Experience

CHAUMET

• France
• Retail Luxury Goods and Jewelry
• 400 - 500 Employee

• Senior Marketing Director(Full range MKT & E-commerce), CHAUMET China in LVMH Group

  • Nov 2011 - Present

  1)12 years dedication to establish China's Marcom & E-Commerce functions from zero for CHAUMET - the prestigious Parisian jewelry & watch maison since 1780. Function head of a team of 13, multiple responsibilities covering public relations, corporate initiatives, external relations(governments, celebrities, influencers, artists, etc.), advertisement, event, edition, trade marketing, social media, digital marketing and E-commerce. Smart and effective strategy/executions anchored CHAUMET's… Show more 1)12 years dedication to establish China's Marcom & E-Commerce functions from zero for CHAUMET - the prestigious Parisian jewelry & watch maison since 1780. Function head of a team of 13, multiple responsibilities covering public relations, corporate initiatives, external relations(governments, celebrities, influencers, artists, etc.), advertisement, event, edition, trade marketing, social media, digital marketing and E-commerce. Smart and effective strategy/executions anchored CHAUMET's complete transformation in China from very small scale "unknown name" to "billion club" dream brand, Chinese consumers also grew to largest clientele portion globally. 2)Various outstanding initiations through digital marketing, celebrity endorsement and memorable projects. Showcase samples such as "Grandpa Gu Queen Style" virus post; creative H5 "Luxury Hacker"; MV “SKY", "Liens X Sea” & “I NEED U” with Lay Zhang; Century weddings" of Gaoyuanyuan, Jay Chou & AngelaBaby, plus Shanghai International Debutante Ball, French Embassy Hortensia event, La Nature de CHAUMET & Les Mondes de CHAUMET parties, and the latest Tiara Dream exhibition in 2021, which is fully initiated in China now run in worldwide. Most campaigns created WOWs in market & become "Innovative Industry Benchmark". 3)As core taskforce member, worked with Paris HQ to successfully organize the major culture & art exhibition at Forbidden City in 2017. Strong 360 degree brand campaign with very impressive delivery of 500K visitors + 19M Euro ad values cross all channels, which leads to 187% SOV increase in Baidu index & 143% increase of homepage traffic, plus 50% TO increase of China business. In 2018 & 2019, also well activated another two culture exhibitions in Tokyo & Monaco for Chinese VVIPs, media & public. 4)Lead E-Commerce practice in China as an example to global since 2018. Successfully launched brand campaigns in T-mall Luxury Pavilion + pop-up & always-on e-Stores in Wechat|brandsite, as well as clienteling tool local solutions. Now continue to initiate deeper exploration in EC fields. Show less 1)12 years dedication to establish China's Marcom & E-Commerce functions from zero for CHAUMET - the prestigious Parisian jewelry & watch maison since 1780. Function head of a team of 13, multiple responsibilities covering public relations, corporate initiatives, external relations(governments, celebrities, influencers, artists, etc.), advertisement, event, edition, trade marketing, social media, digital marketing and E-commerce. Smart and effective strategy/executions anchored CHAUMET's… Show more 1)12 years dedication to establish China's Marcom & E-Commerce functions from zero for CHAUMET - the prestigious Parisian jewelry & watch maison since 1780. Function head of a team of 13, multiple responsibilities covering public relations, corporate initiatives, external relations(governments, celebrities, influencers, artists, etc.), advertisement, event, edition, trade marketing, social media, digital marketing and E-commerce. Smart and effective strategy/executions anchored CHAUMET's complete transformation in China from very small scale "unknown name" to "billion club" dream brand, Chinese consumers also grew to largest clientele portion globally. 2)Various outstanding initiations through digital marketing, celebrity endorsement and memorable projects. Showcase samples such as "Grandpa Gu Queen Style" virus post; creative H5 "Luxury Hacker"; MV “SKY", "Liens X Sea” & “I NEED U” with Lay Zhang; Century weddings" of Gaoyuanyuan, Jay Chou & AngelaBaby, plus Shanghai International Debutante Ball, French Embassy Hortensia event, La Nature de CHAUMET & Les Mondes de CHAUMET parties, and the latest Tiara Dream exhibition in 2021, which is fully initiated in China now run in worldwide. Most campaigns created WOWs in market & become "Innovative Industry Benchmark". 3)As core taskforce member, worked with Paris HQ to successfully organize the major culture & art exhibition at Forbidden City in 2017. Strong 360 degree brand campaign with very impressive delivery of 500K visitors + 19M Euro ad values cross all channels, which leads to 187% SOV increase in Baidu index & 143% increase of homepage traffic, plus 50% TO increase of China business. In 2018 & 2019, also well activated another two culture exhibitions in Tokyo & Monaco for Chinese VVIPs, media & public. 4)Lead E-Commerce practice in China as an example to global since 2018. Successfully launched brand campaigns in T-mall Luxury Pavilion + pop-up & always-on e-Stores in Wechat|brandsite, as well as clienteling tool local solutions. Now continue to initiate deeper exploration in EC fields. Show less



