Responsible for total Taiwan Baijiu brand include brand position, product development, ATL, BTL, Business, Inventory and shipment.

----- Responsibilities1. Social Marketing Paid & Earned and Owned Media2. Social Commerce a. Douyin: Building official accounts, influencers, and distribution stores for liquor and light spirits, achieving a 20% share of social commerce business. b. Xiaohongshu x WeChat: Establishing self-media, KOC, KOS, membership, community, and distribution systems from scratch.3. Social CRM… Show more ----- Responsibilities1. Social Marketing Paid & Earned and Owned Media2. Social Commerce a. Douyin: Building official accounts, influencers, and distribution stores for liquor and light spirits, achieving a 20% share of social commerce business. b. Xiaohongshu x WeChat: Establishing self-media, KOC, KOS, membership, community, and distribution systems from scratch.3. Social CRM a. Member Recruitment: Integrating online and offline touchpoints, recruiting 600,000 members within two years, resulting in 3.5x increase in existing and new member value. b. Member Loyalty: Establishing loyalty systems for liquor and pre-mixed beverage members, promoting initial purchases and increasing repeat purchases.----- Performance1. Brand : a. Achieve 2022 & 2023 brand awareness targets for Jim beam and Horoyoi (10%+). b. Achieve 2023 community engagement goals for Douyin and Xiaohongshu: increase community engagement by 300%, improve reputation by 100%, and increase search volume by 20%2. Business : a. Douyin: Attain 24 million GMV for authorized Suntory liquor stores and surpass 110 million GMV across all platforms in 2023-2024. b. WeChat: Reach a target of 9 million GMV for official and distributor WeChat stores in 20243. CRM : a. Members: Acquire 500,000 members for liquor and pre-mixed beverages in 2023-2024. Global membership e-commerce contributes 70 million+ GMV, achieving a 3.5x increase in member value. b. Community: Nurture 800+ KOC for liquor and pre-mixed beverages, generating 5000+ UGC content in 2023-2024. Show less

----- Responsibilities 1. Social Marketinga) Annual Strategy: Develop annual digital marketing strategies for each whisky and white spirit brand.b) Paid Media: Plan and define the brand strategy for each paid media platform and spot selection, creative materials, and placement goals to enhance brand online visibility.c) Earned Media Strategy: Establish a systematic strategy based on different community media and influencer attributes, evaluating mechanisms, and databases to… Show more ----- Responsibilities 1. Social Marketinga) Annual Strategy: Develop annual digital marketing strategies for each whisky and white spirit brand.b) Paid Media: Plan and define the brand strategy for each paid media platform and spot selection, creative materials, and placement goals to enhance brand online visibility.c) Earned Media Strategy: Establish a systematic strategy based on different community media and influencer attributes, evaluating mechanisms, and databases to improve investment efficiency.d) Owned Media Operations: Establish and operate 12 brand-owned media platforms, including WeChat, Douyin, and Xiaohongshu, developing high-engagement content based on insights.2. Integrated Marketing Activities (IMC)a) Brand Collaborationb) Brand Eventsc) Member Activities-----Performance1. Brand Buildinga) Awareness: Achieved a 60% decrease in CPM, 40% decrease in CPC, and achieved a highest 7%+ brand awareness target in key cities for the year.b) Interest: Achieved social buzz goals (400%+ for Johnnie Walker on Douyin), search volume increases (50%+ for Johnnie Walker), significant UGC growth (700%+ for Baileys on Xiaohongshu), and search volume targets (90%+ for Baileys) through influencer strategies, precise executionc) Loyalty:• WeChat: Created 96 pieces of content, reaching 2.4 million views and a growth of 230,000 fans.• Douyin: Johnnie Walker developed 54 videos, resulting in 12 million views and 360,000 interactions.• Xiaohongshu: Baileys nurtured 3000+ KOC, created 9000 UGC content, and achieved 120,000 interactions throughout the year.d) IMC: Executed 6 IMC activities for all brands in the year, achieving a 2.1 times increase in online CTR, 2.6 times increase in CPV, and 3 times increase in CPE compared to the previous year. Obtained over 30 million worth of free traffic value on Douyin annually Show less

----- Responsibilities 1. Responsible for brand's digital marketing of single malt whisky2. Plan owned media content(FB, IG, YouTube and Line)3. Coordinate annual influencer marketing strategies (Facebook, Instagram, YouTube).4. Operate owned physical whisky society, recruit potential buyer and drive sales5. Create and operate CRM project (Database ,Line, EDM, Message and Chatbot)6. Analyze 1st, 2nd and 3rd data for exploring potential chance… Show more ----- Responsibilities 1. Responsible for brand's digital marketing of single malt whisky2. Plan owned media content(FB, IG, YouTube and Line)3. Coordinate annual influencer marketing strategies (Facebook, Instagram, YouTube).4. Operate owned physical whisky society, recruit potential buyer and drive sales5. Create and operate CRM project (Database ,Line, EDM, Message and Chatbot)6. Analyze 1st, 2nd and 3rd data for exploring potential chance ----Performance1. Owned Media: Singleton and Jonnie Walker Red Label's FB+IG fans exceed 1.2 million, with an annual interaction of 500,000+.2. Influencer Incubation: Incubate over 10 liquor KOCs with an average of 100,000+ followers each, reaching a total content view of 30 million+.3. Member Operations: Surpass 300,000 global members in 2020, with a monthly activity rate of 17%+.4. Membership Commerce: Achieve a cumulative GMV of over 300 million in 2020, with an average yearly growth rate of 30%. Show less

1. Lead a team of two digital media specialists with an annual budget of approximately 10 million.2. Leverage digital media to empower holistic digital marketing for whisky brand.3. Partner with giant digital media to initiate digital campaigns.4. Conduct research on media trends and analyze the results for insights and improvement.

• Digital Marketing:  Managed annual budget of USD 6 million, developed and supervised the execution of digital media (FB, YouTube) strategy & plan and leveraged advertising to enhance SOV. Led tea beverage brand communication, and orchestrated 360 digital campaigns to increase brand awareness. Won Best Digital Advertising Award of YouTube and Yahoo 3 years in a row.• Team Management: responsible for the daily operation and management of the team with 5 members, energized the team… Show more • Digital Marketing:  Managed annual budget of USD 6 million, developed and supervised the execution of digital media (FB, YouTube) strategy & plan and leveraged advertising to enhance SOV. Led tea beverage brand communication, and orchestrated 360 digital campaigns to increase brand awareness. Won Best Digital Advertising Award of YouTube and Yahoo 3 years in a row.• Team Management: responsible for the daily operation and management of the team with 5 members, energized the team to outperform targets. Took charge of team members recruitment, training and performance appraisal. Show less

• Handled SEO and SEM, sustained advertising account, and analyzed advertising results.