Experience

  • Marketing & Communications Director

    at Versace China Limited

    August 2015 - September 2019

    Beijing Shi

     Assist Regional Marketing & Communications VP to implement PR & Communications strategies and propose action plans and follow up actions in terms of media relations, celebrity management, advertising, digital marketing, KOLs management, and retail/corporate events  Lead China Marketing & Communications team to strategically plan the messages to be conveyed to the public as well as handle all internal communications in China  Propose and establish communications plan to be in line with the global brand strategy and guidelines  Coordinate and communicate with wholesale clients, editors, agencies, production houses and internal departments for all Marketing & communications related issues  Organize and implement retail events, press events, and corporate events in China, as well as special projects in collaboration with HQ and APAC regional office  Maintain and manage the celebrity contacts and related activities in China

  • PR Manager

    at Salvatore Ferragamo China

    July 2011 - July 2015

    Beijing Shi

     To build on existing and develop relationships with national press publications across long-lead and short-lead press, mainstream media, trade, and online in order to maximize media lineage opportunities and ensuring maximum publicity  Drive key fashion news stories and secure day to day placement to support coverage across all categories  To develop relationships with celebrities/KOLs in line with the brand image  Provide media brief, direction, and creative strategies to advertising agencies. Work with advertising agencies for yearly corporate media planning  To execute with marketing all special events for key guest and celebrity appearances, press coverage, and post-event coverage

  • Head of PR

    at Versace Asia Pacific - Beijing Branch Office

    December 2006 - June 2011

    Beijing Shi

     Responsible for drafting & executing national PR plan  Responsible for drafting & executing national marketing and advertising plan  Manage regional and national events such media interview, shop openings, VIP events, informal modeling, roadshows, PR and advertising campaigns  Establish and maintain positive relations with key general/fashion/lifestyle press, stylist, publicists/VIPs in China  Establish and maintain positive relations with the top celebrities in China  Coordinate with HQ for localization of international PR events  Coordinate & supervise PR agencies, clipping house and other vendors

  • Consultant

    at Ogilvy Public Relations Worldwide

    January 2005 - November 2006

    Beijing Shi

     Provide the consultancy to the Clients for PR issues, including establishing PR strategies, initialing PR proposal, and positioning the Client’s products. Proactively develop relationships with external audiences (media, third party constituencies, etc.) to convey the Client’s message  Organize and implement PR events for the Clients to achieve their business objectives. Write and distribute press materials including proposal, news releases, backgrounders, fact sheets, bios, newsletters, and program elements  Handle media inquiries and maintain the good relations with the target media on behalf of the Clients as retainer basis. Act as the contact point of the Clients to develop pitches and work with targeted media on story development through news bureau activities  Key Clients: Van Cleef & Arpels, Cartier, Royal Salute, Martell, SOHO, and EBEL  Key PR event: Martell Artists of 2005, Martell XO Launch Event, Royal Salute China

  • Specialist

    at Procter & Gamble (China) Ltd.

    January 1999 - January 2003

    Beijing Shi

     Coordinate positive relations with key government departments, understand and update the necessary information of government functions and organizations promptly. Take the full responsibilities of organizing and arranging the detailed schedules and events for the company Executives’ trips from headquarters to China  As the liaison, coordinate and maintain the good relations with the journalists of national, local newspapers, and professional publications. Coordinate the company PR activities including press conferences, launch events, and seminars. Organize and implement the media gathering activities at the end of each year  Provide cross-functional administrative management for Beijing Branch Office. Present as the representative of the department for internal communications with other departments within the company

  • Visual Aids Specialist

    at McKinsey & Co. Beijing Representative Office

    July 1997 - December 1998

    Beijing Shi

     Work in different project teams, design high-quality presentation materials to assist the consultants’ illustration to the targeted clients  Demonstrate and training the consultants for the specific features of professional software

  • Account Executive

    at Tongguang-NORTEL Co. Ltd.

    December 1995 - June 1997

    Beijing Shi

     Keep the regular contact with global clients, effectively addressed clients’ issues and ensured their satisfaction. Cooperate with the customer service team for the equipment maintenance and logistic matters  Participate in the organization and coordination of the Company’s marketing activities, such design the exhibiter’s stage and present the exhibitions as the Company’s representative  Provide daily administrative support to the Sales Director. Prepare sales forecasts and monthly reports of Sales Departments for the heads of the department

Education

  • Mass Communications

    at University of Leicester

    2003 - 2004 (1 year) Leicester

  • Administrative Management

    at Peking University

    1998 - 2001 (3 years) Beijing Shi

  • English

    at Beijing International Studies University

    1993 - 1995 (2 years) Beijing Shi

Languages

  • English Negotiation

  • Chinese Native

Hives