Catherine Fei Email & Phone Number

China Shanghai

Shanghai City, China

Shanghai City, China

Shanghai City, China

- Mainly focus on new business pitch and annual plans, including Maxus Shanghai, Beijing, Guangzhou and Nanjing offices- Explore consumer insights as foundation for the development of media strategies, tactics, and ideas- Develop communication strategies and ideas which can guide and inspire the direction of strategic media planning, and drive client's business effectively- Do econometric modeling to dissect the relationship between marketing mix, and business/ communication results to find out what work and what do not work, to guide media spending allocation and planning effectively- Design and conduct consumer researches including qualitative and quantitative researches whenever necessary and prepare reports- Obtain the certificate of Group Creativity Collaborative Facilitation by ICA international, which have the capacity to facilitate consensus workshops

- Build Maxus insight team in Shanghai and Beijing- Build Maxus Modeling team in Shanghai, design the ROI evaluation modeling methodology and process flow- Manage insight team and modeling team of Maxus China- Explore consumer insight and market trend to support new business pitches and annual plans of Maxus China- Do modeling analysis to guide media spending allocation and planning effectively- Design and conduct consumer research including qualitative and quantitative research, brand diagnosis and media, both for clients and internal needs, and write reports- Coordinate with GMK (groupm research team) and Maxus, including organizing research tools training, solving the problems of research tools application and data explanation, designing research topics, etc.

The first insight person of Maxus ChinaBuild insight team from Shanghai officeMainly take charge of marketing researches and consumer insights

The workscope includes:- Reseach tools management- Organize internal training monthly, including research tools application and consumer trends and insights sharing- Write consumer insights reports regularly- Design and conduct research for clients and new business pitches, and prepare reports

Focus on quantitative researches, including contineous tracking, dipstick tracking, product test, brand diagnosis, U&A study, media effectiveness test, etc.

Mainly focus on quantitative researches, including product test, brand diagnosis, U&A study, media effectiveness test, shopping behavior study, copy test, etc.