Serena Zheng

Responsible and oversees brand establishment, growth, and Go-to-China Market Strategies for Illamasqua, Christophe Robin and ESPA.

- Developed the campaign & channel strategy for THG’s Luxury fashion division (Coggles/Mybag/allsole/The Hut) throughout Asia to expand brand reach & sales performance. Key territory included China, Hong Kong, Taiwan, and Korea. - Defined a roadmap for growth through key marketing channels in China. Turning Asia from a failing territory in 2017 into a real powerhouse. Strong increase in sales. Achieved £9.5 million sales with only 10.5% marketing cost. revenue growth +20% YoY. Affiliate channel +32%, paid media +40%, email +45%. - Initiated and led Asia projects including Mybag CN, CBEC, Beyond app launch etc to improve customer experience, uplift conversion and increase profitability. - Developed key partners in APAC to speed up business growth. Annual sales Taiwan +129% YoY, Japan +92% YoY, Korea +120% YoY.

- Alibaba is a Chinese multinational e-commerce company, the world’s NO.1 online retailer Worked closely with Alibaba UC Mobile Business Group to improve product awareness and app installation in overseas emerging markets. · Brand owner of Emerging Markets, managed regional teams and agencies to ensure effective and efficient use of marketing resources, including social media, Youtube, PR, online H5 campaigns, brand collaboration, etc. · Uplifted UC Browser brand awareness from 73% to 91% in a year. · Launched UC Browser’s first TVC in Pakistan, 40+ Million views, 90% organic traffic, recognized as the most viewed video by Pakistani in 2017. · Led UC Browser x Huawei Honor 8 Ramadan Campaign in 5 countries. Online web interactions gained over 60% engagement rate. Product daily organic installation increased by 8k, attracted 20k new app installations. · Led a team of 3 people for Facebook management, including BAU content and paid ads. Two Facebook pages gained 450k new fans within 6 months, CPE 50% lower than industry benchmark, ROI improved by 75%.

- Dentsu Aegis Network is a global media specialists group, the biggest advertising group in Asia Developed marketing strategy and execution plans to enhance brand digital impact for international FMCG team (Amway, Artistry, Heinz, and Nutrilite). · Responsible for online advertising campaigns, social media, SEM&SEO, influencer marketing, etc. · Managed Artistry’s Wechat page. Developed interaction projects including voice auto reply, daily sign up, and gained 100k followers within 6 months. · Delivered Artistry Happiness Bride Ball-flower Transmittal’ campaign, which achieved over 600k engagement, 70k discussion on Weibo, and won the China TMP Mobile Marketing Prize. · Delivered ‘Heinz British Style Photo Competition’ campaign that recruited 20k+ new Wechat followers within two months.