Yunfei Ren Email and Phone Number

Available for strategy projects on both agency and brand-side. Latest collaboration: Baron&Baron - Inditex corporate revamp

Led the global content strategy and production for Diageo Reserve with annual budget of £2M. Deliverables ranged from high-production-value content series to always-on digital content. Build event and content strategy for World Class, world's largest bartending competition. https://www.youtube.com/@worldclassglobalCreated Content-to-Commerce model in partnership with Amazon to inject brand storytelling into ecommerce. Outline category road map from Reserve spirits ("World Class List"), single malt whiskys ("Whisky Adventure"), to gin ("Ginspiration"). Achieved 380% ROAS (Return on Ad Spend); 2nd best-performing ecommerce campaign on Amazon Europe during Xmas season.Press coverage:http://adage.com/article/digital/diageo-series-airs-amazon-prime/308983/https://www.marketingweek.com/2017/05/08/diageo-monetise-content-amazon/

I led the digital marketing for Onitsuka Tiger and ASICS Tiger globally, and was promoted to the global HQ in Japan during 2014.• Planned global digital marketing calendar and executed 4 key digital campaigns per season. • Developed and implemented category digital strategy globally• Launched eCommerce sites for both brands in Europe, US and JapanResults: 325% traffic increase; 200% visit duration increase; winner of FWA Site of the Day: http://www.thefwa.com/site/onitsuka-tigerSocial: 9% fan growth/month; 8% engagement rate (double competitor’s average)

• Created communications strategy (messaging, tone of voice, channel planning) for 2012 Men’s Training campaign – My Formula, including digital, OOH, retail, branded content creation, featuring Dwight Howard, Leo Messi, and Yohan Blake• Co-created brand bible for adidas Originals including brand identity, target segmentation, trend research, and long-term brand platform• Pitched for new business including adidas World Cup 2014 campaign, Coke Zero, BMW, Vodafone

• Co-developed Diet Coke brand re-launch strategy; conducted research on the Millennial generation; created interactive blog as stimulus material for creative briefing • Launched and managed @ChristmasChamp Twitter Campaign to support Target Black Friday integrated campaign: wrote tweets; interacted with celebrity influencers; measured brand sentiment and campaign effectiveness • Led community engagement strategy after Chrysler Super Bowl ad - "Imported From Detroit" in 2011 had generated national discussion