Alice Lin Email & Phone Number

Shanghai, China

Shanghai, China

• Create multi-channel marketing strategy including identifying Harrow’s unique sales proposition in an extremely competitive market and forecasting results, which resulted in an increase in enquiries in a declining market.• Leverage ‘research, test and learn’ approach in leveraging owned and paid media channels (including WeChat and Little Redbook) as well as partners to achieve high brand preference and achievement of school enrollment target.• Develop all brand copy and manage communication platforms, acting as brand custodian for all internal and external communications. • Lead and run whole school annual events including Open Days, closely collaborating with Senior Leadership Team, teachers and students, achieving over 200 prospective parents’ participation at one event.• Manage close parent-school relationships through regular parent engagement activities including Head Master’s brunch, handcrafts, so that school satisfaction increased by 15%.

Shanghai, China

• Responsible for managing the creative and strategy team in Beijing, Shanghai, and Greater Bay Area, driving insights and brand activation for brands which included Kerry Center, IFC mall annual events.• Acted as a digital engagement consultant across China with cross-functional teams.• Created unique employer branding image of expressing a vivid “us” by community operation.

Shanghai City, China

• Led MARTELL CRM strategy in Chinese market by expanding the penetration of their loyalty program through developing brand new mechanics and engaging VIP event to drive consumer retention.• Advised LOLEA, in their initial entry into China, on the business model/ecommerce platforms to leverage in order to drive brand image from 0 to 1; advertising channels including ELLE, beauty store Little B, Citysuper etc. to maximize ROI.• Created a marketing campaign for Carlsberg in the local market to elevate brand image.

Shanghai City, China

• Localized international brands, PORSCHE and SHELL, so that they successfully penetrated the Chinese market innovatively by working closely with key decision makers;• Launched Chinese brand Moutai internationally, keeping both Chinese elements while adapting to international market.• Adjusted PORSCHE Social and KOL management based on analysis of consumer insights from interviews and observations.

London, Greater London, United Kingdom

Interviewed customers and analyzed data for beauty care products market entry.

Seattle, Washington, Taiwan, Shanghai

• Developed marketing expansion with Seattle as first site in U.S., increased recruitment rate by 20% than last year.• Led 10 marketing coordinators across the States, holding offline events and info sessions to assist with preparation and enquiries.• Cooperated with Taiwan association, mainland association and campus events for brand perception improvement.

Shanghai City, China

• Researched and recommended global social media marketing strategy to the Chinese market as well as overseas plans, including weibo and wechat; achieved followers from different ages• Arranged display on shop floor and assisted opening team with inventory order, learning branding display catered to customers created shop floor display based on strategies of opening day discussed optimal about display structure • Interacted with customers on the shop floor; contributed to the team to complete 30% higher

Seattle, Washington

• Presented Chinese image and contributed to the Seattle community• Handled follow up questions in subsequent Q & A sessions, requiring quick thinking

Greater Seattle Area

• Promoted Global Executive MBA info sessions in China by laying out and passing on surveys to people in China• Monitored and post information on both U.S. and Chinese social media such as Sina and Tencent• Implemented marketing strategies and strategic analysis for EMBA program in Asia• Successfully promoted program image to Chinese market and increased interested students

Seattle, Washington

• Conducted telemarketing to generate sponsors and advertisers, averaging 50 contacts a day• Managed relationship with existing clients via phone and email; offered latest promotions• Utilized effective social media in the U.S. market to increase awareness of events in Seattle including Facebook, YouTube, and Chinese Radio Station

Master'S Degree, Management, Merit

Digital Business Pathway, Marketing, Project Management, Innovation Management, Strategic Management

Ba, Economics, Honors

Activities and Societies: Omicron Delta Epsilon, National Honor Society in EconomicsEarned Certificate in Environmental and Natural.

Education record

Summer School