• Lead the creation of the brand story (including product positioning, customer insights, unique selling point identify, etc.), differentiate/visualize/consumerize the product story, and ensure its implementation in major content touchpoints. • Formulate promotion strategies for both B-end and C-end, carry out social media operation, public relations content and offline event planning.• Formulate brand VI and signage standards, as well as text and picture standards. Manage and empower the visual design and promotion of the brand's hotels through templates, guidelines, training and incentive and punishment mechanisms.• Cross-border cooperation negotiation, IP image and retail product design.• Be responsible for the room sales through Douyin App periodically .

• Conducted traditional festival experience courses in 50 - 70 campuses, attracting more than 5,000 students. The survey results showed that the user perception and participation were the highest in the industry for Chinese language.• Coordinated over 10 departments and a total of more than 300 members to conduct professional analysis for the three major examinations of primary, middle and high schools. The total reach exceeded 50 million times，far exceeded those of peers.• Responsible for the construction of the online application system and search engine marketing. The cost of obtaining a single lead in 2020 decreased by 20% compared with 2019, which was a successful case of digital marketing.• Collaborated with multiple foundations to carry out the public welfare activity "Candle Protection Program". The number of participants and the dissemination volume increased by 1000% and received awards from media such as Southern Weekend.

• work out the company's communication strategy and promotion plan for different projects，integrated all-media channel resources to enhance brand exposure and sales. Led large-scale communication projects such as "6.18", "11.11" promotions, "10th Anniversary Celebration", bringing measurable revenue of more than 200 million.• Take charge of the operation of the official account. Within half a year, the number of followers reached 500,000, three times the original, and the project won the second place in the company's annual innovation project.• Carried out public relations events, cooperated with media such as Guangdong TV, Fujian Economic Television, Guangxi Television, and Tencent Dayue Network. • Responsible for the creativity and review of all communication materials. After taking over the management of promotional text messages, the average click-through rate doubled.

• Responsible for the content of the company's official WeChat account. The number of followers rose from 2 million when taking over to 10 million; user activity and order transaction amount increased significantly. At that time, Xu Danai's new media ranking valued the account at 3.7 billion.

• Responsible for the collection and editing of news. A cumulative total of over 1,500 television news items were broadcast, with a word count of over 1 million. Some news works won good news awards from the station and Guangdong Province.