Experience

realme

• China
• Software Development
• 700 & Above Employee

• Senior Public Relations Manager

  • May 2022 - Present

  As the leader of PR team, I am responsible for leading outward PR strategies and plans that promote key initiatives and promote the business/product’s image and reputation. - Set goals and objectives, role delegation, establish priorities, and administration - Develop, implement and integrate strategic communications plans that advance the brand identity in the market - Play an active part in the creation of marketing strategies in conjunction with other teams - Cultivate and maintain relationships with media and influential professionals - Exercise judgment in prioritizing media opportunities, making necessary coordination with appropriate persons in organizing and preparing presentations, speeches, talking points, and other external media relations materials. - Oversee the creation of content inlcuding thread, social influencers, annual reports and other marketing collateral materials - Manage sensitive issues to maintain company’s good reputation - CEO profiling Show less



Hill+Knowlton Strategies

• United States
• Public Relations and Communications Services
• 700 & Above Employee

• Account Director

  • Jun 2021 - Apr 2022

  Main clients: Bugatti, Audi China, Lamborghini As a senior counsel to clients, fully took charge of the daily PR communication and admin management, create and develop communication strategy and support messaging for clients. - Client Management: dig out and understand the demands, develop quality standards and ensure client satisfaction - Strategic Planning: provide suitable communication plan and media strategy based on brands’ characteristics, develop long-term plans and recommendations - Project Operation: responsible for idea development, execution, media invitation, pitch and coop, content preparation, onsite management and analysis report for auto show, press conference, workshop, test drive, track day etc - Team Management: optimize team structure; set up goals for the team and activate the atmosphere; provide training and guidance for team members - New Business Development: Assist and manage in the development of new business initiatives, participate in new business pitch development - Project Experience: o 2021 Audi China internal communication o Content planning, collection, design and making for 2021 Audi China internal periodicals o PR communication for Bugatti China 2021 o Dynamic publishing for Lamborghini Zhuhai track in 2021 Show less



SPRG

• 1 - 100 Employee

• Associate Account Director

  • Oct 2017 - Jun 2021

  Main clients: auto (Lamborghini, Bentley, Piaggio Group), FMCG (Starbucks), travel (Hawaiian Airlines), education (Ideas Camp)，GE Healthcare etc. - Annual plan development and budget allocation and management - Project management including idea development, execution, media invitation, pitch and coop, content preparation, onsite management and analysis report for auto show, press conference, workshop, test drive, track day etc. - Social media strategy development and supervise the implementation - Daily communication strategy development and implementation including media relationship maintenance, content development, interview pitch etc. - Event agency and other third party’s management - New business pitch Show less



Hill+Knowlton Strategies

• United States
• Public Relations and Communications Services
• 700 & Above Employee

• Senior Consultant

  • May 2016 - Oct 2017

  Main clients: Volkswagen China, Ford China, Lincoln, Denza, Lamborghini As a project manager, dug out clients’ demands and communication factors, implemented result-oriented execution to ensure the achievement of project goals and enhance client satisfaction; as a core member of the company's emerging business development, supported the team transformation into creative and strategic direction, explored new areas and provided integrated marketing communication services to clients. - Brand Strategy: according to the client's corporate strategy, responsible for brand image renewal, strategic planning of large-scale brand marketing activities, event marketing and daily communication, shaping brand uniqueness and influence, and helping the growth of both brand voice and product sales. - Creative Output: coordinated the creative team, responsible for the daily work of creative ideas, copywriting and designing, supervised for the establishment of related system, and followed up creative designs including photo shooting, video shooting and marketing materials - Project Management: responsible for projects’ PR comunication including traditional PR and EPR, and lead to ensure smooth running of ongoing projects of DENZA, Volkswagen, Lincoln and Lamborghini retainer etc. - Project Experience: o DENZA winter test drive: coordinated the creative planning of the main KV, promotional videos, photo and other forms of expression. Made full of the product advantages and fully showed the unstoppable style and feature of the brand o Volkswagen Group: The Top City Classic Rally China 2016 o Lincoln: 2017 Shanghai Auto Show o Ford China: 2017 Shanghai Auto Show Preview, Safety Driving Experience Day, Annual Media Conference Show less



