Liang Yu

• Owner of Tmall Flagship Store P&L. Build, launch and manage DTC Tmall FS from 0 to 1, with 108% GMV target achieved in 1st year. • Monitor all Tmall in-site performance marketing to drive traffic and optimize ROI – paid media, content marketing, short videos and live-streams. • Tmall market analysis and strategy development including consumer insight, user profile, competitor analysis and product go-to-market campaigns. • TP management to achieve annual sales target while align with Henkel company strategy. • Channel penetration to build Tmall store matrix – Macalline, specialty store, co-branding, etc. • Digital marketing & new platform pilot to raise brand awareness – RED, Tiktok, Wechat Mini Store.

• Digital Marketing • Website project management - CMS / SEO / CDN • Online advertising - SEM • Social Media, content management • SCRM / EDM

- Digital Marketing • Initiate digital marketing strategy and annual execution plan to enhance company brand. • Co-branding with direct clients to increase company online exposure in E-shop. • Leverage different digital tools (e.g. SEO/SEM/Wiki) to educate market for Ahlstrom brand and achieve top rankings on search engine. • Promote Ahlstrom through social media to deliver high-class industry image. • Establish/evaluate tracking process for digital marketing activities. - Retail Branding • Leader of merchandizing project for in-store display and retailer training. • Plan, execute and track launch for new product. • POSM production, management and distribution. • Regular market visit to better understand end customer/retailer behavior. • Social activities for demonstrating enterprise social responsibility.