Martin Wan


Shanghai City, ChinaBuilding Materials

Current Kohler China Investment Co. Ltd

Previous Ariston Thermo (China) Co.Ltd, Akzo Nobel Swire Paints (ShangHai) Ltd., AkzoNobel Swire Paints(Shanghai) Ltd.

Education Zhe Jiang University of Sciences


* >20 Years' working experience in MNCs, over 7 years in YUM (KFC), 4 years in Unilever; 2 years in Ashland and 8 years in AkzoNobel / Have 4 months Overseas training experience in U.S./UK 

Over 15 years experience in start-up retail business on chain store network development and store operations establishment, dealer authorized channel development& management covered fast food/ FMCG/ Auto Quick-lubricant/Deco paint industries.

6 years experience in Trade marketing field, especially on Store network development & Store VI design, as well as in store merchandising and BTL activities. 

Rich experience on training skill, as a consultant to conducted trainings for Petro-china on their start-up instant oil change business in Beijing/Lanzhou; As the consultant trainer of Learning Alliance Management Consulting, initiated store manager development program for TNT logistic company and conducted training courses in SH/GZ. 

Mini- MBA Course study in CEIBS;


Associate Director-Trade Marketing

Kohler China Investment Co. Ltd

August 2015 – Present (1 year 1 month)Shanghai City, China

Develop marketing strategies and support programs in China to drive sales and promote Kohler brand leadership in the following areas:

-retail channels, focus on showrooms.

-trade customers and influencers including distributors, developer and hotel chains.

-Home decoration company and home designer channel

-New channels- E-commerce, TV shopping and mini-decoration service etc. 

Collaborating with regional sales teams, manage the city budget for efficient and effective use to achieve local market and sales development objectives.

Coordinate with product team and regional sales offices for consumer and trade promotions at city, regional or national level.

Manage, implement and co-ordinate communication programs and merchandising support including seminars, trade shows, road shows, events, advertising and marketing materials (eg. newsletters, local advertising, PR, POP materials, literature, audio/visual presentations) as needed for communication at all channels, and ensure they comply with Kohler standards and requirements.

Coordinate with Marketing Communications team to develop advertising and marketing materials necessary to support communication at all channels.

Monitor and feedback to Marketing and Management competitive sales and marketing initiatives and activities at the channel level.

Identify new opportunities and develop support programs to promote sales or Kohler brand leadership through joint-promotion, partnerships and alliances with other brands and trade associations.

Provide valuable consumer feedback and competitive intelligence for product and business opportunities.

Assist Market Research team in carrying out research and survey at channel level.

Carrying out ad hoc promotions and marketing programs as assigned by the Marketing VP to support the company’s marketing strategies and achieve set business objectives.

Trade Marketing Director- Heating

Ariston Thermo (China) Co.Ltd

June 2014 – August 2015 (1 year 3 months)

•Develop business strategy for Heating retail channel network development

•Develop new POS expansion plan, validation& evaluation process to ensure high quality of new store development 

•Develop commercial policy and KPI for distributors and POS stores.

•Develop retail store SOP and POS management model to systematic tracking store sell out performance and work with sales team take improvement action for bad performance stores. 

•Lead China Heating trade marketing team to achieve high quality BTL execution so as to gain more

market share.

•Set up National trade/end user promotion strategy and ensure well on the ground implementation in field.

•Develop new VI for Ariston POS stores, and build standardized POSM and decoration principle to enhance Ariston brand image and further drive sell out.

•Develop effective in store POSM to enhance Ariston brand image.

•Build commercial training team to enhance retail channel capability, redefine synergy between pre-sales team, training team, after sales service and trade marketing team.

•Project channel analysis and develop strategic way to attack.

• A&P budget planning and management

•Plan& organize Trade fair and exhibition to enhance Ariston brand awareness and new product introduction.

•Organize distributor conference/incentive trip to build close partner relationship and emotional bonding. 

•Develop growth strategy for home decoration business- designer club and other loyalty program

Trade Marketing Manager

Akzo Nobel Swire Paints (ShangHai) Ltd.

January 2009 – June 2014 (5 years 6 months)Shanghai

• Lead the China trade marketing team to achieve high quality BTL execution so as to help drive market share/sales/profit. 

•Work closely with product marketing teams for the development and implementation of China trade marketing plans and activities

•Lead the local relationship with external agencies to ensure high quality execution and timeliness of local deliverables. 

