Experience

Octave

• China
• Wellness and Fitness Services
• 1 - 100 Employee

• Public Relations & Marketing Manager

  • Jan 2018 - Present

  [Octave is a wellness and learning platform that integrates various industries: education, hospitality, healthcare, spa and real estate, providing holistic wellness programs. It is comprised of SANGHA Retreat, THE VILLAGE, and AITIA Institute in Suzhou; and THE LIVING ROOM, an urban support center in Shanghai. ] Industry: Wellness & High-end Lifestyle • In charge of PR & Communications in corporate marketing team, key work includes managing PR agencies and vendors for both domestic and international markets, updating the yearly communication calendar and monitoring public opinions. • Plan and execute various media events/activities, develop content angle and draft press release to enhance the brand and product awareness. • Arrange interviews and speeches for founder & spokespersons for building up the professional standards in holistic wellness industry. • Develop and maintain the relations with Media、KOLs and Partners, ongoing pitch for brand exposure and product seeding. • Approach marketing and co-branding opportunities with external parties and push forward the collaboration as project owner. • Develop integrated communication campaign plan and drive the project on track from zero to one. Show less



TBWA\Worldwide

• United States
• Advertising Services
• 700 & Above Employee

• Senior Copywriter/Creative

  • Mar 2017 - Sep 2017

  [TBWA is a global creative firm, operating in 305 agencies, in 98 different countries. I worked for McDonald's, Michelin and DiDi in this company.] Industry: Advertising agency, covering FMCG, B2B, Internet industries. • Provide the planning and creative support for product launch and yearly branding campaign. • Based on global strategy, develop the localized communication strategy according to market research and consumer insight. • Develop cross channels marketing plan and creative solutions in digital/social environment. • Create and produce advertising materials in diversified forms, including KV, TVC, digital activation, social content, brochure …both ATL and BTL. • Creative copywriting includes slogan, headline, sales kit, video script, press release and localization translation. Show less



Fatkee Advertising (Shanghai) Co., Ltd

• 中国 上海市

• Group Head/Creative

  • Mar 2016 - Mar 2017

  [Fatkee is an independent creative firm founded by famous advertiser Bill Chan, served Unique, PONY, Lacoste and Bright Dairy on digital campaign and content marketing.] Industry: Advertising agency, covering Clothing, Sports & Beauty, FMCG industry. • As the creative group head to lead the project smoothly from strategy planning, creative solution to execution. • Develop the integrated marketing campaign for product launch, including traditional advertising tactics, digital and content marketing, and etc. • Develop content and media strategies, create topical content for multiple social channels. • Create digital marketing activation plan, including core idea, user flow, call-to-action, to drive traffic for e-commence platforms and offline sales. • Create and produce advertising materials in diversified forms, including KV, TVC, digital banners, social media posts, brochure, and etc. • Creative copywriting includes slogan, headline, video script, social content and brand book. Show less



BC+ Group/Guangzhou OSC Advertising Co., Ltd

• 中国 广东省 广州

• From Intern to Director of Strategy and Creative

  • Nov 2011 - Jan 2016

  [BC+ was a member of Guangzhou 4A, in this company I served CITIC Bank Credit Card Center、Perfect、CarpolyPaint、Guangzhou Municipal Public Security Bureau、LeederEdu.] Industry: Brand Marketing & Advertising agency, covering Finance & Living Service, Government categories. • As the project leader, oversee planning, creative idea, presentation and implementation, coordinate with the client, internal teams and production suppliers. • Marketing research and analysis, including industry and competitive product analysis, to explore consumer insights. • Strategy planning for brand positioning, brand framework and brand asset development. • Creative copywriting includes slogan, headline, video script, and brand brochure. • Social media operations for WeChat and Weibo accounts. In charge of the company’s innovation hub to customize industry trend reports for clients. Show less