Work experience

• Director of Digital Operations, Marketing & E-commerce

  The Peninsula Hotels

  2018.10-Current

  (8 years)

  Beijing City, China Executive leader responsible for enterprise digital operations, growth marketing, and e-commerce performance across global markets. Own the end- to-end digital value chain spanning strategy, operating model, platforms, data, customer experience, and revenue delivery. Partner closely with C-suite and board stakeholders to align digital investment with commercial strategy, brand objectives, and long-term business transformation. · Defined and executed enterprise digital operating strategy, integrating marketing, e-commerce, CRM, and data into a unified growth and experience engine. · Built and scaled in-house digital capabilities, transforming fragmented, outsourced execution into a high-performance digital operations function spanning media, content, martech, analytics, and customer lifecycle management. · Led large-scale digital transformation initiatives, modernizing technology stacks, redesigning customer journeys, and launching mobile-first, conversion- optimized platforms across domestic and international markets. · Established e-commerce and direct-to-consumer growth frameworks, delivering sustained improvements in traffic quality, conversion, customer value, and direct revenue contribution. · Introduced enterprise CRM, automation, and personalization programs, embedding lifecycle marketing and data-driven decision making across the organization. · Implemented AI-enabled and agentic workflows across content, SEO, campaign operations, and performance optimization to increase speed, precision, and scalability. · Governed cross-functional execution across marketing, IT, product, and operations, ensuring digital initiatives delivered measurable commercial and experience outcomes. · Represented the organization in strategic platform partnerships, digital innovation programs, and ecosystem alliances. Key Areas: Digital operations · Growth marketing · E-commerce · Martech & Analytics · CRM · AI enablement · Customer experience · Global market execution
• Director of Brand, Marketing & Digital

  Deer Jet

  2016.06-2018.10

  (2 years)

  Beijing City, China Led global brand, marketing, and digital strategy for Deer Jet (a subsidiary ofHNA GROUP), the world’s leading private aviation company. Reported directly to executive leadership with full accountability for brand equity, strategic partnerships, and global marketing operations across APAC, EMEA, and North America. • Defined and executed an integrated global marketing framework spanning brand strategy, digital, CRM, PR, strategic communications, and high-profile experiential initiatives. • Directed a multi-disciplinary in-house team and global agency ecosystem (including Ogilvy, Edelman, and Havas) to deliver award-winning campaigns and premium client experiences aligned with luxury standards. • Built and managed global strategic partnerships with leading luxury and aviation brands including LVMH, Hermès, Richemont, Boeing, Airbus, and Gulfstream—developing co-marketing platforms, elite events, and brand collaboration programs. • Established and expanded international media relationships with top-tier outlets such as BBC, Financial Times, and The Economist, significantly increasing global brand visibility and high-quality earned coverage. • Launched and led a digital transformation initiative, modernizing the global website ecosystem, social presence, and CRM engagement strategy, with measurable impact on brand reach, client acquisition, and retention. • Advised senior leadership on luxury brand positioning, global communications strategy, and high-net-worth audience engagement. Key Areas: Global Brand Strategy · Luxury Brand Development · Strategic Partnerships · Digital Marketing & CRM · Global PR & Media Relations · Experiential & Event Marketing · High-Net-Worth Audience Engagement
• Director of Brand, Communications & Digital

  HNA Tourism Group Co.,Ltd.

  2013.09-2016.06

  (3 years)

  (2 years 10 months) Beijing City, China Directed enterprise-level brand, communications, and digital strategy for one of China’s largest integrated tourism groups, with global assets across aviation, hospitality, and travel services. Served as brand custodian, overseeing corporate identity, reputation management, and stakeholder communications across domestic and international markets. • Led brand architecture optimization during a period of rapid global expansion, aligning multiple subsidiaries and international assets under a cohesive corporate brand system to strengthen equity, clarity, and credibility. • Designed and executed integrated global marketing and communications programs, including multilingual campaigns across search, social, and digital channels (Google, Facebook/Instagram, LinkedIn), alongside international media engagement. • Built and managed a global media and content ecosystem, working with international journalists, editors, and PR/creative agencies to expand earned visibility and elevate brand positioning in top-tier outlets including The Wall Street Journal, Financial Times, Forbes, and BBC. • Produced executive communications, corporate narratives, and investor- facing messaging to support major business announcements, capital market activity, and high-level stakeholder engagement. • Established digital and social marketing strategies that significantly expanded the group’s global digital footprint, strengthened engagement quality, and improved brand sentiment across priority markets. • Advised senior leadership on brand risk, reputation management, and international communications strategy. Key Areas: Corporate Brand Strategy · Brand Architecture & Equity · Reputation & Crisis Management · Global PR & Media Strategy · Digital & Social Marketing · Stakeholder & Investor Communications
• Business Intelligence Analyst

