Summary
Overview
Work History
Education
Certification
Timeline
Generic

Miranda Huang

Summary

  • Commercial leader with 10+ years in Multinational FMCG and Tobacco, specializing in route-to-consumer (RTC) strategy, sales planning, and key account & distributor management in Taiwan.
  • Proven success in building scalable RTC models for regulated categories, integrating channel segmentation, field force structure, incentive planning, and execution KPIs to ensure readiness, agility, and long-term channel performance.
  • Deliver consistent double-digit growth and +30% campaign uplifts through trade marketing excellence, A&P optimization, and in-store activation across 13,000+ outlets—using Nielsen, CRM, and BI analytics to guide real-time decision-making and improve ROI.
  • Lead joint business planning and multi-channel go-to-market activations by aligning cross-functional teams (Sales, Marketing, Supply Chain, Finance, Legal), embedding execution excellence and customer-centric value creation at the core of commercial delivery.
  • Recognized as a Global Performer (LTIP) for strategic foresight, stakeholder influence- demonstrating strong cross-functional leadership, adaptability, and a high-performance mindset.

Overview

21
21
years of professional experience
1
1
Certification

Work History

Commercial Planning Manager – Heated Tobacco Produ

JT Tobacco International Taiwan Corp.
01.2022 - Current
  • Pioneer Route-to-Consumer Strategy for HTP Market Access: Lead Taiwan’s RTC strategy for the legalized HTP category—covering channel & geographic prioritization, retail partnerships, field force structure, incentive models, and KPIs—ensuring a scalable launch model and full commercial readiness.
  • Activate Retail Ecosystem Through Trade Readiness: Drive trade readiness programs- test market pilots, retail training, and POSM prototyping (e.g., shelf displays, consumer leaflets). Validate shopper engagement effectiveness and enable seamless national rollout.
  • Mitigate Commercial Risk with Regulatory Scenario Planning: Develop and manage multi-scenario plans to address regulatory ambiguity, mitigate commercial risks, and maintain uninterrupted sales readiness—enhancing organizational agility and launch stability.
  • Transform Market Insights into Execution Excellence Synthesize shopper, trade, and competitor insights into fine-tune sales strategies. Identify field execution gaps and co-create solutions with cross-functional teams to strengthen frontline consistency and sales capability.
  • Unify Cross-Functional Teams for Strategic Impact Align Sales, Marketing, Supply Chain, Legal, Regulatory, and retail partners under structured governance. Drive cohesive RTC rollout, fast-track transformation adoption, and deliver measurable business results.

Trade Strategy Manager

JT Tobacco International Taiwan Corp.
10.2019 - 12.2021
  • Accelerated Brand Growth via Strategic RTC Execution Managed 8-brand portfolio across convenience channels; delivered sustained double-digit growth and increased market share by aligning brand priorities with distribution expansion and RTM strategies.
  • Strengthened Distribution Power Through Joint Business Planning Co-led Joint Business Plans with key accounts and distributors, aligning commercial targets with trade initiatives. Enabled cross-functional coordination that deepened trade partnerships and fueled mutual top-line growth.
  • Boosted Promotion ROI Across 13,000+ Stores Optimized national promotions and A&P investment across 13K+ outlets—achieving a 30% sales uplift while enhancing budget efficiency by 20%, driving value creation and execution excellence at scale.
  • Activated Real-Time Sales Strategy Using Data & Insights Harnessed Nielsen, CRM, and shopper data to identify market opportunity and dynamically adjust trade tactics. Empowered sales teams via digital dashboards, driving volume growth in underperforming regions through quick-turn actions.
  • Enhanced Trade Marketing ROI by 15% via Agile Resource Allocation Introduced KPI-driven ROI tracking and BI tools to reallocate budgets toward high-yield activities—fueling double-digit volume growth and elevating execution quality and customer experience.

Key Account Manager (Modern trade, CVS & Supermarket focus)

JT Tobacco International Taiwan Corp.
01.2017 - 09.2019
  • Expanded Strategic Accounts Contributing 35%+ To Revenue Lead the end-to-end commercial strategy for top Modern Trade accounts (7-Eleven, OK Mart, major supermarkets), delivering 115–125% of annual targets and expanding market share by 5+% over 2 years—driving JTI’s distribution power and reinforcing category leadership.
  • Joint Planning to Accelerate Growth & Shopper Value Co-developed Joint Business Plans with key partners driving growth on mutual growth levels, and category development. Drove a 11.5% uplift in sales through superior in-store execution, shopper engagement, and seamless cross-functional activation.
  • Route-to-Market Pricing Transformation with Execution Excellence Orchestrated JTI Taiwan’s boldest price strategy (+30% increase), balancing margin and volume via value re-positioning and data-driven tactical support. Recovered full market share within 3 months, showcasing agility and execution excellence in volatile market conditions.
  • Trade Relationship Leadership with Customer-Centric Focus Forged long-term, trust-based partnerships with senior retail stakeholders—unlocking premium visibility, improved terms, and tailored upsell mechanics that enhanced customer experience, protected profitability, and positioned JTI as a preferred strategic supplier.
  • Award-Winning Performance & Regional Influence Selected for JTI’s Long-Term Incentive Plan (LTIP)- a testament to cross-functional impact, strategic foresight, and leadership in shaping future-fit route-to-consumer models and driving sustainable commercial growth with retail partners.