Cartier

• Retail Luxury Goods and Jewelry
• 700 & Above Employee

• 5 Positions in Marketing & Communication, Cartier China(Richemont Group)

  • May 2005 - Oct 2011

  1)Joined Cartier at its very early stage as the 10th official staff in domestic China team. 2)Grew up with Cartier in China, from a small team of 10 people with only 3 BTQs + less than 15 watch counters, to a huge scope of 150 office staffs with more than 35 BTQs, 50 watch counters & 30 eyewear networks. 3)Acted as core player and strong backstage force for Cartier’s rapid business development & successful brand awareness building in China, initiated and executed many great projects over… Show more 1)Joined Cartier at its very early stage as the 10th official staff in domestic China team. 2)Grew up with Cartier in China, from a small team of 10 people with only 3 BTQs + less than 15 watch counters, to a huge scope of 150 office staffs with more than 35 BTQs, 50 watch counters & 30 eyewear networks. 3)Acted as core player and strong backstage force for Cartier’s rapid business development & successful brand awareness building in China, initiated and executed many great projects over all these years, and well launched full advertising function in China in 2009 when it was transferred from HK during company re-structure. 4)Selected by Cartier’s top management for its “Leadership Program” as potential candidate for high managerial roles. Gain 4 times of promotions within 6 years, positions from Communication Coordinator, Senior Executive, to Acting Manager of China’s East Region, then Assistant Marketing Communication Manager for whole China, last position in Cartier as China National Advertising Manager. Show less 1)Joined Cartier at its very early stage as the 10th official staff in domestic China team. 2)Grew up with Cartier in China, from a small team of 10 people with only 3 BTQs + less than 15 watch counters, to a huge scope of 150 office staffs with more than 35 BTQs, 50 watch counters & 30 eyewear networks. 3)Acted as core player and strong backstage force for Cartier’s rapid business development & successful brand awareness building in China, initiated and executed many great projects over… Show more 1)Joined Cartier at its very early stage as the 10th official staff in domestic China team. 2)Grew up with Cartier in China, from a small team of 10 people with only 3 BTQs + less than 15 watch counters, to a huge scope of 150 office staffs with more than 35 BTQs, 50 watch counters & 30 eyewear networks. 3)Acted as core player and strong backstage force for Cartier’s rapid business development & successful brand awareness building in China, initiated and executed many great projects over all these years, and well launched full advertising function in China in 2009 when it was transferred from HK during company re-structure. 4)Selected by Cartier’s top management for its “Leadership Program” as potential candidate for high managerial roles. Gain 4 times of promotions within 6 years, positions from Communication Coordinator, Senior Executive, to Acting Manager of China’s East Region, then Assistant Marketing Communication Manager for whole China, last position in Cartier as China National Advertising Manager. Show less



Messe Düsseldorf GmbH

• Germany
• Events Services
• 200 - 300 Employee

• Marketing Manager, China

  • Nov 2000 - Apr 2005

  In charge of government relations, corporate activities, marketing and communication tasks in China for Messe Duesseldorf, one of the leading German exhibition organizers. During 2000-2004, especially working for its branch company IGEDO GmbH, which is concentrated on fashion, lingerie, shoes and accessories projects. In charge of government relations, corporate activities, marketing and communication tasks in China for Messe Duesseldorf, one of the leading German exhibition organizers. During 2000-2004, especially working for its branch company IGEDO GmbH, which is concentrated on fashion, lingerie, shoes and accessories projects.



E-Land Group

• Apparel & Fashion
• 100 - 200 Employee

• Marketing Executive

  • Jun 1999 - Oct 2000

  Take care of marketing tasks for E-LAND, one of the leading Korea fashion groups and its established female/male/children brands in China. Key responsibilities including seasonal trend analysis, competitor insight, price positioning, public relations, trade marketing, etc. Take care of marketing tasks for E-LAND, one of the leading Korea fashion groups and its established female/male/children brands in China. Key responsibilities including seasonal trend analysis, competitor insight, price positioning, public relations, trade marketing, etc.