Branding & communication – build brand strategy, message house and marcom strategy for PetMaster, premium pet food brand of Cargill; organize brand-level campaigns across omni-media channels; brand WOM monitoring and reputation managementDigital marketing & media buy – manage brand owned digital and social media accounts; make smart choices of media buying based on data driven analytics; partner with MCNs for collaboration with KOLsProduct marketing – partner with strategy, product line and commercial teams to plan for new product launch and offline/e-commerce promotions Trade marketing – lead, plan and execute offline trade market events or exhibitions; engage trade media for broad exposure on big announcements and new products

Leadership communications – planned and executed communication strategies for China country rep and business leaders; support global and APAC leadership communicationsEvent communications – developed and drove communication plan for influential events such as CIIE, Davos, Bo’Ao, Global CEO Summit, FBIF, FIC, on which Cargill has either leader speech or multi-business presenceInternal employee communications – led internal communication activities including Cargill China townhall, country-level magazine, regular business updates, etc.; collaborated with different functions and businesses on specific campaigns or issues, to drive employee engagement and alignment on key corporate messageSocial media/External communications – created Cargill China social media strategies and managed country-level WeChat/Weibo accounts for ongoing external storytelling; partnered with businesses for content development; supported global team to apply Cargill social media guidelines in the region

In WE Communications, I led the Insights & Analytics team for its business expansion and team growing in Great China. My key responsibilities were:- Offered strategic counsel for MNC companies about doing integrated communications in China;- Led APAC regional team on research projects covering media intelligence, market trend, consumer insights, etc. - Coordinated internal and external resources to do media relations, social media listening, media/KOL influence analytics, etc.;- Participated in new business pitches, to share data-driven insights and contribute communication ideas;- Provided guidelines and trainings for team members, helping team build career path;- Supported internal team for newsletter writing and whitepaper creation.The key services my team offers included:1) Primary Research - in-depth understanding about target audience and end users;2) Secondary Research - deep dive of Influencer/KOLs' real impact, the path of news amplification, brand competitiveness, and industry trends;3) Listening - ongoing audit of earned media coverage / digital iWOM analysis;4) Measurement - owned PR / Digital assets evaluation; 5) Data Visualization - an intuitive reporting dashboard with integrated data analysis from owned, earned media;

As a senior data analyst and strategy consultant in WE Communications (China), I worked closely with my colleagues in PR and digital divisions, to handle client's requests of news/social conversations monitoring, performance analysis, and influence measurement. My daily work included:- manage team growing and business scope of work (quoting);- monitor and measure PR & social media achievements; - design and validate content strategies based on data insights;- measure campaign effectiveness to check if ROIs have been achieved;- create and arrange primary and secondary researches, such as surveys, focus group, industry insights, etc.

- Managed MNC companies’ daily social media monitoring requests and informed crisis for actions;- Wrote social media insights reports with MNC companies scattered in luxury, travel, smartphone and banking industries;- Provided social media communication suggestions based on insights drawn from desktop research and data analysis;- Supervised China analysts team and was the main team member to do insights & report presentation.

- Involved in brand research and naming projects, being responsible for brand strategy brainstorm and report writing;- Assisted the organization of research field work, such as focus group, face-to-face and cold-call interviews, etc;- Wrote internal newsletter, updated company blog and customer case studies.