Joyner Yu

Brand Marketing and Insights Manager

Bell-Carter Foods, LLC.

Present

Category Insights Manager

Bell-Carter Foods, Inc.

Category Analyst

Bell-Carter Foods, Inc.

Category Analyst

Mezzetta · Napa

Consumer/Customer Marketing Analyst

Arla Foods · United States

• Delivered meaningful insights and business action via consumer, shopper, and market knowledge to optimize business results and shape an insights-driven culture and strategy across the Arla Foods US organization • Managed and collaborated with numerous consumer research and analytics firms, including Nielsen, IPSOS, Millward Brown, Mintel • Spearheaded primary and secondary research initiatives including new concept and product tests, pricing sensitivity analysis, and HomeScan Panel research to guide and impact decision-making for key stakeholders • Developed, launched and managed the inaugural Arla Foods US Monthly Sales Tracker; led the collection, analysis and reporting of all syndicated and internal data, delivered insights and implications around category, competitive, brand, and key customer retail trends and developments • Worked closely with cross-functional teams across the organization to support overall Marketing, Field Sales and Customer strategy planning and performed “de…

Analyst

The Nielsen Company · Parsippany, NJ

• Consulted with various global clients to optimize their innovation pipeline; consulting and recommendations generally focused on 3 areas: successful consumer adoption, volumetric performance, as well as fit with strategic goals of new product opportunities • Designed and implemented custom research to address client business needs; analyzed and translated data into consultative, insightful reports that resulted in actionable recommendations • Participated in cross-functional teams/projects to deliver integrated insights and analyses, leveraging the synergy of survey results, BASES forecasting expertise, as well as other Nielsen tools and services • Conducted competitive analyses to identify key differentiators and category landscapes; provided insights and optimization opportunities towards client’s launch strategies • Trained new hires on the fundamentals of marketing research and the range of BASES’ proprietary tools and techniques

Undergraduate Grader

Carnegie Mellon University

Research Analyst Intern, Bases, Shanghai

The Nielsen Company

Performed market research and BASES database comparisons, primarily in health and beauty aids. Identified and analyzed market trends; searched for supporting information. Gathered, analyzed and presented qualitative data to provide market insight and consumer- driven strategies from survey results. Conducted competitive analyses to identify key differentiators and make actionable recommendations.

Office Assistant

Mellon College of Science

Academic Operation Intern, Shanghai

The Walt Disney Company

Generated Realia Request Forms, Purchase Requisition and Purchase Order Forms for the realia procurement process. Created inventory listings, maintenance schedules; suggested regular checks on the Disney English Centers. Cooperated with the Finance Department for budget developments, and cooperated with the Sourcing Department for realia sourcing and procurement. Negotiated with vendors for adequate pricings on exhaustible and non-exhaustible materials; handled complaints from customers. Hosted foreign experts on early childhood development, organized workshops for foreign and assistant trainers.