# Cristina Yu
> Strategic Decision Partner | Business Strategy Coach

Singapore · cris789@126.com · LinkedIn: https://www.linkedin.com/in/jinxin-yu-a27544266

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
- Yeureka Ptd Ltd — Founder/Director (2025–Present)
  One-person-company in business consultant & Coaching
- Yili Group — Senior Brand Manager / Brand Lead (2019–2022)
  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 — Brand Manager (2015–2019)
  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 — Marketing supervisor (2008–2015)
  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 — Certified Professional Coach Program (2023–2024)
- Renmin University of China — Master Marketing (2012–2015)
- China Agricultural University — Bachelor Food Science & Engineering (2004–2008)

## Certifications
- ICF ACC (Associate Certified Coach) — ICF 2024-09
- Certified Everything DiSC® Facilitator
- Advanced Certification in Enterprise Project Management