Islet XUE

Leading a high performing team of 6 and report to CMO, YCYW Greater China

• Company Overview: The oldest and largest k-12 international education network in Greater China
• Designed and executed integrated, social-first marketing and PR campaigns, increasing brand awareness by 70%, generating media exposure of 80 million and 2 million views on owned channels across China
• Direct bilingual and story-telling content across owned social media platforms, collaborating with KOLs in education, tech, design, and art, achieving a peak viewership of 5 million
• Coordinated cross-promotion and partnership by engaging celebrities, artists, musicians, designers, architects, and athletes, forging collaborations with brands like Disney, LinkedIn, HSBC, Christie’s, Jazz at Lincoln Center, and Broadway)
• Serve as key liaison between headquarter and schools to align on strategic decisions and initiatives for marketing efforts
• Research and analyze the market, key competitors, and target audiences (current and prospective parents) to maintain and optimize each school's visibility and competitive advantage
• Plan and execute high-profile events such as education symposiums, school inaugurations, TEDx events, art carnivals, fundraising galas, and more, all of which drive brand awareness and lead generation

Served as the only marketing representative in Shanghai, reporting to CMO, Universal Pictures Greater China

• Company Overview: one of the world's leading media and entertainment companies
• Publicity & PR: Promoted theatrically released blockbusters produced or released by Universal China, including several of the top 10 highest-grossing films in history with 15 billion RMB for a film in box office as highest achievement (e.g., Fast & Furious 8, Jurassic World) before, in-season and after release
• Secured multi-channel exposure with media spending of 10 millions for theatrical promotion campaign
• Recruited and collaborated with domestic celebrities and influencers for talent tours, dubbing projects, and endorsements, driving audience engagement and boosting call-to-action and rating for film releases
• Digital Marketing: Designed and implemented impactful social/digital promotional campaigns with creative tailor-made contents
• Supervised daily content execution and identified key media outlets, influencers and KOLs, and local celebrities to produce promotional materials across diverse social channels
• Talent & Celebrity Handling & Tour Management: Responsible of planning and execution for premieres, red carpet, press junkets and talent tour
• Coordinated promotional engagement for talents including dubbing, shooting, variety show recording,etc
• Cross Promotions & Franchise Branding: Initiated and developed promotional partnerships with internationally renowned commercial brands with total media value of 50 million USD campaigns;
• Optimized internal and external resources to promote all IPs and new opened Universal Studio through various strategic campaigns, OOH advertising and offline events

• Company Overview: the first Chinese Oscar-Winning Musician
• Managed all publicity and sponsorship for Maestro TAN’s concert tours, media appearance and various music projects
• Developed international cross-over projects by working with music institutions, various artists, NGOs and sponsors
• Supervised all operation of TAN’s concerts, recordings, commission projects and partnerships
• Developed partnership with UNESCO, media, affiliated organizations, governmental officials & corporate executives
• Key Projects: TAN’s International Concert Tours, UNESCO Music Initiative, Venice Biennale, Milan World Expo

• Company Overview: One of the largest brand consultancies with 34 offices in 26 countries
• Formulated integrated marketing strategy and communication plans to drive strategic brand awareness and leads generation for more business for Interbrand
• Responsible of planning, managing and launching all key media campaigns and press conference
• Maximized relationships with key clients to support them to launch impactful “brand revamp” campaigns
• Key Projects: launched “Best China Brands 2014” & “Best Global Brands 2014”
• Https://interbrand.com

• Company Overview: the world's second-largest presenter of live music and entertainment
• Supported planning and operation for concerts and events in China by working closely with legal service, artist presenters, agents, labels, venues, promoters, ticketing, local authorities both from US and China
• Managed and arranged all logistics including artists bookings, approvals, accommodations, securities
• Helped with publicity team for press releases, pre-concert interviews, show previews, and fans meet & greet
• Assisted in seeking partnership and sponsorship for concerts and events presented by AEG
• Key Projects: NBA All-Star featuring Kobe Bryant & Concerts of The Rolling Stones, Taylor Swift, Bruno Mars, etc
• Https://www.aegworldwide.com

Overview: The pilot initiative funded by U.S.Embassy

• Supported promotion for American culture through bringing top-notch performance to 23 American Cultural Centers in China; managed the relationship with key presenters, sponsors, promoters and artists
• Served as liaison between Chinese cultural centers and American counterparts with cross-over arts projects
• Key Projects: Performing tours of Jazz, Bluegrass, Navajo folk, Theatre, Country, Hip Hop, Broadway, Opera, etc

• Overview: Official
• Conducted marketing & fundraising plan by working with DC government and embassies
• Initiated impactful online and offline campaigns for bespoke tourism programs in DC
• Drafted all communication collaterals, special interviews, event blurbs, advertising for signature programs
• Key Projects: Embassy Open House, Embassy Chef Annual Fundraiser, Passport DC, Cultural Heritage Trails, etc