Shelly Zou Email & Phone Number

New York, New York, United States

Fanci Brands LLC specializes in the wholesale distribution of fine jewelry, with an emphasis on lab-grown diamonds and gemstones crafted in solid gold and 925 sterling silver. As the key distributor for brands such as FANCI ME, Agavana, and Cacestone, we provide a curated selection of sustainable, high-quality jewelry to retailers and wholesalers. With a commitment to innovation, craftsmanship, and sustainability, Fanci Brands LLC is dedicated to driving growth and elevating the presence of fine jewelry in the global market.

New York, New York, United States

● Launched online jewelry brand on US e-commerce marketplaces (Amazon & Shopify), growing gross merchandise volume (GMV) to US$ 15 million, up from $0 in 2017.● Led cross-functional team of 12, spanning product marketing, performance marketing & demand generation, product management, integrated marketing (digital, direct, branding), business operations and customer support.● Drove go-to-market strategy for 15 new collection launches (including audience targeting, customer segmentation, product positioning, value proposition, key messaging, pricing, marketing channels, budget, inventory planning and lifecycle campaigns), with 80% of launches profitable.● Managed 7-figure annual marketing budget and optimized marketing campaigns with an average return on ad spend (ROAS) of 3.2 across all channels.● Spearheaded diversification of product mix to expand coverage to adjacent customer segments, with the latter contributing 85% of GMV over the next 3 years, up from 0%, and growing total sales by 3x in the same period, as well as increasing net profit to 23% from 11%.● Redefined core product positioning, shifting customer mix to a more desirable segment (lower return rate of 6.4% vs 16% legacy); new segment makes up 55% of total sales today, up from 0%.● Conducted qualitative and quantitative market research, competitive benchmarking, and opportunity assessment in order to inform and prioritize product development opportunities, increasing sales performance and customer satisfaction.● Developed public relations and influencer marketing strategy, increasing brand organic search volume by 17%, direct visits by 24%, social visits by 111%, and attaining press coverage in 6 high visibility publications (e.g. Vogue, Buzzfeed).

New York, Ny

• Drove sales growth by nurturing new and existing client relationships (both inbound and outbound), meeting monthly sales targets in every month except one.• Performed cross-departmental collaborations with sales reps and their prestigious client leads, and personalized client appointments with a high level of luxurious client experience.• Managed multiple tasks and prioritized work to support cross-functional solutions.

• Achieved and exceeded sales goal in the second month by 258% by applying communication and selling strategies.• Build customer relationships by knowing clients’ geographic, demographic and psychographic information.• Developed templatized daily nurture and re-engagement campaigns, reducing administrative hours of sales team by 50%.

New York City

• Analyzed data from the website and finalize analysis reports for strategic decision planning. • Refined social media strategy around tentpole event (New York Fashion Week), increasing followers by 3,000 in a single day.• Developed insights from target audience analysis, and create and design marketing approaches for better communication needs.

New York, Ny

• Established a digital direct marketing strategy that increased sales by 20%.• Developed affiliate marketing program involving 150 Chinese tour guides in the greater New York area.

New York City

• Created competitors’ advertising analysis, analyzed potential advertisers in the luxury magazine industry.• Compiled content materials with local and tourism interests and partnered with PR agencies and brands for featured products that meet the interests of the target audience.• Managed magazine content and designed logical flat plan flow for upcoming issues, translated editorial materials for YUE Chinese bilingual luxury magazine.• Maintained relationships with advertisers and magazine subscribers, and supported two major cocktail parties.

New York City

• Created competitors’ advertising analysis, analyzed potential advertisers for magazines.• Researched local venues and materials for event planning, and participated in Observers’ events.• Built all kinds of documents and excel sheets including sales reports, advertising costs, advertiser lists, client lists, subscriber database etc.• Maintained great relationship with advertisers and magazine subscribers.

Greater Minneapolis-St. Paul Area

• Select by faculty to provide input on course material and to improve lecture structure.• Team with professor to deliver content and to provide performance feedback for students.• Utilize various teaching methods through class, emails and office hours.

Baltimore, Maryland Area

• Processed industrial research findings and conducted analysis for marketing strategic planning.• Engaged in comprehensive database management for particular chemicals and competitors.• Developed effective negotiation techniques and maintained customer relationships through outside business trips. • Participated in weekly conference and provided in-depth marketing tactics based on research results.• Managed online selling on eBay, interacted directly with customers and developed customer relationship.

Master Of Science (M.S.), Marketing

Diploma, Graduate Diamonds

Bachelor In Science, Marketing And International Business

Activities and Societies: Chinese Student Union, Event Co-Chair 2010-2011 Chinese Student Union, Secretary 2009-2010Minor: Psychology