Marketing Director • foodomo (Uni-President Group)

May 2022 - Present

Industry

Q-commerce service APP&WEB platform with restaurant, convenience store, Retail, FMCG vendor.

Role Description

• Full funnel 2C marketing promotion management.

• Four function departments under this role ( CRM, Ads & Social Media, Brand & Partnership, Design)

• P&L control.

• Set up segment marketing journey definition.

• Create new model. (Subscription service, member referral, RMN)

Key Achievements

• Achieved an 8% market share with YoY 30% growth in 2022. News link

• In 2023, both revenue and users have grown by over 200% YoY, with ROAS increasing by nearly 50%.

• Launched key services. Referral programs, subscriptions, AMR（Autonomous Mobile Robot）delivery, points rewards, and convenience store package to home delivery.

• Strategic alliances with Insider, set up Segment Marketing Journey.

• Partnership with multiple industry. ( Ex. Financial, Digital Payment, Gaming, Consumer Retail)

Brand Initiatives

• Nov 2022: launch the Subscriptions. By offering a discount of NT$650 for an NT$11 monthly subscription fee, which sub discount can be combined with platform vouchers.

• Dec 2022: Collaborated with delivery services for convenience store packages to home and add-on items from 7-ELEVEN. News Link

• Feb 2023: Launched OPEN POINT reward, expanding the group's point ecosystem, allowing a discount of NT$2 for every point, with a maximum discount of NT$100.News Link

• May 2023: Conducted a trial operation of AMR（Autonomous Mobile Robot）delivery delivery in the Kaohsiung Science Park. Users could place orders with foodomo for delivery by AMR.News Link

• Jun 2023: Introduced exclusive Starbucks weekly brand promotions, with limited coupon redemptions for only NT$10. News Link

• Sep 2023: Released a new brand advertisement for foodomo, showcasing important collaborations with major partners and extensive exposure in all 7-ELEVEN stores.Ads Link

Senior Trade Marketing Manager  •  foodpanda

July 2021 - April 2022

Industry

Q-commerce service APP&WEB platform with restaurants, convenience stores, Retail, FMCG vendors.

Role Description

• Two function departments under this role (Partnership, RMN, Service web platform)

• Service web platform P&L control, CRM.

• Team coaching & SOP set up.

• Create RMN model.

Key Achievements

• Managed and trained a team of over 50 members, achieving a consistent collaboration with key channel partners and contributing over 1 billion TWD in RMN revenue within the first year.

Key Projects

• OMO Cross-Industry Collaboration: Collaborated with brand campaigns such as Brand’s Breakfast, Coca-Cola Exclusive food Set, Heineken 0.0, Red Bull, BE-KIND, and more.

• B2B Vendor Materials online shop: Led the whole business management, including product development, channel partner collaboration, marketing, operations and budget control. Link

• Dine-in Discount Model Establishment: Introduced features to the market, including online testing, and the formulation of marketing development plans for businesses. Link

Trade Marketing Manager •  foodpanda

September 2019 - July 2021

Key Achievements

• Increased Taiwan's delivery platform penetration rate from 0.24% in early 2019 to 1.02% by the end of 2019, growing to 2.79% in 2020.

• Achieved an annual average growth of over 200% in average vendor's contribution value.

Key Projects

• Launch Panda Ads features to the market, including online testing, translation, and the formulation of marketing development plans for businesses. Link

• Organized the YT live broadcast and offline merchant exchange seminars. Link

• Launched Pandabox limited-time discounts, involving online testing, translation, and marketing development plan formulation. Link

Account Manager •  foodpanda

July 2018 - September 2019

Role Description

• Vendor success consultant. (performance review)

• Partnership cooperate.

• Vendor contract negotiation.

Key Achievements

• Maintained continuous contribution of over 30% of total revenue from merchant sales.

• Achieved a POSM coverage rate of over 70% nationwide.

Key Projects

• Implemented special events for chain brands (BOGO) such as 四海遊龍, Subway, and 21世紀.

• Developed monthly promotional events for over 50,000 street vendors nationwide, including discount negotiations, advertising procurement, promotion exchange, and performance analysis.

• Offline Exposure for Merchants (POSM): Nationwide lightbox and circular sticker campaigns.

Marketing Project Specialist  •  Startup RapaQ

August 2017 - July 2018

Industry

The E-commerce & crowdfunding service WEB platform with luxury design creative industries.

Role Description

• Response execution : Social Media, Brand Design, Platform CRM, crowdfunding product promotion, vendor relationship.

Key Responsibilities

• Managed a Taiwan-based design online selection platform, including services such as retail, crowdfunding, and self-media.Link

• Collaborated with emerging and transforming brands in various industries.

• Formulated monthly online promotional events for cooperating channels (1,000 to 5,000), including discount negotiations, marketing packaging, promotion exchange, and performance analysis.

• Organized offline courses, seminars, and markets.

• Assisted in product development for fundraising, including product packaging and marketing contents.

Sales Manager  •  Ishan Design

October 2015 - May 2017

Key Responsibilities

• Managed offline sales through department stores, marketing planning, and assisted in counter and new sales staff training.

• Assisted the company in planning new product development. Ishan Design