Amanda Chu

Go To Market Strategies | Project Manager | Marketing & Product Operations @CH International Group S.A.

Strategic managementOperations💸 MarketingBusiness Owner💼 C-level Executive🐦 Design🧑‍🔬 Engineer🧨 Consulting✨ Business OwnerCOOBrand Marketing ManagerCommunications ManagerPresentation DesignerEvent ProducerMarketing Analytics ManagerIndustrial EngineerExecutive CoachBusiness AnalystAssociateEngagement ManagerPartnerMarketing Director

A dynamic and multicultural business executive with over 15 years of experience as a Go-To-Market international expert and Business Processes leader. As a Go-To-Market Project Manager in Marketing and Products Operations, she excels in managing international teams, launching products, and driving market growth. Her expertise spans strategic planning, project management, data analysis, business process transformation, and operations management across various industries. Amanda is known for her strategic mindset and visionary leadership, continuously enhancing her skills to remain at the forefront of the marketing industry, with a focus on achieving business objectives and optimizing marketing strategies.

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Network Power<100 people

Roles

💸100%

Marketing

🧑‍💼100%

C-level Executive

Geos

🇵🇦100%

Panama

Work Background

Inversionista GEMCH S.A.Strategic and Operations Adviser

Jan. 2022- Strategic advisor specializing in guiding the transition from a family-owned to a corporate model, focusing on strategic planning, business process optimization and commercial transformation. - Consultant specializing in business development, operations management and project management. - Identifies and pursues valuable business opportunities to generate new revenue and improve bottom-line profit.

APROCHIPA- Asociación de Profesionales Chino PanameñaAdvisory Board Member

Jul. 2023

APROCHIPA- Asociación de Profesionales Chino PanameñaPresident

Jul. 2021 - Jul. 2023Panamá, Panama- Led a +57-year-old NGO of +100 associates as the first president to lead a 2-year term continuously, guiding its strategic direction during this transformative term. - Directed strategic initiatives and operations, leveraging advanced project management and leadership acumen to propel organizational expansion and operational effectiveness. - Represented the association at cultural, commercial, and diplomatic forums, both domestically and internationally. - Crafted and implemented a comprehensive strategic plan spanning more than two years. - Led and orchestrated cross-functional collaboration spanning legal, operations, finance, brand marketing, internal affairs, partnerships, and alliances, optimizing resource allocation and driving innovation to achieve strategic imperatives and ensure enduring prosperity. ACHIEVEMENTS AS PRESIDENT: - Formed strategic alliances with private enterprises and governmental bodies to advance education, cultural initiatives and social welfare through a revamped association execution model. - Delivered a 42% increase in social media engagement and boosted membership by 11% through targeted marketing initiatives. - Championed and organized the Festival de Cometas y Panderos, drawing over 8,000 participants, marking a milestone in the association's history. - Fostered a culture of innovation and collaboration across the organization by instituting various recognition programs.

Career BreakFull-time parenting

Mar. 2021 - Jan. 2022Panama City, Panamá

Under ArmourRegional Go To Market Manager - LATAM

Jan. 2020 - Mar. 2021Panama- Led the Go-To-Market area and processes for LATAM. - Transitioned through various leadership roles, managing Marketing, Merchandising, Planning Go-To-Market, and Operations Excellence for International HQ, Emerging Markets and LATAM. - Ensured synchronization among the business and commercials areas (Merchandising, Marketing and commercial channels (wholesale, ecomm and O&O retail) to ensure an optimal experience for our partners during sell in, at our point of sales and to maximize sell out. - Spearheaded the end-to-end Go-To-Market process transformation, implementing digital tools and platforms. - Managed large-scale strategic projects and introduced new systems, tools, and processes to achieve challenging objectives i.e. GTM transition project from LATAM to Americas business model. - Responsible for process calendar management and communication. - Pioneered the transformation of end-to-end Go-To-Market processes, steering cross-functional teams through strategic planning and execution. - Orchestrated the digitization of key processes, propelling the company into a new era of efficiency. - Steered the conceptualization, budget management, and execution of international brand marketing strategic meetings, fostering collaboration among global, regional, and local teams. - Led the cross-functional (regional and local) seasonal execution of strategy, development, and delivery of products to B2B and B2C channels. ACHIEVEMENTS: - Appointed GTM Champion and member of the Global GTM Strategic Steering Committee for LATAM, reporting directly to the CEO of the region and the Global Senior Director of Go-To-Market. - Successfully managed large-scale projects, including the GTM transition from Emerging Markets to LATAM, LATAM to One Latam, and One Latam to Americas business models. - Spearheaded the implementation of a digital Go-To-Market platform for key commercial accounts, capturing over 30% of the regional business in order to improve the sell-in dynamic.

