Beijing, China
* 10年互联网品牌营销从业经验,品牌甲方及4A广告公司双重背景 * 熟悉全链路营销环节，具备品牌营销策划、投放、购买及谈判经验 * 拥有投放量级过亿的项目管理经验
1. 市场部品牌campaign策划，负责策略制定，统筹整个项目从立项-营销策划-供应商招标入库-项目落地-追踪投放效果全流程 2. IP 势能合作项目 owner，协同供应商/创意/制片/运营等，对项目进度、完成度、内容质量 和效果负责。 3. 建立标准化流程，完成供应商招标工作，建立品牌日常合作机制，不断提升对内对外沟通效率
Clients included HUAWEI/DIDI Responsible for all-media integration marketing business.Provides one-stop solution services to clients, include but not limited to brand launch conference、OTV cross-screen delivery, e-commerce precise marketing, in-depth content cooperation, O2O integration, etc.I have experienced in planning and managing projects with budget over 100 million RMB, with over 40 media platforms for one campaign * Marketing Planning and Project Management - Coordinated more than 40 mainstream media to participate in the live streaming of the launch conference, produced sound volume together with top media platforms, led and controlled the process to ensure the completion of the project, fulfilling quality and quantity requirements. - according to OTV cross-screen brand exposure launch, the brand awareness increased by 1.5, accomplished the exposure goal - Cooperating with important marketing nodes such as “Double Eleven”, “618” and “Super Product Day”, due to precision marketing of e-commerce, CPC was reduced by 15% and ROI was increased by 283% - Content / Short Video Marketing, Brand name cooperation, Pop star participation in brand promotion; Tik Tok short video UGC event collection, cover more people with KOL influence * Familiar with media policies and cooperation methods, promote media cooperation negotiations * cross-department integration and collaboration，inhouse model assists clients to promote cross-departmental cooperation and project reporting，Improving communication efficiency 拥有投放量级过亿的大型旗舰项目策划及管理经验，统筹全媒介，联动 social、PR、BD 等资源，形成整合营销传播矩阵。 *根据品牌战略及行业发展趋势，建立并迭代品牌宣传策略，制定可执行的整合营销方案 *品牌营销传播策划，整合内外部资源投放，实现品效合一 - 品牌产品发布会宣传。统筹逾 40 家主流媒体参与上市发布会直播，头部媒体联合造势 - 剧综 OTV 跨屏投放，进行渠道选择/内容评估/资源布局，达成品牌认知度提 升目标 - 电商精准营销，配合“双十一”“618”“超品日”等重要营销节点，精准人群导流电商，通过复盘不断优化投放效果，提升获客增长，实现 ROI 提升 - 跨界/娱乐营销，大剧热综产品植入，评估节目内容和资源，进行资源和价格政策的谈判;IP 项目冠名及深度内容合作 - 社会化内容营销，与微博/抖音/B 站等 KOL 进行内容共创，实现品牌圈层突破 *大型项目管理，与业务团队紧密配合，结合项目需求，推进内部各部门合作 *与媒体建立良好合作关系，推进媒介合作谈判
Clients included China Mobile/Mengniu/BOC/JD.com/China Minsheng Bank, etc. - Briefed with clients, develop plans of brand communication and internet marketing that meet client requirements. - Developed media strategy with colleagues, includes delivered media combinations, as well as negotiated and further arranged media resources - Assisted director to win the pitches and develop new businesses. -Maintained the very close communication with clients and media in daily basis. - Familiar with the application of new media tools, and capable of exploring co-operation opportunities with media partners. - Managed daily work, and provide advice and guidance to the member of the team, to ensure the project run smoothly. 负责大客户品牌数字整合营销业务，向上汇报媒介总监。 贯穿广告作业全链路，与策略/创意/客服/技术等部门协同作业，提供数字营销策划全案 包括但不限于媒介策略与谈判、品牌曝光、精准营销、搜索引擎营销、IP 合作、互联网技术和创意等相关数字营销服 务，拥有品牌数字营销策划/H5 互动策划与搭建/ IP 合作/跟片拍摄等相关经验 工作内容： * 打通全链路广告营销环节，提供数字营销策划全案 * 媒介创新和创意互动合作： 全面了解市场、竞品、目标人群，了解新媒体技术的运用，与媒体一起探索新的合作机会点为品牌提 供营销全案。 - 为蒙牛打造互联网大事件，开创多元传播格局。通过头部媒体矩阵原生品牌强势曝光，创意互动自 发性传播扩散及名人深度访谈百人计划内容渗透，完成品牌新形象升级; - 巧借媒体 IP 跨界合作，实现中国移动“老朋友，新身份”品牌形象刷新; - 联合媒体创新合作，开设全新频道进行内容共建，为中国银行“环球通”信用卡实现多个行业首创 营销案例 * 媒介资源管理和谈判：参与品牌与媒体年框谈判；推动媒体开发并实现创意合作新式 * 新客户比稿业务：协助总监开发新客户，参与快消/汽车/金融/互联网等多行业客户比稿，积累丰富比稿经验