10 years in digitalization and marketing sector, robust background in Digital Product Management/UX/Digital Marketing.
Proven experiences in working with renowned International corporations, industries span across FMCG, Electronics and Aviation, including Dyson, Cathay Pacific, Colgate, Unilever, LVMH, Revlon, Kraft Heinz, Alibaba, IHG, Lancôme etc.
Overview
11
11
years of professional experience
Work History
Digital Experience Mananger (Product)
Cathay Pacific Airways
08.2023 - Current
Digitalization Strategy and Innovation: Identified business opportunities and defined customer-centric product strategies and roadmaps for Cathay’s digital initiatives across Chinese Mainland. Drove business outcomes and enhanced customer engagement through innovative digital solutions.
Product Implementation and Management: Lead multidisciplinary teams (solution teams, designers, UX researchers, and business units) in the implementation and delivery of product features on Cathay’s APP and Website, ensuring excellent user experience, functionality, and utility.
Product Performance Analytics: Studied user behavior, defined tracking metrics and data acquisition funnels to measure product performance, and proposed optimization plans to achieve product excellence.
Digital Experience Manager
Dyson
01.2022 - 04.2023
Digital Platform and Consumer Experience Management: Developed the platform experience strategy and managed Dyson’s end-to-end product journey on e-commerce sites (TM, JD, TikTok, WeChat, and Dyson.cn). Established a digital ecosystem from paid media to e-commerce store conversion.
Initiatives Development and Operations: Researched consumer behaviors, initiated UX improvements, and composed user stories. Led a team of design and solution developers to implement initiatives for commercial windows and daily communication of Dyson's e-commerce platforms.
Performance Tracking and Analytics: leveraged Google Analytics and other tools to track user data, generated retrospective insights and reports to management and stakeholders.
Associate Account Director
VMLY&R - WPP
12.2020 - 11.2021
Clients: Brita Filtration, Lancôme
Business Planning & Campaign Management: work with Brand and Ecommerce team to initiate, plan, and execute annual campaigns and marketing activities, including media buying and brand's soical media accounts operations. Focused on e-commerce and digital marketing, such as Tmall Super Brand Day Campaigns, Double 11 Campaigns, and social media campaigns.
Results: Managed over 30 million in marketing investment, achieving No.1 sales in the category and recruiting 1.8 million users for CRM. Digital campaign impressions reached 1.8 billion.
Cross-Party Collaboration: Negotiated with Alibaba, JD, media agencies, celebrities, top live streamers and Influencers to ensure campaign success and meet objectives.
Kraft Heinz Key Account Management:Led Kraft Heinz as a key account, focusing on Social and SCRM business.Identified communication goals, approaches, and tactics based on business OKRs.
Provided integrated CRM, social, and data solutions, developing and establishing an owned digital channel ecosystem (WeChat Mini-program, official website).
Achieved 230% member growth and an 180% increase in fans.
Brand Proposition and Relaunch:Managed brand proposition and relaunch for Revlon and Alibaba.
Implemented strategy upgrades, TVC shoots, and social communication campaigns to enhance brand presence and engagement.
Account Manager
Ogilvy - WPP
05.2017 - 09.2018
Clients: IHG, Hennessy, Unilever
Integrated Brand Communication Campaigns:Led the proposition, planning, and execution of integrated brand communication campaigns across online and offline channels in Greater China.
Managed daily communications with clients and collaborated with internal teams to generate communication ideas and plans.
Monitored and analyzed the competitive environment and market dynamics. Coordinated with third-party vendors for the production of digital and creative assets.
Sr. Account Executive
VMLY&R - WPP
03.2014 - 04.2017
Clients: Colgate, Burger King, Costa Cruise
Brand Campaign Execution: Successfully ran over 20 equity and media campaigns, ensuring consistent brand messaging and engagement.
Education
Master of Arts - TEFL
University of Birmingham
UK
12.2013
Bachelor of Arts - English Broadcasting And Anchoring,
Communication University of China, Nanjing
China
06.2012
Skills
Product Management
Data Analytics
Digital Marketing
Customer journey mapping
UX design and Research
Usability testing
Timeline
Digital Experience Mananger (Product)
Cathay Pacific Airways
08.2023 - Current
Digital Experience Manager
Dyson
01.2022 - 04.2023
Associate Account Director
VMLY&R - WPP
12.2020 - 11.2021
Senior Account Manager
BBDO Proximity
11.2018 - 12.2020
Account Manager
Ogilvy - WPP
05.2017 - 09.2018
Sr. Account Executive
VMLY&R - WPP
03.2014 - 04.2017
Master of Arts - TEFL
University of Birmingham
Bachelor of Arts - English Broadcasting And Anchoring,
Communication University of China, Nanjing
Similar Profiles
Seungjin YangSeungjin Yang
Flight Attendant at Cathay Pacific AirwaysFlight Attendant at Cathay Pacific Airways