Zhang Qiaoyuan Email & Phone Number

Beijing, China

Core member of the brand digital communication group has deeply participated in the brand image improvement project of automobile enterprises. Use the official social media platform, media, KOL cooperation and other channels to plan online communication, innovate communication forms, expand the volume of communication, and continuously shape, establish and improve the brand image of Volkswagen.Working Experience:- Digital communication: Based on brand events, such as Volkswagen ID. AERO / ID. Buzz World Premiere, domestic and foreign auto shows, conduct social communication, continuously monitor and optimize the volume of communication; At the same time, constantly expand the communication matrix and innovate the communication forms to establish new communication position for the brand and seize the minds of consumers;- Build up brand IP: Create the first brand IP through media co-creation. Help Volkswagen brand maintain long-term cooperation with China's leading lifestyle media – Trends Group, jointly build two snazzy brand IP, #Esquire & Youth# #Urban Reborn#, and the cumulative number of topic readings on Weibo platform reached 2 billion+;- IWOM and media relationship: Based on the whole network UGC monitoring, help the brand establish the first systematic IWOM workflow coordinated by multiple joint ventures. In the face of major public opinion events, such as the 315 consumer day, create a complete response system for the brand from early warning to continuous monitoring in the later stage so as to dilute negative voices. Establish contact with influential social self-media, enhance the stickiness of the media to brand, meanwhile transform media relations into private domain traffic;- Management appearance on social media: Create dialogue programs for the CEO of Volkswagen Passenger Car brand, timely respond to the limitations of overseas media in the context of Chinese social media, create dialogue opportunities with consumers for the management.

Beijing, China

Main Clients: Volkswagen Group China, Volkswagen Passenger Car BrandReport to SAD as the main charge of the project. Provide tenable industry and social media strategy consulting, lead social content planning, digital communication, community operation and project daily management and summary report. Effectively promote project progress, and assist clients to achieve goals.Working Experience:- Online integrated communication: Deeply participate in the digital communication of Volkswagen Group China and VW brand, including daily content planning, creative output, IWOM maintenance and summary report of official platforms such as Weibo, WeChat, Tiktok, Kaishou, etc;- Social campaign planning and implementation: Including product / branding communication, Class A & B auto show communication, new car launch press conference, brand activity day and other campaign communication plan, so as to improve public awareness and expand brand voice. The projects include the science and technology communication campaign of the VW brand ID. Family, VW brand ID.4 China Premiere, VGC 2030 Strategy Press Conference, VGC Global Power Day, etc;- Project management: Including project financial management, clients relationship management and maintenance, and third-party relationship. Internal communication and cooperation with strategy, creativity, IT, etc.

Beijing City, China

Main Clients: Ocean Spray, British Merlin Entertainments Group - Madame Tussauds Beijing, Universal PictureReport to SAM as core member of the project. Mainly responsible for social media communication, and formulate feasible communication plan according to clients needs.Working Experience:- Integrated marketing communication: Responsible for the whole case of Ocean Spray digital marketing, including social media operation, community management and cooperation. Plan and implement quarterly communication and brand events. Partly participate in the communication optimization and volume driven of its e-commerce platforms;- Media relationships: Conduct more than 10 celebrities wax unveiling activities of Madame Tussauds Beijing including William Chan and Steve Wong, etc. Deep dive and embed the communication highlights, formulate a continuous interactive activity plan and media communication strategy that trigger Weibo hot search ranking, invite media interviews, and track continuous reports. For example, ‘William Chan pretended to be a wax’ranked Weibo hot research only two hours after the event;- Cross border cooperation: Successfully planned and implemented the cross-border promotion of Universal Picture films Jurassic world 2, How to Train Your Dragon 3 with Skoda, M&M, Lay’s, Ping'an Group, 51job and Hisense TV. Based on similar consumer portraits, find different partners for Universal Picture, and ultimately provide 100 million media exposure value for films.

Beijing City, China

Main Clients: Siemens, Bosch, Ruckus ChinaSocial media management, fan user group operation and maintenance, five times participated in new biz proposals.Working Experience:- Social media operation and maintenance: Create and manage Siemens & Bosch brand social media matrix, track social media hot spots, formulate communication strategies and analyze communication effects;- Media relationships: Responsible for the press release and exposure of Ruckus China's traditional media in the field of science and technology.

Master Of Science - Ms, International Marketing Management, 68/100

Working with professional tutors and students from various culture backgrounds to carry out research report (78/100 of marketing research.

Bachelor Of Economics, International Ecomomics And Trade, 83/100

Established a solid academic background of marketing and economy as well. Having a well balance between academic studying and life such.