Lei JIN

Develop partnerships with merchandise partners, manufacturers, and brands. Focus on category selection to increase overall value in alignment with business and customer needs. Assist merchandise partners in establishing themselves on the platform and support their growth. Guide them in developing comprehensive plans including market positioning, product planning, brand marketing, and operational strategies. Propose innovative ideas based on the current status of the categories. Create and implement projects through resource integration and merchant guidance. Conduct industry analysis reports. Explore potential customer needs through data analysis, and adjust strategies accordingly based on market trends.

Led strategic partnerships with over 10 premium European brands, supporting their full entry into the Chinese market. Designed and executed go-to-market strategies for each brand, including product-market fit analysis, price localization, and consumer communication plans tailored to Chinese platforms. Supervised the localization and delivery of creative assets; managed production calendars and retroplanning.Delivered regular trend reports and competitive audits on social media, fashion/beauty/luxury, and content innovation in China. Built brand visibility and sales channels by managing KOL collaborations, influencer campaigns, and community-building initiatives across RED , WeChat, and Tmall Global, resulting in significant traffic growth and sales conversion. Developed marketing plans from scratch, including campaign calendars, content guidelines, platform mix, and KPI tracking frameworks for each brand. Acted as the main liaison between brand teams, internal marketing, Chinese agencies, and media partners from campaign briefing to execution and optimization.

Joined as an early team member at a fast-growing tech start-up building a cross-border e-commerce platform (mobile app + SaaS tools). Spearheaded onboarding of European lifestyle and fashion brands to expand the platform’s brand portfolio. Conducted negotiations and signed long-term agreements with brands across Europe. Built foundational partnerships with key logistics, customs clearance, and cross-border payment providers. Contributed to the platform’s initial go-to-market strategy, shaping its positioning and communication plan. Acted as the bridge between technical/product team and market needs, ensuring a product–market fit.

Managed and expanded affiliate marketing partnerships with over 50 lifestyle brands across France, Spain, and Italy, focusing on fashion, luxury, and home categories. Developed and executed tailored promotional strategies across WeChat, RED, and the ECENTIME app, driving traffic and conversion. Briefed internal and external media teams on creative content and campaign strategies. Analyzed campaign KPIs and consumer insights to optimize ongoing brand collaborations.

Analyze international competition and prepare the presentation. Communicate and provide information to connect the group. Organize conference call, record the meeting minutes. Follow-up new advertising developments of the brand internationally. Update and distribute worklists coming from local agencies. Process and follow-up requests coming from local agencies. Analyser la concurrence internationale et préparer la présentation. Diffuser les alertes de nouvelles campagnes auprès des agences locales. Organiser les réunions téléphoniques, rédiger les comptes rendues. Suivre les nouveaux développements publicitaires de la marque. Traitement et suivi des demandes venant des agences du réseau. Suivi et diffusion d’informations auprès des agences du réseau.

Write the articles, newsletters, press kit. In charge of the social medias and contact with the influencers. Participate in photo/video shootings. Redact the lookbooks and retouch the photos. Rédiger les articles, les newsletters et les dossiers de presse. Gérer les médias sociaux, contacter des influenceurs. Photographier et tourner les vidéos. Rédiger les look books, retoucher les photos.

Transmit the values of the brand, build brand loyalty among customers. Optimize sales. Learn about the evolution of merchandising rules and apply them. Transmettre les valeurs de la marque, accueillir et fidéliser les clients. Optimiser le CA par le développement des indicateurs de performances. S’informer de l’évolution des règles de merchandising et les appliquer.