Julia Liang

Scope: Brand Marketing, Strategy, Social, PR (Press, Celebrity, KOL) Paid Media, Events & Activations, Trade Marketing, Creative & Content Region: Greater China, Japan, Southeast Asia, Australia & New Zealand

Brand positioning and marketing strategy setting: • Develop the long-term strategic marketing plan while acting as the key contact to the cross-functional partners to build the seasonal approach, brand plan, consumer journey, and O2O direction. • Lead the strategic direction and execution for brand and critical festive / commercial moments. • Act as a corporate leader and expert on the target consumer; informed by a strong understanding of consumer insights, motivations and needs. • Partner with the global brand team to provide a Geo POV on global brand strategies, fueled by local consumer and marketplace needs. Brand Marketing & Customer Activation: • Act as campaign owner from brand activation download, local approach, brief to creative, KPI setting to IMC planning, activation idea development, PMO and tracking. Develop campaign guidance (local insights & strategy + global guidance) for all China marketing members. Coordinate with cross-functional teams to develop and execute integrated marketing plans that are in line with campaign ideas and strategy • Identify local marketing collaboration opportunities and industry-first formats/innovations to connect with brand’s target audience. Lead and drive new IPs and programs within the lifestyle / arts / sports / music scene in China. Social Media & Digital Innovation: • Set the communication strategy of brand official social accounts. Close monitor the accounts, including Weibo, WeChat, Wechat Video, RED & TikTok • Continually explore new social platforms & social trends, and identify opportunities for FARFETCH in these areas. • Own the social influencers program, building strong relationships with digital publishers, KOLs, and KOCs. • Own the China marketing KPI (“Digital Word-of-Mouth”) methodology and data tracking.

Lead strategic communications planning, creative campaign development, and project management for FARFETCH and its partners • Lead the brand marketing growth strategy & 360 plan development: target audience definition, brand proposition, brand optimization management, China-specific content briefing & development, global content adoption • Initiate creative strategy by connecting business KPI to innovative approach and engaging the target audience with compelling and impactful creative • Manage various communications channels including digital/social content, video and photoshoots, media buy, influencer relationships, OOH, offline events, brand partnerships • Bring a strong understanding of presenting and storytelling across all channels (physical, digital, social), leveraging new media capabilities like social commerce, WeChat Mini-Program, livestream, etc. • Conduct target audience and competitive insights & analysis • Cross-functional work includes: CRM, E-commerce and Retail, Media Buy, PR (Influencer, celebrities, press), Tech Development

Dual role at the adidas neo Product Marketing team: Product Manager for Apparel + Partnership Relationship Manager. * Launched over 30 collaboration collections with various IPs and artists. * Managed the end-to-end process: yearly strategy, concept ideation, business plan, contract & payment, collection range-building, production creation, and launch to market. Product Manager Responsibility: • Create the best products for the adidas neo consumer - from concept to final goods • Work with all creation functions (Designers, Development, and others) to deliver product concepts • Create collections from both a brand and commercial point of view • Work with cross-functional teams (Merchandising, Brand Marketing, etc) to enable an efficient product creation process with an optimum product outcome (sell-in and sell-thru) Partnership Relationship Manager Responsibility: • Seek out the best brands / IPs / artists to do collaborations with, keeping in mind to align with the global adidas brand strategy • Develop overall yearly strategy for adidas neo collaborations and partnerships, including business and brand-related KPIs • Execute the product concept and range to be the best fusion of the two brands • Be the key conduct person externally for all product-related topics

MyMM美美 is the e-commerce APP under the Lane Crawford group, selling premium to luxury items to the modern Chinese women. • Lead video content creation for four categories - Fashion, Beauty, Lifestyle & Athleisure • Build the Video Content team from scratch and define long-term vision, strategy & workflow • Create more than 100 PGC videos within 3 months of onboarding • Work with cross-functional departments on creating the best digital content to drive awareness & conversion • Collaborate with external agencies and KOLs around the world to create international content for the local market

• Co-founded a cross-border travel company that focuses on curating the most unique travel experiences in Los Angeles to the Chinese millennial • Lead all China go-to-market strategies and executions, including brand building, website management, content creation, social media marketing, and business development

• Independently achieve sales target of by identifying & signing new licensees in the Footwear, Sportswear, and Outdoor categories • Collaborate with key licensees (including the top 2 Women’s Footwear & top 3 Sportswear brands in China) by identifying growth opportunities and acting as a consultant to improve business performance • Identify gaps and opportunities in consumer, product, and channel & execute plans to grow business • Develop appropriate local market category plans & strategies to propel the Disney brand forward in the China market. Localize the China offering and raise brand awareness & affinity. • Lead cross-functional departments (Creative, Visual Merchandising, E-Commerce, Retail Sales Marketing) to develop compelling product and retail marketing plans

• Coordinate the product creation process from initial concept to creation and production, then package the collections to push into global markets • Manage three product lines and achieve KPIs: net sales, volume, target margin, range efficiency and drop rate • Work closely with the Design team & Development team to ensure the product range is in line with the brand’s strategy and image, and revenue goals will be met • Prepare sell-in reports and analysis in order to make positive adjustments to next season’s planning • Report directly to VP adidas neo and work on special projects such as trend reports and competitor analysis. Make presentations internally and also to the different markets

•Independently managed a team of six by performing daily planning and operational management •Developed the team through conducting interviews, providing training and feedback, allocating jobs and workloads, and scheduling •Acted as the communication link between the front-line and higher-up management •Motivated the team to provide excellent customer service and practice problem-solving skills

•Worked part-time (while in college) in retail for several years •Maintained and achieved SPH (Sales Per Hour) while providing excellent customer service and handled customer complaints and questions in both Mandarin and English •Worked the cashier role by performing tasks such as cash handling and cash desk management

• Improved the invitation acceptance rate to 30% by contacting over 200 VIP (High and Elite Classes) customers to the Paris-Shanghai pre-fall exhibition in Beijing • Improved pre-fall and Fall/Winter 2010-2011 Ready-to-Wear collections’ profiles by translating them into Chinese, in order to be published on the Chanel China website • Produced customer call lists of over 500 customers on Excel for all sales associates in Chanel boutiques in China • Created press release documents including Coco Cocoon handbag release information, F/W brochure, and letters to VIP clients under the direction of the Marketing Manager

-Major in Marketing / Minor in Psychology -Top 10% of class -Cumulative GPA: 3.9 -Graduated with Honors degree as top student in business school -On Dean's Honor Roll every semester -Received 4 types of scholarships based on academic achievement, community involvement, and personal character -Teaching Assistant for Consumer Behavior class

4 months exchange program at Bordeaux, France