Lexi Xu Email & Phone Number

Shanghai, China

Shanghai, China

• Full P&L accountability: Responsible for GNC Sports, GNC Men’s, TriFlex&CBD product lines’ P&L. Developed pricing strategies based on competitor benchmark, sales volume forecast, product costs to ensure portfolios’.
• NPD Projects: Identified market opportunities and successfully launched 4 new products in Chinese market as well as 7 new R&D products in the NPD pipeline. Defined product concepts, positioning statements, consumer.
• Market Communication Plans: Led brand’s 2021 Q2 campaign. Managed ¥2 million marketing budget for advertising and media buy. Achieved 50% revenue growth for 618 Campaign.
• Leadership: Successfully led cross-functional team to achieve brand’s growth. Effectively managed advertising, media, MCN agencies to ensure projects’ key milestones are met on time and with exceptional quality.

Shanghai, China

Jing'an District, Shanghai, China

• Leadership&Communication: Worked with 6 top global FMCG brands including P&G, Johnson&Johnson, Skechers, Li-Ning & BeLLE International. Led a team of 3-5 analysts. Conceptualized and implemented various EC strategies.
• GMV Prediction: Forecasted various e-commerce campaigns’ GMV using customized sales prediction modeling. Optimized EC advertising budget on different channels to ensure reaching the GMV goal. Proven track record of GMV.
• Data Mining&Analysis: Analyzed millions of data points on consumer portraits, purchasing behaviors, market trends & opportunities. Performing quantitative &qualitative analysis to drive actionable consumer insights.

Los Angeles, California, United States

• Received 500k USD funding for Angel round. Designed the brand’s name, logo, brand persona, etc.
• Led the new product development phase from product idealization, design modeling, to develop prototypes, conduct consumer feedbacks, to mass production. Launch new product to the market in 9 months.

San Francisco

• Developed and implemented social media strategies focused on growing brand awareness, engagement and revenue.
• Drove a 12% growth in conversion rate, a 23% in engagement, a 200%+ in followers, and a 125% increase in site traffic through paid ads and organic channels.
• Led video shooting & editing. Implemented a social campaign by releasing a series of short videos on customer testimony weekly to Facebook communities. Maintained engagement with 30,000 fans on Facebook.

San Francisco Bay Area

• Ranked as Top Tier Sales and generated over $300,000 in sales every month with a conversion rate of 12% above average.
• Representing as the face of the sales team and took part in several photoshoot and marketing campaigns.

Master Of Science - Ms, Managerial Communication, 4.0

Activities and Societies: Cycling, Hiking

Extension Program, Business Administration And Management, General, 4.0

- Project Managment (Grade: A) - Start-ups in Silicon Valley (Grade: A)

Bachelor Of Liberal Arts, Communication And Economics, 3.0

Activities and Societies: Member of Chi Omega Sorority (Hosted various philanthropy events for Make-A-Wish Foundation), Member of Boxing.

International Baccalaureate, Business Administration And Management, General, 3.6

Activities and Societies: President and Editor-in-Chief, Huijia Voice Newspaper Team Lead, Huijia TV station Member, Charity-for-kids Club