Experience

新瑞鹏宠物医疗集团有限公司

• China
• Veterinary Services
• 1 - 100 Employee

• Marketing Supervisor

  • Jul 2020 - Present

  • Campaign: Conducted seasonal campaigns to stimulate the membership card sales: published pet-friendly travel spot lists for National Day to enhance retail product sales, created the Double 11 promotion campaign to drive user retention and held the offline seminar together with Ruipeng Fund and Elanco to build brand image. • Membership Retention: Analyzed CRM data to optimize customer experience, covering quantitative analysis on purchase behavior, membership penetration and satisfaction rate as well as qualitative analysis on the repurchase decision. • Market Research: Completed 4 in-depth research reports, including Business Plan on Nanjing JACKPET in 2021, O2O Model Outlook about Freshhema, Industrial Internet Overview in Beike, and Pet Healthcare and Retail Industry Trend in 2020. • Business Cooperation: Assisted long-term cooperation with Top 4 pharmacies, with one co-branding event to enhance 67% sales; Supported collaboration with Unilever during Petfair Asia and planned pop-up pet theme CVS with FamilyMart. • Data Analysis: Deep dived in the inventory data of near-exp goods in our hospitals and built up promotion pricing for Petfair Asia to help save ￥170 thousand loss. Show less



Nielsen

• United States
• Technology, Information and Media
• 700 & Above Employee

• Analyst

  • Jul 2018 - Jul 2020

  • Delivered 6 annual business reviews for top multinational food company: synthesized recent macro trend with internal retail tracking data and secondary research, pictured competition landscape of edible oil, packaged rice and flour, and diagnosed clients’ performance to optimize the existed product portfolio and determine the future segment opportunities. • Contributed 3 special data-based reports on insights of cross-category dynamics of snacks, new product evaluation of liquid milk, and national channel/region distribution strategy of yogurt products. • Designed 4 quarterly reports for top local dairy and food company on yogurt, liquid milk and tea powder retail strategy based on quarterly retail performance; handled client’s daily data query. • Automated the sales growth driver analysis with Excel VBA for my team and coordinated cross-functionally to establish automation reports to monitor client’s recent sale performance concisely. Show less



Weber Shandwick

• United States
• Public Relations and Communications Services
• 700 & Above Employee

• Digital Marketing Intern

  • Mar 2017 - Jun 2017

  • Helped Ocean Spray Cranberry, top US food company, design the specialized daily and monthly publicity outline and created over 100 posts of the client’s social media promotion, increasing the number of followers by 5,000 per month. • Launched the WeChat subscription platform, received more than 3,000 page views for first posts, and planned two activities called “Less Is More” and “Care For Women” on Weibo, boosting 5% sales on the client’s online Tmall store. • Researched in-depth more than 10 cases about related food and beverage corporations and completed OREO & Starbucks Marketing Report and Trend of Digital Marketing Report to help clients create new marketing strategies. Show less



The Bank of East Asia, Limited (BEA)

• Hong Kong
• Banking
• 700 & Above Employee

• Summer Intern

  • Jul 2016 - Sep 2016

  • Performed risk due diligence by analyzing the financial report for the 4 billion RMB loan for China Railway Construction Group Co., Ltd., 0.4 billion RMB loan for Beijing Capital Development Holding Group Co., Ltd. and 0.1 billion RMB loan for Beijing Urban and Rural Construction Co., Ltd. • Operated risk models to evaluate the credit ratings about three companies above to finish their credit reports respectively as the leader of four summer interns. • Collected information to complete background investigation of our clients, filled out the processing documents and assisted senior manager to maintain good relationships with clients. Show less