Evelyn Yang

-E-Commerce Growth & Performance:  Lead end-to-end E-Commerce performance marketing strategy across key digital channels, driving business growth through data-driven media planning, budget optimization, audience targeting, and continuous KPI optimization aligned with business priorities and key market moments. -E-CRM & Customer Engagement:  Develop and implement data-driven e-CRM strategies, leveraging customer insights, segmentation, and behavioral data to deliver personalized communications, targeted campaigns, and product recommendations that strengthen customer engagement, retention, and loyalty. -Integrated Campaign & Content Management:  Lead E-Commerce campaign launches across digital touchpoints, partnering with HQ and local teams to translate global brand strategies into localized execution. Oversee content and conversion initiatives including KOC/KOL, buyer reviews, PDP assets, and campaign amplification. -Data, Insights & Optimization:  Own weekly and monthly performance reviews across E-Commerce media and CRM initiatives, translating platform and customer data into actionable insights, optimization plans, and growth opportunities. Monitor consumer trends, competitive activity, and industry best practices to continuously enhance E-Commerce performance and customer experience. -Cross-functional & Partner Management:  Act as a key liaison between HQ, local E-Commerce, operations, and external agencies/third-party partners, ensuring alignment on strategy, timely execution, performance delivery, and consistent brand experience across E-Commerce channels.

E-commerce Strategy & Business Growth: • Led overall Tmall marketing strategy to drive sustainable growth — achieved +25% media GMV growth +10% ROI and +7% new buyer increase through performance-driven media planning and platform optimization. • Designed full-funnel e-commerce activation plans, including live streaming, paid media aligning with product priorities and brand objectives. • Partnered with Alibaba ecosystem (Databank, Strategy Center, Alimama) to refine media investment efficiency and optimize exposure-to-conversion funnel across all campaigns. Store Operations & Optimization: • Oversaw Tmall homepage structure revamp, and PDP optimization through A/B testing and user insight analytics, video storytelling, and consumer journey alignment resulting in lower bounce rate and higher CVR. • Localized visual and content strategy based on RED and search data trends, ensuring consistency between brand storytelling and e-commerce assets. Digital Media & Social Integration: • Built a performance ecosystem linking Tmall, RED, and Douyin through influencer seeding, keyword search optimization, and cross-channel content traffic redirection. • Managed cross-platform campaigns (口碑通, 紅貓計畫 小红星) to drive RED-to-Tmall conversion, improving paid traffic quality and overall brand visibility. • Integrated livestream and short video strategies, repurposing live content for key campaign pages to boost engagement and product discoverability. Cross-functional Leadership & Collaboration: • Managed a 15-member agency team, aligning EC, brand, and retail departments to deliver 360° digital activations with measurable business impact. • Partnered with HQ marketing and design teams to ensure localization of global campaigns for the China market. • Oversaw annual EC budgets and performance tracking, maintaining a strong balance between branding exposure and commercial KPIs.

E-commerce Media Planning & Performance • Developed full-funnel EC media plans for L’Oréal Group across Tmall, JD, and VIP, optimizing ROI and GMV contribution through data-driven channel mix and paid traffic strategy. • Partnered with EC operation and media teams to identify hero SKUs, allocate budget, and maximize exposure during key shopping festivals (3.8, 618, Double 11). • Designed audience targeting and retargeting frameworks leveraging Ali and JD data platforms to improve conversion efficiency and re-purchase rates. • Managed campaign budgeting, performance tracking, and reporting dashboards for multi-brand portfolios. Data & Consumer Insights • Conducted consumer profiling and behavior to refine segmentation and enhance campaign performance. • Performed industry and competitor benchmarking to support clients’ EC strategy and brand positioning on Alibaba and JD platforms. • Collaborated with brand and EC teams to translate platform insights into creative optimization and content planning that directly improved GMV performance.

• Day-to- day work with 3rd parties, Alibaba and JD.com, including co-work on media plan, promotion, and other activities on Tmall and JD.com • Assist the team head to develop and implement portfolio and key account strategies • Built up the solid relationship with clients, meanwhile supervise daily media spending, tracking the results, and make sure all projects are completed on time • Work as a team to develop clients’ E-commerce annual plan including but not limited to media plan and content marketing on Tmall and JD.com

• Reach out potential clients for their China marketing strategies, which including social media, SEO, SEM, affiliates, media planning, brand licensing and OEM partnership • Help clients/brands to launch and operate the stores on Tmall and JD.com • Develop and implement overall China marketing strategy to reach client's business objectives, create key partnerships, and identify growth opportunities • Develop Amazon store optimization strategies for Chinese clients/brands, including Amazon SEO and media plan to drive traffic and sales to their Amazon stores

Cross-border E-commerce Development (USA to China) • Launched Saks Fifth Avenue’s Tmall Global store, overseeing market research, platform setup, and entry strategy for China, including but not limited to marketing, product, media strategies. • Supported cross-border operations and partnership management with Tmall, ensuring smooth localization and compliance for overseas brands. Campaign & Partnership Activation • Executed integrated digital campaigns for Macy’s, Bloomingdale’s, and Saks, resulting in 200% YoY online sales growth. • Partnered with Tencent, Alipay, Baidu, and key opinion leaders to build brand awareness, generating over 150K sessions and 200K+ social interactions. • Strengthened the visibility of U.S. and European fashion brands through localized WeChat and Weibo marketing initiatives.