汤瑾烨 Email & Phone Number

China

中国 上海

-Directed strategy to achieve the goal of multiple business units increasing, including brand cooperation， live performance，music education, A&R,. Launched eight co-branding integrated campaigns with Rolls Royce, Starbucks, Vodka, TeamLab etc. to boost awareness and break into new market. -Guided a team of five and created insightful social media content on various platforms and successfully achieved quarterly follower increase by 255%-Developed effective campaigns for music course promotion including SEO, feed ads, channel marketing, community marketing and influencer marketing, captured 70% more leads than expectation and increased the sales revenue by 50% in 2021-Analyzed market information (PV, UV, volume, share, reviews, distribution) to extract relevant information and conclusions in order to develop the right strategies by region and channel.

中国 上海市

Strategic Planning: • Developed a brand strategy to address issues such as brand aging and lack of innovation. This involved upgrading the brand's visual identity (VI), in-store displays, courses promotion, and defining international, platform-oriented, and youthful brand tone.• Implemented a 20th-anniversary marketing campaign with the theme "LET LIFE FLOW," This campaign featured integrated online and offline marketing efforts, resulting in a 60% increase in new customer acquisition compared with previous month. The repeat purchase rate saw a 20% improvement, leading to an overall 80% increase in sales.Crossover Marketing:• Cross-marketing with art, automotive, and consumer brands o diversify the brand's core. Expanded yoga into various lifestyle and consumption scenarios through partnerships with Shanghai Symphony Hall, NIO, AUMNIE, BASAO, ShanghaiWOW etc. Successfully broadened the customer base, increasing the proportion of 20-30-year-old users. Effectively drove traffic to the stores, resulting in increased sales.Business Efficiency Enhancement:• Planned the annual marketing budget and oversaw the comprehensive improvement of ROI.• Achieved online traffic growth through content marketing, including Red, Douyin (TikTok), and WeChatOfficial Account, covering daily activities at the studio, course and teachers promotions. Increased Redfollowers by 60% within six months.Membership System Management:• Managed the operation of potential member communities to enhance conversion rates.• Implemented mechanisms such as a points system and MGM to maintain the activity of customers.Elevated brand loyalty and repeat purchase rates among users.

上海市浦东新区陆家嘴环路1333号15楼

-Created effective WeChat social marketing strategies to establish high brand awareness and advocacy, consistently achieving 15% new client monthly growth rate.-Planned advertising strategy with the annual budget of 10million including SEO, SEM and outdoor advertising to maximize the media value and enhance the brand exposure.-Developed creative co-branding campaigns with Ele.com, Durex and KFC to strengthen the brand image and increased user registers by 200%

Building A-2, Guozhan Road No.388, Putong New Area, Shanghai 200126, P.R. China

-Served for 500 fortune companies such as NewBalance, Pepsi, McDonald’s, SCB Credit Card and SPDP Credit Card, etc. as the first person in charge. Led The Color Run project for online communication and offline event.-Collaborated with internal teams ( copywriter and designer) as the project leader while managed external supplier and media resources to provide integrated marketing strategy for clients. -Managed to deliver quarterly competitor review, data support for strategy planning and daily creative materials with the team.

Master Of Arts (M.A.), Media And Communication

学士学位, 广播影视编导