- Leveraged CDP to do KMP (know my preference) consumer analysis, covering tagging, segmentation, persona decoding & consumer targeting to support 1st party consumer life-time value creation. - Designed & enriched internal tag system through digital campaign planning & data calibration with China digital ecosystem. - Worked with data team & digital product team on data warehouse & BI tools deployment to visualize consumer data & propel precise marketing.- Connected touchpoint owners based on consumer decision journey to build marketing automation use cases, thus achieved conversion effectiveness & cost efficiency. - Participated EC campaigns, including consumer targeting plan, data integration with external parties (eg. data bank/JD9N/ad-serving), real-time KPI monitoring & campaign strategy optimization to drive ROI growth. - Conducted regular data health check from scale/activeness/value/cost dimensions, accelerated consumers AIPL advancing process .- Took initiative to build up insight house & insight panel with 4C model to drive data to insight to action.- Launched POC projects with marketing purpose, accumulated lesson & learn and adopted in daily operations

Research Area & Served Clients:  Experienced in Internet data analytics and market research. Conducted a number of projects including click-stream data mining, online consumer digital ecosystem study, social listening, media effect evaluation, integrated digital tracking (covering search, social, ecommerce, ads data), to help clients understand competition trend, identify consumer behavior patterns, build brand equity and evaluate integrated digital marketing ROI. Managed multiple MNC clients and local accounts, such as Tencent, iQIYI, Disney, Sony, Discovery, Focus Media, VF Corp, Lego, Unilever, Publicis etc.Project & People Management: Acted as the key liaison between the clients and internal teams, acting with a clear understanding of the business questions to ensure a proper study design and a successful execution. Led team as PM to address client business issues with problem-shooting proposals, logical data analysis, actionable insights and structured report presentation.  Consulted with clients regarding further application of research results via in-depth learning of industry trend, dedicating market knowledge and operation strategy. Internally, collaborated with product team to maintain and optimize data products.  As line manager, coach 4 team members to help them grow, supervise direct reports by answering questions, providing constructive and consistent feedback, and conducting performance appraisals.Business Development Support: Supported marketing VP to explore business opportunity by sharing insight with core clients, such as Tencent, Disney, Netease, SMG etc. Organized industry workshop to showcase iResearch’s market influence.  Prepared & released articles/reports regarding hot current affairs on social media, which hit 10k+ readings.

Project Execution: Focused on product innovation practice. Conducted over 80 studies, including Market Brand Adviser, Product Adviser, Price Adviser, Concept Screening etc. Served over 20 Top 500 clients like Pepsi, Unilever, ABInbev, Nestle, Yili, Hershey’s, GSK etc.  Responsible for project set-up, including prepare proposal & bid request, manage fieldwork budget plan, design questionnaire, modify concept stimulus, test programming link, monitor real-time survey quota etc.  Supported to analyze consumer survey data and provide report conclusions and recommendations on product innovation with accurate volume forecast. Achieved “Simply Excellent—Silver Award” twice for offering client (Nestle) effective business solution in short turnaround time; reduced 50% project cycle time for new concept screening.Project & People Management： As representative of APEC region, cooperated with 5 global colleagues to update ~50 questionnaire templates across different categories.  Coordinated with finance team and business team to launch Salesforce system in Greater China, which helps to timely reflect company’s financial status and project progress.  In person manage, coached 2 junior assistants on daily work and assessed their career development.Business Development Support: Engaged in preparation of external client-pitching document & internal country page of BASES products. Shared in-depth understanding and insight on the development trend of Food & Beverage category with clients.