Xida X

NCM Leader

Jun 2023 - Dec 2025 • 2 yrs 6 mos

Work Experience 2023/7 — 2025/12：Mars Wrigley China Co., Ltd. | National Customer Marketing Director • Lead the National Customer Marketing Department (equivalent to Trade Marketing) with a 20+ member team, overseeing Offline Shopper Marketing and Channel Marketing functions. • Report directly to the Senior Director of Strategic Demand Leadership. • Co-ordinate the implementation of brand marketing strategies across all channels, achieved YoY growth from 2023 to 2024, reversed the decline of market share in all channels. Key Contributions: 1. New Product Development & Portfolio Strategy a) Collaborated with brand teams to launch Skittles Sour Stripe, Extra PK10, and DMG Mini Mint – entry-level hero products tailored for traditional channels, which supported the penetration uplift and share recover. b) Developed a behavioral science-based new product launch model to improve market fit and consumer adoption, which supported NPD distribution and SPPD improved. c) Drove Snack Chain growth through channelized hero product strategies, delivering the major revenue increases. d) Pioneered a secondary packaging-driven innovation framework to enhance product differentiation and channel profit improvement. 2. Turnaround of Gum Category decline and market share by: a) Aligning cross-functional teams on Total Distribution Point (TDP) priorities to drive volume and share growth. b) Creating actionable TDP tools for frontline teams and follow thru. c) Built-up the campus sampling campaign, which built the golden case of integration of brand building and sales 3. Built an omni channel profit management framework by: a) Standardizing profit management principles across stakeholders. b) Designing 5-step optimization roadmaps with actionable plans. c) Formulating promotion guidelines based on price elasticity analysis and ROI modeling.

China Market Development Director of Mars Food

Oct 2008 - Jan 2021 • 12 yrs 3 mos

Set up the China local team for the Food segment as a startup enterprise for Mars Food Australia. Key achievements including: 1. First established the clear China OGSM 2022 2. Reinvented the existing export model RTM model, pricing architecture for offline covering 4,000 top KA and premium stores with 13 SKUs of condiments & H&S 3. First established E-COM business for Food segment including Tmall flagship store, Tmall supermarket and JD.com Page 1 of 3 4. Leading the marketing in China and renovated the MasterFoods® brand mission & vision for China market, developed the first RTH product for China market for learning launch, and initiating the dedicated portfolio of future for China market; driving the business moving forward from the learning of intelligent media reach (incl. KOL, social media, etc.) 5. Doubled the NS YoY both in 2020 and 2019 and ranked No. 1 in Tmall import ketchup category, became the one and only pure import brand on the Kantar western condiment BHT in 2020