An experienced professional with extensive experience in market assessment, product launch, brand planning, consumer segmentation, advance portfolio planning. Demonstrated ability in interpreting data into actionable business plans. Broad knowledge of managing large scale global projects in multiple countries. Well versed presentation skills to high level executives in a corporate setting. Native level English fluency. Regions: Asia Pacific, Greater China, Western Europe, North America, Middle East, South Africa Key Markets: China, Korea, Indonesia, Thailand, Australia, Germany, Russia, US, Egypt, UAE/SAb

1. SHIRLEY K. NG
Location: Shanghai sng171@yahoo.com
PROFESSIONAL SUMMARY
An experienced professional with extensive experience in market assessment, product launch, brand
planning, consumer segmentation, advance portfolio planning. Demonstrated ability in interpreting data into
actionable business plans. Broad knowledge of managing large scale global projects in multiple countries.
Well versed presentation skills to high level executives in a corporate setting. Native level English fluency.
Regions: Asia Pacific, Greater China, Western Europe, North America, Middle East, South Africa
Key Markets: China, Korea, Indonesia, Thailand, Australia, Germany, Russia, US, Egypt, UAE/SAb
Staff Training in 2011-2012 (current on-going): Ensure global alignments in Market Validation Reviews (MVR
Process), Vehicle Pre-launch Market Assessment, Target Market Exploration, Marketing Communications
Planning in GM Indonesia, Vietnam, India (JV Partner SGM) and China (JV Partner SGMW)
EMPLOYMENT HISTORY
GENERAL MOTORS GLOBAL HEADQUARTER Detroit, MI 1999-2006
Shanghai, China 2011-Present
Departments: VSSM, Global Planning, Global Market Research
Senior Manager, Brand Management Research, GMIO ( 2011-Current )
Senior Forecast Analyst, GC Long Term Forecasting, GMIA ( 2003-2006 )
Senior Research Analyst, Brand Strategy Research, GMIA ( 2002-2003 )
Product Research Analyst, Advance Portfolio Development, NA Market Research ( 1999-2002 )
Achievements ( GMIO Global Markets International Operation – Current ongoing)
 India Market Assessment: Led and Supervised 3 projects in preparation of 2 major new vehicle launch.
Conducted workshops to India VSSM and Planning staff to ensure global process consistency in product
pricing assessment, marketing communication and research methodology.
 Indonesia Target Market Exploration: Managed a project to evaluate vehicle segment and competitive
conditions to support brand positioning and communication efforts in local market. Provide training to GM
Indonesia VSSM team.
 Markets CSI, DSI (Dealers), BTS (Brand Tracking) KPIs Reporting: Develop regional and country reports
each quarter that consolidate quarterly KPIs of 14-17 countries for senior management reviews. Created
2 new global reporting web portals that enable convenient data and full report retrievals online at anytime.
Achievements (GMIA BP and Industry Forecasting – Greater China)
 GC BP and Long Term Forecasting: Led the annual global BP process and provided detail market
environmental scans, including public policies and competitive analysis for management reviews.
Collaborated with local teams to adjust Mid-year volumes by vehicle segments and products levels.
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2. SHIRLEY K. NG
Location: Shanghai sng171@yahoo.com
 Commercial Light Trucks Opportunities: Collaborated with AP Planning team to examine local China light
trucks manufacturing capacity and produced detail findings to AP Automotive Strategy Board on future
opportunities in commercial light trucks and passenger vans products opportunities.
 Cadillac Market Entry Forecast: Assessed China's luxury vehicle market opportunities and identified
product segment competitive opportunities. Produced a 5 year forecast on Cadillac market outlook.
 Vehicle Segments Alignment: Produced 2004-2012 segment forecasts to systematize with local China
market demand planning. Realigned vehicle products to improve global segments accuracy (ongoing).
