Michelle L.

• Short term and long term brand digital &social strategy setting and implementation; • Development in annual integrated digital and social marketing calendar with key theme and always on stories; • Ownership in digital & social media budget allocation; • Digital/social contents creation and global digital assets' local adoption; • Lead and develop strategic brand communication across multi digital social media s for brand campaign and digital consumer activation by leveraging E-com as a platform for brand experience; • Drive qualified traffic through the consumer journey via paid, owned and earned media. Monitor, analyze, measure and optimize performance of all channels; • Cross function teams collaboration especially with E com/CRM/retail/Merch team etc. in execution; • Setup and manage daily maintenance for own social media such as brands’ official Weibo/WeChat; • Creative agency/Media Agency/Social Media Agency management and optimization to ensure the high quality of works and punctuality in delivery; • KPI tracking and performance control on digital and social media execution. Key achievement/project/award: • Being highly praised, awarded as year best employee; • Attend global leadership program LEAP on 2019 as the only employee in China who has been nominated by management team; • Lead several brand campaign s from consumer insight, concept, creative to execution which not only have gained bunch of awards from industry but also achieved business growth , for instance 2016 Tiger Awards BRONZE AWARDS, 2017 Effie Award BRONZE AWARDS, 2017 Tiger Awards SLIVER E AWARDS,2019 MAWARDS GOLD AWARD etc; • Join and contribute to brand strategy project (on going); • Contributes to the seeding cooperation with 极限挑战 one of the most popular variety reality show, gained more than 30 million RMB media value

• Develop and implement digital media strategy for all brands in DAPHNE GROUP(6 brands-DAPHNE, AEE, SHOEBOX,DAPHNE YOUNG, AMADAMODA) through the advertising and media execution in line with brand team; • Lead digital marketing campaigns and plans that drive qualified traffic through the consumer journey via paid, owned and earned tactics. Monitor and analyze digital campaigns to measure and optimize performance of all channels; • Negotiate with mainstream media price for all brands; • Setup and manage own media for major brands (DAPHNE, AEE, SHOEBOX) such as brands’ official Weibo etc., to enhance consumer communication; • DAPHNE Official website managing and promotion; • Setup and implement the model of Public opinion monitoring and Online Crisis PR strategy. Key achievement/project/award: • O2O (online to offline) project; • Digital media matrix model set up and media price negotiation (Tencent/Sina/Youku etc.) for all brands; • Celebrity Liuruoying, “SHE” campaign management and execution.

• Lead brand positioning and marketing strategy for 3 key e-com platform (DAPHNE including comprehensive commerce platform IDSHE, DAPHNE official website and DAPHNE Tmall flagship store); • Drive business growth by comprehensive e-com promotion plan; • Own all formats designs to build equity and drive conversion, including advertisement purchase, SEO (search engine optimization) , SEM etc.; Key achievement/project/award: • Spokesman WUZUN contract negotiation, spokesman video/kv shooting etc.; • Set up performance media matrix including SEO and SEM, performance ads, PC ads etc.; • 2020 Tmall and official flagship store sales growth more than triple.

• Annual marketing strategy and plan including branding, PR, social med ia; • Media advertising (buying and barter) • Customer Relationship Management (J CLUB) • Digitalize brand content by collaborating major digital media such as Sina/S ohu Key achievement/project/award: • Event planning and execution (award ceremony of Successful Women in China etc.); • Official media platform matrix set up and amplification.

• Business negotiation with media partner • Co op negotiation with potential partners including media and brand • Online e vents o rganizati on and execution • Media advertising buying (online offline) Key achievement/project/award: • Celebrity SHANGWENJIE first EP releasing (online co op + offline event) • Online talent show activation (plan + execution + finding sponsorship +offline event)

• Keep the excellent relationship with major media (SINA , SOHU and 163 etc • Business negotiation • Campaign and event execution for digital book.com (e commerce site) Key achievement/project/award: • China telecom co-op.