Yolanda Yao Email and Phone Number

Digital & Ecommerce1.Lead the digital strategy and famework development according to consumer purchase journey and insight2.Lead Integrated campaign planning and management to drive brand awareness a."Protect Children from Pollution" campaign, wins the 2015 China Communication Suqin Golden Awards and The ROI Festival Bronze Awards b."Drink Your Love" campaign wins the 2016 Great Wall advertising gold medal  c.“Run for Love” campaign. Wins over 100M+ free media exposure.3.E-commerce campaign to drive traffic and sales in key season a.2015 single day promotion, sales volume rank no2 in water purification category b.2016 single day promotion, win the 200M free Tmall rescource by rescource exchange. The YOY Sales growth 53%.  c.2017 JD 618 promotion, The YOY Sales growth 48%.4.Lead content marketing project to drive brand perferance in key decision point5.Regular social media platform planning and operation, including Weibo, Wechat and BBSBrand Communication1.Lead the brand positioning and strategy development  a.Redefine 3M water purifier brand through multi-dimensional consumer and channel qualitive and quantitive research; b.Brand KV, slogan and TVC development; c.ATL & BTL strategy development under the new brand umberella.

Digital Marketing1,Lead digital strategy and famework development according to consumer purchase journey and insight2,Lead digital campaign planning and management to drive brand awareness3,Lead digital media buy planning: Integrated media resource for digital campaign to maximize ROI4,Lead official website UE & UI optimize and regular maintenance5,Lead SEM & SEO regular maintenance and optimization6,Lead APP device development project to improve in-store brand image and brand preference.Social Media1,Lead social media strategy and famework development2,Establish AS official Wechat account in 2013, wins over 11K fans and 43K reading number in the first month.3,Lead social media platform planning, including Weibo, Wechat and BBS4,Lead content marketing project to drive brand consideration in key decision point

E-commerce & Digital Marketing1, Execute strategic partnership with No. 1 E-commerce platform –Tmall2, Lead execution of digital campaign in Pepsi Tmall to drive brand awareness3, Assistant planning and lead execution of the partnership with National No.1 gourmet website Dianping to drive ‘with meal’ association: Brand Communication1, Develop BTL communication materials, including PGP Guidebook and seasonal in-store POSM and Pepsi Twist & PGP package2, Burger king strategic partnership support, including: joint promotion, instore brand exposure, POSM development

Main Client: Pepsi, Max, 7up, Lipton, SuntoryServe for FMCG brands for full year/key season ATL & BTL communication plan and execution, new product launch ceremony, POSM development, in-store communication plan and execution.