Gio Xiao

液态奶事业部 媒介经理 负责水及饮料品线（畅意100%、伊刻活泉、伊然、味可滋），帮助品牌根据生意目标、品牌现状、市场环境、消费者洞察制定全媒介策略，包括传统媒体和数字新媒体。 在职期间帮助畅意100%品牌资产重回品类第一；主导伊刻活泉基于体育、活力、品质感的品牌营销主轴，确定火山矿泉、活力之源的品牌主题。 负责综艺&热剧：东方卫视《极限挑战7&8》《完美的夏天》；爱奇艺《来活了兄弟》《喜欢你我也是3&4》《萌探探探案》；芒果TV《少年派2》等。 体育类项目：欧洲冠军联赛、欧洲五大联赛、22年女足亚洲杯、张伟丽2022UFC冠军死啊、苏州金鸡湖马拉松。 活动类项目：2021Bilibili百大UP主颁奖典礼。 与媒体内容合作：伊刻活泉活力之源动画TVC、小红书人生无味便利店项目。 负责水及饮料品线（畅意100%、伊刻活泉、伊然、味可滋），帮助品牌根据生意目标、品牌现状、市场环境、消费者洞察制定全媒介策略，包括传统媒体和数字新媒体。 在职期间帮助畅意100%品牌资产重回品类第一；主导伊刻活泉基于体育、活力、品质感的品牌营销主轴，确定火山矿泉、活力之源的品牌主题。 负责综艺&热剧：东方卫视《极限挑战7&8》《完美的夏天》；爱奇艺《来活了兄弟》《喜欢你我也是3&4》《萌探探探案》；芒果TV《少年派2》等。 体育类项目：欧洲冠军联赛、欧洲五大联赛、22年女足亚洲杯、张伟丽2022UFC冠军死啊、苏州金鸡湖马拉松。 活动类项目：2021Bilibili百大UP主颁奖典礼。 与媒体内容合作：伊刻活泉活力之源动画TVC、小红书人生无味便利店项目。 负责水及饮料品线（畅意100%、伊刻活泉、伊然、味可滋） 负责大型项目：《极限挑战7&8》、《喜欢你我也是3》、《萌探探探案》、欧洲冠军联赛、欧洲五大联赛、22年女足亚洲杯等

•Focus on digital campaign(Media\Social\KOL\Livecast\Planning)\ creative & media strategy, work with agency to achieve annual targets of brand building. •IP cooperation, cooperate with IP such as "QiPaShuo", "Kaixin Mahua", "Tmall China Cool-New York Fashion Week", collect and evaluate of appropriate IP opportunities, work out cooperation plans with agency and execute. •KOL selection and evaluation, KOL\ viral video production, including planning, creative communication, outline writing, scene setting up and shooting, post-production. •Planning live broadcast activities, determining the live broadcast theme, outline writing, links & scenes setting, celebrity communication, live control, edited video amplifying after live broadcast. •Media strategies and plans, managing agency, media channels being in collaboration of creative contents, improving media efficiency. Through the matrix of contents and media channels, the primary goal is to maximize the coverage of the precise TA. Secondary objective is to build brand awareness and reputation of potential consumers. Through OTV…, build brand awareness of generic audience in key markets. •Work with Miaozhen to optimize media and creative mix via data monitoring and analysis. •“Dream Home” TV show sponsorship, including internet sponsorship, build amplification plan, create tailor-made videos for key episodes with key products, which will be spread on social. Strengthen brand exposure in the show, spread brand concept、endorsement, sublimate brand value. •Content management: Summarize and control the content production for multi media platforms, materials localized for the media platforms' specialty, improved the utilization rate of materials. •Data analysis - customer data docking with the third-party big data, analysis on brand core consumers, better understanding of consumer behaviors help to improve the accuracy of marketing decisions. •Support the activities of EC, integrate the two departments' beneficial resources

2015.01-2017.01 PHD Digital Planning Manager (Unilever – OMO\ Comfort\ Vaseline\ Zhonghua\ Ponds) • Work for OMO & Comfort digital media strategy and planning, lead team to finish daily job well, guide SBU (Content\ SEM\ Programmatic Buy\ EC\ Social) to finish work according to client request. • Deliver brand image and concept to media vender\ SBU\ relevant agency accurately, help them to make better proposal • As a leading agency, good communication with social and creative agency according to media strategy and plan, help client to achieve whole campaign’s success. • Content planning, work with content team to explore and evaluate content opportunities work for brand, negotiate with vender to achieve client request and highest ROI; Create media amplification plan, leverage re-edited content of hot program to increase brand voice with equity. • Evaluate new media opportunities, and give client suggestion and help to decision. 2014.01-2014.12 PHD Digital Planning Supervisor (Unilever – OMO\ Ecommerce\ USLP) • Except media planning for OMO, start job of UL EC and USLP (Unilever Sustainable Living Program) • While client pay more and more attention and investment on EC, work with Legal and Finance team to build up UL EC planning and buying process. • Support UL to build up corporate level project – USLP, select work media platform to interact with consumer, collect data of consumer behavior to support UL Big Data team to build up bid database for further analysis. • Guide social and creative agency to work within whole media plan as a leading agency. 2012.07-2013.12 PHD Senior Digital Planner (Unilever – OMO) • Be in charge of digital campaign proposal\ media evaluation\ execution\ performance review and optimization

2011.10-2012.07 Zenithoptimedia Digital Ad-Operations Team (L’Oreal Corporate) • Provide all brands of L’Oreal Cooperate weekly/monthly/quarter performance report. • Support Planning Team for Performance Review, and support Buying Team for campaign settlement. Prepare Competitor Review/Case Study with Analysis Team. • Good at necessary 3rd part media/consumer research tools as DoubleClick\ Google Analytics\ Miaozhen\ iAdtracker\ iUsertracker etc. Provide training about 3rd tracking systems、analysis tools and related working process in campaign planning. According to characteristics of campaign, provide client suggestion about report type and tracking tool. 2011.03-2011.10 Zenithoptimedia Digital Planning Team (Lancome & Garnier) • Follow up media plan execution • Communication with vender for performance optimization.