Set H&M GCN annual content strategy for omni channels and lead its production in both strategic and executional level.• Content creation: Campaign & Lookbook - Lead Greater China local campaign creation in key branding and tactical moments all over the year, such as Labour Day, Golden Week, D11, CNY, etc.- Lead GCN & NEA (Northeast Asia) lookbook projects to secure the local relevancy assets for Tmall, JD and hm.com.- Lead product focus projects to ensure locally relevant social content for Douyin and Red.• Omni Channel content amplification & campaign fulfilment- Drive global and local campaign amplifications in both store and digital channel, work closely with Regional Content Hub, marketing, digital, retail and merch team to secure content diversity for owned and paid media.- Being the gatekeeper of brand direction, guidelines to ensure the consistent presentation of brand identity in omni channel.• Instore communication & Digital expansion- Work with visual team to set annual instore communication strategy, in charge of instore material, digital screen, instore music production and ensure timely delivery - Work with expansion and construction team to support on store opening, rebuilding and closure store communication.- Lead Douyin & Tmall livestreaming projects on brand guideline and playbook.• Budgeting & Leadership- Set up annual budget for content production and follow up with controller on monthly basis to ensure cost-conscious spending to maximize business value. - Setting clear team and individual goals, provide constructive feedback, allocating tasks, and ensuring that team members work cohesively toward CGN regional goals- Motivate, inspire, and guide team members to produce high-quality content that aligns with the organization's goals and sales strategies.

Brand Content Strategy （Social & E-com platforms）- Set social strategies based on brand strategy and commercial calendar for various social & digital OA channels in China- Activate brand campaign & tactical activities on social channels and touch-points, track and follow up closely on result.- Lead KOL&KOC collaboration projects with PR team to maximize product seeding and conversion - Work with BU responsible, commercial planner, EC team to determine annual production plan and budget allocation.• Campaign & Lookbook Projects- Lead H&M China&NEA Studio business plan, set-up and established way of working from 0 to 1.- Lead various local content production from creative concept to delivery: Lookbooks (60%), brand campaign (25%), in-store material (15%).- Select, brief and supervise external production agency of the various productions.- Monitor all productions and ensure everything is produced on brief, on time and within budget - Build and nurture relationships with external talents (creative agencies, studios, producers, photographers, etc).• Customer Insight- Lead the CDP social consumer segmentation project and optimize conversion to traffic & selling.- Closely monitor H&M member follower’s social behaviour, work with CRM team to develop member recruitment & repeated purchase strategy.- Share weekly/monthly/quarterly social data report and provide action plan to marketing team to drive consumer engagement.

• Social Media Planning & Strategy- Strategic Planning: Develop social media calendar and localized strategy on owned digital platforms in mainland China: Weibo, WeChat, Red Book and Douyin to increase brand awareness and boost traffic.- Social Content Planning: implement localized content and shooting projects on social channels, especially during key marketing seasons.- Performance Marketing: Define target and budget allocation of media buy across all channels to optimize ROI.- Liaise with key stakeholders such as global counterparts, regional retail, e-Commerce, product team and external social agencies to ensure a smooth delivery of all social strategies.- Data Monitoring & Report: Daily monitor social data to examine the efficiency of strategies and provide report and insights weekly.• Brand Campaign- Plan and lead all social campaigns, set actionable plans and clear KPIs in every stage of the project.- Localize global campaigns and implement in different social channels. - Digital support of all offline events and assist line manager to manage key stakeholders during other campaigns.• Digital PR & KOL Collaboration- Define celebrity and KOL strategies on social media according to campaign objective and brand positioning.- KOL sourcing, communication, negotiation and budget control.- Weekly seeding samples to a variety of KOLs across all channels according to monthly key products and best sellers.• Project Experience- ESPRITx Bilibili Street Dance Campaign- ESPRIT Concept Store Grand Opening- This is ESPRIT: Online Rebranding Campaign - New Year, New Me: ESPRIT CNY Campaign

• Branding & Creative Direction- Work with creative director to develop brand story, collection inspiration and product handbook for each season to provide brand guidelines for marketing and sales team.- Work with sales team to extract selling point of each product and provide guidelines for content development and in-store sales pitch.- Manage all creative campaign and shooting projects, including creative guideline, budget control, model casting, timeline and coordinate internal and external teams to ensure high-quality delivery.• Digital Marketing (WeChat, Weibo, Red Book, Instagram)- Content Planning: Annual social plan development including key tactics, campaigns, calendar, visual directions to drive traffic to our offline stores.- Content Production: Oversee all social contents and assets production, which includes creative shooting, copywriting and graphic design.- Content Optimization: Monitor data and customer feedback on daily basis and take actions to achieve monthly KPI.- Performance Marketing: use digital advertising tools to drive user engagement and optimize O2O journey.• KOL ManagementSource KOLs on all platforms and involve them in various digital projects to raise brand awareness and drive engagement.• Leadership- Lead social content team and be a key coordinator in external communication.- Set actionable and achievable KPIs for each team member.• Project Experience- Wedding Project of a top KOL - Wedding Project of a renowned Chinese actress- Weekly/Monthly Creative Campaign Shooting- Seasonal Campaign & Lookbook Shooting

• Social Media ConsultantConsulting for top fashion and luxury brands about Chinese social media solutions: 0-1 digital strategies, localisation, creative strategies, visual design, content optimization, social marketing...• Fashion WriterWriting and interview for top fashion magazines in China: industry analysis, fashion history, fashion sociology, trend reports, style advice, catwalk review and lifestyle...______________________________________________________________• Collaborated Media:《L'OFFICIEL China》《VOGUE China》《Numéro China》《Esquire China》《FHM China》......• Collaborated Brands: Boucheron、Martell、PINGHE、ICICLE、The Armoury、MENG......