Experience

Wonder Gate Marketing Ltd

• United Kingdom
• Advertising Services
• 1 - 100 Employee

• Marketing and Social Media Consultant

  • Aug 2023 - Present

  ▪️Enhanced British brands' foothold upon entering the Chinese market through effective marketing strategies. ▪️Established outstanding brand official accounts by orchestrating content creation and management on major Chinese social media platforms, building a distinctive brand persona and engaging fan operations. ▪️Fostered sustainable digital marketing growth for UK businesses through a customized influencer matrix on social media.



SGAD+ (Top1 Advertising Agency in China)

• Associate Strategy Director

  • Mar 2022 - Sep 2022

  Beijing, China ▪️Led a team in redefining Lenovo's brand image and rebuilding public trust post-PR crisis. Strengthened client relations by presenting customized communication strategies for business, government, and consumer segments to senior executives. ▪️Secured new business and partnerships by delivering impactful pitch decks for clients in the 3C, luxury alcohol, and banking sectors. Demonstrated expertise in understanding the unique needs of each industry. ▪️Elevated subordinates' growth and… Show more ▪️Led a team in redefining Lenovo's brand image and rebuilding public trust post-PR crisis. Strengthened client relations by presenting customized communication strategies for business, government, and consumer segments to senior executives. ▪️Secured new business and partnerships by delivering impactful pitch decks for clients in the 3C, luxury alcohol, and banking sectors. Demonstrated expertise in understanding the unique needs of each industry. ▪️Elevated subordinates' growth and retention rates by conducting on-the-job training, mentoring to build a robust knowledge foundation, fostering passion, and ensuring seamless onboarding. Show less



dentsu China 电通中国

• China
• Advertising Services
• 1 - 100 Employee

• Strategy Manager

  • Jun 2019 - Mar 2022

  Beijing, China ▪️Secured partnerships with 10+ brands, including Toyota, Canon, and Nestle, by devising diverse branding and marketing solutions and providing reliable service. ▪️Improved the success rate of new pitches through enhanced team collaboration. Rapidly progressed in leading teams, earning promotions. ▪️Directed a strategy team in reshaping Universal Beijing Resort's localization strategy by addressing 3 marketing challenges through an in-depth analysis of 4 customer behaviour types. Established… Show more ▪️Secured partnerships with 10+ brands, including Toyota, Canon, and Nestle, by devising diverse branding and marketing solutions and providing reliable service. ▪️Improved the success rate of new pitches through enhanced team collaboration. Rapidly progressed in leading teams, earning promotions. ▪️Directed a strategy team in reshaping Universal Beijing Resort's localization strategy by addressing 3 marketing challenges through an in-depth analysis of 4 customer behaviour types. Established mid-to-long-term strategies for clients by tailoring communication plans for different stages and collaborating with international branches. ▪️Resolved brand proposition challenges for Nestle's sub-brand, Garden of Life, through repositioning, spokesperson evaluation, and product line optimization. Boosted sales effectively by executing a successful multi-platform campaign with JD.com, generating 32 million social media views and attracting 311,000 unique e-shop visitors. ▪️Led a three-person strategy team to advise China's Top 1 sugar-free beverage brand on marketing strategy by redefining its brand value and reshaping communication strategies. Assisted China's second-largest yoghurt brand in developing new product lines with 4 options after in-depth customer research, gaining the client's trust. ▪️Effectively improved employee annual growth path management by establishing a training program for 3 new members. Show less



Orange Group (China 4A Advertising Firm)

• Associate Planning Manager

  • Jun 2017 - Jun 2019

  Beijing, China ▪️Revitalized JD.com's Home Appliances brand image through repositioning and national-scale communication events. Increased platform sales by successfully launching co-branding campaigns with 14 household appliance brands in 30 cities and engaging over 50 brands on social media. Resulted in 31 million users' engagement and 307,000 online discussions. ▪️Conceptualized and birthed new brands for COFCO & Coca-Cola by developing a nationwide launch strategy and omnichannel promotion plans… Show more ▪️Revitalized JD.com's Home Appliances brand image through repositioning and national-scale communication events. Increased platform sales by successfully launching co-branding campaigns with 14 household appliance brands in 30 cities and engaging over 50 brands on social media. Resulted in 31 million users' engagement and 307,000 online discussions. ▪️Conceptualized and birthed new brands for COFCO & Coca-Cola by developing a nationwide launch strategy and omnichannel promotion plans. Ensured sustainability by building product lines from 3 distinct water sources. Successfully built brand we-media from scratch, earning customer trust within 2 years, and securing contract renewal. ▪️Elevated team culture to be open to sharing by championing training for interns and organizing internal sharing sessions. Show less



Leo Burnett

• United States
• Advertising Services
• 700 & Above Employee

• Intern

  • Mar 2017 - Jun 2017

  Beijing, China ▪️Engaged in product analysis and consumer research of China Construction Bank, Audi, and Yili Milk. ▪️Provided interesting ideas and assisted in developing communication plans.



GoodIdea Media

• China
• Advertising Services
• 1 - 100 Employee

• Intern

  • Jan 2017 - Mar 2017

  Beijing, China ▪️Provided interesting ideas and assisted in developing communication plans for Tencent, Youku, OPPO, etc.