- Lead integrated digital marketing strategy and build digital advantage through infrastructure transformation, technology capabilities and channel partnership- Responsible for full funnel performance on direct digital channels, including two key territories: paid media & social content- Initiate partnership with media/industrial channels & OTA/co-branding to boost marketing buzz as well as revenue production- Drive paid media effectiveness including always-on performance-based media, programmatic buy, roll-out commercial program via performance marketing approach- Facilitate mar-tech infrastructure to boost paid media capability and enhance ROI- Initiate content strategy,partner and leverage multiple platforms to empower marketing efforts from internal stakeholders- Establish social e-commerce platform driven by content/campaigns/new trials ie.Live-streaming, move agilely to keep in step with the emerging trendy marketing approach- Drive marketing resource governance, optimize the processes for integrated marketing efforts across broader disciplines- Partnership management including multiple media, OTA, agency & vendors- People management

- Initiate China digital platform strategy for one of the biggest all-in-one lifestyle platform– Meituan, lead the business analysis, strategy development & implementation, account management & platform relationship, drive advantage among cross categories ie. Rooms plus+F&B, wedding & catering, from both corporate level and area/property level- Lead the team to provide China-focused digital solutions for area/property, implement standardized consultancy service, allocate corporate resources to pull-through the solutions- Drive area digital marketing strategy and campaigns on direct digital channels and 3rd party channels,to maximize hotel performance on digital and distribution territory- Synchronize with key3rd party platforms to monitor property production and boost performance via multiple marketing approach- As a share-service team under global organization, the scope covers 280+ Greater China hotels- People management

Reponsible for e-commerce & social & mobile marketing:- Yearly strategy plan & implementation- SPG e-commerce TMALL flagship store strategy and performance lead- TMALL seasonal promotion planning and opereration. Double 11 2015 achieved 10 million revenue，20 times of Year 2014. 15 million revenue in total of 2015，No.1 among international hotel chains- Wechat SCRM implementation & create hotel booking path as industry pioneer- Social trend analysis with eco-system establish- Global & Asia Pacific social campaign coordination & facilitation- Over 150+ single property regional support and digital talents training- Demand generation initiation- Wechat experience improvement & innovative social plarform explore- Budget control & 3rd party management

Client: Volkswagen ImportSocial Marketing:- Lead social yearly strategy, quarterly and monthly plan development and facilitate social content enhancement, riding on the most hit social trends- Lead team to explore and implement the most effective and diverse social eco-system- Manage the social eco-system establishment / development / optimization among various platforms and channels- Social platform in-depth cooperation management, to figure out product social profile and character, enhance social content connection with fans- O2O social campaigns to generate sales leads- Resource management and deployment under extreme rapid social response time- Revenue management / budget controlling / finance management- People management / 3rd party management Digital Marketing:- Lead VW corporate site yearly strategy and revamp project, daily maintain as well- Plan and facilitate VW import product customization platform. Took leading role over 16 months’ project period to implement 5 clusters with 14 car models. Had managed cross-functional client windows from different companies inside of VW group, as well as global production house and other corporation parties.- Lead digital campaign strategic planning and execution management, mainly focus on SUV (Touareg & Tiguan) and business (Phaeton) category- Mobile platform management and user experience optimization

Client: Intel / HP IPG / DHL / Mercedes-Benz- In-house for 6 months in HP IPG department, take responsible for digital marketing strategy and campaign initiatives implementation of Inkjet & photosmart product line - Lead global IMC campaign localization and roll out to TVC, print, OOH, digital and retail marketing. Empower local adaptation in innovative approaches- Lead B2B demand generation digital campaigns for HP laser/AIO printer and establish fans community to convert business-use perception among consumers - Retail and in-store marketing planning and operation, lead innovative crazy idea implementation

Client: Intel - Global campaign adaptation and localization- Media cooperation planning and project management, quality control and supervision- Digital viral video management:Tetris Version wined ‘The Best of the Great Wall Awards 2009’- ‘New Silk Model Contest x Intel’ digital platform establish and content management- Data analysis and reporting