Experience

蒙牛

• China
• Food and Beverage Services
• 100 - 200 Employee

• Director Of Coporate Brand Management

  • Nov 2017 - Present

  - Responsible for the overall structure planning and management of Mengni. Including Mengniu brand positioning, brand porfolio and brand assets management, annual brand strategy and marketing plan. - Responsible for leading the campaign of 2018 World Cup “Nature of Power, born for greatness” - Responsible for the overall structure planning and management of Mengni. Including Mengniu brand positioning, brand porfolio and brand assets management, annual brand strategy and marketing plan. - Responsible for leading the campaign of 2018 World Cup “Nature of Power, born for greatness”



贝贝网 & 米折网

• Technology, Information and Internet
• 1 - 100 Employee

• Brand Director

  • Nov 2015 - Oct 2017

  Role & Responsibilities  Be responsible for Daily Active Users and growing purchase user through a series of marketing campaign and user experience optimization.  Lead brand marketing strategy, campaign planning, brand assets building and marketing budget allocation. Results  Develop business 3M analysis model for brand pre-roll video launch  Win Best Team Awards two times at BeiBei annual meeting  Win Philip Kotler marketing awards in 2016 Role & Responsibilities  Be responsible for Daily Active Users and growing purchase user through a series of marketing campaign and user experience optimization.  Lead brand marketing strategy, campaign planning, brand assets building and marketing budget allocation. Results  Develop business 3M analysis model for brand pre-roll video launch  Win Best Team Awards two times at BeiBei annual meeting  Win Philip Kotler marketing awards in 2016



蒙牛

• China
• Food and Beverage Services
• 100 - 200 Employee

• Brand Manager

  • Dec 2013 - Nov 2015

  Brand Manager at Mengniu Dairy Group JustYogurt Brand Manager 2015 June — Present Role & Responsibilities  Mengniu JustYogurt Brand 2016 Annual communication plan. Map out businees and brand development plan based deep category analysis, brand health tracking performance，future potential position strategy and sales channel research.  《Pixels》 Movie IP marketing Campaign and "Bubble Run" mini Marathon brand placement event management.  Brand embassdor communicaiton tactis plan Role & Responsibilities Mengniu Coporate Brand Manager 2013 December — 2015 June  Contribute to Mengniu masterbrand management, including brand positioning, brand architecture design and VI upgrade;  Leader of Mengniu corporate alliance partnership co-op , including Diditaxi, NBA, etc;  Project owner of Mengniu multi-brands integrated campaign design and delivery.eg Mengniu Trustworthy integrated Communication Campaign，Mengniu 2015 CNY holistic Campaign Show less



Publicis Groupe

• France
• Advertising Services
• 700 & Above Employee

• Associate Account Director

  • Jan 2013 - Dec 2013

  NESCAFÉ Masterbrand and variant Sub-brand communication & creative development • Lead advertising campaigns and supervise production. Participate in Client’s marketing plan development. Act as lead agency to deploy strategy and communication among media, digital, PR agencies to ensure idea & creative consistency. Lead marketing researches for idea development and recommend optimization. Measure effectiveness of marketing campaigns. • Take charge of NESCAFÉ 75 year anniversary campaign. Take the opportunity to showcase NESCAFE global heritage of spreading coffee culture around the world and connect with stakeholders and change the perception to be coffee expert and global brand. Planned and executed Key Visual, OOH, HH tour video, Event, thematic Promotion and Internal Communication. • Contribute to NESCAFÉ 2014 brand campaign. NESCAFÉ is planning to launch its new brand communication to grow coffee consumption behavior in the certain occasion and new defined consumers’ need state. Campaign has went through a consumer test which This helped collect rich insights of target group behavior. Based on its output to generate Campaign big idea with manifesto. Project is working in progress. • Responsible for NESCAFÉ new Dolce Gusto coffee machine launch campaign in terms of brand naming, consumer segment, product demo video production and packaging localization. • In charge of new cup format coffee sub-brand launch campaign, develop consumer portrait, communication idea as well as TVC, Print and packaging creative proceeding. • Led NESCAFÉ 1+2 and Café Collection range Shopper Activation Promotion in 2013 Q4. Show less



