Associate (Head of China Business)

• Jun 2021 - Present

ASSOCIATE (HEAD OF CHINA BUSINESS) for a global leading specialist international brand valuation and strategy consultancy with presence in more than 20 countries. Leading a portfolio of international and Chinese company projects involving brand valuations, strategic recommendation, in-depth analysis, marketing investments, brand insights and bespoke projects.STRATEGIC CONSULTANCY PROJECTS: Working with Business Owners / Company Directors to design, scope and deliver a portfolio of projects to meet precise client expectations. Providing detailed insights and strategic recommendations to help clients manage different scenarios, strengthen brand / marketing initiatives (marketing effectiveness, campaigns and strategies) or solve key problems (i.e. brand reputation).RESEARCH, ANALYSIS & DATA MODELS: Extensive data collection (qualitative and quantitative research techniques) from various sources. Developing data models using large multiple datasets with data validation, normalisation (structured into scoring framework) and assigning weightings to create measurable KPIs / Brand Strength Index. Benchmarking brands, industry sectors and conducting in-depth brand reviews on scenarios.MAJOR PROJECTS & STRATEGIC RECOMMENDATIONS- China Top 500 Brand Valuation Report (in-depth multi-sector analysis)- Global market research study (data model, analysis and survey design) - Brand Valuation Project (Aviation Sector Client)- Group Brand Valuation (Food & Beverage Company)- Brand Reputation Project (Insurance Company)- Brand Licensing (Shopping Mall Group)- Marketing Effectiveness (Insurance Company)- Brand Visibility (Oil & Gas Company)

Senior Consultant (Head of China Business)

• Jan 2020 - Jun 2021

Consultant

• Oct 2019 - Jan 2020

Senior Analyst

• Feb 2019 - Oct 2019

Analyst

• Sep 2017 - Feb 2019

Postdoctoral Researcher (Surface Nanoscience Research Group)

• Nov 2016 - Sep 2017

POSTDOCTORAL RESEARCHER: Worked on major international research group collaboration projects for atomic scale structure and properties of surfaces and nanostructures working from of the Department of Materials at the UNIVERSITY of OXFORD (UK). Conducted leading-edge research alongside the INSTITUTE OF NANOSCIENCES (Paris) and DIAMOND LIGHT SOURCE (UK’s national synchrotron light source science facility).RESEARCH TEAMS & COLLABORATION: Worked in research project teams conducting controlled lab investigations examining the synthesis of new metal oxide catalysts on surfaces and nanostructures. Submitted two research papers with findings based upon previous research.

Engineering Consultant Intern

• Aug 2011 - Sep 2011

• Participated in the exploration project of Xi-Sa copper mine• Assisted in data analysis, documentation and initial strategy assessment • Supported mining and material extraction on-site • Participated in the exploration project of Xi-Sa copper mine• Assisted in data analysis, documentation and initial strategy assessment • Supported mining and material extraction on-site