Chi Zhang

Salomon Brand Campaigns & Running Category Activation: •Lead key brand campaigns for Salomon, focusing on running category growth and local adaptation of global strategies. Successfully launched the GRAVEL campaign across Greater China, leading end-to-end marketing execution — including localized creative production, ambassador collaborations, race activation, community engagement, and integrated communication across digital and retail channels. Salomon Trail Running Category Marketing: • Strategic Positioning & Consumer Insights: Conducted in-depth analysis of the trail running market and consumer segments; collaborated closely with merchandising, global teams to align local positioning with global communication frameworks. •Go-to-Market Planning for newly launched product: Developed and implemented integrated go-to-market strategies encompassing social, media, and community channels to maximize campaign visibility and product adoption. •Sports Marketing Integration: Partnered with the sports marketing team to leverage race sponsorships and athlete platforms, driving product visibility and enhancing Salomon’s leadership in trail running. •Global-Standard Content Creation: Led the development of high-quality brand assets—including key visuals, product videos, and lookbooks—to ensure global brand consistency while reflecting local consumer insights. Always on PERF category communication & implementation •Supported marketing storytelling and retail communication across running, trail running, and outdoor categories, including product story alignment, in-store visual execution, and community engagement initiatives.

•Establish dyson wearable new category by successfully delivering dyson zone launch. Lead dyson zone IMC campaign; design superior product experience to drive product trials & conversion in offline channels & launch event. •Explore new channel/business model and opportunities for dyson wearable category to help drive business momentum and build relevant product experience. Explore new vertical partnership to build strong relevant dyson zone experience and product education in relevant occasions •Lead always on social communication to drive the new category awareness.

End to end. In charge of Seesaw Coffee consumer goods portfolio strategy, new product development, new products launch and marketing plan. •Manage Seesaw retail products portfolio and develop new category /products Build a complete coffee product portfolio for Seesaw based on different consumer insights and consume experiences. Lead NPD for total 15 new products in 3 new categories, enriching Seesaw's retail product structure and helping Seesaw acquire a large number of new consumers by covering more people with different needs and meeting different usage scenarios. •Upgrade/manage VI of Seesaw coffee products and establish a systematic VI system for different product lines •Lead brand campaign and IP cooperation

• New Product Development 1)Nutrilon new adjacent category development: work with global and local project team in new product configuration, concept development and artwork design. In charge of new product launch plan, route to market, pricing strategy and communication. • Consumer & Market Research 1)Champion of consumer insights via both traditional and disruptive consumer quanti/quali study. Skillful in data analysis and identifying consumer insights/painpoints/trends to help shape brand future. • Brand Campaign and Channel Activation 1) Aptamil brand quarterly campaign planning and execution: with optimized consumer journey and creative engagements, better dial up product superiority and drive for higher conversion rate through awareness->interest->purchase 2) Brand Assets development: brand TVC/KV/viral video and other contents’ development; manage and allocate related brand assets into various touchpoints to achieve better communication effect 3) Channel enablement: drive over 15+ channel activation, and 4 large scale channel campaign including Tmall Super Category Day, fulfilling GMV targets and brand message delivery and KPIs. • Celebrity and IP Sponsorship 1) Aptamil exclusive sponsored IP social activation: drive consumer engagements in social platforms with strong incentives. 2) Aptamil X IP offline event planning and execution. 3) Celebrity resource management and allocation in brand campaign