Xu Dajun Email & Phone Number

Shanghai City, China

• Lead, manage and develop digital marketing strategy and execution as well as emerging e-commerce tactics and implement across all media (search engine, portal, vertical website, video website, social, UGC, mobile and DSP) through formulating, innovating and managing daily communication with consumers/doctors/pharmacists, online/integrated campaign and robust public relationship• Developed e-commerce business plan, price control tactics, distributor management plan while lead the negotiation and collaboration with B2C e-pharmacies, JD, Suning, e-pharmacy store in TMall to ensure the dynamic growth in all e-commerce channels and the adoption of monthly e-commerce promotional tactics in each platforms securing high quality planning and execution in each initiative• Practically oversaw the data analysis and performance evaluation of all e-commerce related promotion/campaign/material creativeness/training for e-pharmacy customer service team to ensure accurate traffic, high quality brand presence and boosted customer experience with the alignment with all the stakeholders in a win-win case• Managed the 15% brand marketing budget and the 5% brand human resource to maximize ROI result in achieving more than 45% brand annual sales target• Designed and built the closed loop in the digital space by new technology to manage the patient journey from online consultation with professionals, mobile self-diagnosis tool, interaction with brand, O2O purchase to long-term patient management, collaborating with healthcare internet company such as Haodf.com, Guahao.com, pocket pharmacy, pocket doctor and hospital in air• Innovatively and strategically established the brand’s digital ecosystem and patient educational content hub across official websites, official social network, media and KOLs to conduct day-to-day multimedia communication via PC and mobile• Created and developed the first ever digital Continue Medical Education program for company cooperating with dxy.cn

Shanghai City, China

• Designed and implemented cross-platform marketing projects for FMCG, apparel, automobile, electronic products & education service multinationals by integrating internet advertising resources and traditional mass media, created $7.3M profit and over 20% profit margin for company• Conducted digital marketing plans by integrating Display ad, SEM, Mobile marketing and Social marketing in step with traditional TVC campaign to deliver valid sales opportunities as well as to enhance the brand awareness• Utilized traditional media to push client’s online marketing campaign innovatively by content based product placement & brand sponsorship• Set up the standard iwom negative case work process and alert policy for clients• Established and managed strategic cross-platform media partner network including top 50 video, portal, social, vertical, mobile, outdoor and printed media, keeping strong relationship with the key contacts• Adjusted organizational structure, optimized internal collaborative process, redefined job description, amplified performance appraisal system to ensure department performance improved by over 20% continuously in 3 years

Shanghai

• Led a cross-function operation team of 20 to drive long-term growth of the channel, boosting subscribers from 0 to 3.5M and coverage from 0 to 250 cities, awarded SMG’s Top Team of 2008• Closely managed day to day operations, formulated annual marketing strategy and annual program planning, achieving 380% increase of market share• Allocated, Managed $500K marketing budget, performed 48 PR & CRM events which attracted 1.15M participants as well as 180K new subscribers in 16 first-tier cities with NBA and CBA• Sourced, managed and evaluated various marketing suppliers to achieve optimum performance in all executions in spite of saving $800K execution cost• Maintained solid relationship with 4A companies and PR agencies, keeping close communication with Tactical Planner, Planner, NEGO to reach long-term cooperation with 3 new key clients• Negotiated with top content providers such as NBA, Time Warner and MBC to reach 23 agreements at the price 30-60% lower than the industry average level, saving $5M cost• Developed video content broadcasting licensing business and channel distribution, resulting in $5million revenue and 37% annual increase• Kept solid relationship with key contacts of content acquisition and media cooperation department among top 50 TV broadcasters and video websites to successfully reach 93 broadcasting licensing agreements• Oversaw video content production including creation, shooting, editing and post-production, leading in-house team and managing different vendors

Shanghai

• Integrated 20,000 hours’ programs and drafted broadcast schedule for SMG new media platform• Analyzed rating data released by CSM & ACN to deliver optimized program scheduling plan day to day