应恩惠 应

 经营负责：负责 Tory Burch、UGG、Crocs 等多个国际鞋服/鞋包品牌的抖音直播及内容电商业务，对年度 GMV、销售达成、利 润率、货品效率和团队交付结果负责；统筹多品牌年度/月度销售计划、货品规划、渠道节奏和经营复盘，年度业务体量超 8 亿元。  爆品孵化：搭建鞋包品类抖音爆品打造 SOP，联动抖音平台从人群画像、竞品对标、价格带/权益、内容脚本、短视频测试、直播承 接到数据复盘形成闭环，沉淀并复制多个鞋包类成功爆品案例。  货品×内容×直播协同：打通货品、穿搭、内容、主播、投放和直播间承接链路，围绕商品生命周期和目标人群需求制定卖点话术、 穿搭场景、短视频脚本和直播节奏，持续提升内容种草效率与直播转化能力。  主播体系建设：建立主播筛选、试播评估、分级培养和复盘迭代机制；针对头部/腰部/新人主播制定差异化培训路径，将品牌表达、 商品知识、穿搭能力、成交话术和数据复盘纳入标准化训练，提升直播间稳定产出。  团队管理与组织落地：负责多项目团队管理，建立项目排班、岗位备份、人员离职风险预案和新人快速上手机制；针对新团队搭建 制定组织分工、KPI 拆解、过程管理、复盘改进的 landing 方案，保障多品牌项目稳定交付。  品牌沟通与跨部门协同：作为品牌核心对接窗口，管理不同品牌的业务目标、内容标准、价格/库存预期和项目优先级，建立高效复 盘与问题升级机制；协同货品、内容、投放、视觉、供应链等部门资源，以创新方式解决目标差距，推动项目向行业标杆靠拢。  个人成长：从单品牌管理升级为多品牌鞋包直播经营负责人，持续跟进抖音平台规则、内容趋势和鞋包品类打法，通过经营拆解、 数据复盘和上级沟通，确保月度销售与利润目标达成。

Brand Official Live-streaming Head 1.Led daily live-streaming business from strategic planning to live-stream implementation. Managed annual budget of 20 million RMB. Played an instrumental role in the annual sales of 300 vehicles with revenue of 80-90 million RMB. 3.Completed nearly 1,000 live streams and product launches throughout the year. 2.Successfully implemented industry innovative initiatives such as road-running live streams. 3.Planned and launched Avatr's live-streaming IP program in 2023--Executive live streams, including intelligent driving live streams and the "Joy Talk" interview series totaling 26 sessions, achieved 1.6 billion total impressions, over 30 million total views, more than 20 million total interactions, and gained 150,000 new followers. 4.In 2023-2024, managed various vehicle model launches, media test drives, and specialized vehicle events, including professional testing site live stream activities, Mount Everest climbing and Xinjiang long-distance technical test live stream activities, smart factory exploration (collaborative project with CCTV), cross-industry KOL/celebrity auto show live streams,and KOC owner-type live streams. Built IPs to enhance brand awareness and evangelize product strength. 5.Maintained excellent cooperative relationships with cross-industry KOLs and well-known media. Produced high-quality live stream content and short videos for the brand through effective live-streaming partnerships. 6.Built a team of 10+ from the ground up. Solved their problems, inspired and energized the team to overachieve targets. Handled team recruitment, training and performance appraisal. Led the team to win multiple awards. E-commerce Lead (03/2022-06/2023) 1.Conducted e-commerce strategic planning, and set annual and monthly e-commerce targets. 2.Led third-party channel operations (Tmall, Douyin, JD.com), including integrated marketing activities, co-branding, and regional store partnerships.

