Experience

Au Départ Paris

• France
• Retail Luxury Goods and Jewelry
• 1 - 100 Employee

• Brand Marketing Manager

  • Jan 2023 - Present



Freelance

• London, England, United Kingdom

• Marketing Strategist

  • Sep 2018 - Present

  · Initiate and assist a couple of East-to-West and West-to-East fashion & culture labels to present in the corresponding markets with digital, social, and event-centric activations as well as creative talent/influencer collaborations and co-brandings, with projects scoped in strategic planning, creative ideation, and executions. · Develop and bridge extensive creator, media, influencer and brand networks for cross-regional presence, partnership, collaboration, and special projects. Main Brands/Platforms Co-worked: Hypebeast (China) / Overdue Magazine (UK) / 13 DE MARZO (French) / Arete Create Design (French) / STAFFONLY (China) Show less



HYPEBEAST

• Hong Kong
• Media Production
• 400 - 500 Employee

• Senior Business Partnership Manager (Project Based)

  • Apr 2019 - Apr 2022

  Role and Responsibility: · Understand client's requirements, brief the creative and strategic planning teams and pitch creative marketing strategies for online, traditional, and bespoke advertising solutions across all platforms to across Hypebeast media platforms. · Work closely with the creative, editorial and planning teams to successfully execute advertising campaigns and report on new market trends and opportunities to grow incremental revenue, from creative concepts, shooting, and post-production until delivery. · Independently handle brand partnered / bespoke media editorial projects with the scope of creative content production, community events, and cross-national brand x Hypebeast creator / talent pool collaborations. · Manage resources, budget, and timeline. Main Brands Co-worked: Daniel Arsham “Perpetual Present” Exhibition / Adidas Originals / Adidas Neo / Reebok APAC Show less



DIA Creative Communications (Tube Showroom)

• Shanghai, China

• Marketing Manager

  • Jan 2020 - Apr 2021

  Role and Responsibility: · Brand representation portfolio - marketing communications and PR strategies - includes 40+ Chinese independent designer brands and influencer designers. · Work closely with represented brands to curate strategies on brand marketing campaigns and collection launches, collaborations, and special presentations, as well as annual PR scope planning of new product seeding, VIP pulling, and influencer and media relationship management. · As the marketing project lead of represented brands’ marketing campaign content creation - branded visual assets, digital-led campaigns, PR & events on the showroom’s fashion calendars. · Lead the creative idea design and executions to key fashion calendar events for different/joint designer collectives from F/W 20 to S/S 21, including runways, press days, and designer exhibitions, with a scope of invitations, brand assets and guestlists design, briefing and rehearsal, photography & content, event deliveries, talents & celebrities, reports & performance analysis. · Solely lead represented designers’ collaborations and special projects: e.g., collaborated capsule collections, influencer designer represents, runway bespoke collaborations. Main Brands Co-worked: Menswear: VII VICTOR X WANG, STAFFOLY, Angus Chiang & etc., Womenswear: Caroline Hu, Susan Fang, SHUSHU/TONG & etc. Show less



KARLA OTTO

• United Kingdom
• Public Relations and Communications Services
• 200 - 300 Employee

• Senior Account Manager

  • Jan 2020 - Jun 2020

  Role and Responsibility: · Freelance for Digital Communication BU in the Shanghai office as Senior Account Manager, handling digital/social-centric communication campaigns from strategic planning to execution and delivery. Main Brands Co-worked: Ecco / Vilebrequin France / Boucheron Role and Responsibility: · Freelance for Digital Communication BU in the Shanghai office as Senior Account Manager, handling digital/social-centric communication campaigns from strategic planning to execution and delivery. Main Brands Co-worked: Ecco / Vilebrequin France / Boucheron



C2H4

• Retail Apparel and Fashion
• 1 - 100 Employee

• International Marketing & PR Manager

  • Jun 2018 - Jan 2020

  Main Responsibilities: · Work directly with CEO as the brand’s International Marketing and Public Relations Dept. lead (EU, US, and China markets), to develop global brand strategies and seasonal plans, build brand creative / digital communication platforms and create communication campaigns and content, and monitor and analyse campaign performances while assisting brand operations with other internal departments and external PR agencies globally. · Solely responsible for planning and curating the brand’s FW18 - SS20 collection launch campaigns - including London Fashion Week events, Paris Fashion Week showroom events, launch parties, product pop-ups and all EU & CN go-to-market communications (campaign shoots, social content, digital campaigns, and events). · Solely responsible for C2H4 & Chemist Creations’ (sub-brand) creative collaboration projects from FW19 to SS20 (merchandise planning, content creation, and marketing communications). · Manage and execute PR strategy for RTW, ACC and co-branding collections by working closely with the brand’s global PR agencies and event productions in the EU & US, in the context of new collection media pitches, press days, creative media editorials and seeding, pulling, gifting requests from own regional offices. · Establish the brand’s influencers, media, creative talents, and community database, to curate local & global PR presence. · Implement brand & PR concepts for retail marketing projects in c/o with key stockist partners in the EU, UK & Asia. Show less



TOMORROW.

• China
• Advertising Services
• 1 - 100 Employee

• Account Manager / Digital Strategist

  • Feb 2017 - Jun 2018

  Role and Responsibility: · As the key account team person also the project lead for resource and time management processes in all day-to-day coordination with brand clients in digital activation, social maintenance, campaign shoots and brand event projects. · Assist in the creation and distribution of brand campaign-related PR and media assets / toolkits to organise and monitor clippings and releases for campaign reports and talent relationship maintenance · Assist multi-functional team to develop brand strategies, craft creative conception, campaign flow, assets design and consumer recruitment. · Collaborate with the internal team & client marketing side to clarify long-term brand vision & purposes via planning for branding campaigns, activations, and consumer community & partnership build-ups. Main Brands Co-worked: Burberry UK / Absolut Vodka / W Hotel Show less



R/GA

• United States
• Advertising Services
• 700 & Above Employee

• Account Manager / Social Strategist

  • Mar 2016 - Feb 2017

  Role and Responsibilities: · Daily contact with clients based on project management while developing partnerships to explore opportunities and possibilities. · Establish brand social positioning, social communication strategies, media plans & social research framework while planning the executions of the projects. · Operate brand social accounts with daily creative content, follow user engagements and summarize activation reports. · Assist internal tech/design/creative teams and external vendors to maximize communication efficiency and brand awareness. · Develop social strategies for new business based on social trend analysis and research. Main Brands Co-worked: Tiffany & Co. / COS APAC / Nike Show less



FRED & FARID

• United States
• Advertising Services
• 100 - 200 Employee

• Senior Account Executive

  • Jan 2014 - Mar 2016

  · Pilot brand campaign executions by closely working with cross-functional teams while managing client requests and expectations. · Lynchpin of client handling team and is relied upon to conduct workpieces with the minimum of fuss and the maximum efficiency. · New business pitch support includes clients' brands and business analysis, ideation proposal, communication strategy empowerment & development of seasonal concepts. · Administrative and logistic support in campaign events Main Brands Co-worked: Lacoste / Ofee Jewellery Hong Kong / Anna Sui Major Tasks & Achievements: Lacoste LT12 Collection Great China Launch (Guerrilla Marketing, Digital Site, Social, PR & Event) | Lacoste FW15 Collection Launch (won FWA Mobile & Awwwards Site of Day) | Ofée Paris Hong Kong Boutique Launch Campaign Show less