I graduated from Academy of Art University San Francisco majoring Advertising specialized in Art Direction. I worked (working) for 3 startup companies in Mainland China during the past couple of years and still abscessed with the entrepreneur vibe. At my recent job in an international fashion E-commerce company, I responsible for Global marketing growth.
¥ Business development: o New channel development in Mom and Baby categories include market trends research, industry penetration plan, influencer evaluation, reaching out process creation & training and onboarding decks preparation. o Acquired and enhanced partnership with high potential influencers by identify high performing influencers, providing optimization recommendations, best practice implementation and analyze campaign performance. ¥ Team management and operation: o Managed Asia Influencer Development team of 4 served 2500+ fashion influencers for content monetize consulting. (Mainland China, Taiwan, Hongkong, and Korea) o Collaborated with internal teams designed the strategic plan for Influencer Development team restructure and optimized workflows to drive operational efficiency. o Worked with the business intelligence team established the influencer CRM system to drive productivity; led adaption to a data-driven decision-making process by training ID team to master Periscope and NetSuite.
• Influencer Marketing & Key Account Management: - Global Fashion & Beauty Influencer marketing strategy development: Define the most revenue driven influencers, budgeting, contract signing, guide influencers' content development process to implement the brand marketing strategy, Establish and manage the relationship with key influencers. - Assemble and lead a BD team to build a scalable and fully automotive Fashion & Beauty influencer (YouTubers and Instagrammers) pipeline, provide both revenue growth and stability. - Enhance key accounts abilities to drive traffic to the company website, cross-functional collaborate with internal & external operation teams to drive traffic to sales channels such as Taobao, Red(小红书) and Yi23(衣二三). Manage 6 key influencer accounts yielding 15+% annual growth in the first 6 months of employment. - Working with the product team on company App & website localization and user experience optimization for North America Market. • Develop, recommend and execute global marketing strategies across a variety of paid and organic channels: - Plan overall performance marketing strategies, provide creative assets through Facebook display ads, Google AdWords remarketing ads reporting a 20% marketing performance increase to management in 6 months. - Hands-on design and development of best of breed creative across various social platforms including Instagram and Facebook, successfully increasing overall website traffic by ~50%. - Manage local PR and PPC agencies; ensure exceptional quality and efficiency from our resources.
• Defined the voice towards hundreds of thousands of aspirational Generation Y users in China. • Set the content strategy and tone for professionally generated content (PGC) as well as building up an active community and User Generated Content (UGC) where users discuss, share, and inspire each other in current affairs and interest topics. • Made contributions to the marketing and PR efforts in both online and offline settings - included creative aspects of offline events and co-branding campaigns with leading brands like Uber and TED. • Content responsibilities span over a mix of channels including App and WeChat official accounts, took full responsibility for the content life cycle.
· Art Event planning and management, pitch to clients, timeline and budget control, suppliers relationship management and onsite management support. Projects participated: · “2014 Art & Design for All” exhibition together with City of Design Shanghai, Dutch artist Florentijn Hofman sponsored by Cadillac. · Introduced Lyon Light Festival to China, by collaborating with Lyon Light Festival technical team, performed Arty Light International Light Show at various locations in Xi’an. · “Art and global Design Tour – London Stop” Trip plan and member recruit for United Nations Educational, Scientific and Cultural Organization Shanghai. · Won the contract bid to manage Shanghai Hongqiao “The Hub” shopping center opening ceremony. · Arty Magazine Promotion: Advertising clients’ relationship management, offline events with subscribers, and Support Editorial department in their daily operations.
· Develop promotion strategies based on local environment and consumer insight, especially for domestic market. · Analyze and evaluate the effectiveness of promotions & events. · Work closely with travel agencies, hotels and national parks in Hainan Island. Maintain marketing distribution channels. (Sanya Haitang Bay offshore duty-free shopping center project) · Digest & analyze tourism statistics and track monthly tourists’ activities, synthesize and develop market development strategy. (Sanya Haitang Bay offshore duty-free shopping center Project)