Abby An
Summary
As a Product Manager with over 8 years of experience at multinational corporations like Philips, as well as leading Chinese appliance companies such as JOYOUNG, I bring deep expertise in growth strategies, customer insights, product planning&development and go-to-market strategies. With 4 years of management experience, I have navigated diverse market environments, including Philips brand localization, highly competitive markets, and the proposition of entirely new product lines. I consistently drive results through high standards, leading the successful launch of over 100 products and achieving proven commercial success.
Overview
7
7
years of professional experience
Work History
Product Group Marketing Manager
JOYOUNG
06.2021 - 05.2024
- End to End strategy & execution in a highly competitive market and achieved commercial success.
- Business Impact: Turned a product line to NO.1 brand from NO.3 through my new product strategy. Transformed a loss-making product line into profitability, increasing market share from 5% to 15% and boosting gross margin by 6%.
- Growth Strategy: Led business analysis for a 250-million SGD business with 6 product lines , devised a competitive advantage strategy developed the product roadmap for B2C and B2B channels. Planned goals for market share, sales, and profit.
- Customer Innovation: Led user research to identify pain points and itch points, creating a demographic database that transformed insights into innovative product concepts. Drove product experience optimization on all customer touch points.
- Marketing: Created standards of high quality product materials and increased the conversion rate by 3%.
- Communications & Sales: Developed digital marketing campaigns in collaboration with the brand team. Pioneered the creation of a real-time tracking dashboard, and Sample City strategy for offline.
- Full Value Chain Development: Led the team in coordinating lifecycle of products across R&D, designers, supply chain, quality, brand, and sales, ensuring strategic alignment.
- Industry Recognition: Secured the TOP 2 in Tmall in 2022, TOP 3 in JD in 2023, and the "Outstanding Product Line" award by Ovi in 2023.
- Personal Accolades: Recognized "Outstanding Employee" in 2022 and awarded the "Excellent Product Performance Award" in 2023.Company Overview: China's 3rd Leading Appliance Brand
Product Marketing Manager
ROBAM
09.2020 - 05.2021
- Company Overview: China's No.1 Kitchen Appliance Brand
- Led the market entry of a new product line, and created a new business strategy.
- New Product Line Proposition: Conducted competitor and user research, aligning with the brand's kitchen positioning to reposition the water purifier. Pioneered the “drinking + cooking” concept. Launched a dual-faucet purifier, growing sales from 0 to 10 million SGD.
- User Behavior Research: Collaborated with agencies to conduct in-home user visits and focus group discussions (FGDs), identifying pain points and driving corresponding technical solutions.
- Cross-Department Marketing: Increased brand visibility by spearheading cross-department initiatives. Led the partnership with DuPont for filter technology, overseeing all related activities and joint laboratory projects.
Product Marketing Manager
Philips
04.2017 - 08.2020
- Optimized Philips' localization strategy by tailoring home lighting product strategies based on local market competition and customer insights.
- Strategic Positioning: Led product strategy and roadmap, repositioning mid-to-high-end products and introducing low-end products to boost competitiveness, resulting in a 10% increase in sales.
- Go-to-Market & Sales Drive: Created 360°marketing strategies and provided comprehensive product materials and training to support sales teams. Leveraged both online and offline channels to ensure successful product launches, resulting in the best-selling product in Branded Retail stores.
- User Research & Concept Testing: Led both qualitative and quantitative user research, including new product concept testing, which fueled product innovation.
- Product Development & Cost Management: Defined product requirements in terms of features and cost, overseeing the entire product development process to ensure on-time launches
- Lifecycle Management: Managed full product lifecycle from product concept, development, to market launch, sales tracking, promotion and phase-out.
Education
Master's Degree - Business English Translation
Shanghai University of International Business and Economics
04.2017
Bachelor's Degree - Business English
Henan Normal University
06.2014
Skills
- Expert in User Research
- Customer-Centric Innovation
- Business Analysis &Growth Strategy
- Product Strategy & Roadmap Planning
- Go-to-Market & Sales Optimization
- Leadership
- Results-Driven Approach
- Portfolio Management
- New Product Development
- Multi-functional cooperation
- Porter’s Five Forces, 5Cs and 4P tools
Languages
Mandarin
English
Personal Information
Available: Immediate
Timeline
Product Group Marketing Manager
JOYOUNG
06.2021 - 05.2024
Product Marketing Manager
ROBAM
09.2020 - 05.2021
Product Marketing Manager
Philips
04.2017 - 08.2020
Bachelor's Degree - Business English
Henan Normal University
Master's Degree - Business English Translation
Shanghai University of International Business and Economics
Similar Profiles
Anastacia Njeri KamauAnastacia Njeri Kamau
Sales Assistant, Chinese Translator, Administrator at Joyoung CompanySales Assistant, Chinese Translator, Administrator at Joyoung Company
Andrea FauxAndrea Faux
Product Manager -Parts Marketing Group at Navistar Canada Inc.Product Manager -Parts Marketing Group at Navistar Canada Inc.
JENNIFER ANNASJENNIFER ANNAS
Product Marketing Manager, Siding Products Group at CertainTeedProduct Marketing Manager, Siding Products Group at CertainTeed