Chaoyang District, Beijing, China
I build brands through products, not just campaigns. I turn product ideas into real-world experiences — from taprooms to festivals to collaborations — connecting community, content, and commercial outcomes. With 8 years across sports, F&B, and retail industries, I specialize in translating brand positioning into tangible experiences — from product innovation and lifecycle management to community-driven activations and cross-brand collaborations. At Jing-A Brewing, I lead product innovation and brand storytelling across 20+ SKUs annually. Previously at Nike and ClassPass, I worked across multi-city markets, building community ecosystems and partnership strategies that strengthened brand presence and drove measurable growth. I’m particularly interested in building curated lifestyle spaces that integrate coffee culture, niche apparel, and craft beverages — where brand identity is not only communicated, but experienced.
Led annual product innovation roadmap and full lifecycle management (ideation → launch → post-analysis), delivering 20+ SKUs per year and optimizing SKU portfolio through data-driven performance review. Integrated AIGC tools (Midjourney, ChatGPT) into packaging and KV development, independently designing 15+ product labels and marketing visuals deployed across 10 retail stores, e-commerce, and B2B channels. Directed international and domestic collaboration projects (Mikkeller, Siren, Vetra, 18 Brewery, etc.), overseeing co-development from product R&D to joint campaign execution to maximize brand equity alignment. Owned brand PR across RED (Xiaohongshu) and Instagram, driving consistent brand voice through integrated storytelling and campaign execution. Planned and executed KOL and lifestyle media seeding strategies, collaborating with influencers, tastemakers, and key media (e.g., Time Out, The Beijinger, industry publications) to generate earned media exposure and amplify brand visibility Led trade brand show strategy (CBCE, Beijing Brew) and flagship 8x8 collaboration program ，managing industry awards submission and PR amplification.
Localized global brand campaigns into high-impact retail experiences at Beijing flagship stores. Led product marketing for Nike By You exclusive launch, driving strong sell-through performance within launch window. Managed integrated digital activations on Xiaohongshu and coordinated KOL collaborations to amplify seasonal product campaigns. Designed consumer journey and experiential touchpoints for key brand activations, contributing to measurable retail traffic uplift. Built and scaled a basketball-focused private community ecosystem to strengthen long-term brand engagement.
Played a key role in the early-stage market entry of ClassPass in China, supporting multi-city expansion across Beijing, Shanghai, Shenzhen, and Hangzhou. Established foundational B2B partnership infrastructure to accelerate brand penetration into new urban markets. Designed and launched a private community ecosystem from scratch, building an engaged user base that strengthened early brand loyalty and repeat consumption. Led localized cross-brand collaborations during the brand’s initial growth phase (Nike, Genki Forest, Sherpa’s), enhancing cultural relevance and market visibility. Integrated KOL and multi-channel marketing to build brand awareness momentum during early-stage market development.
Contributed to the early-stage development of one of China’s pioneering healthy food and lifestyle brands, positioning nutrition as a community-centered movement rather than a transactional product. Led launch of 10+ functional food SKUs (vegan protein bars, customized diet programs including keto and Mediterranean), overseeing product positioning, pricing architecture, and go-to-market strategy. Designed and scaled a brand ambassador ecosystem within the fitness community, aligning with emerging global lifestyle models of community-led brand building. Expanded offline presence to 40+ channels including national fitness events and premium gym partnerships, strengthening brand visibility in high-intent lifestyle environments. Built CRM system from scratch (0–1) and structured membership framework, establishing a scalable private-domain foundation. Launched full e-commerce platform within two months, integrating content, product, and community into a cohesive brand experience. Curated and executed 50+ community-driven offline events, balancing commercial sustainability with brand equity growth.