Martin Lu

Diverse national & international working experiences, strong cross-culture communication, organizational and management skills, business fluent in English and German. Highly motivated & independent, strategic thinking, working under pressure, target oriented. Team leader for aggressive sales development, extensive sales management experience both in retail & project business.

Strong analytical and financial capability with a commercial mindset, business intelligence in complex technology. Solid educational background (BA and MBA).

Commercial General Manager, China at TECE CHINA (2017-06 – Present)

Overall responsibility for TECE business in China, P/L responsibility. Leading the entire commercial team in China. Redefine the business strategy in China including repositioning of the company's presence, establish sales strategy, channel management, improvement of the business's operational result.

Formulate and deliver both short-term annual business plan and long-term strategic plan. Lead and provide vision in the implementation of the strategic direction, the development of the annual business plan, and the continuous update of strategic and budget plans regarding China business development.

• Subordinates: 30 people
• Quickly adjustment based on the changes in HQ products lines. Includes restructuring of the sales team, Supplement existing product lines according to market demand and develop a retail-oriented sales strategy.
• Developed sales channels in different levels of cities and gradually increased the market share of the brand.
• Rebuilt the wall-mounted smart toilet product line, which accounts for the largest portion of the current business.
• The year-on-year growth rate of more than 50% in the past four years has led to the improvement of the company's overall performance.
• Develop and execute a comprehensive growth strategy 2030 under the guideline of HQ with local R&D operations footprint in China.
• Total sales revenue increased by 20% CAGR.
• Work closely with HQ in Germany to improve and develop the product strategies to capture local market opportunities.
• Develop pricing management scheme to drive all retail / project sales channels effectiveness and healthy growth against market competition.
• Responsible for national distribution management, including qualify /license /evaluate company dealers and sales partners.
• Review and facilitate key initiatives of market expansion or business development in retail/e-commerce/project sales channels.
• Establish contacts and strong working relationships with key partners and lead commercial negotiations.
• Strengthen and develop the brand presence & image. Develop and initiate marketing & promotion activities in media, exhibitions, conferences.
• Coach, motivate and manage the team. Build a strong customer oriented and performance culture within the team.

Region Head, North China at GEBERIT SHANGHAI TRADING CO., LTD (2014-03 – 2017-05)

Overall responsible for the Geberit business in North China, P/L responsibility. Leading a sales and engineers and marketing team of 28 people in North China (5 offices in BJ, SY, QD, XA, TJ).

Major responsibilities include: Define & implementation of sales & marketing strategy. Lead the sales team to achieve sales target (revenue & profit) within the region and ensure continuous growth of the business. Manage, develop and expand the distributor network under strategic thinking. Monitor sales, projects sales pipeline, market coverage, market share in the respective province. Work closely with sales team & distributor on key projects, coordination and solve problems. Strategy cooperation with Top 50 real estate companies in China.

• Subordinates: 28 people
• Sales Revenue in 2015: 120 million RMB
• Strategic agreement signed with Vanke, Capital Land, China Jinmao etc. Geberit solution assigned to the projects.
• Reference: Vanke Ru garden, Vanke Metropolis, Jinmao Palace, Jinmao Residence etc.
• Sales Revenue reached 120 million RMB in 2015.
• Reward for Best Sales Team of the company.
• Work closely with marketing team for the implementation of the retail plan, conduct market and competitor analysis and carry out effective marketing and promotion activities for retail business.
• Manage the sales team with CRM tools, Set up project pipeline, client database and profiles.
• Building and maintaining personal network with key customer & partner (Developer, Investor, Contractor, Architect, Design institute etc.)
• Market research, work closely with products team and take part in the relevant trade fairs.
• Improve the overall capability of internal sales team, to evaluate, track their performance and provide training opportunities.

Sales Director North China at SCHUECO INTERNATIONAL (BEIJING) CO., LTD. (2011-11 – 2014-02)

Overall responsible for the Schueco business in North China, P/L responsibility. Leading a sales and engineers' team of 18 people in North China (4 offices in BJ, DL, QD, TJ).

Major responsibilities includes: Define sales strategy for project sales & retail sales. Responsible for planning & managing all sales activities in North China. Set up pricing strategy and monitor the feedback from the market. Make yearly business forecast, sales plan, assign to individual staff and motivate the sales team to achieve the aggressive sales targets. Evaluating the Alu-system window market in North China, work closely with the marketing team to ensure that marketing activities are aligned with the needs of the business development. Building new fabricators channel, establish strategic partnership. New market development in North China.

• Subordinates: 18 people
• Sales Revenue in 2013: 100 million RMB
• Build up solid sales team for the respective area.
• Strategic cooperation with key customers and partners.
• Turnover in 2013 reached historical record in North China area.
• Manage the sales team with CRM tools, Set up project pipeline, client database and profiles.
• Work closely with sales team on all major projects. Strategy cooperation with key developer.
• Be responsible for the long-term cooperation with design institutes and designers.
• Work with HR to recruit, train & motivate the team members, team building to meet the company's culture.

Area Sales Manager for Beijing & North China Area at KOEMMERLING KUNSTSTOFF CO., LTD (2003-06 – 2011-10)

Responsible for the company's PVC window and door profiles business development and brand promotion. For project business, acquisition of more than 10 strategic developer clients, leading to execution of more than 30 residential projects. For retail business, nearly 20 retail showrooms were opened in major cities in north China, significantly promotion for retail business and increase of brand awareness.

Developed retail channels and business partnerships with major decoration companies and designers to drive retail business. Management of a sales team of 5 people after promotion to North China manager. Participation in company sales management meetings and liaison with HQ department in Germany.

• Responsible for the company's PVC window and door profiles business development and brand promotion.
• For project business, acquisition of more than 10 strategic developer clients, leading to execution of more than 30 residential projects.
• For retail business, nearly 20 retail showrooms were opened in major cities in north China.
• Significantly promotion for retail business and increase of brand awareness.
• Developed retail channels and business partnerships with major decoration companies and designers to drive retail business.
• Management of a sales team of 5 people after promotion to North China manager.
• Participation in company sales management meetings and liaison with HQ department in Germany.

Marketing manager at CATIC TRADING DEVELOPMENT GMBH (2000-05 – 2003-05)

Responsible for the development of the group's business in the European market. European market research and customer development. Great contribution to the development of the group's business to Europe, leading to over USD 50 million in export performance.

• Responsible for the development of the group's business in the European market.
• European market research and customer development.
• Great contribution to the development of the group's business to Europe, leading to over USD 50 million in export performance.

Sales Representative & Sales manager at AVIC GUANGZHOU (1996-07 – 2000-04)

Responsible for outdoor furniture and hardware products export business to European market. Expand the company's business through professional exhibitions and other online channels, maintain existing customers and develop new business opportunities. More than 10 new key customer's acquisition. Turnover growth rate more than 30% per year. Promoted to Sales Manager

• Responsible for outdoor furniture and hardware products export business to European market.
• Expand the company's business through professional exhibitions and other online channels.
• Maintain existing customers and develop new business opportunities.
• More than 10 new key customer's acquisition.
• Turnover growth rate more than 30% per year.
• Promoted to Sales Manager

BA in international trade study – Guangdong University of foreign studies (1992 – 1996)

MBA in MBA – Guanghua school of management, Beijing university (2007 – 2009)