Commercial Planning Manager

JT Tobacco International Taiwan Corp.
01.2015 - 12.2016
  • Nationwide Field Force Leadership Across 18,000+ Outlets Managed a 95-member team spanning Modern Trade & General Trade, ensuring 100% market coverage, execution excellence, and frontline compliance- strengthening brand presence and retail consistency across Taiwan.
  • Sales Planning & Route Optimization with Measurable Impact Introduced KPI dashboards and route planning tools, enabling double-digit sales uplifts in key areas. Launched the “Winning at Retail” project, reducing out-of-stock rates from 14% to 9.8%, directly securing POS sales.
  • Performance Culture via Field Incentives & Recognition Designed and rolled out the “Winning at Retail” incentive scheme, increasing sales call productivity by 12% and embedding a high-performance, ownership-driven mindset across the field organization.
  • Localized Micro-Marketing to Accelerate Territory Growth Developed cluster-based micro-marketing programs (e.g., local events, bespoke offers), driving +20% volume uplift in targeted stores and enhancing customer connection at the last mile.
  • Cross-Functional RTC Alignment for Commercial Agility Drove adoption of a unified Route-To-Consumer strategy, aligning sales, marketing, and supply chain functions. Deployed execution scorecards, lifting retail execution and sharpening our competitive edge.

Consumer and Trade Strategy and Insights Officer

JT Tobacco International Taiwan Corp.
01.2011 - 12.2014
  • Lead Annual Strategic Planning Aligned with Regional Priorities Directed end-to-end strategy planning for JTI Taiwan, aligning with regional goals and cross-functional input. Delivered a balanced roadmap that improved execution focus, resource allocation, and market share growth.
  • Optimized Product Portfolio for Profit & Relevance Led portfolio analysis using Nielsen & internal data to recommend SKU rationalization, innovation opportunities, and strategic pivots. Embedded insights into a 3-year roadmap to enhance profitability and consumer relevance.
  • Converted Consumer Insights into Growth Opportunities Conducted shopper studies, focus groups, and trade surveys to identify unmet needs and trends. Turned insights into commercial actions that influenced product positioning and brand activation, driving outperformance in growth segments.
  • Enabled Agility Through Market Intelligence & Risk Sensing Established a real-time market intelligence system, delivering monthly competitor briefings to APAC/regional leaders. Informed proactive changes in pricing, RTM, and trade strategies, keeping JTI ahead of market shifts.
  • Fostered Data-Driven Decision Culture Delivered monthly commercial reviews and quarterly strategic briefings, equipping leadership with clear, actionable insights for investment prioritization and RTM strategy—strengthening JTI Taiwan’s evidence-based operating model.

Research Manager

Kantar TNS Taiwan
04.2004 - 10.2010
  • Led Full-Cycle Consumer Insight Programs for FMCG Leaders Managed end-to-end consumer research projects, aligning methodologies with client objectives. Delivered high-impact insights that shaped brand strategy and supported evidence-based marketing decisions across leading FMCG portfolios.
  • Executed Regional Multi-Market Projects Across 5 Countries Directed complex studies across Taiwan, Hong Kong, Mainland China, Singapore, and Japan, tailoring insights to each market’s commercial context while ensuring consistency across regional deliverables.
  • Mastered Insight Storytelling for Executive Decision-Making Moderated 100+ focus groups and IDIs; transformed findings into strategic narratives that influenced key client decisions. Known for bridging qualitative depth with commercial relevance—resulting in repeat engagements.
  • Consulted Multinational Clients on Research Strategy & Market Fit Advised global clients on segmentation, behavioral analysis, and product positioning strategy. Helped brands identify market fit and adjust go-to-market plans based on consumer evidence.
  • Delivered Commercial Value Through Cross-Functional Excellence Collaborated with internal and external teams to deliver actionable insights on time and on budget—earning client trust and building a reputation for reliable, insight-driven consultancy.

Education

Bachelor's Degree - Business Management, Sociology

Fu Jen Catholic University
Taiwan
01.2001

Certification

  • 2016 JTI Leadership Training, Malaysia
  • 2017 Key Accounts Academy, Basic Level, Hong Kong
  • 2018 Key Accounts Academy, Advanced Level, Hong Kong
  • 2019 Leading in a New World Programme, INSEAD, France
  • 2021 NextGen Leaders Program, AmCham Taiwan
  • 2022 Digital Upskilling Programme, Circus Street
  • 2022 Organizational Leadership: Driving Culture and Performance, IMD

Timeline

Commercial Planning Manager – Heated Tobacco Produ

JT Tobacco International Taiwan Corp.
01.2022 - Current

Trade Strategy Manager

JT Tobacco International Taiwan Corp.
10.2019 - 12.2021

Key Account Manager (Modern trade, CVS & Supermarket focus)

JT Tobacco International Taiwan Corp.
01.2017 - 09.2019

Commercial Planning Manager

JT Tobacco International Taiwan Corp.
01.2015 - 12.2016

Consumer and Trade Strategy and Insights Officer

JT Tobacco International Taiwan Corp.
01.2011 - 12.2014

Research Manager

Kantar TNS Taiwan
04.2004 - 10.2010

Bachelor's Degree - Business Management, Sociology

Fu Jen Catholic University

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