  Economic & Commercial Section, Embassy of Mexico in Beijing

  2009.08-2012.07

  (3 years)

  Beijing City, China Served as a Business Intelligence Analyst supporting the Embassy’s economic diplomacy, trade promotion, and bilateral commercial development initiatives between Mexico and China. The role focused on transforming market, trade, and industry intelligence into actionable insight for government stakeholders, trade organizations, and Mexican enterprises. • Conducted multi-sector market and industry research across the Chinese economy, analyzing trade flows, competitive landscapes, regulatory developments, and investment trends. • Produced structured intelligence reports and briefings used to support trade promotion strategy, bilateral cooperation programs, and executive-level engagements. • Monitored macroeconomic indicators, policy changes, and industry developments to identify emerging opportunities and risks impacting Mexico– China trade and investment. • Supported business development and investment promotion efforts by identifying high-potential sectors, potential partners, and market entry pathways for Mexican companies. • Prepared economic and commercial briefs for diplomatic leadership, visiting delegations, and trade missions, contributing to high-level meetings and bilateral forums. • Collaborated with Chinese institutions, chambers of commerce, and corporate stakeholders to gather market intelligence and support relationship development. Key Areas: Business & Trade Intelligence · Market & Industry Analysis · Bilateral Trade Research · Economic Reporting · Government & Stakeholder Advisory · Cross-Border Business Development
• E-Commerce and Digital Marketing

  eBay

  2009.01-2009.07

  (7 months)

  Mexico City Area, Mexico Supported eBay’s e-commerce and digital marketing teams in initiatives focused on marketplace growth, digital performance, and seller-buyer engagement. Contributed to early-stage commercial, marketing, and operational projects across online merchandising, campaign support, and performance analysis. • Supported e-commerce operations and digital marketing programs by assisting in campaign coordination, marketplace analysis, and online performance tracking. • Conducted market and category research to support merchandising, demand analysis, and competitive benchmarking across priority product segments. • Assisted in digital marketing initiatives spanning on-site merchandising, promotional campaigns, and traffic-driving activities, contributing to content preparation and campaign execution support. • Collaborated with cross-functional teams (marketing, operations, andanalytics) to compile reports and dashboards tracking traffic, conversion, and sales performance. • Supported optimization efforts by analyzing user behavior and campaign results, contributing insights on customer engagement, listing effectiveness, and promotional impact. • Assisted in operational workflows related to seller support, product content management, and marketplace process improvement initiatives. Key Areas: E-commerce Operations · Digital Marketing · Marketplace Strategy · Performance Analysis · Online Merchandising · Data & Reporting
• Growth, Marketing & Sales

  McKinsey & Company

  2008.07-2008.12

  (6 months)

  Mexico City Area, Mexico During my internship with McKinsey’s Growth, Marketing & Sales-aligned teams, I supported initiatives that contributed to digital strategy development and client transformation work spanning digital marketing, customer insights, and performance measurement. This experience provided early exposure to strategic marketing frameworks, data-driven decision making, and cross- functional collaboration in a global consulting environment. • Conducted market and industry research, client interviews, and field analysis to support digital value assessments, consumer and market insight development, and strategic opportunity framing. • Supported preparation of structured analysis and reports that informed early strategic planning, digital channel evaluation, and executive briefing materials. • Assisted in foundational components of digital marketing and customer experience workstreams, contributing to insights on customer behavior, online engagement, and content effectiveness. market understanding and helped track performance against client business objectives. • Contributed to internal coordination of research deliverables and knowledge documentation supporting broader marketing and digital transformation recommendations. Key Areas: Digital Strategy · Market & Consumer Research · Strategic Analysis · Client Reporting · Cross-Functional Collaboration · Digital Marketing

Educational experience

• Beijing Normal University

  Business

  2012.01-2014.01

  (2 years)
• Universidad Iberoamericana

  International Business

  2004.01-2010.01

  (6 years)

Certificates