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Lavonne (Xiaomin) Chen 310 Riverside Dr. Apt 1211, New York, NY10025 (718) 915-3348,Lavonne.chen@gmail.com EDUCATION COLUMBIABUSINESSSCHOOL New York,NY Master of Business Administration (MBA), Marketing andStrategicManagement 2017 -2018 Honors: Dean's Honor GUANGDONG UNIVERSITY OF FINANCE& ECONOMICS Guangzhou,China Bachelor of Economics, International Economics& Trade 2000 -2004 Honors: Graduation with Honor (top 2% of class), awarded Scholarships for Outstanding Students in School (2000-2004) EXPERIENCE ERNST &YOUNGLLP New York,NY Senior Consultant, AdvisoryServices(Consulting) 2019 -Present Advised a global leading Business Process Outsourcing company to optimize strategy planning and forecasting capabilities. Led a workstreamthroughCurrentStateAssessment,FutureStateStrategy,andImplementationDesignfocusedonkeyoperationalmetrics, end-to-end processes, systems integration, and the enablement of predictive forecasting technologies and scenario planningmodels Assisted a global leading brewing company in the Implementation Design for the global SAP S/4 HANA roll-out. Served as the project manager partnering with cross-functional workstreams to develop strategic framework, implementation approach, key assumptions, roll-out scenarios, estimating models, and timeline based on comprehensiveassessments DONLINK (HOLDINGS)CO.,LTD Guangzhou,China Director, ConsumerProductsDivision 2015 -2019 Oversaw a USD 100MM+ cooking oil portfolio and led a team of 6 people at DONLINK ranked China top 500 privateenterprises Ledcross-functionalteamstoestablishanddeployend-to-endITMProductDevelopmentprocesses.Developedandlaunched6SKUs of cooking oil products from concept through launch, driving the top-line growth of cooking oil business by over 15% perannum Managed development of brand and product marketing strategy including brand repositioning, product architecture, product launch process and go-to-market strategy. Conducted market segmentation and business analysis, made recommendations, and delivered monthly executive reports to support decision-making on overall brand strategies, product pipeline, and new businessopportunities CLARINS COSMETICS (SHANGHAI)CO.,LTD Shanghai,China Group Product Manager – Product Marketing Head,MarketingDepartment 2014 -2015 Oversaw a USD 100MM+ portfolio including Face, Body and Men Skin Carecategories Led a 4-person product marketing team, managing an annual marketing budget of USD30MM+ Formulated 360o marketing strategies and implementation calendars to support star products and major marketing campaigns. Manageddriver-basedmediaplanningandimplementedsocialanddigitaladvertisingcampaigns,fuelingthetop-linegrowthby13% Developed and implemented CRM strategies and in-store customer experience programs, bringing on-line traffic to life at point of sale and the e-commerce website, increasing customer acquisition by 11% and retention by17% Facilitated implementation of new marketing technologies, such as Virtual Reality and Predictive Modeling, across digital, mobile, and omnichannel platforms to enhance the customer experience and drive brand engagement in innovative and cost-efficientways AMWAY (CHINA)CO.,LTD. Guangzhou,China Senior Brand Manager – Beauty & Personal Care Categories,MarketingDepartment 2004 -2013 Oversaw a USD 875MM+ portfolio including Skin Care, Color Cosmetics, and Personal Carecategories Headed a 6-person team, managing brand Profit and Loss and an annual marketing budget of USD 50MM+ for Skin Carecategory Successfully built Artistry, a global cosmetic brand of Amway, to the top premium skin care brand in China (Source: Euromonitor), generating sales revenue over USD 600MM per annum and market share of20%+ Managed China-specific product development and pipeline strategy, partnering with cross functional teams to develop and launch 20+SKUsofnewproductsfromconceptthroughlaunch,eachcontributinga10%+increaseinsalestoeachexistingproductcategory Created and validated concept development briefs and business cases, and directed R&D in detailed product prototypedevelopment Led implementation of product marketing strategy including product portfolio strategy, product end-to-end launch processes, go-to- market strategy, advertising and digital marketing campaigns, in-store merchandising, training, pricing and promotionstrategies ConductedbusinessanalysistomeasuremarketingcampaigneffectivenessandoptimizeROIofAdvertisingandPromotionspending. Extracted insights to inform marketing strategy development and grow customers by driving acquisition, engagement, and retention. Leveraged consumer surveys and data analytics to identify consumer needs, emerging trends, portfolio gaps, andopportunities ADDITIONAL INFORMAITON Languages: Proficient English, Fluent Mandarin and Cantonese, Basic French Interests: Squash, Basketball, Skiing, Painting, Photography |
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