蔡潇邦 Xiaobang Cai
Welcome to my website! I am a dynamic marketing specialist with over 3 years of experience in FMCG brand operations, digital marketing, and project management. Proven track record of driving brand growth through innovative strategies and a deep understanding of digital platforms. Experience of supporting a new brand achieved remarkable result of 1.3 billion sales.
欢迎来到我的页面,个人简历信息请往下浏览,过往案例、个人文章及业界内案例发表请通过上方导航栏查看。3年FMCG品牌运营经验,管培生入职对食品从生产到上市及运营有全面认知,具备数字矩阵、媒体投放和整合营销案项目的实战经验,并在过去3年全程参与新品牌快速成长至明星品牌(0-13e)。精通B2C方法、内外部&上下游沟通,有强烈的品牌建设意识,能快速进入角色并独立领导多个项目,擅长换位思考并解决难点以推动项目进度。
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EXPERIENCE
2021.7-2024.3
Uni-President, Shanghai
Product Manager/Digital Marketing Officer
1. Online projects with agencies(40%)
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Branding in WeChat Ecosystem: Project aimed at attracting and retaining customers through innovative methods that covers all approaches in Wechat.
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CRM Operations & Social Media: Develops influencers within the community and shares content across platforms.
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NFT (Non-fungible Token) Initiative.
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TVC production: Oversees the TVC production, from the initial briefing and scriptwriting to the filming and placement.
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OTV placement: Including selecting popular shows, arranging on-site materials, and leveraging instant messaging resources.
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Social platforms: Significantly increasing brand visibility (10,000+ new UGCs and Top 1 search ranking in its category for 2022 on Little Red Book).
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CSR projects: partnering with charity co-op efforts to enhance brand credibility.
2. Offline Events(30%)
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Pop-up sales: Coordinates over 70 national events yearly, engaged directly with
over 50 million customers and generate significant brand exposure.
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Co-branding Events: Organizes co-branded offline events for special occasions
and festivals, enhancing brand interaction and consumer experience.
3. Product optimization & production coordination(20%)
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Product management: Handles new product introductions, ensuring smooth
coordination across teams, need & demand forecasting, and regional transportation coordinating.
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NPL: Successfully launches new products with campaigns that hit significant sales milestones in the first year (50million).
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Localization: Tailors products to meet regional preferences
4. Brand general operations(10%)
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POSM management
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Annual/Seasonal maketing plan
2018.6-2018.9
Yunnan Immigration Industry Investment and Financing Co., Ltd., Kunming
Internship
Track PPP project updates, project bids management, partners visting, and collected project and bid information to support decision making.
SKILLS
Skill Set
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Digital Marketing & SEO: digital automation tools/CRM & socials
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Project Management
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Product management (FMCG-F&B)
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BTL marketing: events and pop-ups
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Branding & Brand operations
Business Apps
Microsoft Kit
Asana project management
CRM apps
Social platforms backstage systems
Mini-program backstage systems
Sensors Data - Data monitoring system
Languages
Chinese - Native
English - Fluent
Thai & Italian - Beginner