Achievements (GMIA, Brand Strategy Research) (NAMR, Product Development)
 Pontiac Next-gen Branding: Led a cross functional team to evaluate Grand Am brand equity. Developed
naming and market communication strategies for G6 new launch (Campaign: Fuel for the Soul).
 Chevrolet and Pontiac Brand Positioning: Managed the project that created a research methodology that
separated Chevrolet and Pontiac brand image by optimizing each brand's strengths and emotional
connections to its target customers. As a result, “The American Revolution” campaign was created.
 Customer Segmentation: Created a customer profile segmentation scheme based on consumers
dynamics associated with their perspective on brand image affiliation.
 Interior Properties Packaging: Led the Cadillac XLR interior packaging study that resulted in new package
combinations that best meet customer needs in the luxury vehicle segment.
Product Research
 Market Opportunity Study: Led a project that assessed competitive products in the youth market along
with recommendations that initiated new concepts in the small car and sports utility sectors (G6, H3).
 Product Development: Managed three consecutive years (2000, 2001, 2002) of consumer insight studies
at the North American and European Auto Shows ( Geneva, Los Angeles, Chicago, Detroit ).
 Product Design Study: Collaborated with APEX Design team and determined the best design cues for the
next generation Saab and Hummer vehicles.
RIGHT MANAGEMENT, Hong Kong 2009-2010
Associate Consultant, Career Transition Team
Role: Conducted workshops and provide individual career change counseling to high level executives.
MICROSOFT, Redmond, WA 2007- 2009
Department: Central Marketing Research and Insights ( CMRI )
Senior Manager, Global Campaign Research Lead
Role: Develop primary research studies to optimize global campaign effectiveness. Lead internal and external
cross functional teams to extend Microsoft leadership role in the digital marcom space through rigorous
research, planning and campaign result tracking.
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3. SHIRLEY K. NG
Location: Shanghai sng171@yahoo.com
Achievements:
 Integrated Marcom Research: Executed MS Unified Communication (VOIP) and Windows Server 2008,
2009 global messaging research. Optimized digital discipline efforts in key launch countries by pinpointing
reasons for KPI gaps, resulting in redistribution of budget allowances in France and Germany.
 Advertising Effectiveness Tracking: Increased media spend efficiencies by creating monthly tracking
reports that evaluated campaign KPI and MS perception results in target markets.
 Budget Forecast: Managed a forecasting tool to distinguish specific markets for nine MS global
businesses and expedited final guide lines where US$400 million media money is best spent annually.
PROCTER AND GAMBLE COMPANY, Boston, MA 2006-2007
Department: Gillette Global Business Unit, Customer and Markets Knowledge.
Senior Manager, Gillette Asia Forecasting ( P&G Gillette Integration Team )
Role: Manage industry forecast of Gillette Asia portfolio and data migration to P&G BAS archive. Provide
market analytics on products competitive effectiveness. Evaluate category performance according to financial
targets. Act as a liaison and mentor to regional staff to ensure analytics accuracy.
Achievements:
 Landscape Assessment: Analyzed Gillette products competitive strengths against key competitors
worldwide resulting in successful Gillette Fusion product launch in Japan and Korea in 2007.
 User Segmentation: Redefine Gillette emerging markets User Segmentation schema to identify urban vs.
rural areas demand forecast of portfolio categories in market.
 Database Consolidation: Successfully migrated historical Gillette data to P&G Business Analytics System
without interrupting continuous daily incoming flow. Coached local teams in global forecast modeling.
ADDITIONAL EXPERIENCE
Held several management, research and direct marketing manager positions in Los Angeles ( 1985-1999)
EDUCATION
Doctoral Candidate: Pepperdine University, Malibu, California.
Major: Organization Leadership ( All But Dissertation - Current )
Phi Delta Kappa Scholastic Award
California Teaching Credential : K-Adult Education, LA Unified School District, California
MA : Visual Art, Printing Media Technology, University of Alberta, Edmonton, Canada
BFA : Fine Arts, Nova Scotia University of Art and Design, Halifax, Canada
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