Under ArmourRegional Go To Market Manager - Emerging Markets

Jan. 2018 - Dec. 2019Leader and responsible of the areas of: Marketing/Merchandising Go To Market, Merchandising-Product Operations, Product Operations Master Data & Systems and Marketing Operations. - Led GTM Operations for Emerging Markets region which included: Latin-America, Australia, Russia and the Regional partners from South East Asia, Turkey, Balkans, Middle East, North and South Africa, CIS. Responsible for process calendar management and communication. Implemented the digital go to market platform to the be utilized with the key commercial accounts which represented over the 30% of the regional business. - Ensured synchronization among Merchandising, Marketing, Planning and Commercial channels (WHS, e-comm and retail O&O) for an optimal experience with our partners during sell in, and also at our POS to maximize sell out. - Drove the definition of key global processes (focus on Merchandising, Marketing, Operations, Demand Planning and Channel Planning) by working with a wide group of x- functional global, regional and local stakeholders. - Drove optimization initiatives to evolve processes & scalable operational rhythms and adjust with marketplace and consumer insights. - Responsible for event management including conceptualization, budget management and execution of the international brand marketing strategic meeting. - Led transition of the GTM regional model from Emerging Markets to LATAM business model: regional GTM Design/Innovation/Management, Product Operations and Data Analysis. - International and multicultural leadership across the regions. ACHIEVEMENTS: - Appointed as Regional GTM Champion and member of the Global GTM Strategic Steering Committee within the global organization.

Under ArmourInternational Marketing Operations Head - International HQ

Aug. 2015 - Jan. 2018Leader and responsible of the areas of: Marketing Go To Market and Brand Marketing Operations. - Key liaison between Global Headquarters and the International HQ to overcome the strategy, planning and Go To Market process and drive new partnerships across the region. - Led the cross-functional and cross-divisional dynamic to drive the new processes within the international regions of Europe, Greater China, Latin America and New Markets Partners (South East Asia, Turkey, Balkans, Middle East, North and South Africa, CIS). - Responsible for process calendar management and communication for International brand marketing and marketing operations. - Responsible for event management including conceptualization, budget management and execution of the international brand marketing strategic meeting. - International and multicultural leadership across the regions.

Career BreakProfessional development

Aug. 2014 - Aug. 2015ShanghaiIntensive mandarin language program in Fudan University located jn Shanghai, China.

adidasGo To Market & Marketing Operations Manager LAM - Reebok

Apr. 2012 - Aug. 2014Panama- Led cross-functional teams across regional Go-To-Market (GTM), Marketing Operations, Merchandising Master Data & Systems and FP&A, demonstrating strong project management skills and x-functional leadership. - Led and performed seasonal reports/analysis on Pricing and Range efficiency, using analytical insights to drive strategic decision-making. - Established end-to-end GTM processes for all Latin America, driving business transformation. - Led the driving business transformation for Latin America, and spearheaded the establishment of a new Go-To-Market (GTM) process and strategy for Marketing Ops. and Product Management following the merger of Central America, Colombia, and South America Distributors. - Served as a liaison between Global HQ and Latin America HQ, overseeing processes such as range segmentation, account marketing, product management, sample management and forecasting for LATAM. - Drove the definition of key global processes, focusing on Merchandising and Marketing, by collaborating with a diverse group of global, regional, and local stakeholders. - Successfully orchestrated key regional events including Sales and Marketing Meetings and Brand Days, from conceptualization through to budgeting and execution, highlighting organizational and leadership skills. - Drove innovation and efficiency in the Sample Management System (SMS) processand showroom presentations at the LATAM HQ, leveraging strategic insights to enhance operational effectiveness and market competitiveness. ACHIEVEMENTS: - Defined a new GTM process and strategy for Marketing Ops and Product management post-merger of Central America, Colombia, and South America Distributors. - Established standardized global-regional processes involving stakeholders relevant to LATAM. - Served as a liaison between Global HQ and the Latin America HQ, overseeing processes such as range segmentation, account marketing, product management, sample management, and forecasting for the Latin American market.

Copa AirlinesBusiness Process and Airports Quality Assurance Manager

Jan. 2010 - Apr. 2012Panama- Led the Airports Quality Management System, analyzing operational KPIs using Analytics and Business Intelligence. - Developed strategies and proposed business solutions based on statistical operational analysis for airport performance. ACHIEVEMENTS: - Implemented a new Quality Management System and standardized process measurement for the entire international airport system.

Career BreakProfessional development

Aug. 2008 - Dec. 2009Rochester, New YorkPursuing my master's degree in RIT - Rochester Institute of Technology at Rochester, NY.

Banco GeneralBusiness Process Sr. Analyst

Aug. 2006 - Jul. 2008Panama- Defined and proposed business solutions based on Lean Six Sigma methodology. - Acted as a liaison between functional users and IT for the implementation of functional and technological requirements.

High Performance Materials InstituteResearch Assistant - Nanotechnology Projects

Aug. 2004 - Apr. 2006Tallahassee, Florida Area- Assisted in developing impact-resistant polycarbonate/carbon nanotube composites. - Achieved a 300% improvement in toughness compared to neat polycarbonate.