The main work content is to make all-round PR plan for Swatch, and carry out the localization according to the strategy of headquarter. By the means of public relations and communication, transfer the brand value and enhance the brand awareness & reputation more effectively in China market.Media Matrix: integrate, optimize and expand the media and KOL resources to approach more target customers. Enhance brand buzz through multi-dimensional platforms exposure and content cooperation, including lifestyle, art, music, sports, etc. During my tenure, the total coverage of Swatch increased by 75%.Product Promotion: develop promotion plan for new product launch and strengthen new product features by analyzing product selling points and target customers, e.g. the launch of Omega X Swatch co-branded collection successfully attracted public’s attention and formed social topics. From the media reports during the launch period to the cooperation with Beijing SKP about themed pop-up store and the interviews of top management by Chinese media, successfully built this collection into a hero collection of Swatch, attracting high-quality consumers and effectively enhancing the brand value.Project Planning: strengthen the brand's multiple genes through a series of project planning. Cooperate with the Beijing Winter Olympics and assist build Swatch athlete team to highlight brand's sports gene; assist headquarter to cooperate with Pompidou Art Center in France, and promote Swatch Peace Hotel Art Center to strengthen brand's artistic gene. Create a diversified brand image through the promotion in different domains.

The main objective of the work was to develop annual public relations strategy for the brand through the analysis of the current situation of the brand, and gradually build the brand into a mainstream brand of young people and internationalization. During my tenure, through the planning of public relations communication and the integration of various resources such as celebrity and media, the brand image has been improved in the mind of target customers to a great extent. My main responsibilities included:PR Campaigns: successfully held PR campaigns such as BOSIDENG Milan Fashion Week Show, BOSIDENG X JPG Co-branded Fashion Show. Through the planning and execution of PR campaigns, as well as the multi-dimensional communication on mainstream social media platforms (Weibo/WeChat/RED/Douyin, etc.), consumers' inherent impression on the brand has been effectively changed, which has greatly boosted the brand transformation. The Weibo topics of the two events attracted 440 million and 630 million readers respectively.Daily PR Planning: made monthly PR plans for the brand to gain publicity for the brand and improve the brand image, with the output of creative content. Integrated the external resources of celebrities, media and KOLs to create social buzz, as well as integrated the internal resources of Tmall flagship store, mini-program flagship store and offline stores to ensure the consistency of brand image in all channels, so as to realize the brand sales and communication goals.Celebrity Cooperation: leveraged my rich celebrity resources to promote multi-dimensional celebrity cooperation for the brand. It mainly included street snaps of over hundred celebrities, the cooperation of event attendance and brand endorsement, as well as product implantation in popular TV dramas, movies and reality shows, in order to maximize celebrity effect to increase brand exposure.

Adventi Communication is a PR agency that specializes in luxury & fashion brands. My main tasks were to lead a team of four people to take charge of the promotion of three brands (Patek Philippe, Chanel Watch & Fine Jewelry, Pierre Hardy). My main responsilibities included:Project Coordination: planned and implemented the annual promotion plan according to different brand identities to achieve target goals; overall control of budget, schedule and performance during the projects; During my tenure, Patek Philippe and Chanel both saw an overall increase of more than 30% in 2018 over the previous year.Media Strategy: Responsible for the overall planning of all kinds of media; led team to build good relations with Chinese press; planned media communication angels for different campaigns; analyzed the development trends of media to guarantee campaign exposure performance in media part.Online Campaign: planned and executed brand online campaigns and helped brands establish high-quality KOL pool with over hundred KOLs in various vertical fields (fashion, music, travel, etc.) to enlarge campaign’s cover range and reach more target audience.Platform Exploitation: by analyzing the consumption trend of target customers, developed new promotion platforms other than Weibo, WeChat and RED, such as Zhihu, Bilibili, etc., to communicate with target customers in multiple dimensions. e.g., the promotion program for Patek Philippe on Zhihu reached millions of high-quality audience with limited budget.Offline Event: coordinated offline events with following up the whole process from planning to execution, to educate Chinese media and the public about brand identities, such as Patek Philippe Baselworld exhibition, Chanel Coco Crush event, Pierre Hardy press preview and designer interviews, etc.

ImagineX Group is a fashion & luxury brand distributor in Greater China, handling business for Paul Smith, 3.1 Philip Lim, Isabel Marant, etc. My main responsibilities were to assist Marketing & Communication Manager with PR tasks, which included assisting to make annual promotion plans, building good and long-term relations with Chinese press, optimizing the process of sample loans to maximize brand exposure, composing and translating press releases as well as making release schedules for trade publications, coordinating Chinese media to attend fashion shows during fashion weeks, analyzing monthly brand exposures to make related reports, making brand promotion plans with brand story telling to achieve communication objectives.

Ritual Project is an international fashion PR agency in Paris. My main responsibilities were to assist in the brand promotion for several fashion brands (Vetements, Y/Project, etc.), including contacting media and stylists to deal with sample loans and celebrity dressings, analyzing monthly PR achievements and making reports, taking charge of brand accounts on social platforms to attract potential followers, assisting to hold fashion shows during Paris Fashion Week, such as media invitation, onsite support, etc.

A qualified Flight Attendant and Police Officer needs excellent communication skills and careful observation skills. During the working period, I not only could maintain good interaction with passengers, to effectively collect customer information to establish customer database, and observe the situation on board at any time, to timely resolve the dangerous situation before it occured. During my tenure, my performance assessment ranked top 50 among the 3,000 employees in my department, and I assisted the company in training new employees to improve their working skills. I was employed as an English lecturer by the company to improve the English ability of employees in my department. I also participated in the Skytrax airline review and won the honor of a 4-star airline for the company. Through the communication and cooperation with different departments and passengers from all over the world, I greatly improved my comprehensive quality, established a mature world view, learned to think from different perspectives and positions, and could deal with problems with a more inclusive and open mind.