Golden Goose is an Italian luxury brand founded in 2000 and renowned for its craftsmanship and authenticity of sneaker and RTW. Working in its shanghai office, I’m currently oversee the overall digital function including all social media channels & digital campaigns, paid media and communities.-Oversee daily operation of Golden Goose official channels including Weibo, WeChat and Red accounts. Set up the official Red account from scratch and make the fan base on Weibo and Wechat tripled during one year’s maintenance-Lead the first-ever integrated brand campaign in China for global ambassador announcement and Artists’ Sprit. Set up the 360° campaign strategy across celebrity, own social media, paid media, KOL and new initiatives such as Wechat Mini-Program to fulfill the branding objectives and facilitate business needs.-Lead other digital campaigns for commercial moments and local moments, such as CNY, Women’s Day, CVD，holiday seasons, etc.-Work closely with EC team and provide solutions to produce product driven content and drive traffic for major EC moments such as 618, D11, D12, 520, etc. on Tmall, Wechat MP and DEWU-Be responsible for overall brand digital advertising including strategy, planning and budget controlling. Working closely with media platforms and agencies to sort out most reasonable and cost effective media resource combination and new initiatives, set evaluation metrics and monitoring the performances.-Community management, explore online and offline potential community and subcommunity for Golden Goose such skating, arts, architecture, etc. Build strong relationship with communities through online and offline activities-Strong relationship with fashion industry KOLs, rich experience in KOL coop and management-Strong internal and external communication skills. Working closely with China and headquarter departments to find solutions and resources for local campaigns -Rich agency resources and mature experience in agency management including social, digital and paid media agencies.

NET-A-PORTER is the world’s leading online luxury fashion platform and belongs to Richemont Group. In 2019 Richemont and Alibaba announced the joint venture that dedicated to develop China market. Working as the Social Media Manager in its Shanghai office, I oversee NET-A-PORTER’s China social media channels and brand digital campaigns.–Oversee the daily maintaining of NET-A-PORTER’s China social media channels such as Weibo, Wechat, Red, TikTok –Lead seasonal social campaigns, such as CNY campaign, new season launch campaign, and important E-Commerce campaigns throughout the year such as 618, Double 11, holiday season campaigns–Be responsible for dedicated celebrity and TOP KOL photo shoot and fashion events–Strong fashion KOL network and close relationship with top fashion KOLs–Lead new initiatives such as production of short fashion videos, livestreaming, KOL coop, etc.–Social supporting for key marketing offline events, such as fashion shows, offline pop-up, new season preview, live-streaming, etc. –Working closely with all departments in UK headquarter to support China dedicated campaigns–Working closely with local EC and APP team to support Tmall in-site campaigns –Social agency and campaign agency management

Funded in 1988, Ted Baker has been a world-renowned British Fashion brand with more than 350 stores globally. Ted set his Asia office in Hong Kong in 2006 and its first China store was opened in Shanghai in 2012. As a member of his Asia team, I am currently based in Shanghai and oversees the China social media as well as Tmall social supporting.−Overseeing the daily social maintaining of Ted’s Weibo and Wechat−Leading seasonal social campaigns, such as CNY campaign, SS/AW seasonal campaigns−Social agency management and KOL management−Social supporting for key marketing events, such as new store opening, press day, seasonal new collection launch, sales, etc.−Social supporting for Tmall events, such as D11 and D12 and other A type Tmall promotions−Working closely with HK team and UK headquarter to introduce rapidly changing social media landscape in China and try to earn more resources for Ted’s social exposure −Working as a bridge between UK e-commerce team and China marketing team. Helping to raise the awareness of Tmall store by social exposure.

Hill & Knowlton is a WPP company, focusing on PR strategies and creative digital marketing. Working at its digital subsidiary company Rice 5 in Shanghai, I’m responsible for the daily client service for fashion brands such as Lee, Carven, Swarovski, and Givenchy.−Being responsible for managing the social platforms of Lee, the denim brand on China market. Taking care of its Weibo and Wechat accounts and helping to increase the sales by using strategic digital campaigns, product promotions, mini-site and H5 interactions −Being the daily contact of Swarovski Wechat project and online promotion. Helping to set up Swarovski SCRM infrastructure (Wechat CRM) and promote the new account with initiated H5 interactive games and KOL strategy−Maintaining French High Fashion brand Carven and Givenchy’s social platforms in mainland China: Weibo and Wechat accounts, monitoring the content of its daily updates, launching activations to expand the brand’s awareness and providing digital support for its offline events

RIBO Fashion Group is an international fashion company focusing on womenswear design and production. It has four brands with different styles: Broadcast, Personal Point, CRZ and high-end designer brand Taoray Wang. With its fashionable and artistic vision, RIBO strives to provide its customers a better choice.−Monitoring companys websites and social media updates of all the brands−Assisting building the new corporate Visual Identity system, including new logo, website and applications; being the contact window between company and the external agency to ensure all the ongoing projects −Assisting companys fashion show and other marketing events of each season −Maintaining a good relationship between group brands and the media