Reported to the Marketing Manager of Nutrilite's Traditional Chinese Medicine (TCM) category. Built an innovation platform and a 3-year pipeline to drive incremental growth on the DTC platform, particularly for “汉本萃” (Hàn Běn Cuì), a local sub-brand with TCM heritage. Achieved a 15% quarter-over-quarter growth during the off-season following CNY.• As the product owner of Nutrilite's Liver, Sleep, Memory Health, and “汉本萃” Ganoderma Lucidum, enhanced product offerings through renovations such as formula upgrades, clean labels, and package restages.• Agilely launched the “汉本萃” Menopause Health, expanding my portfolio from dietary supplements to functional drinks. Led subsequent NPD and GTM strategies, managing the entire process from concept development to commercialization.

Reported to the Marketing Manager, focusing on brand strategy development and implementation. Managed multimillion-dollar budget allocation and P&L monitoring, orchestrating an end-to-end approach to enhance brand influence and drive business growth.• Turned around 5 consecutive years of declining sales to achieve double-digit growth, nearly twice that of main competitor Fanta, through portfolio optimization, package extension, and brand rejuvenation, consolidating China as the #1 global market.• Branched out market share through NPD by launching the first juice-type CSD by PepsiCo China, which contributed the most growth among all Mirinda variants with minimal cannibalization, and achieved multi-flavor and multi-size expansions within 2 years.Sponsorships• Variety Show: Mirinda Great Escape S3, S4• Esports Club: Invictus Gaming (iG)Collaborations• Mirinda × hummel• Mirinda MIX-IT × MR.LEEEEE• Mirinda JUICE+ × Lifease

Retainer Clients• Clarityne, Talcid (Bayer) - ATL• Jägermeister - Social & ECProjects• Bosch - Whole City W/O Cháo Campaign, Anti-COVID-19 Social Campaign• Chicecream - Tmall Super Brand Day• Doublemint (Mars) × Lawson - 2022 X-MAS Collaboration• Talcid (Bayer) - Probiotic Brand Development

Founding member of the Content Marketing team, reporting directly to the Business Director and GM. Provided total solutions to help brands navigate China's dynamic digital ecosystem.• Played dual roles as a copywriter, contributing to BBDO Live, the PR sector of BBDO Worldwide.Retainer Clients• Clarityne, Talcid (Bayer) - ATL• MOU - 2019 S/S PRProjects• Rémy Martin - SLASH Social Campaign• Master Kong - High-End Instant Noodles Series Launch• J&J - The New Employer Brand Launch

Reported to the Consultant of the media team, involved in media pitches & RSVPs, press conferences, executive interviews, consumer events, and more. Clients included L'Oréal, Abbott, Bosch, Visa, Walt Disney, among others.• Maintained contact with over 500 media outlets nationwide, covering print, television, digital, and social media.• Delivered over 20 press releases and briefing books, and composed copywriting in a variety of tones and styles.Retainer Clients• Shanghai Disney Resort - Public Affairs• Abbott - Internal Communications• Shell Bitumen - SocialProjects• Buccellati - Opening Ceremony of China's First Boutique featuring Zhang Ziyi• L'Oréal Paris × BALMAIN - Lipstick Colleciton Launch featuring Ming Xi• Visa - 2018 SS & AW Shanghai Fashion Week Launch Party• Abbott - 2018 China Coordinates City Orienteering Challenge• GSK - Cervarix (HPV vaccine) Market Education• Bosch - Smart Mobility Tech Summit• Faurecia - China & Asia Pacific R&D Center Inauguration

Reported to the Consultant of the adidas team, providing daily support for the Sports Performance series.• Contributed to the PR strategy for the 2017 Republic of Sports proposal, an annual IMC campaign developed in collaboration with creative and media experts from external agencies.

Return offer extended for the position of Account Executive.• Assisted in managing Weibo for Jeep China as part of BlueFocus Digital.• Conducted real-time media monitoring for Cherokee, Compass, and Renegade, consolidating reports for GAC FCA.

Return offer extended for the position of Marketing Executive.Maintained the WeChat enterprise account Coca WeLearn as part of the franchise partnership, releasing over 40 articles representing Swire Coca-Cola HK.• Independently drafted a column and won the Top 10 Popular Science Educational Bases award for the regional bottler with over 3,000 votes.• Organized 17 training sessions with a total of over 600 participants, including assisting in inviting the HR director from a listed company as an honored guest for the MBA Center of Xiamen University.

Participated in Dell's Consumer & Small Business Marketing Career Development Program, supporting employer branding and sales initiatives on campus.• Established connections between Dell China HQ and the university's career center, facilitating excursions, training sessions, and seminars.• Organized the inaugural Huaqiao University Dell Roadshow, attracting over 300 attendees and generating on-site sales of 4 laptops.