Adam Yu

Freelance Marketing Consultant @ AlphaSights Inc. and Guidepoint LLC

Country

China

City

Jing'an District

Industry

Apparel & Fashion

Skill

Digital Marketing Content, Sports, Community Engagement, Economics Education, E-Commerce Integration, Youth Culture, Public-private Partnerships, Customer Engagement, Tiktok Marketing, APAC, Sponsorship Activation, Marketing, Cross-media Campaigns, Sales Trainings, Luxury Goods, Basketball Coaching, Development & implementation of marketing plans, Lifestyle Brands, Team Building, Digital Marketing Communications

Experience

Freelance Marketing Consultant

AlphaSights Inc. and Guidepoint LLC

2023-9 - Present · 3 yrs 1 mo

Advise on Greater China and APAC youth culture, sports and fashion retail, and integrated marketing strategy. Serve as project advisor to creative and media Agency for lifestyle/sports clients, focusing on brand storytelling and communications planning.

Regional marketing team head, APAC

PUMA Group

2017-7 - Present · 9 yrs 3 mos

Shanghai City, China

Senior brand communication manager

PUMA Group

2016-1 - 2017-7 · 1 yr 7 mos

Shanghai City, China

Head of Marketing

PUMA SE

2017-7 - 2023-7 · 6 yrs 1 mo

Reported to Global Chief Marketing Officer; led regional marketing strategy across APAC. Amplified PUMA’s rebellious and adventurous brand spirit to differentiate from Nike and local competitors. Delivered double-digit business growth and strengthened regional voice in global strategy. Led crisis communications during COVID and Xinjiang Cotton events; created China taskforce for brand continuity. Localized global assets (Man City, Neymar, LaMelo Ball, Dua Lipa) into APAC-relevant storytelling. Elevated Asian ambassadors (NCT127, IVE, Rosé) to build regional cultural relevance globally. Managed regional marketing budget and multi-channel campaign delivery across Basketball, Running, Football, and Sportstyle.

Brand Communications Manager

PUMA China Ltd.

2016-1 - 2017-7 · 1 yr 7 mos

Revamped brand communications and digital strategy to increase Sportstyle brand equity. Signed and managed key ambassadors (Yang Yang, Liu Hao Ran, Liu Wen, Li Xian). Advanced sports marketing programs in Running, Training, and Football with grassroots activations such as Team Faster and Run Crew. Expanded social media presence and launched KOL measurement programs and new media partnerships.

Senior digital manager

PepsiCo

2014-12 - 2016-1 · 1 yr 2 mos

Senior Marketing Manager

PepsiCo China Ltd.

2014-12 - 2016-1 · 1 yr 2 mos

Led digital strategy for Pepsi and Lay’s brands, including flagship Chinese New Year campaign 'Bring Happiness Home.' Managed Pepsi Challenge (2015) spanning TV, film, and music activations. Developed Pepsi Music Accelerator program for Music Matters Singapore. Pioneered WeChat Moments ads with Li Yifeng and branded integrations on iQiyi.

Digital Manager

Lee Jeans (VF Corp.)

2012-12 - 2014-12 · 2 yrs 1 mo

Built digital marketing capability for Lee targeting cosmopolitan youth. Developed 360° brand platform 'Stay Curious' including short-film campaigns. Integrated e-commerce through Tmall and social retail activations.