HNA Aviation and Tourism Group

• China
• Travel Arrangements
• 1 - 100 Employee

• PR Manager

  • Sep 2015 - Mar 2016

  Participated in the development of annual PR communication strategy, budget allocation, planning and implementation of brand and marketing activities at company level - Operation for WeChat and Weibo: operation strategy development based on company's overall strategic objectives and brand development plan; responsible for daily operation including topic selection, content execution and maintenance operation. - Media Resource: good relationship with lifestyle, aviation, travel and other related media, provided high-quality media support for the company's brand promotion. - Project Management: take lead on PR/ event/ creative agencies individually for planning and implementation for marketing/ PR events, corporate video and brochure; cooperated with colleagues of other departments to maximize the impact. - Project Experience o Press conference for HNA Tourism's strategic investment in Tuniu Travel o Press conference for Caissa Travel and Deer Jet signing Lang Lang as the brand spokesperson Show less



Moet Hennessy Diageo (China) Co. Ltd

• Beijing City, China

• Marketing Executive

  • Oct 2012 - Dec 2014

  Supported Brand Manager to formulate the annual marketing/ PR strategy and budget. Took lead on PR/ event/ creative agencies individually for planning and implementation for marketing/ PR events. - Brand Planning: developed annual branding strategies at three levels with "one year-round branding activities, 4 key media activities and some specific holiday activities" as the core; understood the core audience, precise brand positioning and product characteristics, and perfectly expressed the brand tone and pursuit. - Content Management: planned and drafted PR release, proposals and event reports - Crossover Cooperation: cooperated with media and celebrities to improve the exposure of brands - Media Management: evaluated the value of media; build up media relationship especially focusing on lifestyle, food & beverage and fashion, and cooperated with media deeply - Project Experience: o Johnnie Walker House Grand Oepning: worked closely with PR agency and event agency to plan and implement the press conference, ribbon cutting and after party; invited nearly 100 media and more than 10 celebrities to participate in the opening event, showcasing the beauty of the largest luxury whisky experience centre outside of Scotland and increasing brand awareness to 22% a year later. o Celebrity Whisky Kitchen: independently led the PR agency and liaised with celebtityes agencies; planned and implemented the series of events (4 in total), invited top celebrities such as Wu Peici, Huang Xiaoming, Cai Kangyong and Zhang Liang to cooperate with chef of Johnnie Walker House to entertain their friends and launch the new menu, leading the new trend of whisky pairing with meals. o Keep Walking Art Exhibition: organized and planned the launch ceremony and art exhibition, inviting artists in the fields of painting, sculpture, dance, sound and architecture to experience an immersive journey of Scottish inspiration, to create art works and accurately convey the brand concept. Show less



FleishmanHillard

• United States
• Public Relations and Communications Services
• 700 & Above Employee

• SAE

  • Jan 2011 - Sep 2012

  Working as a Senior Account Executive in FMCG team, responsible for assisting account management of Rejoice covering retainer and projects, and supporting supervisor to ensure smooth running of other ongoing P&G projects such as Safeguard, P&G Group etc. - Content Planning: output customized content, including but not limited to advertorial planning, press releases etc; gained good comment from media, clients and leaders. - Weibo Operation: built Rejoice's Weibo platform from 0 to 1, fully responsible for the content planning and operation management, controlled the overall style and the interactive activities to increase the interaction rate. - Media Resource: built media matrix for lifestyle, beauty, fashion etc., managed media cooperation and purchase, content feeding and publication etc. - Event Planning: planned and executed all kinds of PR activities; established communication mechanisms with celebrity agents, venues and shooting team - Project Experience o Successfully organized the Valentine's Day "Speak Out Your Love" campaign for Rejoice, which won the P&G Gold Award for the annual case study. o Organized the "Cheer for Mum" campaign for P&G for the Olympic Games, which won the P&G Gold Award for International Case of the Year. o Planned the Drifting Bottle fan interaction campaign on Rejoice Weibo platform with more than 20, 000 retweets on the day of the campaign. o Responsible for the press conference and celebrity video shooting arrangement for Sing It, a large scale reality show co-organized by Rejoice and SMG. Show less



Ogilvy

• United States
• Advertising Services
• 700 & Above Employee

• contractor

  • Feb 2009 - Dec 2010

  Implementation of PR campaigns and day-to-day media communications for luxury goods, technology and other industries. - Content Planning: translated and drafted press releases - Media Resource: set up and maintained media relations in technology, lifestyle, fashion etc. - Project Experience: o Technology: Novell's 2009 media gathering, Novell's 2010 Cloud Computing Conference, Silicon Labs' new product launches, Press Conference for Bank of China's and American Express cooperation o Luxury: Store Opening of Vertu in Jinbao Place; new product release of Swarovski Show less