Leon Yinong Yang

Innovative professional skilled in creating and implementing marketing strategies, executing budgeting plans and utilizing market research to identify customer needs. Demonstrated ability in increasing brand visibility and market share. Possesses excellent digital communication and customer service skills.

• Date of Birth: 10/14/66
• Nationality: Chinese with Canada PR Card
• Marital Status: Married with 1 son

• 01/01/19, Current, Free lance and NGO, Obtained certification of Senior Aroma Therapist from World Federation of Chinese Medicine Societies in 10/2020, Obtained certification of Essential Oil Health Care Professional from T
• V Rheinland Germany in 10/2020, Coach of Marketing at Yinju Technology (Shanghai) Co., Ltd. in 2021-2023. Developed 'Cross-function Marketing Planning and Implementation' online course., VP for Public Relations at The Bookworm Beijing Toastmasters Club (BWTMC) in 01/2023-06/2023. Completely reinvented the club’s PR program., President of BWTMC in 07/2023-12/2023. Revamped the club’s performance efficiency with 10 new members enrollment., PR Manager of Toastmasters District 88 Division A in 01/2024-06/2024.
• 05/01/17, 11/01/18, Shell (China) Co., Ltd., Group Branding Program Manager, Lead the cross-business line project team to plan and execute the Shell China 'Make the Future (MTF)' branding program., Responsible for planning the MTF program annual budget and approve all actual spendings., Lead the development and execution of the program’s communications plan., Responsible for the government liaison for this program., Responsible for the recap evaluation of this program., The 2017 MTF program achieved 624M social media impressions and over 1700 attendees., The 2017 program lifted the Shell brand preference and public acknowledgement in China market., The 2018 MTF program created over 13M views and 150+ media reports.
• 05/01/14, 05/01/17, Shell (China) Co., Ltd., Retail Marketing Manager - China, Lead the setup of Retail China marketing strategy, brand development plan, annual marketing plan and budget., Lead the setup and execution of Retail China fuels marketing and brand development plans., Co-lead the Shell China masterbrand strategy setup and marketing plan., Lead setup and execution of Shell Retail China brand communication plan., Lead the anti-counterfeit retail station project., Successfully led the Shell Retail China’s brand preference KPI from 18% in 2014 to 30% in 2016., Led all 3 development phases of Shell gasoline 'Active Cleaning Technology' consumer value proposition development., Co-lead Shell China masterbrand marketing activities since 2015.
• 01/01/13, 05/01/14, Shell (China) Co., Ltd., Retail Marketing Advisor - East Region, Support and coordinate East markets in developing retail marketing strategy and execution., Responsible for market communications with global teams., Supported China team to launch Maingrade Fuel Active Cleaning Technology CVP., Supported India team in launching Fuel Economy marketing activity.
• 04/01/11, 01/01/13, Starbucks (China) Company Limited, Director – Field Marketing, Lead field marketing teams in planning and execution of annual marketing strategy and promotions., Manage national marketing budget., Coordinate LSM activities in all areas., Led successful opening events for new cities., Led development and launch of CEO visit to China.
• 10/01/10, 04/01/11, Starbucks (China) Company Limited, Category Director - Food, Responsible for planning and management of all Starbucks food products in Greater China region., Leading local food product development and launch., Revamped China food strategy and supply structure., Led successful launches of new food platforms.
• 10/01/08, 09/01/10, Starbucks (China) Company Limited, Category Director, Responsible for planning and management of all Starbucks products in Greater China region., Leading local product development and launch., Reorganized Starbucks GC food supply system., Set up B2B bulk purchase management process.
• 2007, 2008, Starbucks Coffee North China, Senior Marketing Manager, Responsible for design and implementation of regional marketing plan., Responsible for overall category management in the region., Maintained over 36 months double-digit comparable sales growth., Led the successful launch of New Food Program in Beijing.
• 2003, 2007, Beijing Meida Starbucks Coffee Co., Ltd., Marketing Manager, Create annual market development strategy and action plans., Design and organize all promotional activities., Organized various brand-building events., Designed and implemented projects such as 'Campus Coffee Culture Tour'.
• 2001, 2003, KODAK CHINA CO., LTD., Marketing Operation Manager, Greater Northeast Area, Seg. II, Consumer Imaging, Conduct market researches and design annual regional business growth plan., Wholly responsible for design and implementation of all regional business development plans., Led the region’s Kodak market share grew from 35% in 2001 to 45% in 2002., Achieved No.1 for KEX customer satisfaction rate in 2002.
• 2000, 2001, KODAK CHINA CO., LTD., Marketing Manager, North Region, Consumer Imaging, Involved in creating the national strategy for Consumer Imaging in China., Design and implement regional market development plan., Achieved the highest Kodak camera sales and penetration rate records in 2001.
• 1998, 2000, CAMPINA UNISONO CHINA CO., LTD. (CUC), Marketing Manager, Sales planning, advertising & promotion budgeting and implementation., Control sales and advertising & promotion reporting of whole China., Managed the company crisis recovery work in dioxin crisis., Leading in building up Campina UNISONO Market Information system.
• 1997, 1998, CAMPINA UNISONO CHINA CO., LTD. (CUC), North China Sales Manager, Planning sales, advertising and promotion activities in seven provinces of North China., Managing a sales/promotion team of over 70 people., Successfully introduced Birch Tree Hi-calcium milk powder in North China.
• 1993, 1996, ROYAL NETHERLANDS EMBASSY, Beijing, Commercial Assistant, Senior Assistant for managing Dutch Governmental soft-loan programs., Provided business consulting services for Dutch and Chinese companies., Managed the Chinese projects for Dutch Government loans.
• 1990, 1993, ROYAL NETHERLANDS EMBASSY, Beijing, Cultural Assistant, Managed all applications for the Netherlands Fellowship Programme from China., Involved in arranging all cultural exchange activities., Set up a new and highly efficient file system for NFP applications.
• BEIJING DIPLOMATIC SERVICE BUREAU (DSB), Beijing, General Manager’s Assistant, Managed the daily office work and the archive of the General Manager’s Office., Translated for all meetings of the managers with foreign diplomats., Set up new file and information exchange systems.