(May 2012 - Aug 2014)
• Led the development of 4 franchises, defined from strategy, creative concept, to product specifications and commercialization strategy. Achieved two turnarounds and opened two new product categories.
• Developed launch strategy and led the development of all commercial contents, worked with multiple cross-
functional teams both internal & external: advertising agencies, Merchandising, Digital, PR, and retail teams.
• Managed product life-cycle operations, including discontinuation and re-push plans.
• Presented marketing plans at every annual International meeting to all subsidiaries around the world.
Operational marketing APAC Zone (Jul 2010 - Apr 2012)
• Achieved turning Lancôme's makeup business back to growth target in two years in APAC, from -7% to +12%
• Defined business development strategy & corresponding marketing plans for the region & key markets
(Japan, China, Korea) by developing business performance & market key trends analysis.
• Led a strategic digital marketing campaign in APAC with brand Youtube spoke person (No.1 most subscribed Youtuber in the world).
• Coordinated supply chain operation for all key launches and discontinuations.

Merchandising

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Bei Su:

Bei Su

International Marketing & Product Development

Royal Institute of Technology