ZHENGYUN XI

- Developed and executed long-term business strategies for categories, adapting global plans to local consumer needs.

- Identified and partnered with top licensees, driving innovation and quality product ranges.

- Provided regional input for global deals, forecasted quarterly performance, and promoted core ranges in retail.

- Oversaw global/regional licensees and supported their local teams for market penetration.

• Oversaw social media presence and aligned posts to include branding and trending ideas.
• Developed and promoted corporate brand, images and identity to media and public.
• Cultivated strong corporate image and identity with clear branding.
• Increased brand awareness through development and implementation of successful public relations campaigns.
• Researched latest market trends and analyzed data to develop public relations strategies and tactics.
• Collaborated with other departments to develop integrated branding and public relations strategies.
• Built and strengthened industry partnerships to improve product placements, amplify coverage and maximize effectiveness of marketing strategies.

§ Developed and executed a comprehensive long-term business development strategy for Hardlines, Publishing, and Promotion categories.

§ Successfully managed the Profit and Loss (P&L) to consistently deliver annual revenue targets.

§ Oversaw category and licensee management, ensuring optimal partnerships and growth opportunities.

Spearheaded franchise and retail development initiatives to expand the company's presence in the market.

• Involved in identifying and forging new partnerships with emerging Internet companies in China and Asia, including but not limited to Xiaomi, Tencent, and Alibaba.
• Safeguard and align Hasbro's interest in major planning and execution phases of New Business Asia/China strategic and business objectives regionally by informing and vetting all key stakeholders within the Hasbro organization.
• Manage and guide various Hasbro's groups of expertise (Studio, GBT, GDO, Licensing) to work efficiently and cross functionally with respect to New Business Asia/China activities to develop collaboration and synergy.