Shanghai, China
Senior integrated marketing communications and brand partnership leader with 15+ years of experience, including 8+ years in core management roles at WPP and Publicis. Skilled in brand communication strategy development and execution, covering full-cycle growth from 0-1 new brand building to 1-N scaling. My core expertise covers brand communications, social marketing, celebrity and IP partnerships, KOL/influencer marketing, sponsorship strategy, media resource management and end-to-end campaign delivery. I have worked with leading brands across technology, FMCG, automotive, beauty & personal care, and premium lifestyle sectors, including Huawei, Dyson, Unilever, Lincoln, J&J, Darlie, Filorga, Ninebot and Luckin. My work spans communication strategy, celebrity/IP/KOL resource evaluation, fan and audience analysis, commercial negotiation, rights design, launch planning, social content amplification, MCN collaboration, media partnership, e-commerce activation and performance review. My work has directly contributed to record-breaking results, such as 12,000+ firm orders in 27 minutes for a new automotive brand launch, 5,881% brand voice uplift for a brand revitalization campaign, and 220M+ views generated through a celebrity-driven social UGC program. I am particularly experienced in complex partnership projects where brand objectives, social influence, commercial rights, platform mechanics, public reputation risk and execution quality need to be managed together. I stay deeply immersed in China’s digital ecosystem—Douyin, Xiaohongshu, Weibo, WeChat, Bilibili—and actively use AI tools to enhance competitive analysis, content insights and resource screening I am currently open to senior opportunities in Brand Communications, Integrated Marketing (IMC), Social & KOL Marketing, Celebrity & IP Partnerships, Media Strategy and Brand Partnerships, especially roles that require both strategic thinking and strong execution across China’s digital and social ecosystem.
Lead sponsorship, celebrity/IP partnership and brand resource projects for leading clients including Huawei and Haleon. • Partner with brand marketing, procurement and internal specialist teams to deliver sponsorship strategy, resource evaluation, commercial negotiation, rights confirmation, execution supervision and post-campaign review. • Evaluate celebrity, IP, sports, cultural-tourism and KOL/MCN resources based on brand fit, audience profile, activation potential, reputation risk, commercial exclusivity and budget efficiency. • Manage full-cycle partnership delivery from resource recommendation and negotiation to launch planning, rights fulfillment, cross-team coordination and performance review. • Build sponsorship workflow, resource database and risk-control process to improve resource evaluation, commercial coordination and project delivery efficiency. • Participated in resource evaluation, rights coordination and fulfillment management for major Huawei celebrity/IP projects including Shangjie, Pura series, nova series and Ultimate Design, etc .
Managed Douyin/Video Account/Xiaohongshu livestreaming operation full-service projects for Chow Tai Fook, Lao Feng Xiang, Bally and Elevit, liaising with brand marketing and e-commerce teams. • Worked with brand marketing and e-commerce teams to identify business needs across brand livestreaming, short-video content, KOL seeding and major promotion campaigns. • Developed customized content marketing and social commerce solutions based on platform mechanics, campaign objectives, product priorities and commercial targets. • Coordinated platform resources across Douyin, Kuaishou and Xiaohongshu to support campaign planning, content execution, creator collaboration and performance review. • Supported brands in connecting social content, KOL seeding, livestreaming and e-commerce activation.
Managed large-scale media investment, media partnership and KOL resource management for leading brand clients. • Managed RMB 400M+ annual brand media investment across finance, news, female vertical, audio and print media. • Led media resource planning, evaluation, media mix recommendation, budget allocation, price negotiation, rights integration and long-term partnership mechanisms. • Achieved 15%+ average media cost savings for brands through centralized negotiation, resource integration and pricing benchmark management. • Participated in KOL resource and pricing-system management across Douyin, Xiaohongshu, Weibo, WeChat and Bilibili, covering creator pricing, MCN resources, cooperation formats and investment data. • Supported brand social/KOL strategy, KOL selection, budget allocation and resource negotiation through consolidated market intelligence and resource benchmarks.
Led celebrity, IP and KOL integrated marketing strategies for global and local brand clients across technology, FMCG, automotive, beauty, personal care, sportswear and premium lifestyle sectors. • Led full-cycle celebrity/IP/KOL projects from brief analysis, resource evaluation and strategy development to commercial negotiation, content production, social amplification, rights fulfillment and performance review. • Managed key project decisions and risk-control processes, including content review, launch timing, commercial exclusivity, rights delivery and reputation risk. • Built standardized management processes for celebrity/IP/KOL projects, driving business process standardization and efficiency. • Expanded the team’s service scope from celebrity/IP resource cooperation to social content, KOL seeding and integrated social communication. • Led and supported campaigns for brands including Dyson, Lincoln, Lotus, Ninebot, Zegna, Swatch, Ecovacs, Darlie, Colgate, Coca-Cola, Epson, Luckin, Unilever, Crocs, Johnson & Johnson, Aveeno, Nike, Adidas, Uniqlo, Speedo, etc.