General Manager And Brand Co-Founder
CurrentLed the creation of a new beauty and personal care brand targeting the U.S. market, responsible for the brand's P&L. Based on thorough market research and business model analysis, built the operating model from the ground up, including brand system development, visual identity design, brand asset planning, and product portfolio strategy. Developed brand strategy and business planning, setting growth objectives and business pathways for the brand’s initial launch, one-year, and three-year goals.Using TikTok as the core marketing channel, achieved over 2.7 million impressions within the first month of launch through viral marketing content at low cost. Successfully drove a hero product to become a top 3 seller in its category within a month, with rapid growth across both Amazon and DTC channels. Achieved positive brand profitability in the first month.In-depth study of content-driven e-commerce strategies, developing a TikTok content matrix combined with influencer marketing to generate high exposure and sales for new products. Managed a marketing and creative team to design branded content that garnered over 2 million impressions at a low cost in the first month. Led an influencer marketing team, working with 800+ TikTok influencers across different tiers to quickly amplify brand awareness.Oversaw full-chain brand operations, including store setup, product planning, cross-border logistics and supply chain management, as well as product operations and inventory management. Built product barriers from cost control to logistics capabilities. Established sales channels across TikTok stores, Amazon, DTC platforms, and a distribution system.Built a 10+ person business team from scratch, overseeing talent acquisition, managing personnel across different roles, and creating performance evaluation and incentive systems. Streamlined SOPs and established a fast-track training system for new hires.