•Contribute to local activation plan and initiatives based on learning from market, dealers and consumer 

•Manage the cost and budget

•Develop merchandising guideline by category for sales team, work with ATL team on store design by channel and set in store display standard 

•Develop POSM (In-store material, POP, color cards, dry panel, demo tool) based on business and local market needs by category by channel, to build ICI competitive advantage at “1st moment”

•Lead the trade marketing team by directing, motivating and coaching to enable strong individual contributions and build a high-performance team

•Provide POSM support to residential area promotion as well the post evaluation

•Whole POSM process management, keep on review key check point of each phase, including planning, data collection and analysis, implementation. Improve process based on business needs, improve POSM efficiency evaluation.

Senior Operation Manager

AkzoNobel Swire Paints(Shanghai) Ltd.

June 2006 – December 2008 (2 years 7 months)Shanghaii

Responsible for channel management and DDCN (Dulux Decorator Center Network) development and store operation management nationwide.

Leading store operations to fulfill financial and operational objectives for stores

Develop store operational capability to compete against other traditional store format.

Working with sales team and distributors to find suitable store location and help open new stores nationwide

Developing and implement operational initiatives for stores to drive operational excellence and store profitability

Improve capability of store managers by providing on job coaching for store operations and management

Opened over 100 new DDCN stores nationwide in 2 years fully demonstrate my outstanding business development capability and highly effectiveness working style.

Operation Manager

Valvoline International Inc. A subsidiary of Ashland Inc

June 2004 – June 2006 (2 years 1 month)ShangHai

Build up Valvoline automotive preventative maintenance chain business in China.

Establish a strong operation team to achieve setting target. Optimize operation effectiveness, enhance staff morale and service standard. 

C oordinate & communicate with other functions’ colleagues to maximize sales in line with the corp. strategy.

Establish the POS system and vehicle information data base

In June 2005, the first Valvoline Instant Preventive Maintenance service center was opened in Shanghai

In Feb 2006, the second VIPM service center was opened in Shanghai

Food Service & Catering Operation &Business Development Manager/Lipton MPS Operation & Business Deve

Wall’s (China) CO.LTD & Unilever Foods (China) Co. Ltd.

August 2000 – June 2004 (3 years 11 months)ShangHai

Responsible for setting up operation system for food service business;

Providing financial feasibility evaluation for new site development;

Recruiting, training and coaching the store managers and consistently achieve sales target.

In charge of logistic issues such as planning, distribution, warehouse management.

Be responsible for shop equipment out sourcing and new shop layout design & construction.

Built up a very strong base for soft ice cream operation and development which was clearly demonstrated by the successful opening of the first ice cream shop in Beijing and be promoted to be a senior lever manager.

Opened 5 ice cream parlors and 3 kiosks in BJ&SH in 2001 and initiated lots of programs to improve and optimize the shop operation effectiveness, enhance shop staff morale and service level improvement.

In 2002, our Wu Jiao Chang shop achieved profitable and another shop got remarkable improvement with 30% increase of NPS.

In 2003, as a leader of Wall’s food service business developed a new successful business model which demonstrate good general management skill

In 2003 as project leader for Lipton MPS which is a new business model for Out of home channel. Responsible for the whole project establishment from the concept stage to implementation stage which in line with the Lipton brand key.

Area Manager/Local Store Marketing Manager

Qing Dao KFC Co. Ltd

May 1993 – August 2000 (7 years 4 months)QingDao

Responsible for sales growth and training, coaching the store managers in whole sales region.( Shan Dong province) as an area manager for over 7 years.

Responsible for shop promotion execution and new shop G.O planning, media buying and training shop promotion ladies as well. Arrange and follow-up the merchandising in whole shops (Shan Dong/He Nan province) as a local store marketing manager.

Open the first KFC store independently as the first restaurant manager in Qing Dao market in 1994.

Be promoted to be the first area manager in charge of whole restaurants in Qing Dao city in 1996.

In 1997, became a certified internal trainer, responsible for store manager’s training program in north region.

Allocated to Ji Nan city in charge of the whole restaurants in Ji Nan& Zi Bo cities for one year and achieve over 50mil sales revenue which over 20% of target.

As a local store marketing manager organized two new restaurants G.O in Zhengzhou city (He Nan province) in 2000.


Zhe Jiang University of Sciences

Bachelor of Science, major in Electrical and mechanical engineering

1988 – 1992

Additional Info

Personal Details

Birthday October 16

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