- Branding: Prepare the marcomm strategy of the corporate brand & product brand; re-organize the brand portfolio for China market; plan the brand strategy, output the communication message & communication tactics through re-develop the core strength & unique selling point of each product. - Integrated Marketing: Base on the brand strategy and communication tactics, promote the brand and USP of product through social media, PR as well as event, build the PR communication system, establish the crisis PR operation process of China market. - Event: Expose the brand, display and demo the product in the event, gain sales opportunities through communication with the target clients. - Communication Resource: Divide the communication resources in To C & To B parts, choose the different media matrix by different communication purposes, optimize the resource during and after the campaign; drive more traffic through SEM & SEO. - Co-brand: Co-brand with other brands and clients to increase brand awareness and brand exposure. - Campus Communication: In response to product aging issues, establish the campus channel, organize the campus event, expand brand influence, assist the tech & HR team to communicate with alumni and recruit more potential tech engineers. - PR Monitoring: Focus on the info of the industry, share to the tech, product, R&D and sales team, monitor the negative, solve the problems and to issue the statement decrease the impact of the negative info.

- Brand Strategy: Take care of the brand of Youku & Tudou, develop the brand strategy, set-up the brand communication system, plan the annual branding strategy, lead the annual branding campaign. - Brand Communication: Based on the annual brand strategy, breakdown the marketing communication tactics, execute & complete the branding campaign during the different periods. Take responsibility for the result, independently in charge of the planning, execution, communication of the brand campaign. - Integrated Marketing: Take responsible of the operation of the social media, plan the official channels to feed the demand of the annual brand campaign & content promotion, develop more communication channels, cooperate with BD, co-brand, offline media to communicate with the target audience and to enlarge the brand awareness. - Digital Marketing: In response to the promotion of product features, and digital marketing among all branding campaign, content promotion as well as daily and top-priority project’s marcomm; using all kinds of ways, eg. H5, AR, VR, pop-up store, scenarios interaction, to plan and to execute the campaign. - Content Promotion: In charge of the content promotion and communication of top live broadcast programs, serials and shows; coordinate with producers and different internal teams of Youku; plan and execute the content promotion strategy using the online and offline media matrix. - Users Growth: Cooperate with operation, product, R&D, BI teams; drive more NU and DAU through media-buy; optimize the media matrix and creative by monitor the data and media’s feedback; establish the DSP platform and open to use for all teams; optimize the operation campaign together with the operation team to improve the retention rate.

- Branding: Based on the re-brand strategy of corporate, re-org the work of brand tactics of Le VIP, establish Le VIP’s brand and its subsidiary brand from 0 to 1; set-up the brand hierarchy and offer different services and communication plans accordingly; marcomm and promotion in different populations, scenarios after the market and competitive product analysis. - Content Marketing: In responsible for content marketing of top serials, shows, and movies; improve the viewing numbers, occupancy rate, income of box office through varieties promotion and communication of the content. - Integrated Marketing: Integrate internal & external resources to provide high-quality service to VIPs, in different scenarios for different groups of people in different business lines.

- Branding: Responsible for the brand management and construction of Renren.com and related products. Base on the brand strategy, plan the annual brand strategy and implement an integrated marketing and digital marketing to expand brand exposure and brand influence. - Users Growth: Base on the brand strategy, plan & execute the annual digital marketing campaign, increase the activity rate, enlarge the brand exposures, and drive more NU & DAU, gain more users to register. - Co-brand: Plan and coordinate the co-brand based on annual brand strategy, leverage brand exposures, and brand buzz on both sides.

Being as the Project Executive, provide the event solution based on clients’ brief, communicate with clients, update the proposal, execute on-site, solve different unexpected and temporary problems and to complete the event successfully, and provide the clients’ detailed reports and analysis after the event.