Highlights:With 10 years of experience in the luxury and fashion media and marketing, familiar with all-media platform marketing in fashion, luxury goods, beauty and skincare. Expert in new media content creation and online and offline marketing campaign development and execution. Completed a Master's Degree in Luxury and Fashion Management in France, during which deepened marketing, customer relations and retail management, overseas social media advertising strategies, as well as gained systematic knowledge of brand value systems and strategy theories. Successfully led and implemented integrated marketing strategies for a number of international brand marketing projects, demonstrating strong strategic thinking and innovation, multi-tasking and proactive approach to drive multiple projects to successful completion, excellent teamwork and results-driven work attitude.

Skills:Marketing, PR & Communication, Luxury & Fashion, Copywriting

Goal:To continue my expertise in luxury and fashion industry, in a retail marketing or media environment.

Associate Marketing Director 03/2022 - current
TRICE Jewelry, Shanghai, Shanghai China
Industry: Retail
TRICE Jewelry is a start-up brand based in Shanghai, China. TRICE means “The True Ice”, which is originally from the hip-hop culture of America. The brand now has developed domestic market and oversee market, mainly in North America.
Branding: - Brand Creation: 0-1 develop a comprehensive brand strategy based on market trends, target audience analysis and competitor research. Successfully construct brand value and image, and establish the unique market positioning of TRICE as “luxury art jewelry with street culture DNA”. Social media and online communication: - Strategy and Content Creation: Create social media strategy aligned with brand positioning and target audience, focusing on WeChat Official Accounts and RED, and Instagram. - Campaign: Plan and execute social media thematic activities, such as Buzz Lightyear co-branded collection, Disney 100th anniversary project, and Edgar Plans co-branded collection, galleries collaborations, etc., to increase brand attention and user engagement on social media. - Celebrity/KOL Cooperation: Select and contact suitable celebrities and KOLs for product promotion, and ensure the content met our desired tone, thus to maximize TRICE's exposure. PR & Communication: - Strategy: Develop and implement TRICE's PR and communication strategy to ensure the consistency of brand values across communication channels to enhance the brand image and market influence. - Media Cooperation: Continuously communicate the brand value through special cooperation projects with media, artists and KOLs. Through the planning and execution of media releases, art exhibitions and celebrity collaborations, thus enhance the brand exposure.. - Event Planning and Execution: Initiate and execute a variety of online and offline events, including new product launches, pop-up, annual exhibitions, etc., to increase brand visibility on media and social platforms through multi-angle content and formats. - Relationship Maintenance: Maintain relationships with key media, artists and KOLs through daily contact, event invitations, to ensure continuous exposure and influence in relevant areas. Retail and Event: - Planning: Ensure the events are in line with the brand positioning, through combining different narrative scenarios and interactions to amplify TRICE's image and engage customers at every touch point. - Customer Relationship Management: Organize exclusive events for brand VIPs to enhance their brand loyalty.--
Associate Marketing Director 12/2020 - 01/2022
WWD, Shanghai, Shanghai China
Industry: Media
Women Wear Daily, an American media platform with more than 100 years. In China, WWD is one of the businesses of Chinamind Next Group. We focused on sustainability and industrial news of luxury and fashion industry, and had strategic collaboration with well-known brands like Cartier, LVMH, Kering Group, P&G, etc.
Enhance WWD China's visibility and brand value as a sustainability-focused media: - Annual Planning: Based on the group's digital media matrix and business strategy, to develop the annual marketing calendar and overall creative campaign plan. Led and participated in the entire planning and execution of the 360-degree marketing activities, including forums, exhibitions, etc. - Project Management: Responsible for the overall planning and implementation of the projects, participated in the entire process from creative concept to final execution, ensuring that the activities meet the objectives and enhance WWD China's market awareness and brand value. Clients’ project planning and account management: - Planning and Execution: Worked closely with clients and business director to develop and implement customized campaigns based on brand story, brand marketing needs and target audience insights. - Resource Development: Worked closely with external partners such as international organizations, NGOs, experts, designers, artists and KOLs to maximize the impact of the campaigns. Content Creation: - Marketing Analytics: Researched and applied marketing analytics methodologies and tools to write white papers on sustainability, consumer trends, and heritage culture to provide data support and recommendations for brand strategy through personal insights and strategic insights into market changes. Major Achievements: Cartier x WWD Sustainability Forum, Sino-Frech Cosmetics Summit (L’ORÉAL Group), The Inaugural Meeting of the Sustainable Fashion and Lifestyle Committee @ CIIE, P&G Responsible Beauty, WWD 2022 Sustainability Summit, etc.--
