Rita Chen Email & Phone Number

Shanghai, Cn

Shanghai, China

- Function head of digital marketing business unit, in charge of commer- cial negotiation, P&L management, new capability building, account management and business development-Work scope: Big data/Media/ISV/Martech/Buying- Grow online business by new user recruitment media model (brand case: Lululemon, UGG, Hoka, Rimowa, Philips, BSH etc)- Multiple category knowledge: serving over 60 brands from luxury, fash- ion & retail, 3C and home appliance, FMCG & beauty industry,- Manage a team of 200+ talents, report to CMO

中国 上海市

- Account leader of L’Oreal Luxury division, look after portfolio invest- ment strategy, media innovation, brand level consumer engagement strategy for 13 premium brands- Work scope: Brand media/content/social media- Responsible for client satisfaction management, media plan & buying execution, social planning, quarterly Top-2-top meetings.- Owning business relation with BGMs and MDs, work closely as busi- ness partner to customize marketing investment strategy

广州

Jan 2020 – Mar 2021 P&G Haircare BU | Brand Media Director- Media head of new brands in BU-Work scope: media(reach, social & EC media), social effectiveness analytics, social budget allocation- Co-pilots with brand lead & communication lead to drive new market- ing model: advocacy driven go-to-market model, social & digital drive EC search as business KPI, lead user growth planning.- Manage a team of 4 diversified talents (media planning+ CMK + media execution), report to marketing VP

Guangzhou, Guangdong, China

Leading the media planning team and digital innovation for P&G business, building the end-to-end digital planning including media, activation, social, data etc. (From Jan,2019), leading business development and driving integrated planning/digital and commerce activation empowered by Publicis Groupe cross capabilities. This position allows me to see the industry with a very strategic perspective. The innovation is to solve biz problem, customize for different brand stage, building the connection among consumer, platform and brands. With the innovation, market understanding and thought leadership, I’m in the right position to drive the transformation across all properties within Publicis groupe. And providing holistic solution from brand building, creative, social maximization, commerce experience and media activation. The core skill set for being successful is to see the possibilities, make the possibilities, lead the change. I truly enjoy this journey. Noticed top performer of the agency in 2015 & 2016 (1 of 2 noticed performer a year). Innovative Capabilities including: Mobile Planning Toolkit + H&S #拜拜不屑# SKII #Change Destiny# etc; Paid-owned-earned Attribution Model planning + RJ #Dance with Yangyang# campaignOTT planning + All brand pilot; Online hot program prediction tool + corporate practice.Social integrated planning capabilityFans Engagement Planning, Tide X 张艺兴; Crest X 鹿晗; Whisper X 迪丽热巴. By Brand CampaignWhisper #Help a girl, Like a girl# (#我就是女生#), China ROI Festival 2017- Social Media Marketing, Bronze.Whisper 2015 CNY 微博红包 #我是你的护苏宝#Crest #鹿晗寻找钻白笑容# #佳洁士20周年笑容传中国#Pamper 2017 New Product launch

Guangzhou

1. In charge of top 10 digital spenders in GZ market. 40% of total office revenue. 2. 1 of 7 company management team member. 3. Market education and business user cases for any new products - site-tracking, anti-fraud, cross screen reach, social listening and consumer insight product, Ecom R&R etc4. Engagement level - C-suits and office head internally, media or marketing head from client side. Detail job description: 1. Reporting to office GM, responsible for all aspects of client relationships, people development(clear career development setting,leadership,management and team motivation), delivery of company business goals including running the business profit and resources allocation.2. Oversees all aspects of optimization report/business in-depth report generation for current accounts as Colgate, Darlie, Amway, Mead Johnson, Danone, C'est Bon, HongKong Disneyland etc.3. Engage with senior-level clients to build digital solution with AdMaster value. Build relationships based on profession trust.4. Fee,contract negotiation5. Ensure all team members and product units are fully aligned and understand clients/market needs in order to guarantee team is fully engaged into delivering services with high business value.6. Plan, direct and manager team structure and resources allocation, envision team and people development by different approaches(such as team training, talent coaching/mentorship)7. New business development and proper communicate the company vision, objective and credentials with external parties.

1. Report to Business Director2. Product line covered: yogurt drinking(youth target)/cereal milk(mass target) & part of kids milk(kids & mom target); with heavy investment in TV & branded content - Product Strategy development based on clients' business understanding- Media opportunity exploration, case study and creative ideas developing for strategy executing excellently- Team leading, multitask priorities and different parties alignment based on clients' business needs- Client relationship management, building trust into partnership; decent skill of managing client's expectation3. Main achievement:- Efficient and high-quality service: decrease 50% overtime & double work, turned-over rate decrease from 80% to 20% - Branded-content project progress: Jiangsu STV <非诚勿扰> and Hunan STV <快乐大本营> - Client’s credibility improvement: Client’s satisfaction score has been rise 60% from 5 to 8(highest is 10).

1. Report to Planning Manager2. Independently taking care of execution Nutrilite Thematic /APP campaigns and Health Run projects, which helped me to gain a lot of deep understanding and tactical skill of all media type(esp for TV, OOH and Newspaper)3. Media tactical planning by project independently4. Project review, competitive review & target audience analysis5. Daily execution follow-up & junior members supervisorBest case:Nutrilite X Liuxiang 2008 Olympic Big-Games Marketing; Nutrilite Poteine Powder New LaunchAmway Home Care 2007 New Launch

1.Accounts: Osram Lighting(B2B), Vitasoy (Beverage, FMCG), Ford South Region (Autocar)2.Budget control3.Campaign strategy development, competitive analysis4.New business/global meeting support5.Internal service team alignment(creative,media buying, media planning,account service,PR)

2005 Jun-2006 Mar, Media Planner, Universal McCann 1.Daily Accounts: UPS(Logistics & B2B), Clarks Shoes(Shoes), MasterCard(Banking), Cathay Pacific(Aviation), Tiffany & Co.( Luxury)2. Spotplan follow up, media material control3. Media evaluation, competitive reports, budget control4. Annual planning support

Bachelor'S Degree, Communication, Journalism, And Related Programs

Activities and Societies: Student Union, Public Relationships Department1. Vice Minister of Public Relationships Department of Student.

60 Hours Of The Program, Coaching

Certificate, Business Management