platforms.
- Drove profitable ROI for principals (such as Henkel, Church & Dwight, Philips Lighting, etc.) and the company by effectively managing product sales plan, continually monitoring actual product performance against forecasted sales and optimizing ANP budget. Full responsibility of P&L management for the assigned brands.
- Reviewed sales performance against brand plan; Re-allocate resource to achieve objectives in conjunction with sales force.
- Tracked & evaluated the promotion effectiveness of different marketing activities, both online and offline.
- Reviewed sales forecast and took the lead of inventory management.
Assistant Brand Manager, Roll Tissue of Virjoy Team
Top Harvest Asia Ltd. (Asia Pulp and Paper Group)
March 2014
to April 2015
Full-time
Hong Kong SAR China
- Responsible for roll tissue (RT) portfolio management, innovations development and integrated marketing communications for Hong Kong. Focused on expediting category growth through various innovation derived from distinctive and actionable consumer insights and local market needs.
- Spearhead new product development with multi-function team and boosted sales by working closely with the sales team on trade marketing activities, including developing promotional plans for core SKUs in key supermarkets and pharmacies and evaluating effectiveness of different promotional mechanics with the help of Neilsen MarketTrack and internal sales data analysis, etc. Successfully launched the “X-Quality” range of RT in both Key Accounts and General Trade that advanced the brand to tap into the white space in the upper mainstream segment and prevented share loss to competitions.
- These activities eventually led to a 2% market share increase in the total RT market (while the market growth rate is below 1%) and strengthened Virjoy’s second position in the RT market in Hong Kong. Managed sales forecast and ANP budget.
Assistant Brand Manager, New Business Development
Akzonobel Swire Paints Ltd. (Dulux Paints, SWIRE Group)
June 2011
to June 2013
Full-time
Hong Kong SAR China
- Leaded new product development/launch for the Dulux Home Painting Service, Wallpaper and pre-deco business, from selecting the right products from Akzonobel’s range of products in different countries to local adaptation of the products;
- Conducted consumer researches and industry/competitor analysis so as to identify business opportunities in the local market; Set the 4Ps and conducted product training to sales staff before product launch.
- Leaded digital and offline marketing strategies and responsible for the overall P&L of Dulux Home Painting Service and Dulux Wallpaper, thus diversified Dulux’s brand from the core paints business to be expert in providing one-stop premium home renovation solution for high-income home owners. Achieved extra HKD10 million sales revenue in 2012 after the new service and product launched in Q3 2011.
- Managed modern trade channels and initiated cross-category/cross-brand promotions on the trade platform, set up the first Dulux Showroom and formulated the promotional plan and developed in-store POSM for these channels according to global directions; Conducted product training to frontlines for product launch and enhancement.
- Organized events like trade fairs and workshops to educate target customers with the UPS of products.
- Managed agencies/vendors and made post-campaign evaluation to measure the ROI of related marketing activities.
- Conducted post-campaign evaluation and sales performance review regularly.
Major in International Management and Marketing & Brand Management
Major in Information Systems
Skills
Digital Marketing
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Social media marketing
Advanced
-
Paid Search marketing
Good
-
Search Engine Optimization
Good
-
Affiliate Marketing
Good
-
Social Networking
Good
-
Media Display marketing
Good
-
Email and eDM marketing
Good
-
Website Development
Good
Online Analytics
-
Google Analytics
Advanced
-
Facebook Analytics
Advanced
Microsoft Office
-
PowerPoint
Advanced
-
Excel
Advanced
-
Word
Advanced
