Rita L. Email & Phone Number

Beijing, China

Beijing, China

1. Initiated and managed the development of an educational non-profit knowledge database from inception (0-1 phase), ensuring a robust platform for information sharing and professional development in the education sector.2. Strategically integrated diverse resources across the industry, facilitating deep collaboration among various stakeholders to enhance the efficiency and impact of educational initiatives.3. Organized and led industry conferences focused on critical topics such as digital literacy, local education, community education, and vocational training, promoting co-creation and dialogue among experts and practitioners.4. Successfully managed fundraising efforts and grant applications for multiple educational projects, securing necessary funding to support ongoing and new educational initiatives.

中国 北京

In charge of NGO support and coorperation.

北京

Team leader of brand marketing and management.- Develop and drive brand communication strategy that serves the business and brand objectives- Take the lead role to integrate internal and external resources to implement promotion activities - Take the lead role to establish brand identities, including official website, VI , visual assets, etc.- Roll out content marketing to communicate with potential customers, including media exposure, KOL/user contents, SEO, etc.- Owned official communication platform management and optimization.

Beijing

In charge of customer-oriented & digitalized project management. Sectors include:- Digital Customer Experience - E-Commerce- Retail Customer Experience - Customer Data UtilizationAlso explore Marketing Cost Effective Evaluation- ATL- BTL- Benchmark

Beijing

Project leader of 2017 Lexus Hybrid Drive brand building campaign.-Planned and implemented strategies for LHD brand building-Led partner agencies to manage and execute all ATL and BTL activities within the campaign communication plan (creative deliveries include TVC, KV, internet materials, H5, social contents,etc.)-Project budget control, capable of managing partner’s efficiency and effectiveness in order to maximize ROILexus China official website leader.- SEO- Optimization- Data analysis

Beijing

Project leader of product/branding digital campaigns.-Established social marketing function for Lexus China. Set up official Weibo and WeChat operation SOP, platform strategy and internal cross-function cooperation SOP-Leading social marketing campaigns, across content planning, media planning/buying, KOL cooperation, social O2O event planning, and more-Agency management and performance review-Led BEYOND BY LEXUS digital version overhaulingKey achievements:1.Set up social listening SOP and crisis management SOP, e.g. customer complaint collection and response standard on official Weibo2.2016 ES sustaining campaign KPI with 166% completion rate, which is highly succeed. And the campaign viral video (‘The Details With 100 Million Pixel’, PhaseOne co-branding coop) won the International "100 Days of Innovative Ideas”!)3.2016New GS launch campaign KPI completion rate over 115%. Rolled out in-depth content cooperation with top social KOLs to promote New GS micro-film4.2016 NX sustaining campaign KPI completion rate 120%5.New version of BEYOND BY LEXUS digital version published in Jul, 2016

Beijing

-In charge of agency pitch, which was the first time of initiation.Set up SOP, briefing files deck and evaluation system-Led integrated marketing activities for new model launch and branding campaigns-Led partner agencies to manage and execute all activities within the campaign communication plan -Project budget control, capable of managing partner’s efficiency and effectiveness in order to maximize ROI-Led new brand magazine BEYOND BY LEXUS planning and production, including agency selection, global content localization , local content planning, magazine display channel explore, dealer and reader survey, etcKey achievements:1.Selected creative agency for 2012 ES launch campaign and established cooperation guideline2012 ES launch campaign planning and execution, including creative idea development, media plan , social media promotion, model catalogue publishing, post evaluation, etc.2.Published the first and second issue of brand magazine - BEYOND BY LEXUS

Beijing

-Led online campaign, teamed up for campaign development and execution internallyConducted media partners to accomplish the campaign idea, and integrate their popular activations with the campaign mechanism maximize campaign ROI-Oversaw execution deliverables for quality control and make sure process within the timeline. -Set up effective communication lines with media and client to monitor campaign performance, and do continuous improvement Key achievement:1.One of the most successful campaigns is “逃离无聊岛” for MOTO XT300/301 product launch, which obtains over 2.5 million participants in 1 month and is highly recognized by client

Master'S Degree, Mpa

Bachelor Degree, Electrical Engineering And Automation

Activities and Societies: Social Practice Department

理科