Junffy (Junfei) Lu Email & Phone Number

中国 上海市 浦东新区

- Campaign Activation: Responsible for annual marketing plan for omni-channel from campaign creation to flawless execution, including consumer insight research, idea creation, KV design, brand resource collection, TVC shooting, media investment, H5 development, agency coordination, campaign sell-in, etc.- O2O EC: Planned ELEME annual campaign plan (618.

Shanghai, China

10+ brands: Corona, Hoegaarden, Blue Girl, Mike’s (RTD), etc.- Marketing Campaign: Managed multi-channel brand activations throughout Shanghai, including Chinese Restaurant, Western Bar, etc. Integrating with 360°campaign and executed over 500 events, including KOL/KOC Live, roaming team, parties, online & offline promotion, etc.- CRM: Led Corona Lime.

Shanghai

Built execution strategy – accurately sell in beer to Waimai stores, and sell out to customers with promotion on Eleme and Meituan. Within 2 months, realized distribution to 25,222 stores in 74 cities, and ABI volume uplift by 5 times.- Data Analytics: Led an agile team of 5 as Project Manager to set up Waimai industry data collection SOP, develop BI.

China

- Media Buying: Responsible for annual OOH buying for Budweiser and Harbin, including brand communication, agency management, traffic estimation, etc. Deployed AB Testing for 2020 CNY Bud “Let’s Red N’ Roll” digital ad on Tencent Video, compared Beer-Lover target with random target, raising CTR from 13.29% to 25.59%.- Digital Marketing: Led and executed.

Shanghai, China

- New Retail in KA: Deployed 6 smart shelves in Ole’, Carrefour and City Shop to engage customers throughout full KA journey and build customer data asset via digital interactions. Achieved 338K+ “stop” out of 1.2M “pass by”, overall stop rate 27.6% and sales volume uplift 23.6%.- Trade Program: Budweiser flagship store design and construction, including.

New York

Credit card customer early engagement for CitiBank.

Greater New York City Area

• Business Analysis: Carried out business analysis to win 4 low-voltage tech projects ($650,000 in total).
• Material Procurement: Cut $4500 on material cost through promoting long-term cooperation with providers.

Raleigh-Durham, North Carolina Area

• Leadership: Managed a team of 5, presented to the C-level to target on the most valuable customers.
• Analysis: Analyzed 2014-18 sales data and customer data (100K+) in MySQL and R, and visualized in Tableau. Developed a model to calculate customer lifetime value on individual level, divided customers into 4 tiers.

Shanghai, CN

• Clients: Fortune 500 FMCG companies like Adidas, Nestle, Ferrero Rocher, Mary Kay, etc.
• Cost Saving: Saved ¥65K on data collection by estimating market share of Adidas and Nike from internal dataset.
• Competitor Analysis: Formulated and presented the Market Share part of 2014-16 Adidas Chinese Marketing Study report. Evaluated 2014-16 market share for different sports brands from urban populations, purchase index.

Shanghai, CN

• Marketing Activity Design and Promotion: Designed 2 reward redemption activities. Selected redemption products (¥16M in product value) through analyzing sales and inventory data; wrote WeChat advertorials (95K+.
• New SKU Online Promotion: Assisted promotion of Marie Dalger X Sephora lipstick set. Self-learnt fashion trend of lip makeup; brainstormed to create the concept of “Two Tone Lips”; wrote WeChat Advertorial to introduce.
• New SKU Offline Promotion: Assisted a Korean brand - Stage Q - in entering Chinese Market. Tailored an offline promotion plan for Stage Q: 18-25 ladies as target, Fake Beauty as brand concept, and “Dare to Play” flash.

Shanghai, CN

• M&A Analysis: Assisted Chinese buyer in acquisition of American company Smaato for $148M. Collected and analyzed comparative transaction data from global data sets; wrote investment teasers; recorded conference memo.

Shanghai, CN

• Trade Marketing: Conducted Ground Marketing in the CBD nearby. Pedestrian push: parents with kids as target; attracted kids with balloons; distributed flyers to inform them that there was an annual circus performance.
• Crossover Cooperation: Cooperated with Didi Taxi to boost sales. Provided free tickets for redemption (5000 Didi Points for two free tickets) to acquire Didi users through Out-bound Marketing. Sent coupons (“Cavalia.

Master'S Degree, Master Of Quantitative Management (Marketing Analytics), 3.814

Activities and Societies: • Graduated as Fuqua Scholar (Top 10%). • An active participant in Duke Chinese Student Scholarship Association.

Bachelor'S Degree, Economics, 3.62

Activities and Societies: Founder of Fudan Aerobics Association: increased membership to 452 and raised $7000 in six months. Class.

Summer School, International Business

Activities and Societies: Best memory: kayaking under Golden Gate Bridge. Core courses: International Trade, International Business.