Cheng Yang
Senior Director, GTM (Go-To-Market)
20+ years experience in IT & consumer electronics industry. Extensive management experience in GTM, product marketing, channel sales, strategy and operations, product management in consumer electronics field in Lenovo, Samsung, Huawei and Xiaomi.
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Track record of business development in market of China, West Europe, North America including multiple product areas—PC, tablet and IOT . Successful experiences covering end-to-end positions in front end market, business unit, back-end product line, and supply chain, as well as different working experiences and view angles in country, region, and global headquarters levels. A strategic thinker and down-to-detail Doer.
GTM Index
- XIAOMI TECHNOLOGYJOB
- Senior Dir-GTM1Y 4M
Senior Director-GTM
Xiaomi Technology
Lead notebook and tablet categories of Xiaomi/Redmi in PRC market. Planning long term growth strategy and annual business plan. Improving regional product portfolio and segments coverage through co-work with product department. Strengthen both on-line and off-line channel capacity through GTM plan by each channel. Leading new products launch activities and product lifecycle management. Successfully launched star models like Xiaomi talble 6/6 Pro, Redmi tablet, Redmibook 14. Market share of tablet increased from 7% to 10% during 2022~2023 according to GFK.
- HUAWEIJOB
- Dir, Global GTM (GTM)5Y 9M
Director, Global GTM (go-to-market)
Huawei
Responsible for global GTM strategy in long term strategic planning of company level, including market segmentation, product portfolio, channel strategy, pricing model, alliance strategy etc. Established global PC GTM team and bridge connection between HQ and regions/countries. Led global GTM planning for 1st generation of Huawei MateBook products and deploy in key countries. From 2017.4 to 2019.5, served as the head of China PC GTM, achieving more than 100% growth of consumer notebooks in China for two consecutive years. In 2018, the business scale exceeded RMB x billion. The market share continues to grow to 14% (as of April 2019 GFK data), ranking second in the Chinese consumer noteboo…
- SAMSUNG ELECTRONICSJOB
- National Sales &PMM Dir, T…2Y 4M
National Sales &Product Marketing Director, Tablet & Notebook PC Business (China)
Samsung Electronics
Managed sales and product marketing of tablet / notebook PC business in China market, responsible for P/L of product line, market share, and improvement of middle-long term competitiveness. Turned around Notebook PC business and increased market share from 6.6% to 9.9% (GFK data), not only a record-high in 2014, but also the first time that Samsung Notebook ranked among Top 4 players in China.
- LENOVOJOB
- Strategy & Operations Dir1Y
Strategy & Operations Director
Lenovo
Responsible for Strategy and Operations of supply chain in Lenovo LCFC manufacture center. Led local-build enablement project in oversea factories(Brazil, Argentina, India) under CKD/SKD model.
- Product Operations Dir, Sm…1Y 7M
Product Operations Director, Smart Phone Business Unit, MIDH Group
Lenovo
Responsible for product operations of Smart Phone BU. Led 3 function teams of BU including: cost management Team, Supply & Demand Team, Offering Delivery Team. - Drove cost down efforts and achieved 90% cost target for new products. Improved cost down through optimizing parts cost and driving design-for-cost. Created reliable cost forecast process(cost tape) and improved forecast accuracy from 40% to 85% which enabling aggressive pricing of product marketing. - Established Integrated Offering Delivery process for new product development. Achieved overall 90% new product launch timely and decreased days of development cycle by 20%, improving greatly the competitiveness of Time to Market.
- Business Operations Dir, M…1Y
Business Operations Director, Middle East & Africa Region
Lenovo
Responsible for setup of new regional HQ in Dubai for Middle East &Africa region. - Led business transition progress of full HQ functions involving sales/marketing/service/ fulfillment/logistic/finance/IT/HR, across 4 sites in Vienna/Beijing/Dubai/ Johannesburg. - Led infrastructure development program, including :legal entity , regional logistic network, regional service network. Settled sales offices in Cairo, Riyadh, Morocco. Set up distribution HUB in Dubai.
