- Crafting and DIY Projects
- Spending money on toys at Target
- Hiking
- Food Tourism
- Being a dog mom
Ao Shen
Los Angeles,CA
Summary
Brand Manager passionate about toys and collectibles. Brings enthusiasm to brand and product development. Skilled in innovative strategies, teamwork, and leveraging market insights to create memorable experiences for toy enthusiasts worldwide. Committed to infusing joy into projects, driving excellence in the toy industry.
Overview
9
9
years of professional experience
Work History
Brand Manager – DC Universe
Spin Master
06.2024 - Current
- Lead brand strategy, BDO, Slot and Rationals, and execution across DC portfolio, including DC core, Batman, and Superman movie lines.
- Own and manage brand P&L, driving financial performance through forecasting, pricing strategy, cost management, and POS analysis.
- Partner with Product Development, Design, Sales, and Marketing to execute profitable product lines aligned with brand directions and global market objectives.
- Act as the primary liaison with Warner Bros., managing licensor relationships, approvals, forecasting alignment, and QBR presentations.
- Utilize global POS data, Circana, and competitive research to inform strategic decisions, identify growth opportunities, licensing partnerships and optimize brand performance.
- Share product strategies, innovation pipelines, and brand updates with internal stakeholders for line and financial reviews and with external partners, including licensors, retailers, and trade shows such as NYTF and LATF.
- Brief cross-functional teams on go-to-market execution including packaging, creative assets, eCommerce content, and local retail marketing activations.
- Drive critical path timelines, ensuring on-schedule delivery across all development phases, while aligning cross-functional teams around brand goals.
- Serve as internal brand owner and strategic voice for the DC portfolio, guiding long-term vision and product roadmaps.
Brand Manager - Sonic the Hedgehog
Jakks Pacific
10.2022 - 04.2024
- Developing comprehensive product and marketing strategies for new and existing products within the Action Play and Collectibles categories.
- Collaborate with the Director and VP of Marketing to develop comprehensive product strategies and brand plans, securing approval from both Jakks management and licensors.
- Supervise the execution of the product strategy, encompassing consumer targeting, product and packaging development, and attainment of cost targets.
- Collaborate with cross-functional teams, including Costing, Design, Planning, and Packaging, to create a compelling and profitable product line, ensuring the team achieves deliverables and cost targets.
- Collaborate with the Sales team to equip them with necessary tools, materials, and presentations to achieve their commercial objectives.
- Oversee and implement marketing initiatives/strategies outlined in the brand plan for various product lines, encompassing advertising, retail/channel marketing, pricing initiatives, channel distribution strategies, sales support, and promotions.
- Demonstrate ownership of the business operations by effectively managing tools like line lists and P&L reports.
- Facilitate ongoing communication and information sharing with licensors/managers to ensure a positive team collaboration environment.
- Conduct in-depth category and product-specific market research, encompassing competitive analysis and market trend reports, as required.
- Monitor and analyze sales performance of product lines in both shipments and point-of-sale (POS) data to identify trends and areas for improvement.
- Demonstrate strong communication skills and relationship building as the internal brand champion for product lines, overseeing the coordination, management, and participation in tradeshows and internal sales meetings.
Marketing Manager
Soufeel
01.2020 - 10.2022
- Crafting innovative strategies and tactics to enhance the company's brand reputation and increase qualified traffic.
- Leading the conceptualization and successful execution of marketing campaigns from ideation to implementation.
- Developing and publishing marketing materials aligned with strategic marketing plans.
- Developing and executing strategic promotional campaigns to drive brand awareness and engagement.
- Exploring diverse organic and paid acquisition channels to optimize marketing strategies and drive targeted traffic.
- Creating and executing online and print marketing campaigns to drive brand visibility and engagement.
- Tracking and evaluating the performance of marketing communications initiatives to drive data-driven decision-making and optimize strategies.
- Collaborating closely with PR agencies to facilitate strategic partnerships and manage celebrity collaborations.
- Facilitating seamless internal communication to keep all company departments informed of marketing objectives and initiatives.
Marketing Manager
WeGet, Inc
01.2018 - 01.2019
- Led the development and implementation of comprehensive brand communication strategies across diverse platforms including digital multimedia, Social Media, marketing/sales materials, photoshoots, and promotions.
- Utilized consumer research and market trends to transform into actionable insights for enhancing sell-in and sell-thru communication strategies.
- Developed comprehensive 360-degree go-to-market plans and content roadmaps for all apparel products, overseeing the tool creation process to ensure successful implementation.
- Supervised and motivated a team of 6 high-performing marketing specialists and analysts to drive successful marketing initiatives and achieve team goals.
Senior Fashion Journalist
Netease
01.2017 - 01.2018
- Attended various global fashion events such as Fashion Week, the Victoria's Secret Fashion Show, and SIHH, amassing over 50 million views on the videos, photos, and news content created.
• Led a team of four editors to manage social media platforms like Weibo, WeChat, and TikTok, achieving a follower increase of over 600K in just one month.
• Conceptualized and orchestrated the "# come with me to the VS show" online contests to retain current members and attract new ones, generating engagement from 2 million users.
Social Media Manager
FashionBar Chicago
01.2016 - 01.2017
- Collaborated with over 30 designers to analyze needs, address challenges, and develop solution-driven campaign themes.
- Monitored Instagram, Facebook, and Twitter metrics consistently to optimize campaigns and leverage current trend data for enhancements.
- Managed the coordination of art and graphics production to drive impactful merchandising strategies.
Education
Master's - Journalism
Columbia College Chicago
06.2017
Bachelor's - English
Beijing International Studies University
06-2015
Skills
- P&L
- Excel
- Business Analytics
- Power BI
- PowerPoint
- Market Research
- Product Management
- Product development
- Brand Strategy
Interests
Timeline
Brand Manager – DC Universe
Spin Master
06.2024 - Current
Brand Manager - Sonic the Hedgehog
Jakks Pacific
10.2022 - 04.2024
Marketing Manager
Soufeel
01.2020 - 10.2022
Marketing Manager
WeGet, Inc
01.2018 - 01.2019
Senior Fashion Journalist
Netease
01.2017 - 01.2018
Social Media Manager
FashionBar Chicago
01.2016 - 01.2017
Master's - Journalism
Columbia College Chicago
Bachelor's - English
Beijing International Studies University
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