PERSONAL DATA: Name: Anthony Liu Date of Birth: July 1, 1964 Sex: Male Languages: English, Mandarin and Shanghainese Training: • McDonald’s Worldwide Hamburger Marketing University Class XXIX at McDonald’s Global at Oak Brook, Chicago, U.S.A---Marketing Strategic Planning Training Session • 1-Month Working & Training Experience at Reebok China HQ in Hong Kong • 2-Month Working & Training Experience at Lion Nathan Global in Sydney, Australia • 2-Month Working & Training Experience at Perfetti Global in Milan, Italy • Research Training from Gallup in China • Advertising & Media Planning Training from O & M and Mind Share in China • Presentation Skills Training in China • International Trade & Finance Training in China . E-mail: 123456@yahoo.com.cn Mobile: ************ EDUCATIONAL BACKGROUND: 1986-1990: Department of Sociology, Peking University Bachelor of Law in Sociology PROFESSIONAL EXPERIENCE: 2002- Present: Senior Marketing Manager, McDonald’s ( China ) Co., Ltd. Position Purpose Leads the process of developing of the marketing/business plan that profitably builds sales, transactions, and market share for McDonald’s brand. Leads additional areas of responsibility with impact outside of discipline. Key customers include Top Management, Division/Home Office Staff, Agencies, Key Suppliers, Staff and Restaurant Management Principal Accountabilities 1 Leadership • Maintains and strengthens the McDonald’s brand position in the market as of responsibility • Actively participates with Agencies, and Top Management in establishing and communicating business goals • Leads the strategic and tactical development, execution, evaluation and continuous improvement of all national / local, promotion and public relations activity to achieve annual business goals • Identifies and utilizes available resources outside of the market to aid in the development and execution of the business/marketing plan 2 Process Management • Maintains and strengthens the McDonald’s brand position in the market and other areas of responsibility • Leads the process for development, execution and evaluation of media plans • Leads the process for development and execution of local creative ( TV, radio, outdoor, print, and restaurant merchandising, etc. ) in accordance with national creative standards • Leads the process for development and execution of ethnic and other key targeted marketing plans in order to reach important customer segments • Leads the process for developing relationships with strategic business partners ( outside suppliers, RMHC, Distribution Center, etc. ) • Leads the process for managing media relations and crisis management • Serves as the Department Head for the administration of the Marketing Department ( Staff responsibilities, cross-functional teams, budget management, etc. ) • Leads the process to promote local store marketing as a resources • Ensures the proper use of the McDonald’s trademarks, logo, producer’s licenses, and make sure all advertising materials have legal and creative approval 3 People • Selects, develops and coaches marketing staff to create and effective Marketing team and develop them for future opportunities within the system • Builds strong relationships and fosters teamwork among Agencies, Suppliers and Staff to achieve maximum performance 4 Analysis • Gathers, analyzes, and provides accurate, relevant, and timely information so that agencies make the best recommendations • Interprets and evaluates information related to sales, P & L, promotional evaluation, competition, general economic trends, and qualitative/quantitative research • Offers advise and counsel to ensure that company financial resources are used effectively 2001-2002: Marketing Manager, Reebok International Trading ( Shanghai ) Co., Ltd., Swire Resources Group Job Summary & Objectives • Supervise a sales team to deliver the budgeted sales turnover and gross profit , for Reebok and Non-Reebok’s Business in Eastern China. • To be responsible for entire marketing & operation of company’s brands with company’s business objectives and marketing strategies
