Assistant Manager
Current- Responsible for the full-channel business of the Clear for two years, developing the annual financial plan, product strategy and overall annual marketing direction, helping the brand to achieve the top market share in the men's SGL category[Product Innovation]- Led the renovation of brand, relaunched all 7 SKUs, responsible for coordinating with product research and development/suppliers, and EC pages/offline displays/gifts/.- Through consumer insights, identified the pain points of men's skin, collaborated with the front-end marketing department, successfully launched the anti-acne line and achieved NO.1 AA product in the JD.[Marketing Strategy]- Explored the interests of men of different ages, communicated with agencies for the annual marketing plan, and collaborated with well-known industry IPs in sports/esports/trends to penetrate the male market, leading the brand to achieve the top category penetration rate.- Collaborated with Tencent to launch the S+ level game, led the brand to win multiple cross-border activities and collaborations, including the campaign with the new rising athlete, achieving high exposure on social media with up to 5M views per event.- Reshaped the brand's TikTok operation model, led short videos with an annual exposure of over 200m times, bringing a 20% higher ROI than the previous model.[Channel Operation]- Responsible for the paid media on all e-commerce platforms, working with the EMKT/WPP team to create a delivery strategy, regularly updating the strategy for audience/keywords/competitors tracking, and tracking delivery results.- Created D4C exclusive packaging strategy for Tiktok/PDD, calculated channel P&L and sought opportunities for KOL live streaming- Led the largest-scale offline brand event in the southern region, arranged 7,000 national roadshow events, deployed sales representatives, replaced display materials, and increased mechanisms, successfully surpassing competitors
