Category positioning and strategyIntegrated Marketing Communication (IMC)Budget and team management

• Lead & drive digital marketing campaign from planning to execution (digital media buy & China social platforms) to drive high demand for brand and key product stories-consumer buzz, traffic and conversion in China through online platforms & channels. • Develop strategic seasonal digital marketing plans aligned with marketing calendar and theme to support online & offline business. And manage the execution in terms of KPI setting. Review campaign effectiveness based on consumer feedback, digital KPIs, MROI and improve for the next one.• Work with line manager and prepare seasonal campaigns sell-in assets in digital format to support sales meeting. Coach and develop the digital marketing organization to fully support business development.• Develop brand owned social platforms as powerful brand assets to fully support online buzz. Quick catch up new platforms under consumer trends.

• Localize the brand strategy at the headquarters in Australia, make annual plan and budget for Chinese Market Department. Responsible for establishing the topic selection and writing of PR communication contents, analyzing the functions of sports and fast moving consumer goods and the pain points of female consumers in the market, summarize the selling points and original ideas, and building brand image;• Led the Chinese market team to complete 0-1 integrated marketing program, efficiently planned, organized, executed and monitored activities of the program, develop new product launch and festival promotion plans, wrote scripts for video images. Effectively expand potential new users and strengthen the brand loyalty of existing customers;• Responsible for content quality control and communication of social media channel, establishment and maintenance of good relations with opinion leaders and media, check of content disclosures, strengthening brand endorsement, improving brand tonality;• Team management and company support: served as an anchor assisting the operation team in live broadcast sales during important e-commerce festivals, clearly describing the commodities and activity rules, improving the rate of firm orders, decreasing the return rate;• Resource integration under limited budget, actively expanding and effectively seeking industrial resources, and establishment of brand relations.

• Planning and efficiently executing large-scale offline events (including TV programmes, executive interviews, charity dinners, annual celebrations/conferences, etc., with budgets from RMB600,000 to RMB2,500,000). Assuming responsibility for early theme process formulation, invitation of guests and celebrities, event venue connectivity, interim on-site rehearsal, console communication, late-stage summary report writing, press release, etc.• Assuming responsibility for connecting corporate social responsibility (CSR) work with 30 bank branches across China, guiding and planning offline public charity events. Regularly reporting on event progress to clients, and building up good brand images for the head office and bank branches; Assisting the PR team in building good media relations, and coordinating and presiding over media press conferences and other important events.• Off-line event and news release copywriting, social talent recruitment and publicity copywriting, video scripting, flash briefings preparation and website updating.

• Responsible for PR relations with the media serving Goldman Sachs (an investment bank). Consolidating news coverage and analysing development trends of all news reports and media environment, and helping clients to develop PR and media management strategies;• Reporting and assisting clients to address crisis PR by monitoring negative and sensitive news, and analysing the media nature and environment;