Hao Lu

Responsible for overall FORD China Electric Vehicles' product planning, marketing, PR, sales, network, aftersales, operation, etc.

responsible for FF China product planning, marketing communication, branding strategy, GTM, etc.

-Overall responsibility for Arcfox Brand BU，including Product，Sales，Network，Aftersales，Marketing, etc. --Responsible for Brand Positioning, Product Planning and Market Strategy for BJEV -- Looking after overall BJEV overseas expansion strategy and plan

--Responsible for Auto Business in China. --Provide Auto Information/Data/Research Solutions to Auto Brands. --Covering Consumer Segmentation, Brand Strategy/Tracking, Marketing Planning, Performance Tracking and Improve, Media Plan/Monitoring/Optimization, Sales analysis/forecast, Product Innovation/development, Location Identification, Retail Audit, etc.

Responsibilities: • Define and develop FIAT brand positioning in China. • Create annual marketing strategy, manage overall marketing budget and develop quarterly/monthly marketing plan to support sales and raise brand awareness/reputation. • Led the team of 24 persons, including ATL/BTL/PR/Dealer Marketing/CRM/Social Media to set up marketing tools to execute launch campaign, sales campaign, motorshows, etc. • Act as the spokesman for the company to communicate overall company/business/brand key messages for FIAT. Achievements:  Re-defined FIAT brand positioning in China, with clear position for the brand and individual product, created the foundation for overall communication.  Tripled official website’s PV/UV by strategically improved the media mix in 2014; achieved 3 times leads generation through better media channel selection and planning. Support the company to achieve 48% sales increase in 2014.  Created and executed overall FIAT Ottimo launch campaign, through a number of activities, TVC campaign; talent show; dealer events; etc. Generated 1.3 billion exposure, drove Ottimo into the competitive basket on Autohome.com.  Defined new marketing team structure, refreshed key positions in marketing team with more competent team members.  Revolutionary started e-commerce platforms for FIAT on major channels, such as Tmall, JD, Bitauto online shops, achieved more than 3 thousands sales through online shops.  Set up a consistent marketing/sales funnel reliable data monitoring, tracking process, as well as budget monitoring, planning and control process.

Global Product Planning Marketing Communication & PR Joint Venture negotiation China Product and Marketing Planning Organization planning

• Managing a team with 8 persons including CRM, E-Marketing, Communication, Autoshow, Dealer Marketing, Experiential Marketing, PR, LRE, to achieve the overall business goal. • Drove the development and implementation of all marketing strategies and campaigns in China; planned and forecasted the marketing resources for the company based on information collection and market research, helped to achieve the company’s business target in China • Formulated and implemented marketing campaigns, events, and advertisement strategies, plans, and programs in accordance with the company’s overall business strategies and brand image. • Raise brand awareness and reputation throughout China via a wide spectrum of campaigns and events; Drive product launches and marketing campaigns through creative, eye-catching, and media-drawing events and strategies. • Understood the competitive landscape; identify key demographics and core messages; deliver information to targeted groups; • Led the importer/dealer marketing strategy and support their marketing plans to achieve national sales/marketing goal. Achievements:  Raised Land Rover aided brand awareness from 40% in 2006 to 96% in 2010, built up the great reputation for Land Rover as a premium car brand in China.  Continuously over-achieved the sales target in 5 years time since joined the company, almost doubled the sales every year since 2005, sales increase was 108% in 2010, 5% in 2009, 95% in 2008, 111% in 2007, 93% in 2006, 107% in 2005.  Strategically formulated the marketing department’s structure, initiated the job description, identified the right personnel, and motivated the team to achieve overall company tasks.  Created the Land Rover “Experiential Marketing” Concept and Strategy in China, built up the fundamental facilities

Responsibilities: • Worked closely with National Marketing Team and 4 local marketing/PR agencies to formulate and implement marketing campaigns, in accordance with the company’s overall business strategies and brand image. • Effectively managed a range of marketing tools, including marketing channels, media relations/PR, product promotions, events, market research to achieve the company tasks. • Drove product launches and marketing campaigns through creative, eye-catching, and media-drawing events and strategies that exude the company culture and heritage of excellence • Acted as a spokesman for SVW in the capital of China, and be a critical contact point with SVW and most of essential journalists in Beijing. • Worked closely with dealers in North China to guide and support the local marketing tactic plans, which are essential to achieve the sales target. • Built-up a professional marketing team and achieved targets via coaching, motivation, and development of staffs. Achievements:  Awarded as “Top Ten Public Relation Events in China in 2002”, by successfully led and implemented the promotion activities in North China.  Built the first ever Marketing Department (7 persons, 4 advertising agents and 1 P.R agent) in North China Branch of SVW up to sales support function.  As independent project manager, successfully organized several new product launch or promotion activities, e.g. Polo and Passat. One of the most successful project was the promotion program allied with Motorola and Founder, increased the sales by 21% in the promotion period.  Initiated and set up the first-ever Motor Club in North China to act as a focus for customers.