Developing new marketing: Ensured successful entry into new markets, both locally and internationally, by launching e-commerce and building the first flagship multi-brand beauty store in Covent Garden.Partnership Development: Identified and cultivated relationships with potential partners, including influencers and complementary service providers (e-commerce, GMP certification, manufacturers), along with 10+ brand owners. Explored opportunities for co-branding and cross-promotion.Growth and Innovation: Launched social media initiatives and pursued innovative strategies, including bringing live streaming to retail stores to enhance customer engagement. Expanded new business lines and developed strategic partnerships for import and export consultancy service expansion.Collaboration and Negotiation: Collaborated with internal teams (sales, product development, customer support) to ensure alignment of marketing initiatives with business objectives.

Overall hands-on management and development of all aspects of the Beauty Salon, including:Market Positioning and Differentiation: Established market positioning and differentiation by creating a brand concept and visual identity. Oversaw store design and implementation.Industry Insights and Competitor Monitoring: Conducted market analysis based on industry trends and competitor information, providing market references for entrepreneurial planning.Promotion Strategies: Led both online and offline promotional activities, including social media platforms and community management, as well as cross-industry partnerships.Financial and Inventory Management: Oversaw budget and financial management, store product selection, staff structure, inventory management, recruitment, and compensation system development.Achievements: oSuccessfully positioned the store among the top three in local business district rankings and within the top five regionally oAchieved a 185% increase in performance in the second year and a 169% increase in the third year compared to the second year.

Established the PR department for the headquarter; led and executed PR strategies for the HQ and its 5 brands for the following 2 years; developed tailored PR strategies and promotion plans for each brand. (including media professionals / stylists / celebs / influencers, etc.1000+) PR Strategy and Content Development: Successfully delivered the annual corporate PR strategy, developed in-depth content and unique media story angles to enhance the corporate image. Managed communication plans for financial releases, ESG participation, and public benefit events, including sponsorship for the CSM Art School in London.External Relations Building and Maintenance: Established and maintained relationships with media editors-in-chief, editors, stylists, celebrity agents, PR firms, and key opinion leaders (KOLs).Event Public Relations: Organized and managed quarterly previews, fashion shows, exhibitions, mall roadshows, exclusive sample sales for industry insiders, and gala dinners.Brand Exposure: Ensured continuous release of press releases and tracked data; managed both paid and unpaid celebrity and KOL appearances in branded outfitsEntertainment Industry Collaborations: Negotiated and implemented strategies for celebrity endorsements and brand ambassador partnerships. Strategically cultivated and maintained key relationships through retainer PR: seeding, loan shoots, sponsorships, invitations to different types of events such as previews, sample sales, gala dinners, exhibitions etc.Achievements: oThroughout 2020, achieved 240+ celebrities and 160+ KOLs exposures, reached 12 variety shows and several TV seriesoDelivered PR and communication plans for 3 brand campaigns+6 roadshowsoDistributed 1380+ press releases and increased entertainment exposure from 23 million to 267 million.oSuccessfully announced 3 brand ambassadors which accomplished 1.9+ billion exposures, and boosted 1 billion HongKong dollars stock value in one night.

Content Creation, PR Strategy, Advertising, and Marketing Campaign Strategy Development Brand Management: Overseeing and managing the brand's presence across various self-owned media platforms.Brand Building: Executing brand strategies across print media, social media, outdoor media, and collaborations with influencers and celebrities.Brand Look & Feel: Total control over visual creative aspects, including the design and implementation of in-store visuals, promotional materials, and window displays.Budget Planning and Control: Developing and managing the budget for market promotion activities, optimizing and adjusting processes for group ordering meetings to achieve over 10% cost savings.Achievements:oLaunched in-depth content collaboration with mainstream media and celebs; Fully responsible for the first public show with 400+ guests since the company was found as a result increased fan base by 60%.oIncreased social media followers by 260% throughout 2018.

Corporate PR:oDeveloped and executed communication plans for various projects as per headquarters' briefsoManaged media invitations and press releases, ensuring effective coverage. Crisis Management: Maintained strong relationships with select media through collaborations, providing news materials, organizing visits and tours, and sending thoughtful gifts; efficiently handled internal and external crises, ensuring minimal impact.Content Creation: Launched and maintained a new media platform, ensuring consistent and engaging content.Community Operation: Oversaw the online community operations for volunteers, fostering engagement.

MiuMiu New Bond Street flagship store/ London Played a key role in executing brand campaigns within the store, enhancing brand visibility and customer engagement.Cultivated a loyal international client base through outstanding networking skills and a professional, polished appearance.Provided expert advice on the latest trends and promotions. Identified and leveraged sales opportunities to drive revenue growth.opportunities

Public Liaison: Contacted PR and event organizers for media accreditation.Team Management: Motivated the production team and managed the quality of the content.Independent Journalism: Independently interviewed key figures like Boris Johnson and wrote news stories in both English and Chinese.

Audience Engagement: Ignited the passion of audiences by selecting and playing music.Music Editing: Edited music to perfectly match the live visuals.Collaboration: Collaborated with international directors and colleagues.