YAWEN LIU

• Competitor Analysis: Conducted annual industry trend and competitor analysis for Hyproca milk powder, collecting competitor campaign strategies from social media platforms. Analysed quarterly marketing activities and key highlights, and synthesised team inputs into a 100+ slide presentation visualising campaign strategies across different stages, which supported the client’s second-year marketing planning. • Integrated Marketing: Developed integrated online and offline marketing strategies to enhance brand awareness for Yili ice cream, including naming new product variants and planning cross-brand collaborations (e.g., partnership with Chow Tai Fook), leveraging co-branded concepts to strengthen target audience recognition. • TVC Strategy: Designed a new TVC strategy for Voltaren by analysing previous campaigns, identifying target audience pain points and consumption behaviour, and translating key product benefits into scenario-based storytelling. Delivered a structured TVC concept and strategic direction, which was showcased as a best-practice case in client workshops.

• Market Analysis: Conducted competitor analysis across 20+ exhibition venues to identify product differentiation and pricing strategies, focusing on key customer concerns such as capacity and event design. Delivered a structured report with actionable recommendations to enhance competitive positioning. • Data Analysis: Analysed sales data using Salesforce and Excel to evaluate KPI performance and identify key drivers, supporting sales managers in adjusting business targets. • Client Management: Managed 30+ new exhibition bookings, improving consultation and execution processes, and coordinating on-site event delivery to ensure high client satisfaction.