PR Communication/ Digital Marketing/ Brand x Tmall campaign

As a member of LaneCrawford Joyce Group, MyMM is envisioned to be an luxury social ecommerce platform which brings international brands and retailers to Chinese customers. As head of brand marketing , my role is to build MyMM’s brand awareness and new user through all-around marketing activities. Manage a team of 12 including PR/ Event, Social Media, User Growth, KOL

Media relationship and editorial coverage enhancement•Established effective media relationship with fashion publication titles and strengthened brand awareness through outstanding brand exposure for both print and online media•Responsible for all press release content creation and media pitching•Executed on media collaborations on cover stories and brand special features•Managed PR samples and editorial shootings•Daily media list update and relationship maintenanceCelebrity management•Responsible for regular celebrity pool update and relationship maintenance. •Successful brand exposure of celebrity dressings and product placements in film and TV projects. •Executed on celebrity program for both international and local PR events. Point person for celebrity dressing, hospitality, celebrity media projects, press releases

•Conducted interviews related to international affairs, including one with Ambassador of the United Kingdom Mr. Sebastian Wood for the Royal Wedding event, as well as multiple economic experts and governors for global news, which enriched the international perspective of Ifeng.com •Collaborated with Ifeng.com Fashion Channel for weekly topics creating and resource integration, with main focus on European fashion news, resulted in viewership improvement.

•Initiated a new TV Program Stareoke with throughout market research, content design, and budget making, which was successfully broadcasted in December 2010 at BTV cartoon channel. •Coordinated the mission of UK Trade and Investment New Media Delegation to BTV as well as undertook the role of interpreter, resulted in efficient communication on future co-production opportunities. •Led the creative team of Tian An Men- Giant Screen Project with the theme of Beijing’s past, present and future, which was successfully screened from 2010.10 to 2011.5 •Participated in the BBC Worldwide Annual Conference as a representative of BTV, not only promoted a better relationship between BTV and BBC Worldwide, but also led to potential cooperation in the future.