- Strategy & Operations Dir…1Y 11M
Strategy & Operations Director of Consumer Business Unit, Greater China & Russia Geo
Lenovo
Responsible for strategic project of business unit and identify/seize mid-long term growth opportunity. Lead rural PC market development strategy in China. Plan included opportunities definition, business case, product portfolio, pricing, go-to-market, integrated market communications, and also operational planning as budget, organization structure. After 3 years execution, mix of rural market business increased to 50% from 20%, and Lenovo hold No.1 market position in this segment.
- PMM Dir, Transactional Bus…1Y 2M
Product Marketing Director, Transactional Business, America Geo
Lenovo
Responsible for setup of transactional business model for SMB business in United States. Established local product marketing team, 4P integrated campaign methodology, process and business management system.
- PMM Dir, Consumer Business…1Y
Product Marketing Director, Consumer Business Unit, China Geo
Lenovo
Responsible for national product marketing of consumer PC in China. Lenovo consumer PC achieved 35% market share in China as top 1 vendor during 2006 and hit a record high.
- Sales Dir of Consumer Busi…1Y 10M
Sales Director of Consumer Business, Guangdong Province
Lenovo
Led a 30 people sales team. Increased market share by 8 pts in consumer PC market during 2004-2006 according to GFK as top 1 regional sales team. Grew revenue from $54M to $128M during 2004-2006. Delivered a most growing and profitable business.
- Sales Mgr of Consumer Busi…1Y 11M
Sales Manager of Consumer Business, Hunan Province
Lenovo
Lead regional sales team of consumer business in Hunan Province and deliver $45M revenue per year.
- Retail Mgr, South Region11M
Retail Manager, South Region
Lenovo
- Franchise Chain Store Oper…11M
Franchise Chain Store Operation Supervisor, South Region
Lenovo
- PEPSICOJOB
- BD supervisor,Modern Trade3Y
Business Development supervisor,Modern Trade
PepsiCo
- BALLJOB
- Production Eng1Y 8M
Production Engineer
Ball
- Job: Xiaomi Technology — Senior Director-GTM · 2022-03 – 2023-07 · 1y 4mo — Lead notebook and tablet categories of Xiaomi/Redmi in PRC market. Planning long term growth strategy and annual business plan. Improving regional product portfolio and segments coverage through co-work with product department. Strengthen both on-line and off-line channel capacity through GTM plan by each channel. Leading new products launch activities and product lifecycle management. Successfully launched star models like Xiaomi talble 6/6 Pro, Redmi tablet, Redmibook 14. Market share of tablet increased from 7% to 10% during 2022~2023 according to GFK.
- Job: Huawei — Director, Global GTM (go-to-market) · 2016-05 – 2022-02 · 5y 9mo — Responsible for global GTM strategy in long term strategic planning of company level, including market segmentation, product portfolio, channel strategy, pricing model, alliance strategy etc. Established global PC GTM team and bridge connection between HQ and regions/countries. Led global GTM planning for 1st generation of Huawei MateBook products and deploy in key countries. From 2017.4 to 2019.5, served as the head of China PC GTM, achieving more than 100% growth of consumer notebooks in China for two consecutive years. In 2018, the business scale exceeded RMB x billion. The market share continues to grow to 14% (as of April 2019 GFK data), ranking second in the Chinese consumer noteboo…
- Job: Samsung Electronics — National Sales &Product Marketing Director, Tablet & Notebook PC Business (China) · 2013-12 – 2016-04 · 2y 4mo — Managed sales and product marketing of tablet / notebook PC business in China market, responsible for P/L of product line, market share, and improvement of middle-long term competitiveness. Turned around Notebook PC business and increased market share from 6.6% to 9.9% (GFK data), not only a record-high in 2014, but also the first time that Samsung Notebook ranked among Top 4 players in China.
