GLOBAL MARKETING INNOVATION CONSULTANCY, PART OF EY NETWORKING.
Lead strategic offerings of marketing division, serving client in market entry solution, go-to-market strategy,
brands go global, branding, IMC comms. Accelerate brand image, story and communication, drive brand growth to
achieve higher business growth.
Key clients portfolio: (Cases need to be sanitized, other brands in luxury/beauty/lifestyle, NARS, TIMEVALLEE, Shiseido)
!! LV – RED COMMS STRATEGY
!! LOEWE FRAGRANCE – SOCIAL COMMS
!! BRANDING STRATEGY/CREATIVES/MARKETING INITIATIVES FOR A WELLK-NOWN BRITISH SCHOOL
!! BRANDING SOLUTIONS OF REFRESHING BRAND VALUE FRAMEWORK AND COMMUNICATIONS FOR A LEADING
ENERGY CONGLOMERATE IN HK
!! DIGITAL STRATEGY FOR A HIGH-END FOOD BRAND, BUILD SOCIAL PRESENCE AND
MARKETING STRATEGY

Responsible for new business development in the digital team, and successfully led and won new clients, e. g.
MAKE UP FOR EVE R, ROCA, AKRIS within 1 year, contributing to total revenue around3.5M.
Lead strategic directions that meet clients objectives , dig consumer insights and leverage trends to provide more
fresh ideas for clients to achieve better results, supervise digital projects execution ( CRM programs, H5 gaming,Website, social listening, SEO, etc.) and content creation ( videos, prints, copywriting, etc.) on digital/ social media
landscape and TMALL for fashion/lifestyle sectors, aim to drive business growth for clients via high commerce
conversions. Lead the business revenue over 5 M.
Key clients portfolio: (others: Michael kors, GUESS, Karl Lagerfeld, etc.)
!! Anastasia Beverly Hills – Cosmetics brand
Provided China entry and go-to-market strategy, lead the digital/social/PR strategy, including content creation and development across
Wechat/Weibo/Red, be responsible for IMC initiatives and marketing promotions, extensive and deep collaboration with KOLs/Celebs, driving
traffic from online to offline to online (O2O2O) with series of integrated campaigns.
!! Nespresso – Coffee brand
Lead the digital/social strategy, including content creation and development across Wechat/Weibo/Red/TMALL, extensive and deep
collaboration with KOLs/Celebs, driving traffic from online to offline to online (O2O2O) with series of integrated campaigns.
!! Dolce Gusto – Coffee brand
Lead the digital/social strategy, including content creation and development across Wechat/Weibo/Red/TMALL/CRM solutions, extensive
and deep collaboration with KOLs/Celebs, driving traffic from online to offline to online (O2O2O) with series of integrated campaigns.
!! Make Up For Ever – Cosmetics brand
Lead the digital/social strategy, including content creation and development across Wechat/Weibo/Red/TMALL, extensive and deep
collaboration with KOLs/Celebs, driving traffic from online to offline to online (O2O2O) with series of integrated campaigns.
!! Tory Burch – luxury fashion brand
Lead the digital/social communication across Wechat/Weibo/TMALL, and APAC digital projects, including e-catalogue mini programs,
website, Wechat store launch and maintenance, New York Fashion Show livestreaming.
!! Victoria"s Secret – fast fashion brand
Lead the digital/social communication across Wechat/Weibo, provide creative content shooting plan and execution, localized the social
content with Chinese angels, successfully ride on Chinese festivals (CVD/Chinese New Year/TMALL promotions) to create buzz with
angels and drive traffic to E-commerce Site.
!! Massimo Dutti – fast fashion brand
Lead the digital/social communication across Wechat/Weibo/TMALL, successfully planned and executed the TMALL Super Brand
Days(fashion show see now buy now), Paris Fashion Shows (see now buy now). The Super Brand Day campaign helped to achieved
the TOP sales among Inditex group, highly reached business goal, which also won the Award of Excellence of the
9th Shanghai Public Relations Association
!! ZWILLING – premium lifestyle kitchenware brand
Lead the digital/social communication across Wechat/Weibo/, provide localized content creation and development, extensive KOLs
seedings across different social channels.
!! ROCA – premium bathroom brand
Lead the digital/social communication across Wechat/Weibo/TMALL, developed the CRM programs for ROCA gallery and social

The leading global public relations and communications consultancy under WPP group, a world leader in marketing and
advertising services.
Provide digital and social strategic solutions for brands and corporate communication, help to solve their business
challenges, high involvement in the new business development
!! Adidas – lifestyle sports/fashion brand
## The project leader for integrated communication campaigns, propose integrated marketing strategy, including PR and digital, drive
brand awareness and traffic from O2O
!! Cunard – luxury cruise, under Carnival Group
## Propose branding position and marketing penetration solutions, lead digital communication strategy, campaign projects and content
development
!! L"Oreal – cosmetics/fashion brand
## The project lead for the digital corporate communication, propose communication strategy and tactic solutions.
!! BMS ( Bristol-Myers Squibb) – a global biopharmaceutical brand
## Manage the corporate wechat account, propose communication content strategy and daily maintenance

Tory Burch – luxury fashion brand
## The project leader for Tory Burch, provide digital marketing strategies and social CRM strategies for new collection campaigns, lead
digital content strategy, drive traffic from O2O
## Support new business development, won Tory Burch (luxury fashion brand) 2016 Fall/Winter New York Fashion Week project and retainer
business, provided digital communication strategies, successfully conducted digital projects and content strategy for NYFW campaign.
## Work closely with Asia regional PR and marketing team to localize all the assets, maximize the social effects through the whole touch
points with sophisticated knowledge of China digital landscape, including data tracking, monitoring, and the user behavior analysis
## Lead and cooperate with creative team for digital campaign strategy planning and creative content development, ensure projects are
delivered on time and on budget, and work under pressure to meet deadlines
!! ZWILLING – premium lifestyle kitchenware brand
## Lead and execute Zwilling digital projects, customized and launched E-CRM for ZWILLING (high-end kitchenware brand) (via officialZWILLING wechat platform) covering SH, CQ, DL, QD, SY, 5 cities and yet to be expanded, help to improve its CRM system and market
penetration
Shanghai @ PR Consultancy Associate Shanghai 2013.10 - 2015.02
## Contribute to creation of communications plans to meet client objectives, manage multiple projects for FMCG industry
(Budweiser, Oreo, Wyeth ) from concepts to completion by providing consumer insights via market research, proposing solutions,
offering client counsel, overseeing quality, and ensuring deadline and budget adherence.
## Set the strategy for social campaigns, manage the content development and key visual designs.
## Coordinate with creative team to ensure events execution and maintain media relations, pitch potential clients by contributing ideas and
preparing proposals, develop and maintain KOL relationship, improve KOL management skills.

Budweiser : Campaign proposal development, execution and KOL management
th
Sept. 2014 to Feb. 2015, 2015 CNY campaign, which won the Bronze award of 8
ROI festival

Oreo: Content development and media strategic solutions

Wyeth : KOL cooperation and management official ZWILLING wechat platform) covering SH, CQ, DL, QD, SY, 5 cities and yet to be
expanded, help to improve its CRM system and market penetration

Developed strategic business plans and proposals, conducted market research to help inform strategic decisions
## Organized primary research, such as depth interviews and focus groups; social media activities and email marketing
## Involved in project planning and project management across gaming, jewelry, apps and etc. industries

Collect sales data and insights for regional account sales performance.
## Manage the stock and product display for each channel, mojitos daily customer intelligence and prepare sales report.
LANGUAGE PROFICIENCY: ENGLISH/FRENCH/MANDARIN