Yeureka Ptd Ltd
2025 – PresentFounder/Director
One-person-company in business consultant & Coaching
Cristina Yu
Strategic Decision Partner | Business Strategy Coach
Singapore cris789@126.com LinkedIn
Successfully completed two major career transitions: Food R&D → Brand Strategy & Marketing (14 years) → Life Coaching & Entrepreneurship abroad. A seasoned brand leader and team lead, experienced in driving brand strategy, brand building, and new product launches across large, cross-functional organizations. Strong cross-cultural adaptability, with professional and life experience across China, Mexico, and Singapore, offering a global and inclusive perspective.
Experience
Yili Group
2019 – 2022Senior Brand Manager / Brand Lead
Health Beverage Division & Liquid Dairy Division
- Aug 2020 – Sep 2022: Senior Brand Manager, Yousuanru Yogurt Drink Brand - Led overall brand communication strategy and multiple new product launches
- Feb 2019 – Jul 2020: Brand Lead, Mineral Water & Energy Drink Brands - Built and led cross-functional teams to enter the competitive bottled water market with new product launches
Nestlé China
2015 – 2019Brand Manager
Confectionery Business Unit
- May 2016 – Feb 2019: Brand Lead for a New Health-focused Brand - Led end-to-end brand strategy and successful market entry
- Oct 2015 – May 2016: Seasonal Commercial Strategy Lead, Crispy Shark Brand - Developed new business models for off-peak and Chinese New Year seasons, aligned with product innovation
Bimbo China
2008 – 2015Marketing supervisor
Bakery Business marketing department
- Jun 2011 – Sep 2015: Category Lead for various and Sliced bread of Bimbo China
- Mexico Sep 2010 – Jun 2011: Marketing trainee in Mexican Bimbo/ Spanish learning
- Jul 2008 – Oct 2010: R&D developer-Applied technical product knowledge to bridge the gap between product innovation and consumer-facing marketing strategy.
Education
International Coach Academy
2023 – 2024Certified Professional Coach Program
Renmin University of China
2012 – 2015Master · Marketing
China Agricultural University
2004 – 2008Bachelor · Food Science & Engineering
Certifications
ICF ACC (Associate Certified Coach)
ICF · 2024-09