Consultant & Client Success

Provided insight service on brand strategy for healthcare & FMCG brands, including Johnson & Johnson, Kenvue, Organon, Huizhi, OMEGA.
Mainly on topics of: brand annual TA profile, patient journey, occasion, platform importance, KOL excellence & consumer needs.

Provided insight service on brand strategy for FMCG brands, communicated requests from clients, conducted report design, project quotation, presentations, quarterly reviews, etc. Clients include ABI Group(Budweiser), Shangri-La, Yum, Heinz, Starbucks, BP, Charles &Keith, among which I led a team of 2-4 to serve ABI group.
Mainly on topics of:
Brand Strategy: answered annual marketing challenges & questions using social media data, including but not limited to: budget allocation, KPI setting, brand marketing competitive positioning and analysis of the overall social media environment. At the same time, supported specific sub campaigns and marketing actions, such as: copywriting, KOL strategy, star pre-testing, activity tempo, etc.
Industry-monitoring Dashboard Service: built alcohol industry KPI system & set up as data dashboard for ABI; reported monthly to dynamically monitor brand and campaign performance.
Campaign Review: Integrated Yuntu, social media, KOL & e-commerce data to design campaign KPI and evaluate campaign performance. Provided suggestions and inspirations on marketing strategy, such as occasion, platform, communication angle and interactive mechanisms. Together with the client, established a process for evaluating campaigns and KOL buying, aiming to monitor marketing spending efficiency and digitally guide future campaign landing.

Was responsible for 3C & Appliance’s integrated marketing (Big Day) including campaign planning, promotion, implementation and post mortem review. Coordinated resources from sub departments (communication, content, advertising, channel, PR, etc.) to ensure successful campaign landing. The key day-to-day job included but not limited to, marketing and communication plan, consumer interaction, landing page planning, etc.
Big day campaigns involved & planned: home appliances season, Star Pusher (Double 11), 10 billion subsidies (Double 11), New Year’s Eve, 325 Super 5; among them, focused on leading the creation of the New Year’s Eve daily sales period which aimed to earn traffic and user mind for premium & super-premium categories.