Scott Yi Zhang

- Hired to lead startup China BU within mid-cap global leading bicycle conglomerate. Responsible for overall market entry strategy and execution.

- Reset strategy and turned around operations in the first 6 months. Introduced new product introductions by bringing in outside in innovation to break through material science improvements previously holding back critical product development. 

- Opened up omni-channel sales including owned brick and mortar store, online ecommerce sales such as Tik-Tok and offline distribution to fast charge 1st 1,000 units sold in under 6 months.

- Full P&L ownership, oversee 20+ member full function team, and member of global senior leadership team, directly reporting to Chairman of the board. 

- Full P&L ownership of premium waters business online, accounting for 52% of overall China market sales. 

- Led expansion of online business into cross border platforms TMall Global and JD Global, conquering parallel import, driving overall yoy growth of 100%+.

- Established the first direct model and signed JBP with new retail/O2O leader Hema a.k.a Freshippo. 

- Lead full EC team consisting of EC marketing, sales and SOP.  Reporting to Commercial Director of China

- Full P&L ownership of 500M rmb online business (Wanchai Ferry Dumplings and Haagen-Dazs ice cream). Consistent top category share and growth rate of 50%+.

- Designed, built up and led 18 person EC team consisting of EC marketing and EC sales (Alibaba, JD, O2O/delivery, voucher) plus dotted finance and supply chain reports.

- Smoothly transitioned EC sales RTM on key platforms (JD & TMall) from regional to national then distributor to direct and renegotiated key commercial terms.

- Top tier ecommerce activations 4 Superbrand Days, Viya and Lijiaqi livestreams as well as top 11.11 and 6.18 rankings. 

- Signed first ever group level JBP on behalf of General Mills with Alibaba and JD, involving global CEO T2T.

- Expansion into fast growing meal & grocery delivery with triple digit growth.

- Numerous awards from supply chain to digital marketing.

Responsible for B2C, B2B and B2B2C eCommerce for Heineken brands in China. Owning online strategy and the integrated marketing and sales calendar.

Launched Heineken home beer dispenser the Sub and Torp in EC.

- Responsible for B2C and B2B eCommerce digital marketing, including online merchandising and promotional calendar. Reporting to Global VP of Digital Marketing & eCommerce and dotted to country marketing head. 

- Responsible for 1) eCommerce campaigns/promotions for all key sales days, organic and paid search (SEO/SEM), ROI tracking, social, CRM. 2) Leveraged China to incubate best-in-class practices on behalf of global team.

-Top category brand share, higher than average 30% yoy growth, 110%+ AOP. 30+ stores/dealers.

-Initiated Airbnb x Philips Hue Smart Home "Turn on living" guerilla/viral campaign increasing impression by five fold across multiple media outlets and doubled sales.

- Collaborated with Alibaba TMall on the first in category, big data CVR optimization that led to double digit increases.

- Led Agile team of 4 (2 programmers, 1 UI/UX designer, 1 engineer) to drive development of new features, programs and services for online stores to optimize the overall user experience and business goals. 

- Enable our online business through digital innovations and owning product road map, strategy, and monetization. 

-Successfully overcame China's hard differences in digital with new architecture and soft difference in consumers with UI/UX and functionality redesign to launch product MVP. 

- Exclusive integration (industry first and only) of interactive VR brand content on TMall Flagship store (PC, mobile and app formats).

- Delivered double digit increase in traffic and conversion, triple digit increase in engagement.

- Responsible for China digital consumer journey research with U&A testing to support greater online transformation.

- Developed and delivered new product concept and prototype to BG for online sales channel (exclusive SKU) estimated @ 2 million euros first year business case.

-Partnered with local Korean men's apparel store to buy ODM, rebrand as private label  then sell direct 2 consumer online and offline

-Focused on driving site traffic growth and content stickiness.

-Created and sold online & offline "Scott socks" in South Korea, which later expanded to other haberdasheries such as ties, scarves, etc.

Key Accounts / Projects included: 
- Walmart - Store redesign strategic evaluation (POS, layout & shelving).
- Ford-Mazda - Global 21 countries performance tracking & analysis 
- City/Provincial Government - Hydroelectric pricing study.