CV Example - Marketing

SU LING
100 Avenue Road
Bristol
BS12 3AB
Tel: 0117 212345
Fax: 0117 254321

suling@email.com

A highly successful consumer marketing professional who has contributed to the growth of £750 million in sales and £64 million in operating profit through the development and implementation of marketing programs and introduction of 20 new products.

A dependable and talented team player with exceptional leadership, marketing, idea development and product launch skills.

EXPERIENCE

Tasty Food Company, Bristol, 2000- present

Senior Director, National Programs (2002 - present)
Developed and implemented the annual marketing plan for a £2.3 billion quick service restaurant chain including program development and testing, new product development and testing and sales analysis.

• Coordinated with media, advertising, merchandising, market research and field marketing to put together a master plan that supported corporate sales objectives.
• Directed a staff of 12 professionals and managed a £18 million production budget that provided radio and television commercials, point of purchase materials, market testing and consumer research to support an annual growth of 16% in 2002 and 18% in 2003.
• Developed the concept of 'layers of value' that was the cornerstone of the highly successful '59/79/99' pricing structure. This provided a net sales growth of more than £160 million with an operating profit of over £14 million.
• Directed the staggered launch of 21 new products that produced up to £17 million in sales each during the first six weeks.

Director, National Programs (2001 – 2002)
Developed the annual marketing plan and implemented selected programs.

• Directed the launch of The Instant Burger resulting in £18 million incremental sales during the first six weeks.
• Developed and implemented a promotion using more than 22 million Spiderman cups that resulted in a £15 million sales increase over a six-week period.
• Achieved a 18% increase in average store sales (£285 million) for 2001 using a combination of pricing, promotions and new products.

Director, New Products (2000 – 2001)
Managed new product development from concept generation through launch.

• Managed the reformulation of two existing products, The Tastiest Salad Ever and South of the Border Fajitas, lowering the cost to achieve a reduction in sales price and an improvement in value rating.

The Great Food Corp., Portsmouth, 1999 - 2000

Senior Manager, Menu Planning and Development
Managed new product development from concept generation through national launch.

• Took Super Cookie Treats from concept and product prototype to national launch within six months of assignment.
• Launched The 2-Minute Hotdog in eight weeks. The product became a regular promotional product.
  

Brekkie Company, Birmingham, 1996-1999

Product Manager, New Product Development
Managed new product development from concept through first year in market.

• Launched Zesty cereal, an orange juice flavoured breakfast cereal, within 8 months of assignment.
• Developed and implemented the marketing plan for Fruity Flakes cereal, achieving a 1.7 % market share.
• Managed Apple Cinnamon Hoops cereal from concept development through launch.

Yummy Things, Manchester, 1991-1996

Brand Manager, Olivey Margarine (1994-1996)
Managed advertising, consumer and trade promotions, pricing, packaging product improvement and cost reduction to achieve annual and long-term volume and profit goals.

• Reversed share loss trend within six months through targeted use of coupons and trade promotions.
• Managed Yummy Taste of Butter spread from concept development to test market launch. Product was subsequently launched and is still available today.
• Changed the pricing and deal structure on the Olivey margarine line to a lower everyday price on stick margarine and capitalised on higher relative brand loyalty.
• Redesigned the Olivey line's package graphics to update product image.

Associate Brand Manager, Yummy Confections (1992-1994)
Managed the Yummy confections line including milkshake mixes, caramels, ice cream toppings and marshmallows.

• Convinced management to redirect consumer spending from high volume marshmallows to high margin caramels, increasing volume and profits by 13%.

Brand Assistant, Yummy Confections (1991-1992)
Implemented and analysed consumer and trade promotions. Developed a new trade promotion program for ice cream toppings that tested successfully and was used nationally.

EDUCATION

University of Manchester, 1991
Master in Business Administration, with Distinction

University of St Andrews, 1989
Bachelor of Arts, in History, Class II Division (i)