Shanghai, China
With 10 years of experience in brand strategy consulting and marketing strategy, as well as a Master of Business Administration from the University of Leeds, UK, I have focused on serving technology-driven brands in various industries such as Fin-Tech, 3C, health & wellbeing, and AUTO. I have helped both global and local well-known brands build their brands from scratch, taking them from 0 to 1
• Add brand consultant strategy function to the company. Evaluate and develop new business opportunities including brand consulting, brand strategy and communication. • Strategy lead of the brand premiumization strategy of OPPO, especially focus on products of FIND X and FIND N series • Led the development of Webank brand strategy and communication plans. With the strong support of strategy work, the account team succeeded to renew the contract with a upgrade role, the brand leading agency of Webank.
• Led the development of a brand-new premium dog food brand with over ¥2 million consulting fee. Delivered industry research, qualitative research, and brand strategy. Held workshop with both client part and Ogilvy Advertising team to brainstorming on brand persona and brand name. • Supported on the brand positioning upgrade of CITIC Bank with around the of ¥6 million consulting fee. Helped to establish a relationship of trust with the client. Supported on interview with 1&2 level of leaders, investors, and mainstream media. Delivered diagnosis of parent brand and key competitors. • Supported to pitch and win new business, such as Shiseido sustainability project, HeYou Hospital (Midea Group).
International MBA, Leeds University Business School (LUBS) Class of 2019/20
• Led the launch campaign of F-150 Limited(luxury imported pickup truck) with a budget over ¥8 million. Delivered marketing research, brand proposition and communication plan. • Built the brand communication plan for Mustang(sports car) which included a series offline event called Mustang Day and held in three main cities in China(Beijing/Shanghai/Chengdu). The key highlight World Champion Drifter Vaughn Gittin Jr driving at the event to create buzz and boost online volume. We got 147M impressions of campaign site and 241M views on social media, 197,202 engagement which created 5401 sales leads and 457 attendees of Beijing Stop. • Supported the launching of Territory(SUV) by analyzing the competition environment, target consumer, and working out product positioning as well as proposition. Territory is the best seller of Ford in China market 2019. • Led the launching of Territory BEV the first Electrical car that Ford has produced. Solid experience with EV car advertising communication.
• Strategy lead of SVR(a French cosmeceutical brand belongs to Filorga) China market entry project. Operated from branding to sales, which include the opening of TMall flagship store, establishing brand positioning, product concept, and E-commerce content • Established the market positioning of parent brand and sub-brand for Lion (No.1 oral hygiene brand of Japan). Improved the function of TMall flagship store. Arranged series brand roadshows and drove traffic and sales online. • Developed the brand strategy and full year digital communication plan for Blackmores (No.1 supplement brand in Australia, the total video views on Weibo is 7,610,000 which reached to 187.4% of KPI. Total visits of campaign site up to 291.9% on KPI). • Established product concept, digital and social strategy for SHISEIDO/Coca Cola Aquarius/Pizza hut • Supported the McCann HK with Cathay Pacific ‘Marriage in the Air’ campaign, which was a brand communication aiming to launch the newly rebranded airline Cathay Dragon which belonged to Cathay Pacific, and to drive brand awareness in the Mainland China market. The campaign hashtag hit No. 2 on the Weibo Travel Hot Topic Board organically, and the social posts gained over 25 million reads within the first week of the launch.