Senior Marketer, Marketing VP of Didi Group, former SVP of JD.com, YHD shop
Cheng joined Procter & Gamble Co.,.in 1995 and served as brand manager for Tide, Rejoice. During which he initially launched the marketing campaign of “Super star Guo Dongling providing door-to-door laundry service” and launched the “Rejoice sell for 9.9 Yuan” event, occupied the 3rd-tier market.
In 2003, he was promoted to P & G China personal care division director, managing Safeguard, Olay products, Zest and other brands. During his tenure the Safeguard market share increased from 35% to 55% and become one of China’s most profitable brand of Procter & Gamble.
In 2006, Cheng joined Nippon China as the marketing vice president.
In 2007, He joined Yili Group, served as group general manager of the marketing department. Leading the marketing campaigns of Olympic Games, World Expo, and the rebirth of the brand, etc. His Job rendered Yili successfully overcome melamine PR crisis. And helping Yili to become the Number one domestic dairy brand.
In 2011, He joined JD.com as the vice president of marketing and launched the “Desert Storm”, “FHM”, “selling Smart online”, “6.18 anniversary of Normandy flagship”, “Beijing Youth”, and “Olympic marketing” and other series of marketing campaign. Successfully created JD.com a No.1 B2C eCommerce brand.
July 2013, Cheng joined YHD shop, and served as the vice president of marketing, launched the “milk, mask, crabs and other sales Guinness Record Series event marketing Campaign.”
Didi was added to his fantastic career in March 2015, as the vice president of marketing. Leads marketing, brand building of Didi Group. He planned the “Orange Monday” large scale marketing campaign series, as well as the “vampire overtime House” and other social events, created numerious successful marketing stories.