DUVETICA Brand Manager

• Apr 2023 - Present

Assistant Manager, Brand Communications

• Jan 2020 - Mar 2023

Brand Positioning and Strategy Development - Refinement of the global position to ensure a sharp focus on the China consumer - To deliver a 3-year brand communication plan - Drive consistent brand presence/voice across all channels - Work with strategy consulting agency on brand positioning/consumer insight, to dig out the potential problems and find the right solution and strategy Content Planning - Localize global projects and marketing assets to make sure it resonates with local market at the right timing - Fulfill both offline retail and online channel needs and optimize content channel - Feedback to head office (Portland, USA) in terms of local performance and local needs to get better content support Marketing Campaign Management - Develop key brand campaign assets (shooting/creative work/key message) - Celebrity/influencer relationship management - Lead PR and Digital functional department for campaign consolidation - Cross functional work with inhouse retail marketing/Ecommerce/Merchandising Brand Tradeshow and Event Management - Lead the tradeshow planning and execution (2 seasons per year) - Marketing event planning and execution Marketing Budget Management - Manage marketing budget to ensure cost effectiveness and efficiency - By monthly spending review, quarterly budget review and annual budgeting plan External Partners and agencies Management - Identify external partner/agencies with clear criteria - manage the execution of all the extended third parties Show less

Digital Marketing Officer

• Feb 2018 - Jan 2020

Digital Marketing - Assist on brand annual digital plan and budget management - Work with agency on digital media planning - Paid social media banners on different channels - Social KOL management, QC the campaign creative output Social Media - Managing social channels (WeChat, Weibo, Douyin, Red, Tmall brand hub) to make sure content inspires and converts to Ecom traffic, balance branding and commercial needs - Social campaigns, mini-program/H5 engagements, KOL collaboration Acting Brand Marketing Role - Assist on all marketing related projects China activation to fulfill ecommerce and retail store needs - Develop and manage brand image/tonality/campaign creative and execution - Celebrity endorsement management Projects - 2019 CVD campaign, Pandora first brand ambassador Guan Xiao Tong Shooting creative planning and communication - 2019 Double 11 campaign creative planning and communication planning - Pandora first brand Anthem Movie creative planning and communication planning - 2018 Pandora China Exclusive product – Peach Blossom Launch Show less

Senior Digital Executive

• Feb 2015 - Feb 2018

●Client management: Help clients to identify potential problems and provide optimal solutions, communicate strategic directions and executional process, manage budgets and deal with financial processes ●Strategic planning: Involve in social media annual planning and digital campaign planning, meanwhile offer digital input for integrated brand campaigns. ●Project management & digital productions: Strong in project management, solid skills in managing production timelines, coordinate with multiple functions and make sure all parties meets their deadlines. Managed several online and offline campaigns, led digital productions (campaign site, H5, offline digital installations) across different brands. ●Social Media Retainer management: Manage brand social media accounts, including content planning, KOL resources outreach, media resources outreach, yearly & monthly & weekly reports, QR code tracking management, social media CRM and fans segmentation. ●Third party resources management: Built good relationship with key fashion/lifestyle KOLs and media. Manage digital production vendor and freelancer resources for project outsourcing. ●Internal team management & coordination: Monitor intern’s day-to-day work, QC their deliverables and oversee project timeline Balance other functional resources within digital team (copywriter, designer, media planner). Coordinate with PR and Event teams and provide digital strategic input, making sure consistency across different communication channels. Show less

Account Executive

• Jul 2014 - Feb 2015

Intern

• Oct 2013 - May 2014

Intern

• Jan 2013 - Sep 2013