Richard Tu

Experience

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  Canon Marketing Taiwan

  May 2013 - Jun 2015

  Sales & Marketing Intern

  • Introduced Canon brand and promoted EOS & Powershot camera products in high-end channels, such as Fayaque(法雅客), TK3C(燦坤) and Consumer Electronics Exhibition (3C家電/攝影展).• Top 1 salesman of 2014 with record-high GMV NT$3M within 7 days during SKM anniversary promotion.

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  STC Optical & Chemical

  Aug 2016 - Jul 2018

  Marketing Specialist

  STC Optics is a brand founded in Taiwan in 2010. STC Optics produces photography products, such as UV-cut filter, CPL, ND filter and clip filters. In STC Optics, I was in charge of branding and marketing. I also executed a decision of CIS and visual design. For marketing segment, operating advertisement like Google AdWords is my daily work. Running social media, which includes Facebook, Instagram, and YouTube, managing CRM, selling products on owned E-Commerce, and holding annual exhibitions overseas are also my point of works. Show less

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  恆隆行 HENG LEONG HANG CO. LTD

  Aug 2018 - Nov 2022

  Product Manager / Sr. Marketing Supervisor

  Responsible for branding and trade marketing of STASHER, CORKCICLE, DOMO, DEGLON, CROCKPOT and SUNBEAM kitchen appliance.• Led SUNBEAM espresso coffee machine hit GFK sales hitlist No.1 semi-automatic coffee machine category within half a year 2022.• Held Crockpot launched events at Taipei department store. Invited well-known chef, Soac 索艾克, to interact with consumers to demonstrate cooking show, and created 30+ media reports without paid.• Rebranded CORKCICLE as a high-end level and designer brand in 2021, and developed new product line launch and go-to-market plan and YOY grew +40% sales performance within 1H.• Led STASHER becoming the No.1 silicon food bags in Taiwan market, and YOY grew 304% business in 2020.Managed A&P budget, developed ATL & BTL plan and PSI management. Including annual marketing plans, advertising on the Google GDN, Google AdWords and Yahoo. Social media operations on the Facebook, Instagram and YouTube, and co-work with KOLs are also my business. Show less

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  皇家飛利浦電子公司

  Nov 2022 - Jan 2024

  Assistant Product Manager

  PHILIPS Domestic Appliance 台灣飛利浦家電Consumer Marketing - Coffee (Philips & Saeco)• Responsible for Philips & Saeco total coffee category, including full-auto/Semi-auto/Manual/Drip and filter coffee machine products.• Define brands' and products' strategy, value proposition and communication house/message via customers/consumers insight to achieve sales target.• Developed product roadmap strategy, new product launch/NPD plan, channel strategy and communication/sales materials to support new products go-to-market project.• Managed category's P&L, A&P budget, and designed IMC plans to achieve KPIs in sales, market share and HHP%.• Led agencies to develop ATL & BTL campaigns, including OTV, SEO/SEM, advertorials (print & digital), KOL/KOC, celebrities endorsement, social media (Facebook/Instagram), word-of-mouth, PDP/POSM, PR events and collaborations.[KEY Performance]• Defend and sustain market leader positioning with record high market share 62% (+2pt vs. Y22) in Y23.• Led PR agency and successfully held seasonal activation during Father's Day via creating "父親節送禮首選就是飛利浦雲朵咖啡機" slogan, and had at least 60 press release with 20M views/engagement, including Advertorials x3, TV news reports x3, Newspapers reports x2, digital media reports x 50+.• Launched NPD, milk frother, and collabrated with 100 KOL/KOCs unboxing campaign by creating talk-of-town "雲朵奶泡一鍵旋泡", and successfully earned over 5M engagement by Facebook posts, IG posts, and IG reels.• Cooperation with famous Taiwanese movie directors, 蔡明亮/殷正豪/程偉豪, to leverage brand's high-end image via OTV investment and advertorials communications.• Well co-worked with sales teams and channel manager to drive up sales momentum during promotion wave, like DS anniversary sales/EC D618 & D11/全國電子破盤 by marketing investment support (週年慶DM, momo 黃金/白金/鑽石包套版位, 電商品牌週) and successfully drive 5% value YOY. Show less

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  索尼

  Feb 2024 - May 2024

  Brand and Business Management

  TWMC - DI DivisionResponsible for Interchangeable Lens Cameras, including full-frame α1, α9, α7 series and APS-C α6000 series product lines.• Built α9 III launching plan together with marcom team to define KOL/KOC strategy and digital advertorials.• Designed quarterly seasonal promotion plan based on iGM simulation and sell-in/sell-out performance.• Well co-worked with sales team on PSI management.

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  Signify

  Jun 2024 - now

  Product Marketing Manager, BU Lead

  “PHILIPS Lighting” is now “Signify”.• Take fully responsible for Smart Lighting & Home LFL BU, including PHILIPS LED desk lamps, PHILIPS hue and WiZ connected.• Lead a team of 3 people, including 1 product marketer and 2 trade shopper marketers, to work closely with internal and external cross-functional teams and to drive sell-in/sell-thru/sell-out momentum with business partners in EC, Trade/outlets, Hyper, Costco, E-chains & DIY channels.• Responsible for P&L/IGM, product lifecycle & portfolio management, New Product Development/NPI, PSI, sales forecast and GTM plan to achieve business objectives.[Key Performance]• Defend market leader position of desk lamp category with 18% market share (+1pt vs. LY) in Y24.• Lead smart lighting category, WiZ connected, HHP +139% (vs. LY) and break through 26K households in Y24 Dec. • Successfully hold the 1st smart lighting custmer event with business partner, total reach over 50 interior designers participated and drove over NT$300K sell-thru net sales in a day. Show less