Amanda Cui

• Manage Sephora private domain users accorss omni touch points via WeChat group and BA 1-to-1 personalized communication to fully enhance customers’ life time value • Be responsible for Sephora owned EC platform(APP, MNP) new user management • Strategic partnership with Tencent by leveraging their tools (WeChat & WeChat work), traffic resources and industry expertise to implement Smart Retail in Sephora

- Develop Decathlon brand communication strategy, create actionable brand communication guidelines - Build Decathlon integrated marketing plan to enhance user journey across online and offline stores - Implement digital communication campaign, creating engaging social content and user experience a) Ensure the smooth, high quality and consistent campaign execution across all the channels b) Operate Decathlon social media & community by connecting & interaction with users, also promote social commerce c) Drive traffic, user and business growth based on data & technology - Evaluate and analyze the campaign performance to continuously optimize KPI and ROI for a higher communication efficiency - Empower local store communications by building global communication frame, tools, platforms, shareable contents and best practices  Key achievements and projects: - Brand positioning project. Working with internal research partners and external agency to find potential winning areas for Decathlon and redefine our communication key message - Lead Decathlon Wechat mini program store. Define the user needs as the business leader, working closely with Ecommerce, IT & external agency to build a new sales channel. - Decathlon Tmall Super Brand day project. Take the lead of communication part, working with Tmall partner and creative agency to develop and execute the campaign.

Key Accounts Handled: Unilever Projects and Responsibilities: -May 2015 – Oct. 2015 Unilever Secondment Program: Working as Unilever CMI to solve business questions from marketing team. Major projects involved: a) Hair category penetration booster b) Good to Great Promotion workshop c) S. Premium Hair Brand Review d) Dove Hair History Review e) Dove Men Care Digital Program Sponsorship Evaluation -Conduct online pre-roll study to understand the transference between TV ad, PC and Mobile pre-roll, and develop creative tenets for pre-roll to make great brand communication in digital space -Work with YHD, Kantar Worldpanel and OMO to understand online promotion campaign’s impact towards online and offline sales and understand consumers’ search and viewing behavior on eCom sites -Conduct online viral video study, provide creative guidelines to make video get wider on the Internet -Evaluate Wechat advertising impact and inspire the consumers to generate new campaign content with Quali team -Lead the team to develop the new copy testing tools (Digital/Mobile Preview) and drive the business growth with these new solutions

Key Accounts Handled: Carlsberg, Toyota, Abbott,Clarins, IHG, Projects and Responsibilities: -Take advantages of big data to understand consumers’ behavior in digital era and improve brands’ social media investment -Evaluate consumers’ comments on E-commerce or travel agent sites to find the what’s the driving factor for their satisfaction -Combine the social media data with online behavior data to evaluate the campaign effectiveness and provide suggestion to the future campaign -Work with Project Directors to oversee the fieldwork initiative, design the research, prepare the proposal and contract, follow the financial stuff

Key Accounts Handled: AB-InBev, Johnson & Johnson, L’Oreal Group Projects and Responsibilities: -Focus on social listening research studies, provide regular social listening tracking report and customized target audience study -Offer online ad tracking to client and provide instant suggestion for media plan adjustment -Interact with client and its media & creative agency on a daily basis, set the KPI for the brand yearly marketing objective -Lead the team to deliver high quality services to client and ensure the services provided on a timely manner -Work with other Nielsen Business Unit (CR and RMS) to ensure maximum client satisfaction on a bigger corporate picture

Key Accounts Handled: Estee Lauder, Hermes, Chanel Projects and Responsibilities: -Communicate with client regularly to obtain updates on brief and understand client’s business issues -Work with creative team to design the online campaign, reorganize the brand official Weibo account layout -Provide detailed and actionable EPR plans for brand Weibo operation -Check with internal production team to ensure all the schedule and budget in line with client’s request

Key Accounts Handled: Johnson & Johnson, Unilever, Sanofi-Aventis Projects and Responsibilities: -Focusing on social media, track and evaluate brand/campaign performance on the Internet -Analyze and monitor consumers buzz about the brand and product -Coordinate with client to plan brand social media strategy, help brand recover from the online crisis