Brand marketing & local market strategy
Making the right choices for the local market.
Mar–Jul 2025
- My role
- Marketing Lead for Finish
- Brand / company
- Finish / Reckitt
Brand-side role - Scope
- Full-brand marketing strategy
Finish Taiwan · All product lines
As Marketing Lead at Reckitt, I was responsible for Finish’s marketing strategy across its full product range in Taiwan.
I connected regional brand direction with local consumer behaviour, assessed the fit of proposed initiatives and recommended where to focus Taiwan’s marketing efforts.
Marketing Lead responsibilities
- Brand strategy: Led Finish’s marketing strategy across all product lines in Taiwan, translating local consumer insights into priorities.
- Regional alignment: Aligned Taiwan’s marketing priorities and brand presentation with the regional team.
- Sales partnerships: Worked with sales on partnership development.
- E-commerce coordination: Worked with e-commerce on commercial performance and content adjustments.
- Agency coordination: Coordinated influencer content with agencies and bridged brand expectations with delivery, drawing on my agency-side experience.
Brand performance review & priorities
I prepared and presented monthly brand performance reviews, examining channel and product performance and working with the e-commerce team to agree improvement priorities and follow through on execution.
Strengthening official-channel differentiation
I identified an opportunity to make Finish’s official-channel listings more distinctive from parallel imports. Working with the e-commerce team, I shifted momo product imagery from product-only visuals to a stronger emphasis on the brand ambassador and official-store identification, making better use of an existing brand investment at the point of purchase.
The updated approach was rolled out during my tenure, and sales increased across the affected products following the changes.
Campaign materials
Product images & campaign materials
momo product imagery
Later listings retaining the visual approach introduced during my tenure.
Dishwasher product comparison
Powder, capsules and tablets.
Tablet benefits
Product benefits in short-form social content.
Packaging message
Environmental messaging on Finish packaging.
Challenges & solutions
Start with the market, not the template.
A livestream-commerce approach used in China was proposed for Taiwan. I examined local market data to assess whether viewing interest translated into purchase intent, rather than assuming the same approach would work across markets.
Make a case for a different priority.
Considering Taiwan’s dishwasher adoption context, I recommended prioritising exposure connected to dishwashers instead of investing in the proposed livestream initiative. I presented the local-market rationale to the regional team and secured agreement not to proceed with that initiative.
The strategic decision
Choose a locally relevant direction, rather than replicate another market’s playbook.
Campaign results
618 campaign · Meta advertising
ROAS before
ROAS after
I managed Meta advertising directly for the campaign.