- Job: Lenovo — Strategy & Operations Director · 2012-11 – 2013-11 · 1y — Responsible for Strategy and Operations of supply chain in Lenovo LCFC manufacture center. Led local-build enablement project in oversea factories(Brazil, Argentina, India) under CKD/SKD model.
- Job: Lenovo — Product Operations Director, Smart Phone Business Unit, MIDH Group · 2011-03 – 2012-10 · 1y 7mo — Responsible for product operations of Smart Phone BU. Led 3 function teams of BU including: cost management Team, Supply & Demand Team, Offering Delivery Team. - Drove cost down efforts and achieved 90% cost target for new products. Improved cost down through optimizing parts cost and driving design-for-cost. Created reliable cost forecast process(cost tape) and improved forecast accuracy from 40% to 85% which enabling aggressive pricing of product marketing. - Established Integrated Offering Delivery process for new product development. Achieved overall 90% new product launch timely and decreased days of development cycle by 20%, improving greatly the competitiveness of Time to Market.
- Job: Lenovo — Business Operations Director, Middle East & Africa Region · 2010-03 – 2011-03 · 1y — Responsible for setup of new regional HQ in Dubai for Middle East &Africa region. - Led business transition progress of full HQ functions involving sales/marketing/service/ fulfillment/logistic/finance/IT/HR, across 4 sites in Vienna/Beijing/Dubai/ Johannesburg. - Led infrastructure development program, including :legal entity , regional logistic network, regional service network. Settled sales offices in Cairo, Riyadh, Morocco. Set up distribution HUB in Dubai.
- Job: Lenovo — Strategy & Operations Director of Consumer Business Unit, Greater China & Russia Geo · 2008-04 – 2010-03 · 1y 11mo — Responsible for strategic project of business unit and identify/seize mid-long term growth opportunity. Lead rural PC market development strategy in China. Plan included opportunities definition, business case, product portfolio, pricing, go-to-market, integrated market communications, and also operational planning as budget, organization structure. After 3 years execution, mix of rural market business increased to 50% from 20%, and Lenovo hold No.1 market position in this segment.
- Job: Lenovo — Product Marketing Director, Transactional Business, America Geo · 2007-02 – 2008-04 · 1y 2mo — Responsible for setup of transactional business model for SMB business in United States. Established local product marketing team, 4P integrated campaign methodology, process and business management system.
- Job: Lenovo — Product Marketing Director, Consumer Business Unit, China Geo · 2006-02 – 2007-02 · 1y — Responsible for national product marketing of consumer PC in China. Lenovo consumer PC achieved 35% market share in China as top 1 vendor during 2006 and hit a record high.
- Job: Lenovo — Sales Director of Consumer Business, Guangdong Province · 2004-04 – 2006-02 · 1y 10mo — Led a 30 people sales team. Increased market share by 8 pts in consumer PC market during 2004-2006 according to GFK as top 1 regional sales team. Grew revenue from $54M to $128M during 2004-2006. Delivered a most growing and profitable business.
- Job: Lenovo — Sales Manager of Consumer Business, Hunan Province · 2002-04 – 2004-03 · 1y 11mo — Lead regional sales team of consumer business in Hunan Province and deliver $45M revenue per year.
- Job: Lenovo — Retail Manager, South Region · 2001-04 – 2002-03 · 11 mo
- Job: Lenovo — Franchise Chain Store Operation Supervisor, South Region · 2000-04 – 2001-03 · 11 mo
- Job: PepsiCo — Business Development supervisor,Modern Trade · 1997-03 – 2000-03 · 3y
- Job: Ball — Production Engineer · 1995-07 – 1997-03 · 1y 8mo
- School: Peking University — Master of Business Administration (M.B.A.), MBA
- School: Haerbin Engineering University — Bachelor's degree, Mechanical Engineering
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