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Major in Luxury Management and Marketing. Working experience with luxury and fashion brands in world-renowned advertising companies, multi-disciplinary knowledge in advertising and marketing. Comprehensive practical experiences in IMC, social media and digital marketing campaigns. Highly effective in the fast-paced work environment. Motivated and curious, looking for every opportunity for both personal and professional development, always on the look-out for new trends.
I was mainly responsible for creating the visual merchandising guidelines for North Asia Zone, consolidating VM photos and making weekly newsletters. Helped with monthly product rotation display, window installation as well as "Les Parfums in China" pop-up store opening.
I was recruited as the first digital account manager in the McCann Advertising Shanghai office and worked on digital campaigns for the brand - Wyeth. I also helped with digital advertising pitches for L'Oreal and BabyNes projects. ➢ Digital︱Wyeth (Fortune 500 company) Participated in Wyeth 100 Years Campaign and Wyeth New Product (Super Gold) Launch Campaign. Assisted in developing the digital communication strategy, and led the overall digital campaign production which included the campaign sites for PC and mobile, as well as HTML5 digital ads for WeChat. Made campaign reports by using backend and Google Analytics data. Cooperated with the media and social media teams for the design and publication of the online ad.
I worked as an account executive for Ermenegildo Zegna and Crowne Plaza, and other pitching projects. Managed the official Sina Weibo accounts of Zegna and Crowne Plaza, and participated in social media strategy development for each campaign and annual plan. I also assisted in developing the social media strategy for IMC campaigns of the brands like Bvlgari and Johnnie Walker. ➢ Social Media︱Ermenegildo Zegna (Luxury brand) Managed and coordinated content development and production of a brand e-magazine and the official brand website. Assisted in developing the social media strategy for new product launch campaigns, a Christmas campaign, and the Milan Fashion Weeks. Managed the social media KOLs and finalized the campaign assessment reports. ➢ Social Media︱Crowne Plaza (Hotel brand, IHG Group) Participated in digital strategy development and a mini-site production of "Crown for Your Dream" campaign. Conducted field reporting and social media live broadcast of events by working with the brand' PR team.
➢ I took the lead in a school's consulting project, in collaboration with a digital marketing agency, for Hugo Boss. It is aimed to provide the suggestions concerning the brand's next five-year development in mainland China. ➢ My dissertation focuses on the crossover business strategy in luxury industry. It analyzes the current luxury brand cases such as Gucci restaurant, Armani residences, Bvlgari hotel, and then concludes on how to do crossover business in mainland China by leveraging the survey study on the consumers.
I specialize in tennis (awarded National Second-level Tennis Athlete).