Hellen Yao Email & Phone Number

Shanghai City, China

Digital MarketingPlan and execute all digital marketing, including SEO/SEM, marketing database, email, social media and display advertising campaigns using advanced marketing automation products and capabilities Design, build and maintain our local social media presence Measure and report performance of all digital marketing campaigns, and assess against goals (ROI and KPIs) Identify market’s trends and insights, and optimize spend and performance based on the insights Brainstorm new and creative growth strategies with HQ Collaborate with HQ to create landing pages and optimize user experience Utilize strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points Collaborate with agencies and other vendor partnersB2B2C CRMDeploy Group’s CRM strategy into the local market in accordance and support of Local Business objectives and market specificities Planning and delivering of local CRM plans and activities leveraging on Group assets and guidelines as well as local assets Focus on understanding the characteristics and behaviors of local customer base through insight and data analysis Overseeing direct communications and engagement activities with local customers through the CRM platform Working closely with all departments to ensure the CRM works effectively for all aspects of the subsidiary Monitor and maximize local customers’ lifetime value strategies ensuring maximum profitability and customer satisfaction

Managing and leading an 11 person team.(Advertising 8 persons, Branding and communication 1 person, Loyalty program 2 persons)• CRMStudy and adapt the global loyalty program to China. Set up the CRM launch plan for store roll-out and lead project team to achieve targets with limited time and budgets.Strategic planning and execution on annual CRM strategy, to successfully enhance consumer loyalty and retention rate, as well as to improve the loyalty penetration.Design and manage the routine customized coupon promotion to improve the shoppers’ shopping frequency and expenditure.Balance the member investment with commercial margin, to achieve the best coupon redemption and ROI.Database management to provide in-depth andbusiness-oriented analysis, and also to facilitate internal team sharing and learning.Responsible for the customer behavior study, shopper trends, segmentation report based on the internal loyalty database, FGD research and the outputs from the external agency.Design and organize routine member activity (online +offline), to enhance the member adhesion and activity.Coordinate with operation team to build the operation standard of loyalty program, and implement the commercial strategy.• MarketingTo develop, establish and maintain marketing strategies to meet organizational objectives. Effective management of the trade marketing, advertising and promotional activities of the organization.Manage and coordinate all marketing, advertising and promotional staff and activities.Conduct market research to determine market requirements for existing and future business development. Analysis of customer research, current market conditions and competitor information.Develop and implement marketing plans and projects for new business and existing promotions.Expand and develop marketing platforms including social media platforms to enhance Dia brand awareness.Determine and manage the marketing budget. Deliver marketing activity within agreed budget.

Shanghai City, China

-Design and launch the loyalty program for DIa China.-Develop effective business strategies for the Loyalty Program to ensure customer growth and engagement.- Design and manage the routine member oriented promotion based on the customer shopping behavior analysis.

- Masterfile management and commercial insight reports- Competiror data follow and study.- Commercal oriented data analysis.- Coordinate and manage the External research company (Kenta World panel, Nielsen...)

-Buyer for Fruit and Vegetable,

Pgdip, Shopper Marketing And Retail Management（Icb）

Bachelor'S Degree, Management Information Systems