Experience

UNIQLO China

• Retail
• 1 - 100 Employee

• Product Marketing

  • Mar 2018 - Present

  · Product line owner: manage 2+ lines each season, 20-40sku each line, from strategy and concept development, IMC campaign planning and execution, to sales and campaign performace tracking, to build on line awareness, penetration and loyalty→ 10+ IMC campaign experience of different product line (fashion/function/sporty) and brand festival (CNY)→ Content development experience: from KV/video/celebrity shooting, to social media content development→ Digital campaign experience:… · Product line owner: manage 2+ lines each season, 20-40sku each line, from strategy and concept development, IMC campaign planning and execution, to sales and campaign performace tracking, to build on line awareness, penetration and loyalty→ 10+ IMC campaign experience of different product line (fashion/function/sporty) and brand festival (CNY)→ Content development experience: from KV/video/celebrity shooting, to social media content development→ Digital campaign experience: media/social/owned media communication on Weibo/Wechat/Douyin/Red Book· Project management: As leader of IMC campaign project, good at time management and internal cross-function coordination as well as external agency management· Budget management and ROI tracking· Marketing monthly plan integration with cross-department coordination· English and mandarin as working languageSelected Experience:1. Fashion Outer IMC· Identify 6 star items in line with this year's 6 trendy style to enhance fashion image· Cooperate with 6 popular celebrities from a hot variety show to showcase 6 star items, and leverage Weibo fans community and PR/Social channel to maximize social buzz· 18+ fashion Weibo/Redbook/Wechat KOL/new media cooperation to further spread product news and trendy styling· Total reading over 96Mil. Prodcut line sales over 120% growth vs Tgt and vs LY2. New Sport line IMC· Set new "Life-sport line" positioning to differentiate from performance sports brand like Nike· Create local content (4 sets social video/KV) with interesting life-sports scene, launch #let's move social activation on Weibo and Douyin challenge to generate social buzz and engagement. Achieved over 93Mil reading and 40K engagement· Create consisent media content and instore image, resulting the product line sales over 140% growth vs LY Show more Show less



大金（中国）投资有限公司

• China
• Business Consulting and Services

• 商品企划

  • May 2016 - Feb 2018

  · Competitor research and consumer interview to form NPD and re-model proposal· Set core communcation message and selling points for new products and delivered dealer training nationwide; · Content creation (Video/Brochure) for product promotion· Japanese and Mandarin as working languageSelected Experience:1. Led a team of fifteen to conduct 39 customer interviews, generated a 28-page report for R&D NPD project 2. Planned and executed two branding events with a team of… · Competitor research and consumer interview to form NPD and re-model proposal· Set core communcation message and selling points for new products and delivered dealer training nationwide; · Content creation (Video/Brochure) for product promotion· Japanese and Mandarin as working languageSelected Experience:1. Led a team of fifteen to conduct 39 customer interviews, generated a 28-page report for R&D NPD project 2. Planned and executed two branding events with a team of three, each welcoming 20+ participants for CRM 3. Produced 11 video clips filming nine actual user families for product and brand promotion Show more Show less