邓若茜
About 邓若茜
邓若茜 is a Senior Brand Manager at 百时美施贵宝 in 静安寺, with prior experience at Boehringer Ingelheim China and 汉高.
Title and Company
邓若茜 currently holds the position of Senior Brand Manager at 百时美施贵宝. She works at the company's location in 静安寺.
Previous Roles and Experience
Prior to her current role, 邓若茜 worked as a Product Manager at Boehringer Ingelheim China from 2009 to 2013, based in 南京西路. Before that, she served as a Marketing Supervisor at 汉高 from 2006 to 2009, located in 张江.
Educational Background
邓若茜 completed her undergraduate studies in Public Relations at 复旦大学, earning a 本科 degree. She attended from 2006 to 2009.
Brand Management and Campaign Execution
In her role as Senior Brand Manager, 邓若茜 developed and executed a comprehensive yearly brand plan focusing on consumer insights and competitor analysis. She created and managed brand communication materials, defined target audience portraits, key messages, and key visuals. Her strategic initiatives included innovative media strategies such as brand placement on Tencent video and O2O campaigns with platforms like qunar, DIDI, and 隐食家. Additionally, she collaborated with E-Commerce platforms like 1药网, 健民大药房, and 康爱多 to enhance brand awareness, especially during the double 11 shopping festival.
Team Coordination and Market Research
邓若茜 coordinated cross-functional teams including Legal, Compliance, Purchase, and Trade Marketing to ensure smooth project execution. She led market research projects to align with business needs and track brand health. Her responsibilities also included conducting monthly market performance reviews to identify business opportunities and supervising Trade Marketing and local sales teams.
Budget Management and Vendor Collaboration
邓若茜 managed the AnP budget and third-party vendors, including creative and media agencies. She achieved significant brand performance growth for Bufferin, outperforming the category and competitors. Furthermore, she successfully executed a year-long communication campaign for TG and BDN, with notable progress in BDN’s word-of-mouth according to third-party social listening tracking.
Innovation in Advertising
邓若茜 developed an innovative brand video for TG advertising with limited investment. She also explored the potential of the kids' vitamin market to maximize the value of the multi-vitamin category.