Response for search engine optimization and marketing of 4 brands of Nutricia. Optimize the user search experience, help to enhance brand awareness and drive EC sales. Achievement: CPC reduced from ￥2.3 to ￥1.9. - Depth understanding the trends of search engine system and products.- Achieve Baidu marketing consultant certification within 3 months.- Develop search marketing knowledge and operation “bible”. - Search marketing strategy and ANP planning- Define daily operation SOP and integrate closely with SEM agency for execution.- Lead search traffic directly to EC platform. Flag ship store PV increase 22%.- Cooperate with DMP project with IT team. Collect and utilize the data for optimization.

Response for Aptamil NPD digital launch and brand integrated online marketing to increase brand awareness and preference and drive EC sales growth. Achievement: Brand online market share achieved 2.3%. 1，NPD project management & Launch Campaign：- Lead with BM & coordinate cross functions for an on-schedule launch of Aptamil.- Develop online launch communication KV and content production.- Build foundation platform of brand-site, Weibo and Wechat account.- Create “TA is coming” campaign idea. Launch 360°integrated digital marketing activities in OTV, mobile, social, EC, search catering to consumers digital behavior.- Brand positive WOM index increase of 32% during the campaign.2， Annual digital activation:- Annual digital ANP budget and activation planning & execution. - Lead digital communication through Paid Media Ads, SEM&SEO, Owned media, earned media.

Responsible for online marketing campaigns development & implementation and WOM maintenance to enhance brand authority and visibility, increase brand new user and business growth. Achievement: Annual online market share increase from 3.2% to 4.7%.1, Marketing analysis: - Collect marketing data and make sales performance dashboard. - Make the analysis report and share with cross function monthly.2，Digital Activation:- Target consumer understanding，develop and deliver digital activation.- Develop media plan with display position and effective performance rating methodology.- Media & activation agency management. Assist annual media agency pitch 3，EC advertising: - Cooperated with EC platform for innovated activation of EC in-site and out-site advertising and sales data mining. Monthly sales grew 50% and got new users 3783 during the project period.4，WOM & Social marketing：- Cooperation with top vertical media and KOL to build brand reputation and brand loyalty.- Promptly and actively kick off WOM monitoring and communication to protect brand in vertical, PR, forums, search engine and EC when the brand suffer serious WPC crisis. - Achieve 35 million sales in D11 three months after crisis. Online sales recovery 65% within six months.

Lead North Region operation team of total 10 supervisors including sub-sectors of:- Product Marketing- Project management- Operation management

Responsible for advertising and marketing plan development and execution.