Summary
Overview
Work History
Education
Skills
Certification
Languages
References
Timeline
Generic

BETTE LAI

Rocklin,CA

Summary

Results-oriented brand management professional with 10+ years of experience building and growing consumer packaged goods brands. Proven track record of leading product innovation, managing cross-functional projects, and leveraging consumer insights, and syndicated data to inform marketing strategy. Strong collaborator and creative thinker with deep expertise in go-to-market planning, campaign execution, and P&L management. Passionate about health and wellness, and committed to contributing to a company that values integrity, innovation, and performance.

Overview

25
25
years of professional experience
1
1
Certification

Work History

Career Break & Professional Development

11.2020 - Current
  • Achieved Six Sigma White Belt Certification to enhance process improvement skills.
  • Currently pursuing Google Digital Marketing & E-commerce Certificate, focusing on digital analytics and SEO.
  • Applied strategic planning and project management to efficiently manage complex home operations.
  • Maintained marketing expertise through self-directed learning and freelance consulting efforts.

Assistant Brand Manager

Nestlé Hong Kong Ltd.
Hong Kong
11.2007 - 10.2020
  • Led strategy and execution for brands including Maggi, Nescafé, Kit Kat, Carnation, and plant-based meat Harvest Gourmet in the foodservice channel.
  • Project lead for innovation and renovation planning, coordinating stage-gate processes, and achieving successful regional product launches.
  • Spearheaded cross-functional projects with sales, demand planning, legal, and logistics to ensure smooth product launches, and optimized inventory management.
  • Analyzed market trends and consumer insights using Nielsen and IRI to inform and monitor brand positioning.
  • Evaluated campaign success by tracking sales history, pricing, and volume; conducted in-depth analysis to identify trends and opportunities, delivering strategic insights and recommendations to senior management.
  • Developed marketing assets with agencies for in-store activation, POS displays, and digital campaigns.
  • Developed digital marketing content and advertorial materials, contributing creative ideas to enhance online brand presence and consumer engagement.
  • Maintained brand P&L, developed pricing strategies, and managed trade spend to support profitable growth.
  • Planning and execution of trade shows and B2B promotions, collaborating closely with the sales team, and engaging with customers.

Marketing Executive

Sims Trading Company Ltd.
Hong Kong
04.2005 - 11.2007
  • Designed and executed brand campaigns targeting foodservice clients, resulting in increased market visibility and customer engagement.
  • Partnered with creative agencies and internal teams to produce high-impact marketing materials.
  • Analyzed campaign performance to optimize future planning.
  • Presented marketing strategies to key accounts to support sales growth.

Product Development Officer

Kampery Development Co. Ltd.
Hong Kong
06.2004 - 03.2005
  • Facilitated new product development from sourcing through production, collaborating with marketing on launch plans.
  • Conducted supplier audits to ensure compliance with quality standards.
  • Enhanced product formulas while maintaining GMP, SSOP, and HACCP standards.
  • Performed facility audits and trained staff in food safety and hygiene practices.

Food Technologist

Campbell Soup Supply Co. Ltd.
Sacramento, CA
02.2001 - 12.2002
  • Performed chemical, microbiological, and physical analyses to ensure product quality in soups, beverages, and sauces.
  • Maintained and calibrated laboratory equipment to support accurate daily testing.
  • Applied ISO 9000, HACCP, GMP, and SSOP protocols to uphold food safety standards.
  • Trained production staff on proper laboratory practices and equipment use.
  • Investigated raw materials and finished products for defects, documenting findings, and updating ISO-compliant manuals.

Education

B.S. - Food Science & Technology

University of California, Davis

Undergraduate Program - Food Science

Clemson University

Skills

  • Brand strategy and positioning
  • Project and budget management
  • Innovation and commercialization
  • Syndicated data analysis
  • Marketing communication and execution
  • Cross-functional leadership
  • P&L and trade spend management
  • Stage gate process
  • Digital marketing strategies

Certification

  • Google Digital Marketing & E-Commerce, In Progress
  • Six Sigma White Belt

Languages

  • English, Fluent
  • Cantonese, Native
  • Mandarin, Fluent

References

References available upon request.

Timeline

Career Break & Professional Development

11.2020 - Current

Assistant Brand Manager

Nestlé Hong Kong Ltd.
11.2007 - 10.2020

Marketing Executive

Sims Trading Company Ltd.
04.2005 - 11.2007

Product Development Officer

Kampery Development Co. Ltd.
06.2004 - 03.2005

Food Technologist

Campbell Soup Supply Co. Ltd.
02.2001 - 12.2002

B.S. - Food Science & Technology

University of California, Davis

Undergraduate Program - Food Science

Clemson University

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