*Digital communication: From 0 to 1, build up Nestle cereal media matrix to build brand awareness and social buzz. Operated brand owned official account on Wechat/Weibo, gain 40% followers increasing and 260% views increasing per post. Open accounts with in-house team and content on Red/Douyin/Kuaishou which reached 4k+ followers in two months purely relying on natural traffic. Managed E2E social seeding project on Red/Douyin with over 120 KOLs and 1300 KOCs with Low CPM(48) and CPE(8) performance.Started to build private domain operation, gain 400+ people Wechat group within 2 weeks and drived product trials .*Brand management：Take E2E brand management of Nestle Cheerios and Nestle Gold since 2021 H2.Led Nestle cereal 2020 Q3 integrated 360 marketing campaign(Back to school) with result of 119% value growth y.o.y on TTL channel. Lead Nestle cereal 2021 CNY giftbox launching with 90% sold out rate which increased 12.5% y.o.y.Led Nestle Cheerios 2021 Q4 Rebranding with recipe and packaging changes.As brand owner of Nestle Cheerios, develop whole year brand plan including annual calendar and PFME Plan and translate into execution details.Assisted in managing 3 SKUs dashboard, tracking and monitoring the performance and brand health.*Innovation：Participe in OEM new model building NPD project.Participated in Consumer behavior research and concept test, both quantity and quailty research and TMIC test.Assisted to Nestle Cereal NPD project and took resposibility of idea to launch jorney of Branding/Recipe/Package/Communication.Work with cross-function global and local team of Technical/Procurement/Supply chain.*Insight： Conduct regular market intelligence, competitors, sonsumer, shopper and market share data analysis.Understand consumer and assist in the development of consumer portrait and consumer engagement funnel for brand.Trade marketing： Assisted to launch dedicate SKU in Sam‘s club in Q4 2020 which occupies 46% of offline business in 2021.