Vaughan, Ontario, Canada
• Achievement focused on account management professional with proven expertise in project management, leadership, corporation communication, strategic marketing, media strategy, and contract negotiations • Ability to relate to people from diverse background, stemming from the dynamic work environment, extensive travel experience and coupled with a fluency in English and Mandarin • Technical Skills: event planning, financial planning, problem-solving, data analysis
Exploring the possibility of a establishing a cost recovery program in OB/HRM area through market research, interview and analysis
• Responsible for project management, including initiated projects, organized media events, wrote advertorial articles, monitored performance, negotiated contracts and integrated resources. Led 40+ high profile projects during three years, representative projects included BMW 5 Series B&O Edition Launch (220 media, Jun. 2013); National Media Test Drive of BMW 5 Series (150 media, Oct. 2012); The All-New BMW 5 Series Li Version’s China launch (250 media, Aug. 2010). Narrowed the gap between Audi A6 and BMW 5 Series in terms of media exposure, product perception and reputation (5 Series obtained about 30 media awards in 2012), helping to improve the sales of BMW 5 Series (surpassing 10,000/month since 2012) and market share (from 15% to 30% up to 2012) • Provided communication support to After-Sales promotion focusing on brand communication “Maintaining Joy”. Independently led events such as Events for 2013 After-Sales Technician Competent National Contest (Apr.- Aug. 2013); Local Media Workshop in Beijing, Shanghai, Guangzhou, Shenzhen (2012); The After-Sales Brand Launch (Feb. 2011). Greatly raised the public awareness of BMW After-Sales service, which was rated No. 1 among premium automobile brands by mainstream media in both 2011 and 2012 • Media management of about 500 key auto media nationwide, including daily communication, events invitation, media relationship maintenance and crisis management, projects included Annual Media Parties (4 cities, each with 150 reporters in attendance), Top Management Interviews (every month), and Media Roundtables • Contributed approximately 1/3 profit to company’s income in 2012. Enhanced the influence and reputation of my employer (e.g. Best Communication Team awarded by OrientAuto Magazine, 2012)
David Communication is the subsidiary of Ogilvy specializing in providing exhaustive brand communication and media relation management to many of Fortune Global 500 companies. Responsible for media coordination and communication for Self Magazine (one of the most popular female magazines in China) and BMW China and BMW Brilliance • Established a media database (around 2000 media nationwide) for the company, tailored media strategy for relationship development and maintenance, and established a strong relationship with national media • Composed monthly media opinion reports, collected and analyzed media clippings and feedback, created media communication strategy; provided in-depth communication service to individual projects such as Postcard Collection Gala of Self in 2009, Destination X of BMW (2008-2009), Mission 3 (2008-2010), 5 Series Salon (2008), The New BMW 3 Series Launch (2008)
Established in 1992, Auto Driving & Service is one of the most influential auto magazines in China. I was responsible for brand communication and events management. • Initiated two influential events - “China Auto Service of Golden Wrench and Golden Thumb Award 2006” and “Top 10 China Auto Maintenance Equipment Industry 2006” • Readership management. Organized target readers events such as test drives, parties etc.