Monica Diao

Brand Manager @ Shapellx

About

With over a decade of experience in integrated marketing and business development, I have a proven track record in enhancing brand visibility and driving growth. I’ve led successful campaigns for top brands and played key roles in PR, social media, and digital marketing. My diverse background spans roles in leading agencies and in-house internet companies, where I’ve honed skills in strategic planning, project management, and content creation. My career highlights include winning the Great Wall Advertising Award for Xiaohongshu's 'June 6th Birthday Party' campaign and being a certified content marketing expert by LinkedIn Marketing Solutions China.

Country

China

City

Xiamen

Industry

Public Relations & Communications

Skill

Marketing Campaign Management, Marketing Communications Planning, Business Development, Public Relations, Brand Marketing, Brand Strategy, Chinese brand go abroad, Digital Strategy, Digital Marketing, Corporate Communications, Commercial Development, Project Planning, KOL Development, Copywriting, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Programmatic Media Buying, Microsoft Excel, Customer Service, Teamwork

Experience

Senior Brand Manager

Shapellx

2026-4 - Present · 6 mos

Xiamen

Brand Manager

Shapellx

2024-4 - 2026-3 · 2 yrs

Xiamen

Shapellx is an online retail brand manufacturing and selling women's shapewear, swimwear, underwear, and activewear. ● Lead branding strategy for Shapellx, shaping and refining brand positioning, identity, and tone of voice to ensure consistency across all channels. ● Directing a range of top-to-mid funnel brand marketing campaigns, I am accountable for elevating the brand look and feel while optimizing click-through, conversion rates, and other business metrics. ● Oversee PR, social media, and influencer collaborations, delivering end-to-end integrated marketing activities, including product launches and promotions to drive brand growth and business results. ● Collaborate with internal teams and manage external agencies to execute successful marketing projects.

Independent Consultant

2022-12 - Present · 3 yrs 10 mos

Providing strategic consulting, project management, and day-to-day execution for both in-house and agency clients.

Senior BD Manager

Hill & Knowlton

2021-12 - 2022-11 · 1 yr

Shanghai, China

Leading business development and marketing function for H+K mainland China and Hong Kong. ● Drove business development and marketing for H+K in China and Hong Kong. ● Collaborated with CEO and leaders to shape growth strategies. ● Led marketing initiatives including award submissions, speaking opportunities, and media relations.

Senior Integrated Manager

Allison Worldwide

2017-8 - 2021-9 · 4 yrs 2 mos

Shanghai City, China

Allison+Partners is a multi-national PR company with 29 offices and more than 300 employees worldwide. ● Founded and grew the integrated marketing department. ● Led a team of four, achieving $1.5M in annual revenue. ● Major clients: Kimpton Hotels, Baidu IPR, Xiaomi IPR, Dyson, Duolingo, Bowers&Wilkins, Wacker, Ember.

Brand Marketing

Xiaohongshu

2016-3 - 2017-6 · 1 yr 4 mos

Shanghai City, China

● Led campaigns to make Xiaohongshu the No. 1 app in 2017. ● Created high-engagement social media content, boosting followers significantly. ● 'June 6th Birthday Party', Silver, Great Wall Advertising Award, 2017