Oversee the entire creative direction of the brand, from garment design to final productionLead design team in conceptualising collections, ensuring brand identity and trends are reflectedLiaise with fabric suppliers, select materials, and finalise production details with London/Shanghai-based manufacturersBuild and manage international teams in both London and Shanghai, fostering collaboration across culturesHandle all aspects of daily business operations, including budgeting, sales tracking, and performance analysisCoordinate pop-up shops across London, handling logistics, setup, merchandising, and direct salesEstablish and maintain relationships with stylists and celebrities for product placements and collaborationsRepresent the brand at trade shows, such as the 2024 CHIC Shanghai event, overseeing booth setup, client relations, and press interactionManage social media accounts on Instagram, Facebook, Little Red Book, and WeChat, including content creation, scheduling, and audience engagementLead marketing initiatives, including email newsletters, influencer partnerships, and paid advertising campaignsOversee customer service channels, addressing client inquiries and ensuring a high level of satisfactionCollaborate with photographers and videographers for product shoots and promotional content creationAnalyse market trends and competitors to inform future designs and strategic decisionsDevelop and implement strategies for expanding brand presence in international markets

Implement social media strategies for multiple activities that build brand awareness, generate inbound traffic and product adoption.Social Strategy & Planning towards the creation of content which meets Cellar Door’s standards. Working with the Cellar Door in-house and client relationship team members on developing the general social strategy. A Social Strategy which includes community management as well as advertising on social platforms as well as analytics.Manage, develop and deliver social media optimisation (SMO)Stay current with social media trends and best practices.Research opportunities for new social marketing platforms and select/adapt current processes to fit Cellar Door’s needs.Moderation & Customer Service. Responsible for reviewing and approving content on a daily basis and the conversation moderation around that content as well as moderation of user-generated-content (not only limited to customer service inquiries but also engaging with customers who share compliments). Assist customers with service needs/complaints (direct them to the appropriate outlets).Produce regular client and internal reports regarding the community management performance against benchmarks with the use of available online analytics tools.Creative Development. Working with the Cellar Door team on the development & execution of engaging activations, contests, games, events, etc. Generating innovative ideas for driving engagement on social platforms.

Developed the most appropriate strategy to advertise the product service based on targeted customers'​ preferenceAdvertised and promoted marketing campaign to impart the desired product image to clients in an effective and economical wayBuilt cooperative client relationships and loyalty by exchanging reciprocal resources and displaying professional client facing skillsResearched and attended various business socials/events, outreached to various customers, established business contacts/network in database and provided status report for each event (e.g. 2015 London-China International Film Festival, Chinese Business & Social Network)Diagnosed customer enquiries in person or via telephone and e- mail – always in a professional & efficient mannerKept up to date with all the company's products, services and procedures Organised conferences to promote the image of service and company and did the conference recording

Liaised with media and publishing organisations and societies inside and outside LSEEdited the weekly newsletter and post blogs relating to Media and PRWrote for Polis blog about current issues in journalism and PR

Researched and investigated the integrity of the products and materials of one of the clients’ companies, including investors, shares and the market outlookPresented research findings (compiled as part of a team) regarding the equities of one of our clients, to the client and senior managersDeveloped a revised strategy as part of a team, including deciding on which industry sectors and functional areas to focus development efforts

Researched local news stories, gathered the information, liaised with the reporting team, wrote scripts for broadcastOn occasions travelled to remote rural areas to interview people, some of whom were reluctant to be interviewedResearched and uploaded entertaining stories to the CCTV website

Analysed market position on multicultural dimensions, designed the product (soft drinks)Allocated work to individuals and managed sales by creative promotionManaged time to ensure good customer service

Assisted the psychologist by looking after children with infantile autism and other psychological problems and helped them with their homework, most of the children came from problem familiesArranged training courses for university students interested in psychologyResearched medical papers on autism from local NGOs for the professional staff