Zhiying Yu
Product Development Leader - Global Engineering @BW Converting
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WORK HISTORY
Product Development Leader - Global Engineering @BW Converting
Green Bay, WI, US
Lead product development and R&D innovation strategy across tissue, hygiene, and nonwovens converting platforms within Barry-Wehmiller brands (PCMC, Baldwin Technologies and NEMCO). Define innovation roadmaps, prioritize investments, drive new product development, enhance existing products, and increase customer satisfaction. Steer innovation integration post-M&A to unlock cross-brand synergies and strengthen long-term competitive advantage- Own pilot line innovation strategy to strengthen R&D capabilities; Partner with customers on pilot trials, distill customers’ feedback and market testing insights into actionable design improvements and ensure alignment with brand and business goals- Lead and develop a global team across North America and Europe, fostering engagement and cultivating a culture of continuous growth and collaboration. Build the team’s core competencies in emboss pattern design to elevate tissue product performance, aesthetics, and ensure smooth runnability at commercial scale and speed- Partner cross-functionally with sales, engineering, manufacturing, marketing, service, leadership, as well as directly with customers, to guide design decisions and accelerate commercial opportunities- Develop and deliver technical trainings of the fundamentals and latest trends on fibers, alternative fibers, tissue-making, converting, embossing and lamination to equip sales executives’ team with up-to-date knowledge and enhanced technical sales expertise- Collaborate with commercial teams to develop and implement go-to-market strategies, optimize pricing and promotion plans, apply customers’ feedback and KPIs to optimize product adoption and guide future innovation- Partner with leadership to evaluate acquisition opportunities, shaping strategic decisions that expand the business into adjacent and complementary markets.
EDUCATION
Nanjing Forestry University
Bachelor of Engineering, Biochemical Engineering
Jinling High School
High School Diploma
North Carolina State University
Ph.D., Forest Biomaterials (formerly Wood and Paper Science)
ABOUT ZHIYING YU
Accomplished scientist and strategic R&D leader with full-spectrum career experience…
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