Lyn Xu Email & Phone Number

London, England, United Kingdom

BEHAPPY | Science-based AI love coachMission: Help high-achieving people love healthy with science and AI.For women in China who prioritize relationships but struggle to find men for healthy relationships, we offer an AI-driven coaching that empowers online daters to find true love and avoid romance scammers. Provide a personalized and effective coaching experience with GPT4.BeHappy is foundede by @Krystal Yu and me. We were best friends while at IBM 18 years ago. We bring deep experience in business, psychology and technology. After bonding over our shared painful experiences with divorce and dating, we created BeHappy, a platform promoting relationship wellness for high-achieving women.This inspired us to create BeHappy!Before start up, I have over 10 years of experience in e-commerce marketing, working with well-known companies, e.g. Nestle/Mars/Dell/Universal Resorts. I led a team that achieved $1.5B GMV on e-commerce platforms, e.g. Tmall/JingDong/TikTok. I have honed my capabilities in strategic marketing, consumer insight, branding, e-commerce,and social media marketing.

Beijing

Experience:Marketing Communications including marketing campaigns of Universal Studios Beijing, Universal CityWalk Beijing, the Universal Grand Hotel, and NUO Resort Hotel.Achievements:- Successfully developed and executed a communication strategy for the grand opening of Universal Beijing Resorts, resulting in high brand awareness and increased foot traffic.- Generated creative marketing campaigns that leveraged traditional OOH advertisements and social media to attract young generations, resulting in increased ticket sales and hotel room bookings.- Conducted in-depth market research and consumer category analysis, leading to the development of various ticket and room rates that aligned with different consumer segments and growth stages.- Initiated successful seasonal campaigns, including Winter Holiday, Spring Festival, and Halloween, which drove consumer engagement and increased revenue for Universal Beijing Resorts.

Beijing

Experience:As a Senior Online Marketing Manager for eCommerce at JD.com, I got rich experience in the digital marketing and eCommerce industry. At JD.com, my primary responsibilities include developing and executing traffic and sellout strategies to increase PV/UV/GMV for Dell store. This includes planning and executing overall marketing campaigns, managing paid media budgets, and optimizing the customer shopping experience to improve bounce rates, CVR, upsell rates, attach rates, and stickiness. I have also conducted fan operations, including thematic campaigns, social/PR, cross-category campaigns, content, and live streaming to enhance customer engagement. Achievements:At JD.com, I had the opportunity to lead a team of 31 individuals at the Dell Store, where I was able to successfully grow the fan base from less than 2 million to 10 million within two years. This contributed more than 27% of GMV for the Store. I have also leveraged JD.com's big data insights to develop deep insights into consumer profiles to improve customer relationships. Additionally, I have experience in C2M product renovation, which involves systematic analysis based on consumer ratings and reviews, online chats, and troubleshooting.Overall, my passion for delivering results-driven strategies, managing a team to success, and leveraging data insights can make a valuable impact on any business.

Beijing, China

As a Category leader in eCommerce for Dolce Gusto at Nestle, I drove share of voice by strategically cooperating with JD.com on exclusive products. I introduced a new retailing model to gain new users and improve brand image through self-service and face payment vending machine projects on Tmall. I also built a brand image for a precise target audience of trendy and quality-driven consumers through creative campaigns such as IP (the Forbidden City) and TikTok challenges.

Beijing, China

As Marketing Manager of Chocolate eCommerce at Mars, I successfully developed and evaluated marketing strategies for all chocolate brands, leading to a healthy and sustainable development of the product segment. I was responsible for developing media strategy and planning, optimizing KPIs for investment in driving traffic, and testing and learning segment and accuracy reach. By collaborating with the brand media team, I strengthened the route from digital/social platforms to eCommerce.Working with Ali Group, I set up T2T on cooperation strategy, big data, media investment and optimization, marketing campaign, investment and ambition, and key projects. I dug out business insights and new consumer trends, successfully applied them to strategy, marketing campaigns, and product innovation.I worked closely with Nielsen and Alibaba to build tools for data tracking and business analysis. By tracking business performance and working with the sales team to link business performance with reasons behind it, I generated valuable insights and learnings.I planned and led customer campaigns, creating yearly and monthly activity calendars to achieve yearly/monthly offtake targets. I led agencies to deliver high-quality promotional campaigns and product launches and engaged in close communications with customers and sales teams.I was responsible for P&L, effectively managing budgets to maintain a continuous improvement of ROI and a reasonable growth rate, while consistently delivering topline and bottom-line targets.Finally, I developed and shared reports, dashboards, and scorecards with management, brand, and sales teams, ensuring everyone was up-to-date with important information. My leadership and marketing skills consistently drove positive results for the eCommerce portfolio.

Beijing, China

As an eCommerce Manager for the Infant Nutrition Business Unit at Nestle, I developed eCommerce strategies and initiatives that achieved marketing objectives. I created brand communication guidelines and strategies for eCommerce to increase iWOM and brand popularity within compliance and regulations. By building an online ecosystem from awareness to share, I successfully led consumers through a complete purchasing journey. I managed eCommerce exclusive brands and products through developing communication, visualizations, and launch campaigns. Leading a team of three, I delivered market share and sales targets, while also building the Infant Nutrition eCommerce Marketing team since 2012. Achievement:During my tenure, I successfully grew market share from 2% to 6.9%, raised ranking from 9th to 6th, and increased offtake from 46 million to 450 million in B2C. I expanded the team from two persons to seven persons and set the strategy for product portfolio, route to market, and customer development, all resulting in our team's success.

Beijing, China

As an Account Manager at EMC, I successfully identified, engaged, and closed opportunities across all product lines. I developed strong relationships with key accounts and maintained run rate business for tier 2/3 accounts while winning against major competitors. I planned and led customer campaigns, followed up on leads, and worked closely with the marketing team. I also effectively managed partners and leveraged various resources in order to achieve our objectives.Achievement:I was awarded the EMC Special Contributor award three times and the EMC Commercial Role Model award once.

Beijing, China

As a Territory Sales Specialist at IBM, I managed all product lines and served as the primary interface between customers and the internal technical support and brand sales teams in order to provide total solutions. My focus included maintaining strong relationships with install-base customers and ensuring their continuous purchasing, as well as prospecting non install-based customers. In order to achieve our sales objectives, I worked closely with different internal business units and leveraged a variety of internal resources. Achievement:In recognition of my high level of performance, I was awarded the IBM High Performance Contributor award in 2007.

Master Of Business Administration - Mba, Business Administration And Management, General, Master

Bachelor'S Degree, Computer Science, Double Bachelor

Bachelor'S Degree, Management Information Systems, General, Bachelor