Ricky Zhou

Lead media transformation for L’Oréal China (29 brands), build strong team covering media planning, precision innovation, KOL/Celebrity management, live stream and content strategy. - Media budget allocation strategy for group and brands in different category and size - Drive precision advertising: fully implement 1P/2P/3P data to drive media efficiency in OTV/display/EC media (3-5x uplift); build internal RTB team with performance ~2x vs. market - Lead Douyin ecosystem strategy, co-build social commerce capability with key brand heads - Content strategy: built frame for DMI & local marketing, ensure consistency with agile production; developed tools for competitor analysis - Live stream framework building; KOL/Store live stream EC festival strategy development across traffic acquisition, sku portfolio and live streamer skillset - Develop internal tools for KOL/Celebrity/Livestreamer selection, buying and evaluation. - Lead JBP/JMP with Tencent, Alimama, Bytedance across media, content, data and O2O - Manage media annual deal negotiation to ensure concrete saving and mitigate inflation

- Lead media/digital transformation for L’Oreal China (26 brands), build team include Strategic media planning, EC media planning, precision media innovation, KOL & celebrity management, live-streaming and content planning. - Make out group/division media strategy for brands annual P&L budgeting management. - Building up internal e-marketing capability to drive sustainable business growth. - Drive media innovation on precision advertising, eCommerce excellence, social & KOL synergy. - Lead partnership with Tencent, Ali and Bytedance across media, content, data and O2O collaborations - Manage media annual deal negotiation to ensure the concrete saving and mitigate inflation.

– Lead digital transformation for Moet Hennessy brands in line with business objective – Lead media integration and innovation, responsible for media annual planning and buying, monitoring and ROI measurement across Moet Hennessy brands – Plan out social media strategy; manage content creation and social campaign development. – Brands Tmall and JD flagship store setup and operation management. Responsible for group eCommerce strategy as well omi-channel integration. (Achieve 150% YOY growth) – Drive CRM re-configuration, integration with social and E-Commerce data. Design data segmentation plan to support brand campaign and online sales growth.

L'Oreal Paris Digital Marketing Head - Brand digital marketing & social media strategy - Product launch campaigns planning - Mobile & APP comm. - Digital media investment efficiency - SEM & SEO Management - EC campaigns & E-mechandising support - ePR

– Plan out corporate digital comm. strategy in line with business objective. – Consulting of digital comm. planning for corporate and cross brands projects, include social media and mobile marketing – Internal training on digital media trends and overall digital execution management. – Manage digital media relations, identify and maintain key digital media editors and KOLs – Web-monitoring & Online crisis management – Corporate website hosting, maintenance and revamping.

• Digital Media & Social Media Planning( Served for Vichy, La Roche-Posay, Maybelling New York, Armani beauty, L’Oreal professionel and Kerastase)

• Digital Comm. Planning, (Served for IKEA, Castrol, LEE, TNF,VANS) • B2B & CRM (SAP)

• Governmental Relationship & Event Planning • Corporate Site Maintenance • Online media Communication