Summary
Overview
Work History
Education
Skills
Timeline
Generic
Lily Ying LI

Lily Ying LI

Summary

Chinese/Asian in-language moderator/recruiter/freelancer, established Golden Voice Community with thousands of members, handled the operation of about 30 rounds of quantitative research projects, involved in more than 25 qualitative research projects including recruitment and moderation for both FGD and IDI.


More than 15 years’ marketing experience in multinational companies, including Coca-Cola and P&G, with consistent recognition and respect from colleagues, line managers, senior management and customers, winning 2006 Annual President Award in Coca-Cola (China) Beverage Ltd.

Overview

29
29
years of professional experience

Work History

Operation Manager (as a Freelancer)

Bastion Insight
10.2018 - 06.2023
  • Establish and maintain the platform named Gold Voice Community involving thousands of Chinese people as potential respondents for all kinds of commercial and government related research
  • Provide feedback and assistance on research questionnaire development including design, translation, scripting and uploading to survey platform
  • Handle recruitment and moderation for qualitative and quantitative research according to needs from clients
  • Project management to streamline the operation process with seamless cooperation among team members and results delivered on time
  • Periodically database analysis and project review to improve efficiency and pursue better performance

Channel Marketing & Execution Director

Coca-Cola (China) Beverages Limited
01.2005 - 02.2011
  • Developing National Channel Marketing Plan and formulating Marketing Activity Master Calendar based on brand strategy, consumer & shopper insights, system advantages and threats from competitors, illustrating channel OBPPC instructions covering all marketing elements such as consumption/shopping occasions, brand/pack mix, pricing, merchandising and promotions in respective distribution channels.
  • Developing channel marketing materials including POP & merchandising tools, channel marketing Picture of Success etc, establishing on-line design platform e.g. Design Machine to provide tangible guidelines for local market.
  • Planning and facilitating relevant consumer & customer research (e.g. MOTOR research), Analyzing and applying the key findings from research into channel marketing plan and execution.
  • Organizing channel marketing forum and developing relevant training materials to enhance the system capability on channel marketing.
  • Regularly collecting and analyzing channel data to track market trend and identify key issues and opportunities.
  • Arranging periodical market visit in different area to understand current market performance, collect and share Best Practices and give recommendation for local execution.
  • Planning and managing channel marketing budget to ensure smooth execution of channel marketing activities.

Customer Marketing and Promotion Manager

Coca-Cola (China) Beverages Limited
01.2002 - 12.2004
  • Responsible for key accounts national marketing activities and promotions development, execution and assessment based on customer and KO business needs.
  • Establishing a Promotions, Information & Resources Library (PIRL) on line to share best practices efficiently and effectively.
  • Timely understanding market and customers’ needs to develop win-win based marketing programs.

Assistant Market Development Manager

Coca-Cola (China) Beverages Limited
01.1998 - 12.2002
  • Designing Annual Marketing Plan including branding, channel activation, packaging, merchandising and promotions for Chengdu and Chongqing market.
  • Coaching bottler’s marketing staff and managing agencies to ensure the excellent execution of marketing activity, including national promotion, local channel promotion, customer joint promotion, trade incentive program etc.
  • Responsible for project results summary and evaluation;
  • Periodically collecting market information and updating market situation analysis report;
  • Developing merchandising tools for relevant channels;
  • Controlling marketing fund budget and expense in local level.

Key Account Manager

Procter & Gamble
05.1996 - 05.1998
  • Handling business and marketing development in Northwest market and managing major distributors accordingly
  • Achieving challenging sales & distribution target, implementing marketing activities/promotions in local market and maintaining outstanding in-store presence;
  • Establishing and managing a strong sales and merchandising team including recruitment, training and evaluation to more than 20 DSRs

Fashion designer & Marketing Coordinator

Global Garments Corporation Ltd.
07.1994 - 05.1996
  • Responsible for fashion designs and coordinated relevant marketing activities;
  • Successfully created 1995 Summer and Fall Fashion Series for brand B&G
  • Established good foundation and reputation for company’s new brands

Education

Bachelor degree - Fashion Design

Sichuan Union University
07.1994

Skills

  • Honest and upright, enthusiastic and optimistic, versatile and obliging
  • Highly responsible with professional dedication
  • Good at communication, analysis, planning, organization and management skills

Timeline

Operation Manager (as a Freelancer)

Bastion Insight
10.2018 - 06.2023

Channel Marketing & Execution Director

Coca-Cola (China) Beverages Limited
01.2005 - 02.2011

Customer Marketing and Promotion Manager

Coca-Cola (China) Beverages Limited
01.2002 - 12.2004

Assistant Market Development Manager

Coca-Cola (China) Beverages Limited
01.1998 - 12.2002

Key Account Manager

Procter & Gamble
05.1996 - 05.1998

Fashion designer & Marketing Coordinator

Global Garments Corporation Ltd.
07.1994 - 05.1996

Bachelor degree - Fashion Design

Sichuan Union University

Similar Profiles

CREATE PROFILE
Lily Ying LI