Bonnie(Baobao) Ji

• 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 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.

• 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.

Clients: Kraft Heinz, Revlon, Alibaba, Imperial Tobacco

• 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.
  

• 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.
  

• Clients: Colgate, Burger King, Costa Cruise
• Brand Campaign Execution: Successfully ran over 20 equity and media campaigns, ensuring consistent brand messaging and engagement.