Winnie W. Email & Phone Number

Shanghai, China

responsible for positioning and promoting Dow Polyurethane products, technologies and services to key customers, value chain partners and markets through digital and social media, E-commerce channels, co-marketing programs, PR, advertising, literature production, trade shows, and customer communications and events.

Shanghai City, China

- Lead Lenzing fiber brand strategy transition from B2B to B2B2C model for textile applications (RTW, active wear, inner wear, kids wear, home textile) in China. Shape a robust marketing communication strategy to re-brand TENCEL™️ & ECOVERO™️ from fiber products to sustainable textile/fashion brands to end consumers. Create brand preference, expand market presence and drive end-consumer needs, consequently reflect on the increasing demands along value chain, thus making contribution to business growth ;- Responsible for development and execution of all marketing & branding communication plans incl. integrated marketing campaigns, co-branding projects, trade shows, workshops, trainings, social media, SEO/SEM, media & PR, E-branding licensing, certification, swing tags;- Set up China marcom team, management of team members.*Key Achievements B2C:- SS21 Shanghai Fashion Week Brand Campaign #天丝™️品牌第七植觉# - 2021 Earth Month Brand Campaign #天选好物友爱地球#- 2020 TENCEL™️ x Aimer Men Campaign #没料怎么型# - 2020 ECOVERO™️ x EIFINI Campaign #Be Natural自然回溯# - 2020 TENCEL™️ x Mercury Campaign #好床品会呼吸# - 30+ co-branding projects with leading domestic brands (FILA, ANTA, SEMIR, EIFINI, Ubras, Bananain, NEIWAI, Aimer, BALABALA, Les Enphants, LUOLAI, Mercury, etc.,) during 2019-2021 on omni-channels (T-mall, live-streaming sales, social media, influencers, PR, pop-up store DP, brand offline stores POSM, OOH)- TENCEL™️ owned social media re-launch, KOL strategy development*Key Achievements B2B:- TENCEL™️ Pavilion (1500m², with 40+value chain clients) in INTERTEXTILE trade show 2019&2020- 30+ offline trade shows/workshops/client activities planning & implementation during 2019-2021- New product launch*4 ATL & BLT during 2019-2020- Set up B2B PR & Media strategy

Shanghai City, China

- Formulate China marketing strategy and oversee marketing budget- Collaborate with segment leaders to develop strategic vision for sales initiatives- Plan and implement multi-channel leads generation campaigns that support overall sales strategy including: exhibitions, events, social media, content marketing, SEO&SEM, email marketing, etc.- Develop social media communication plan, content strategy, identify KOL matrix and buying plan; ROI tracking- Create local website contents including stories, photos, videos; ensure timely update and daily maintenance - Create marketing collateral including presentations, project reference books, tailored proposals, scripts, localize materials from global marketing team- Lead sales team to support on distributor on-boarding and refresher program, including training content design, going on sales demos and seminar programs- Create claim database and project safety documentation, provide crisis communications regarding playground accidents- Team member training and management

Shanghai

From 0-1, build up digital ecosystem (WeChat, LinkedIn, Website, EDM) for DEKRA East Asia, developing and implementing an integrated communication strategy that enhances DEKRA online presence.Social Media - Launched Social Media platforms including 2 WeChat accounts and LinkedIn Page for DEKRA East Asia- Develop content and campaigns on DEKRA WeChat & LinkedIn to grow, retain and reach out to new followers- Liaise closely with Service Units to design and execute integrated digital solutions to drive conversions Website- Responsible for website re-launch project in collaboration with Global and local IT department (content & collateral development, vendor search, proposal evaluation & vendor selection, contract negotiation, SEO, etc.)Press Release- Draft and distribute bilingual (CN&EN) press releases- Conduct China Media Monitoring programmeMarketing Materials- Produce, localize and proofread marketing collateral including brochures, leaflets, presentations, videos and images

中国 上海

Writer, Freelancer- 3 books published by Yangtz River Literature & Arts Press- Regular contributor & column writer for various traditional print magazines as well as online medias (lifestyle, music, art)