Experience

建信信托有限责任公司

• China
• Financial Services
• 1 - 100 Employee

• Brand General Manager of M&A Department and KTP

  • Feb 2019 - Present

  ■ Corporate Social responsibility Function 1. Fully responsible for the planning and implementation of CSR strategy and action plans for KTP platform, a holding company of CCB Trust as well as the brand communication of the first Public foundation for migrant workers 2. Responsible for the implementation & communication of a series of projects, such as Work Assistant Plan, Migratory Bird Action, Migrant Workers Insurance Plan, KTP Workers College, etc., to improve the work and life of migrant workers, and promote their urbanization process 3. Fully responsible for the documentary film program cooperated with Qingying studio of Tsinghua University, to record the ecological status of migrant workers in China, based on the vision of changing the ecology of Chinese construction workers. through the communication of the Preview film, it received wide attention and cognition from the society; 4. planned and organized the first Special Anti-Epidemic Action for Construction Workers in China, at the first time of epidemic, helping migrant workers return to work safely, as well as helping the industry to recover by assisting the workers to recruit and find jobs; ■ Brand Communication Function 1. Communication strategy：Responsible for the brand development of KTP (the inclusive finance projects and labor management information platform, holding by CCB) formulating long-term and phased brand communication plans, from 0 to 1, to realize the company's brand needs in G, F, B, and C-end 2.Digital Communication：Developed and implemented the digital communication strategy for the company; Developed content plan and online campaigns such as Industrial workers Research Institute, "star workers", "construction workers sailing plan", “construction workers legal aid alliance”, “construction workers return to work and epidemic prevention action”, etc. for all online platforms including websites and SNS such as WECHAT, weibo, TIKTOK etc. Show less



China Radiance Group

• Director Of Brand Management & PR

  • Mar 2017 - Feb 2019

  ■ Brand Management Function 1. Brand communication strategy ：Year long communication strategy - Formulate the long-term strategy and short-term plan of brand communication and CSR for the whole group and city branches. Keep brand’s image consistence while always keep evolution in fast changing China. 2. Product line Strategy ： Lead the whole chain development of product lines of luxury level, middle class level and Rigid demand level, as well as shopping malls from the overall R&D, the positioning of product lines, the value combing of product lines, the creation of core brand elements, to the brand packaging and communication, as well as product lines launch.. ■ Publicity (PR & EPR) Function 1. PR resource： Develop & maintain solid relations with top resources including A-list celebrities, key media persons, KOLs, and artists and cover the vast major media of financial, real estate, lifestyle, etc. 2..Media buy: Based on brand’s demands, develop media buy plan and execute full media buy process which include contents and advertisement management, negotiation package with publications, schedule development, and appropriate materials feeding. Outdoor, print media, digital media as well as KOLs platforms are included 3.Crisis management: Responsible for identifying the real nature of a current crisis, intervening to minimize damage and recovering from the crisis. 0 negative report in 2017 ■ Integrated Communication Function Held activities to ensure brand always be in good momentum. Various events include brand grand events, product lunches, and shopping malls opening and promotions, etc., 40+ events per year. 1.Digital Media Matrix: The total exposure of the whole group of digital media reaches 3 million+ 2.Sponsorship: FIST car-race team (the top team of ALMR) and Asian Le Mans Race 3.CSR: Action to help agriculture (China Radiance vs. China Poverty Alleviation foundation), etc. Show less



三盛集团

• 1 - 100 Employee

• Brand Director

  • Jul 2015 - Feb 2017

  Daily works are same as in China Radiance. Key Achievement includes: 1. Digital communication: Through the application of new technology and the cooperation of big IP, Sansheng Group's new media has been successfully turned into the opinion leader in real estate and lifestyle area. Digital ranking from Zero to 3rd place in real estate category 2016. 2. Celebrity: Developed Korean celebrity Miss. Gianna Jun (全智贤) as new brand face and opened a new possibility at communication level. A series of activities prompted the exposures of new cities and projects to gain rapid attention. 3. Events: Efficient and ROI-oriented marketing activities to support sales function. Series activities of SAHUANER KIDS PARK 4. Sponsorship & CSR --China Maritime Silk Road Trade Fair, 2016 -- Youth Leaders Forum of Xiamen International Investment and Trade Fair, 2015 -- running for love, mother's health 1 + 1" of San-Sum, 2015 Show less



合能集团

• Director Of Brand Management

  • May 2014 - Jun 2015

  Daily works are same as in above. Key Achievement includes: 1. Digital communication: the award of best social media in real estate category, 2016. Lifestyle oriented. Circle marketing oriented ; APP called 赚钱宝， the best-seller app of House agents in Sichuan. 2. Events: Major events of the year, product launches & brand events, shopping mall opening ceremony. 300 guests with 200+ press level. All events applied 360 communication strategy including both traditional PR and EPR. monthly promotion event 合能一元购 lead 100+ extra sales of houses per month Heneng XXL lifestyle collection stores, from R&D to communication, operations. 3. Creative: Filming and advertising. Leading a 8-heads creative team for all the visual related tasks. Show less



万科

• China
• 1 - 100 Employee

• Senior Manager，BRAND MANAGEMENT

  • Feb 2010 - May 2014

  1. Winner of the Vanke Public Relations Professional Annual Achievement Award 2. Celebrities and events -2010 Olympic champion Shen Xue and Zhao Hongbo endorse the signing ceremony of the product series of Vanke Whistler Town -Basketball superstar Marbury endorses the signing ceremony of Beijing Vanke Brand, 2012 -Fan Bingbing for Vanke Zhengzhou and brand ceremony, 2014 3．Sponsorship and CSR events -WWO "Earth Turns off Light for an Hour" and Vanke "The World on the Pedal" activities,2010 -World Expo Vanke Pavilion Shanghai, 2010 -National Grand Theatre - Vanke New Year Concert 2010, 2011 -Vanke-Alashan Green Trace Desert Environmental Action with SEE in 2012 -Vanke- children's heart disease treatment project with Aiyou Foundation 4. Marketing research -Research on the development of Chongqing city -Research on the metro systems and city development of Tokyo Show less



伟达公关

• China
• Business Consulting and Services
• 1 - 100 Employee

• Intern

  • May 2009 - Oct 2009

  Assisted help clients to conduct marketing communication strategies, events and publicity in China. Clients including: Head & shoulders, Rejoice, Lock &Lock, Pringles, etc. Assisted help clients to conduct marketing communication strategies, events and publicity in China. Clients including: Head & shoulders, Rejoice, Lock &Lock, Pringles, etc.