Operations Management: Responsible for Reebok business management on Tmall, JD.com, and official website, including operational strategic planning, activities, advertising, data analysis, digital marketing, etc., ensured profitability and achieved revenue of 800 million RMB. Developed product strategies, created hit products, and established core product and category advantages. Built DTC user segmentation model (RFM+CLV), implemented precise targeting for Douyin feed ads, reduced CPA by 20% and increased paid users by 150%. Developed and launched "AR Virtual Shoe Try-on" feature for Reebok's Tmall flagship store, increased page dwell time by 40% and conversion rate by 18%. Sales & Growth Strategy: Developed customized sales strategies and promotional plans by platform and audience; managed annual/monthly sales plans and monitored P&L closely. Campaign Management: Led major online events (Tmall Double 11, Little Black Box, Super Members’ Day), driving a 50% YoY sales increase. Audience Expansion: Expanded brand’s online audience through Tmall Data Bank analytics and omnichannel strategies, improving acquisition and retention rates. Formulated annual Top KOL live streaming and store live streaming plans, and maximized traffic. Successfully achieved targets through cooperation with top influencers like Li Jiaqi and Viya. TP Management: Worked closely with TP, set KPIs, ensured effective communication between brand team and TP team. Team Management: Established clear R&R and growth plans for the team of 4, organized the latest e-commerce trainings for them.

 Operations Management and Marketing:  Conducted Sephora positioning and strategic planning, led business operations on Tmall and JD.com, with annual growth rate exceeding 80% and 2020 GMV exceeding 600 million RMB.  Handled category building, bestseller development, and strategic cooperation with platforms, completed platform-level projects such as Super Category Day and Black Box each year, setting a benchmark for Sephora's online business.  Formulated market analysis plans and online business strategies for new brands, developed new brand launch plans and annual sales targets based on audience operations, product operations, and beauty industry trends.  Formulated annual marketing activity strategies, analyzed growth paths for key brands, conducted in-depth communication and cooperation with brands’ marketing and EC departments, delivered excellent results for brands' annual business growth.  Deeply operated data banks, analyzed audiences, developed different approaches to expand Sephora's brand visibility.  Team Management:  Led the team of 12 and managed TP team, worked with various cross-functional teams to ensure the smooth implementation of all work. Led talent development, formulated annual training plans for team members.  Mobilized the team to overfulfill the targets. Handled team recruitment, training and performance appraisal.

1. 让Clarks电商生意健康持续地发展，确保2017年的销售目标顺利完成，环比2016年增长率80%。 2. 制定周报、月报以此来监督TP Agency的工作有效率并且监督每一次电商活动都顺利地完成目标 3. 制定副品牌-Cloudsteppers 的线上生意策略，制定2018年销售目标并设定销售渠道为：天猫和唯品会 4. 与公司内部其他部门密切合作，例如：发展线上内容营销投放以此来扩大品牌知名度和提升转化率；为电商大促 618，双十一制定O2O项目 5. 根据英国总部电商发展的愿景制定中国电商5年发展计划 6. 制定合理的2018年销售计划，环比2017年增长50% 7. 密切与数字营销部合作，利用新媒体资源让线上活动更有创意，更吸引人 8. 与天猫、京东各大电商平台保持紧密友好的关系，通过超级品牌日、潮流盛典等大型电商盛典来扩大品牌影响力，为品牌发声 9. 具有强有力的沟通能力，特别是与英国总部电商部沟通，实时地与他们同步中国电商最新的发展趋势，并且协调更多的资源与支持来使得Clarks的线上生意能够更好地发展。

1. 根据线下店铺成列、促销活动等维度分析并优化线下重点大客户，并与之策划年度线上促销活动和线上销售 2. 了解并熟知可乐销售体系，运用电商能力进行跨渠道销售 3. 研究并拓展线上销售模式，制定出适合合可乐体系的、有效的O2O销售模式和销售计划 4. 可乐装瓶集团的数据分析，并策划年度销售计划和营销策略 5. 利用数字营销方式对品牌形象做整体的规划和市场方案，并协调、监督各个部门进行统一执行 6. 与总部进行沟把大型市场营销活动进行国内化、联合平台把客群从线下引流到线上。

1. 为WMF创建天猫旗舰店和亚马逊旗舰店。从事团队的招募、仓配的衔接、公司内部各个部门与团队的配合。 2. 改建和维护WMF中文官方网站，并创建官方网上在线商城。能够很好地与WMF德国总部技术部沟通和交流，在3个月能完成所有的系统开发和对接工作。 3. 与中国几个大型的门户网站紧密合作，为WMF中国官方网站进行线上广告投放，例如：CPM,CPC,SMS,EDM 和各种营销活动。 4. 具有熟练的线上数据分析技巧，合理规划电商市场月计划和年度计划。 5. 为公司售后部监督和建立CRM系统项目，与国外团队可以流利地用英文进行交流和合作。