● PMO to lead global re-branding initiative & strategy: direct report to Global CMO, built brand value system from 0-1 (brand mission, positioning, proposition, manifesto), key person to handle all brand management content andtrans-create all copyrights into English. Published the first ever OPPO Brand Slogan in 2022● Planned and executed global communication strategy both internally and externally: served as main contact window to liaise with 10+ cross-functional MKT & Sales depts., liaise with 7 regions, 20+ country heads● Oversaw brand CI and guidelines: systematically created CI guidelines, brand DNA, brand voice, language style guidelines into Brand Book, to achieve overall brand consistency and visual awareness on a global scale● 负责集团品牌升级建设，品牌形象管理，全球化品牌推广:直线汇报全球营销總裁，0-1 制定 OPPO 品牌升级策略与系列事件整体规划，包含中英⽂覆盖的品牌对外表述，顶层信息设计，品牌定位，主张表述，Slogan 创作。2021年首次官宣全球品牌主张「微笑前⾏行行」，结合海海外背景创作并推出英文 slogan “Inspiration Ahead”● 统筹品牌升级落地规划，整合内外部资源，推动集团项⽬在总部与各市場的执行:结合执⾏业务模块战略略规划，输出品牌升级与推⼴策略，协调营销，产品，销服，终端，产品开发，研究院等部门，拉通全球 7 战区及 20+ 国家，落地品牌主张与視覺形象。对内支援企业文化沟通，作为品牌核⼼主讲⼈并制定课件，对外协同公关策划⼤大型活动● 品牌视觉调性规范建设，完善全球范围对于品牌的⼀一致性表达:系统化构建品牌 CI 视觉，品牌 DNA，调性，文案⻛格，写作原则等标准规范，制定全球品牌⽩皮书，形成业务单位的工作指导，以树⽴清晰的品牌形象

Top 1 feminine care DTC startup with est. RMB$ 70M annual profit.● Direct report to CEO. Led a team of 30. Oversaw all external communication contents (Marketing, Digital, CRM, Creatives & Design): Direct report to CEO. Re-org and rebuild corporate image, brand positioning, and key messages. In 7 months, team grew from 5 to 30. Annual profit increased by 3%● Re-positioned all marketing platforms (KOL, PR, web design, LINE@, Instagram, Facebook): Planned annual campaigns & budget allocations & executed monthly sales activities. Initiated a KOL seeding program that collaborated with 300+ influencers in 4 months● Launched a 5-year CSR plan: co-oped with primary school health ed to mentor grade 4-6 on gender equality, puberty, and menstruations...etc. To encourage positive discussions and curiosities among young generations. 40+ schools signed up in 3 months. Viral video generated 20K+ organic clicks● Company Spokesperson: pitched media stories & interviews, polished leadership speeches, prepped briefing materials. CEO coverage generated a readership of 400K in 30 hours台湾第⼀大 DTC 女性护理新消费品牌，聚焦私密处护理(卫生⼱与护肤品)，年营业额约 RMB$70M，市占 2% 。 ●负责台湾市场团队规模化，规划 3-5 年战略定位，包含品牌升级，形象建设，与品牌团队组织:● 直线汇报总裁，兼任总裁特助，管理全年运营和⼈人事预算，加速 18-20 年营收成⻓长3%● 完成 0-1 品牌运营团队组建(数字营销、影像创意，客服、视觉设计、公关，品牌合作)，实现 5 到 30 ⼈人团队增长，并制定各部⻔每季营运目标与策略 台湾市场整体运营:● 制定 CSR 五年战略合作:与台湾教育部合作开展全台 40+小学公共卫⽣教育课程，设计青春期与初经教育课纲● 规划年度品牌营销活动: NIKE ⼥子半⻢路跑赛事赞助、 KOL 合作、实体快闪店、媒体采访与公关合作● 打造「十⽉国际女孩⽇专属房」，首次推⼴卫⽣生⼱入驻高端酒店(台湾老爷酒店集团)作为房内备品● 推动与 Uber、Airwave 品牌联名以创造社群话题并拉新，10 天达成 3,000 导单销(客单价平均NTD$2,000) ● 單季与 300+ 位 KOL 合作曝光爆品，启动 KOL & KOC ⻓长期种草(seeding)计划● 连续三年年赞助台北北⼥女女⼦子半⻢马，2019 年年透过社媒创意短⽚片，触及率近 200K ⼈● 数字营销操作:把控每⽇社群渠道的内容产出与互动(官⽹网、FB、IG、YT、LINE@、Google Store)● 18 年双⼗一: 7 天系列传播规划与社媒引爆创意话题，三天营收超越每⽉平均，超越 17 年双十⼀总业绩流程制度规范优化:● 作为公司发⾔人:0-1 建⽴企业对外发⾔人机制，优化危机处理流程，维护日常媒体关系沟通 ● 建⽴立危机处理程序:消费者瑕疵处理速度，⾃ 4 ⼩小时降低至 30 分钟

• Led a team of 7 to focus on consumer tech, sports, luxuries industries: served global clients like NOKIA, SAMSUNG, INFOCUS, ADIDAS, SEIKO. Held over 80+ press events, 50+ senior leader interviews, 40+ consumer events, 10 branding renovations, 5 national crisis, 4 oversea media tours• NOKIA, SAMSUNG: assisted Taiwan Office to localize marketing strategy and communications, product launches • SEIKO: aimed at user growth and high-end product positioning. Revenue exceeded long-time competitor Citizen for the first time in 3 years• Initiated ADIDAS Women APAC campaign (18-month) to challenge Nike’s female sport sales in Northern Asia. Won The Ernies’ Best Brand Campaign of 2015 while female wear sales grew double comparing to last year