Project Manager 07/2016 - 01/2019
ELLE, Shanghai, Guangzhou, China
Industry: Media
ELLE is one of the fashion magazines of Hearst Media Group.
Project Planning: - Requirement Analysis and Planning: Understood and analyzed client's communication needs and business goals, generated creative ideas aligned with marketing trends, identified brand strengths, and formulated strategic marketing plans. Independently organized the client's marketing communication activities and shooting schedules for ELLE or SuperELLE across platforms like magazines, social media, apps, and websites. - Resource Integration: Integrated third-party resources such as Douyin, Meitu, OOH, etc. to enhance brand exposure and communication effect. Project implementation: - Team Collaboration: Communicated and coordinated with external teams (e.g. artists, models, KOLs, photographers, video producers, make-up artists, stylists, etc.), and provided on-site support, guided video editing and photo retouching to ensure high quality delivery. - Social Media and Magazine Copywriting: Created high-quality copy for magazines and the WeChat and Weibo accounts, tailored to the distinct styles of social media and print. Ensure content, including images, videos, and H5, meet the clients’ standards and expectations. - Project Management: Developed and tracked project schedules, communicated with clients on project progress, and make schedule or footage adjustments as necessary to ensure projects were delivered on time and with high quality. Summarized each project based on engaging data and comments to make recommendations for improvement for future projects. Major Achievements: SK-II, Rolex, Honor (mobile) Travel in Europe Project, Liby, Lukfook Jewelry, etc.--
Account Director, Project Manager 04/2014 - 07/2016
Log-in Media, Guangzhou, Guangdong China
Industry: Advertising, PR and Communication
Log-in Media is a boutique advertising and PR agency, we served clients from luxury, fashion, beauty, and real estate.
Social Retainer: - Account Operation: Responsible for the social media account operation of TaiKoo Hui Guangzhou and Titoni Watch, arrange content updates, and maintained the accounts at about 20% increase rate of followers per month. - Interaction Mechanism: Set up interaction mechanism to attract audience to participate in offline activities through coupon, gift, Q&A, etc. to enhance interactivity and customer engagement. PR: Campaign and Retainer: - Annual Planning: Planed and oversaw campaign and content creation according to client's business objectives and marketing plan. Developed online activity strategy on WeChat, Weibo, KOLs, Tmall and other platforms to carry out 360-degree marketing campaigns to enhance brand exposure and sales. - Co-operation resource development: Selected and contacted external resources according to the needs to maximize brand communication effect. - GTM Online and Offline Campaigns: Created social media strategies for clients' major annual projects, coordinated offline events to enlarge the brand exposure, and drafted press releases independently. - Relationship Maintenance: Maintained relationships with key media, artists and KOLs through regular greetings, gifts, seeding/shooting, event invitations, etc. to guarantee a positive brand image. - Crisis communication and strategy: Formulated crisis communication strategy and management plan, quickly responded to and handled brand crisis to maintain positive brand image and reputation. Major Achievements: PR campaign and retainer of Peninsula Boutique, PR campaign and retainer of SK-II, Social Retainer for Taikoo Hui Guangzhou, HEFANG Jewelry, SEPHORA, etc.--
Intern, Watch and Jewelry Editor 08/2012 - 02/2014
Trend Weekly, Guangzhou, Guangdong China
Industry: Media, Publishing
Trend Weekly was a fashion and lifestyle magazine, which had shut down in 2014.
- Editorial and Advertorial Content: Wrote editorial and advertorial content, ensuring that copy and images are in line with the magazine's standards. - Fashion shoots: planed and executed interviews and fashion shoots for jewelry, fashion and style pages. - Brand events: Participated in brand events, industrial watch and jewelry events, etc., and maintained good relationships with various brands.--

Guangzhou University 09/2009 - 06/2013
Guangzhou, Guangdong, China
Degree: Bachelor's Degree
Major:Chinese Language and Literature
The majors aims to cultivate the sense of aesthetics, and humanistic quality. It covers different subjects including ancient and modern Chinese characters and literature, international literature, the application of Chinese (e.g. system management), etc.

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