Alan X. Email & Phone Number

Beijing, China

Beijing, China

- Drive China marketing strategy, including market research, providingcustomer insights, competitive analyses, tracking market trends, and long-term strategic planning.- Overall manage marketing planning and implementation in China, including the new product launch, advertising, PR, social media, events andexhibitions, retail POSM etc. Led the brand marketing of the three World Sleep Days from 2022 to 2024, the brand renewal campaign of "Awaken Your Best", product placement in entertainment TV show "Call Me by Fire",he British Museum IP cooperation, AirMini new product launch campaign.- Lead and motivate Marketing & Digital Commerce team to execute on the strategy and deliver tangible business results.- Lead team to establish and improve the social media content marketing matrix (WeChat, RedBook, Douyin), and maintained the No. 1 social media brand voice in the industry. Through the customer acquisition link of Tencent's ecosystem, the average daily lead acquisition increased by 81%. After the SEM path is optimized, the number of click through content inquiries increases by 114%.- Develop and maintain relationships with key business partners, industry associations, suppliers, and cross-functional teams.- Develop and manage annual budgets and forecast. Achievement:- 2021-2022 Product placement in hot entertainment TV Show“Call Meby Fire”, celebrity topic communication leads to 2.6 times visitors increase and 3.3 times sales increase on T-mall store during the promotion period.- 2021-2022 “Non-Stop, Good Sleep”, broadcasted on CCTV, won CSR Branding Award, Medical Healthcare, IAI Award- 2022-2023 ResMed & The British Museum “New Year Celebration”, Healthcare Category, Tiger Roar Award- 2022-2023 Judge of Effie Awards, Greater China- 2023-2024 Chairman of Judges, Effie Awards Greater China

Beijing City, China

- Responsible for long-term strategic marketing planning and integrated marketing communications of Categories Fashion Home Furnishing (Cosmetics, Luxury, Dress Kits, Accessories, Sports, Home Furnishing), Service Facilities (Auto, property, Hospitality, Auction, Health, Flower), New Retail Experience 7FRESH Super Market, Social E-commerce PINGOU, JD’s Own-Label Collection, JD Business.- Responsible for brand positioning, brand planning and brand communications of consumer categories and strategic businesses according to the market demand, market information and regional characteristics.- Maintain the relationship of brand partners, and develop brand marketing strategies, promotion and regional penetration plans.- Lead the team to operate the BIG promotions 618, 11.11, New Year Promotions, and Scenario Driven Promotion of relevant categories.- Effectively cooperate with group marketing / public sector, coordinate various internal and external resources, and jointly promote business needs. Achievement:- brand upgrade of JD's enterprise business and built a complete contentmarketing and SCRM system. Leads Generation through digital marketing and won “Marketing Effect Award 2018” from LinkedIn.- Expanded JD's influencing power in industrial products industry and raised funds in 2020 independently.- Drove viral marketing campaign of JD Health's "Eighteen-Year Old", and won IAI Brand Marketing Gold Award.- Planned JD's 7Fresh creative marketing campaign "Beijing Crab Family", and won the Silver Award of Golden Mouse.

Beijing City, China

Head of brand management and marketing communication in the largest fund company in China – Tian Hong Asset Management Co. Ltd, which holding by ANT Financial Group, Alibaba. Work Scope covers:- Responsible for brand development and communication of company.- Responsible for marketing capability & organization development.- Responsible for yearly/quarterly integrated marketing plan/campaign to promote key categories and hero products.- Responsible for Digital, Social, Advertisement, PR and Event strategy and operations. Achievement:- Team management and development. Reorganized the team structure，result driven and improved the effectiveness and efficiency.- Significantly drive “The Ranking of Brand attention” from 11th to 2nd. “The Ranking of Influence Power of Corporate Consumer WeChat” from 8th to 1st.- Initiate the consumer focus “financial festival”, continually drive the popularity of financial education in consumer segment and promote the brand, which won “Creative Innovation Golden Award of Annual 5S Entertainment Award“- Drive the branding through CSR communications in campus and youth segment, which got the industry recognized awards “Annual CSR Project” and “Annual CSR Corporate”- Senario driven Social Communication Project won “The most Innovative Brand of 2016 Top Mobile Award”

Beijing City, China

- End to end manage Windows, Windows Phone, Surface Tablet, office consumer segment marketing planning and execution. • Lead project team to develop and implement Windows, Windows phone, Surface tablet, Office IMC launch campaign strategy and programs, including ATL/BTL, Digital and Social, PR, event, database marketing and mobile innovation. • Track record in planning and execution of IMC campaign with effective measurement of the program (ROI, impact on sales, etc.). • Effectively manage various agencies to achieve relevant marketing objectives.- For both strategic and execution level alignment with Microsoft online store and 3rd party ecommerce platforms, to promote category or consumer seasonal focus promotion and track the performance. • Strategic level alignment with business groups and online store to build up cooperation model, leverage different engines to drive traffic and revenue to online store. • Work with 3rd party ecommerce to settle down roadmap of product onboarding, fully consider consumer benefit &experience to develop promotion strategy, manage promotion through digital engines, monitor and optimize performance to achieve business goal.- Digital and social innovations. • Response for digital creative design in terms of campaign site, banner, social media, viral video for Windows Phone and office consumer segment. Good creative judgment. • To develop the digital innovation idea, like social APP, Weibo and wechat platforms and etc.

Beijing

• Responsible for Consumer Printing System end to end marketing planning and execution (B2C IMC including Advertising, Digital and Social, PR, Event and Retail). • Youth market is an important business growth segment; ensure leverage this marketing opportunity to cover the youth segment.

In charge of commercial platform communication. • Platform brand strategy planning and execution including sub-segment campaign and platform campaign.In charge of notebook and desktop categories’ communication. • Product positioning and differentiation. • Make sure the consistency on each product brand across product lines. • Integrated marketing communication planning and execution (B2C IMC including Advertising, Media, PR, Event, Retail and co-marketing, etc.). • Budget management.

In charge of brand communication and product integrated marketing communications of notebook product line (B2C IMC including Advertising, Media, PR, Event, Retail and co-marketing, etc.).Product line annual, quarter marketing communication plan development and execution.Project lead of youth segment communication.Achievement：Winner of HP global “CIRCLE Award” 2009 in digital marketing category.Winner of HP global “CIRCLE Award” 2008 in integrated marketing category.As the project lead and owner of HP youth market “My Computer, My Stage” campaign, Guild team finally won HP global “CIRCLE Award” 2008 - Best in category integrated marketing.

- Develop customer management strategy- Direct marketing campaign planning- Online customer experience planning- Guide team to execute Direct response advertising, Direct mail, Design Manual , Online advertising- Database and data management solutions- Measurement and analytics

- Involved above the line advertising activities- Actively establish outdoor working process- Effectively manage client & internal team, and receive very positive feedback both internally & externally- Manage overall advertising budget, and related financial transaction, including Intel reimbursement for HP related ads- Writing advertising related plans & reportsAchievement：Effectively manage client & team with good reputation; enhance product image through gradually improving strategy, quality of advertising & working process

Executive Mba

Master Of Business Administration (M.B.A.), Major

Bachelor, Business Administration

College English Test Band-6 Certification, good at written and oral communication in Business English. Native user of Mandarin.