Ogilvy

• United States
• Advertising Services
• 700 & Above Employee

• Account Manager

  • Aug 2011 - Dec 2012

  Pantene digital marketing & implement  Clinicare brand holistic re-launch campaign. Take responsible for developing digital communication objective, message and execution. Targets to drive brand awareness, relevance, believability and shoppability. Currently, the project was on production step, include campaign site, video, banner, EDM, ecommerce. Under Group account director’s guidance, manage project independently. In cooperation with the multi partners.  Pantene GC new official website design. Refer to NK standard version, made localization content and design. Sufficient corporate with P&G PM and production vendor (Accenture) with limited 1 month timing. P&G Multi brands e-commerce campaign  As one of project owner and contact window, take charge of annual communication idea strategy, promotion mechanism and product assortment suggestion, besides that, support creative team to develop the idea and execution.  Bridge agency with P&G brand team for e- Multi Brand Commercial Innovation, Cooperated with sales team, mainstream e-channel—Taobao.com, DangDang.com, Amzon.com, 360buy.com and Redbaby.com. Familiar with their coordination method.  Co op with social ecommerce site(Meilishuo & mogujie).Try on emerging media communication, using product trial activities to collect test report, create buzz, drive awareness and interesting  Targets to leverage P&G scale to drive buying items / conversion rate / basket size via commercial ideas and campaigns. Master creative design and execution activities including media tracking, data collecting and project estimation;  Campaign performance driven 20% sales higher than competitor’s in the same period and won FY1213 project contract. P&G owned e-commerce platform building.  Joined project since page design has been almost finished. Owned UAT testing, design revision and launch campaign planning. During this project, learned the knowledge of process and detail cautions on how to build an owned e-commerce platform. Show less



JWT

• BJ

• Senior Account Executive

  • Feb 2010 - Aug 2011

  Responsibilities:  COFCO Lohas brand account service (Traditional advertisement in FMCG industry);  Serviced food & drinking brand-lohas which focus on Lifestyles of Health and Sustainability  Take charge of all brand traditional ads implement and supporting communication proposal, competitor report, lagniappe selection.  Participated in the implement of campaign "Lohas yogurt, let the dream fly". Corporate video website youku.com to select hero from ordinary citizen. Created video user engagement idea, package and outdoor ads implement.  Support planning and implement annual core campaign’“white collar, green life”. Drive target audience‘s attention from their one of online touch point- MSN. Developed a series of tactics to try fist bottom lohas drinking. Launched white collared overtime survey report, created MSN facing look, interactive mechanism and rewarding system.  As service period, got client highly comments on highly responsible, communication skill, positive and keep eyes on any new trends. Supported agency win new year service contract.. Show less



Ogilvy

• United States
• Advertising Services
• 700 & Above Employee

• Account Executive

  • Sep 2008 - Feb 2010

  Account Executive for OgilvyOne Beijing  Subway Brand Integrated Communication For 2010-auxiliary annual communication strategy, the execution market investigation, interview and collect information from being analyzed, the promotion of media direction Suggestions, etc. Internal coordination Agency-the control, and ensure that creative and technical team to brief work according to the customer - The third party cost control, make progress and quality control - Activities and becomes the monitoring data results different channels, and analyze arrange to improve the performance of the finishing activities synchronous Suggestions. - The use of industry analysis and implementation suggestion do stage, and is responsible for the final report writing purpose. - To professional business quality and high sense of responsibility for live customer trust  Precision marketing network - Based on Internet advertising alliance to effect means to realize high return on investment guide put goal. Through the four heavy accurate target audience corresponding directional cover data tracking, for the customer business objectives ascension brings measurable standard. - According to different requirements on the industry-in-depth thinking, formulate media on the implementation of the solution. Coordinate resources fully and effectively promote homework, attract users, interest and attention brand communication in depth. Sales page performance to 389% of the task index, over for the customer the first name of than. - The main service brand: Thinkpad, Dell, RenRen website, Windsow, Show less