Xing Fei

Started in Digital Advertising Agencies (Nurun, McCann, DDB group) with different roles from copywriter, planner to account service in helping brands/company includes Volkswagen, Philips, McDonald, PUMA, etc. to generate digital/consumer insights, develop digital strategies and launch digital campaigns; Following 6 years’ in-house digital/social/media manager role in Vans China and PUMA China managing digital marketing budget planning, digital campaign implementation, creative/media spending execution; Most currently focused on owned & operated eCommerce business with 10 years’ leadership experience in PUMA China owning eCommerce business P&L and growth plan across all eCommerce channels, building and leading team with full functions to drive eCommerce as the fastest growing business engine outpacing other sales channels, and became the most business critical channel for PUMA China; As a common consumer, I believe in the brands/companies which provides the contents, values, products or services which will be appreciated, desired, anticipated by myself first, not only celebrities/KOLs endorsement, not only promotions and discounting; As a digital marketer then business owner, I believe in brand, story, value, culture always comes first, the consistent high quality of execution which mirrors the strategy developed based on target consumers’ insights to meet or even create their demand and value, not only industrial reputation and awards, not only competitive ranking and market share; As a team leader, I believe in openness, respect, trust, empowerment and ownership. The leader wins only if the team wins with an optimistic mindset, courage to failure, confidence, then positive business outcomes will follow.