Ann Lyu

1.Participated in brand communication strategy formulation: brand document translation, brand promotion plan development, etc. 2.Planned and executed online and offline events: The Durant Guild (Shanghai/Shenzhen), Whisper Event, Zhejiang Competition, Five-City Linkage, etc. 3.High-net-worth client reception and relationship maintenance: Participated in client reception during events, tagging target client groups, and subsequent client relationship maintenance. 4.Target client conversion: Invited client groups to participate in events and established partnerships, guiding them into the brand community and achieving soft conversion.

1.Implemented brand standard inspections by reviewing core brand touchpoints and developing an online inspection system with operations, quality, and IT teams. 2.Led brand organization and marketing tool development, creating investment materials (brochures, H5, etc.) for six major brands. 3.Managed WeChat and Weibo accounts for Yishang and Yicheng brands, overseeing content planning, editing, and performance tracking. 4.Planned and executed the "Lost Contact Alliance" marketing project for City Comfort, driving 834W Weibo views and 12K+ WeChat followers via UGC topics, H5, Weibo engagement, and campus events.

1.Led marketing planning and execution for new retail projects, developing business strategy from 0-1, creating sales plans, and implementing them across stores. Built "Bixuan Good Products" e-commerce platform, driving over 200,000 RMB in sales, and achieved 3M+ RMB in offline revenue. Introduced 20+ partners and 100+ SKUs. 2.Developed and executed market brand strategies, setting annual goals and exposure plans. Led 14 projects, including 743 brand and holiday marketing activities across 52 hotels, reaching 2.72M+ people. 3.Managed influencer experience projects, integrating marketing and fan activities. Recruited nationwide influencers to promote the brand via multiple channels (text, images, videos, live streams), achieving 778W+ Weibo topic reads and 30M+ exposure on WeChat and Weibo. 4.Planned and executed cross-industry brand collaborations, partnering with 20+ brands including JD.com and Tencent Video to enhance brand marketing.

1.Led the development of a public welfare platform for 80M members, including strategy, architecture, UI design, and cross-department coordination. Managed 4 successful projects, raising 3.66M member points and benefiting over 2,300 students. Awarded "Hope Project 2015 Outstanding Contribution Award" and "Public Welfare Innovation Award." 2.Led Jietao official website upgrade, collaborating across departments to enhance branding, design, and technical requirements. Post-launch, website traffic increased by 20%. 3.Planned and executed new product launch events, coordinating resources, media outreach, and project execution. Organized 3 events in 3 days, attracting 2,000+ guests and 50+ media outlets, generating 10M+ brand exposure. 4.Managed media resources, establishing partnerships with top domestic media (e.g., "People’s Daily," "Fortune China") and building a communication channel to maintain and expand brand exposure.