Market Research:Conducted extensive market research to identify emerging trends, consumer preferences,and the competitive landscape within the mainland China skincare market. Provided actionable insights that informed and shaped effective marketing strategies tailored to target demographics. Social Media Management:Managed and enhanced the brand's social media presence across platforms such as Xiaohongshu (小红书) and Instagram. Created engaging and visually appealing content designed to attract and retain followers, resulting in increased brand visibility and audience engagement. Influencer Collaboration: Collaborated with key influencers to develop and execute impactful social media marketing campaigns. These initiatives significantly increased brand awareness and drove product trials, leveraging influencer credibility to reach broader audiences. Marketing Strategy Analysis: Analyzed existing marketing strategies to assess their effectiveness, identifying strengths and weaknesses.Provided actionable recommendations to optimize performance and enhance engagement,contributing to continuous improvement in marketing efforts.

An undergraduate PRLab project provides PR campaigns and strategic to real-world clients. Run Otherworld’s TikTok with the goal of increasing awareness and engagement. Conducted market research aim to understanding Gen Z views about Otherworld. Researched potential sampling events to drive product trialability and increase brand awareness; and creating a guerilla marketing campaign strategy and executing a social media strategy that engages Otherworld's Gen Z audience.