燕 陈

-Achieve the business goal of New users and D-program on the douyin platform. -Build consumer assets for the brand via KOL matrix. -Optimize store livestreaming productive and ROI. -Responsible for Anessa and DP douyin store annual sales target including annual sales planning and PL management. -Manage planning and execution douyin store in terms of daily operation, activity planning and DP management . -Work effectively with cross-functional for the InSite content optimization and marketing campaign. -Take the responsible of the douyin store annual plan and ongoing analysis of key business metrics including key item sales, site traffic, conversion analysis, consumer behavior, marketing programs etc. -Distributor management (annual contract, stock management, cost control). -KOL alliance and business development; own the KOLs resource for KOLs live and cooperations.

Annual Digital Marketing Strategy & Planning -Develop and drive the execution of short-, medium- and long-term strategies in line with the e-commerce to identify and seize growth opportunities. -Integrate input on consumer insights, digital marketing trends, emerging TA analysis and consumer data availability with business priorities. -Areas of partnership include, but not limited to: key digital media platforms, content co-creation, social media, KOLs /influencers/MCNs. -Annual budget allocation and be responsible for Ecommerce platform sales growth and ROIs. Digital Marketing Partnership Identification & Commercialization -Based on the approved comprehensive strategy, build annual partnership strategy plan and provide quarterly review & updates. -Be a key driver to the ideation process, generating innovative and business relevant ideas, representing Digital Marketing Partnership’s area of expertise. Contribute to the prioritization process that will help determine quarterly and yearly priorities for projects and/or pilots. -Drive interaction, engagement and alignment with all group strategy functions as well as key brands. -Manage official social media platforms, including Tiktok, Little Red, Weibo &Wechat, not limited to content, campaigns. E-Commerce Marketing Management -Operate and manage Douyin store/Kuaishou store and drive business sales revenues& traffic to the EC platforms. -Cooperate with live KOLs, MCNs co-content , store live agency to build content and mechanism to boost sales. -Overview data/ tmall bank of the target audience, old customers retention, CRMs mechanism etc. Team & Network Development -Build network with external partners to understand and connect future internal strategy with partners, consumer and technological trends that will inform growth opportunities and strategic brand priorities.

E-Commerce Marketing Management -Plan monthly EC content/ activity for tmall store/Weitao combined with EC festivals/ campaigns/ topics. -Manage MCNs to optimize internal content/video/ pics in Taobao content columns to drive store traffic. -Cooperate with TAOBAO/DOUYIN Top and middle-level live KOLs/ MCN to boost EC sales regularly. -Explore internal content /video vertical KOLs to increase brand exposure & EC store UVs. -Launch new product to align with external resources on same tone to grasp core user targets. -Review/Keep an eye on TMALL data bank to target &label the user groups precisely. -Collaborate with celebrity endorsement and launch EC celebrity limited edition gift boxes/ celebrity related GWPs. Digital Media & KOL /MCN Management -Develop each brand digital media strategy to enhance brand awareness & boost online sales revenues on campaign basis. -Expand & explore new popular media channels, e.g. Live KOLs/ Celebrity/MCNs to keep pace with the updated media trend. -Maintain good relationships with the key digital mass media channels, e.g.BAT/Douyin/ RED/TOUTIAO/Bilibili etc... -Manage KOLs/ PR seeding/ Vlogs on each social media platform (RED/ DOUYIN/ Bilibili..) to create social/brand buzz. -Plan digital strategy and tactic combined with e-commerce and CRMs to maximize effectiveness and tracking ROIs. -Negotiate with celebrity broker &PR agency to strive for the best resources for integrated marketing (online & offline). -Leverage different digital media tools and combine all the resources altogether to achieve campaign objectives & drive sales. Annual Budget Management -Responsible for EC marketing & Digital/online marketing annual budget for in-house 4 brands. -Control overall budget to ensure each campaign to meet KPIs & ROIs target. In-house brands: John Masters Organics（American Haircare& Skincare-Tmall Global store），IKOO ( Germany Comb); CODAGE (French Cosmetic).

Social Media ➢ Content management and control for owned-media platforms,such as WEIBO& WE-CHAT& Official Website news release. ➢ Initiate and organize creative social media campaigns for new product promotion via closing grasping consumer insights and analyzing targeted consumers both on WEIBO & WE-CHAT platforms. ➢ Plan and carry out online campaigns, combined with WE-CHAT platform(e.g.H5)to strengthen and enhance new product exposures to absorb targeted consumption users’ attention and advocate them to take part in social media interaction. ➢ Keep an eye on KPIS for each social media platform and accomplish monthly social media review report for client global usage. ➢ Be responsible for project management, implement and customer relationship maintenance on a daily basis. Paid Online Media ➢ Plan and manage annual online media cooperations for stable media exposure based on fully analyzing the nature of media with closing suitable for brand potential targeted consumer. ➢ Plan and implement media strategies, involving online media selection, media buying & big KOL choice to aim at promoting one certain online digital campaign for better ROI. ➢ Combined with social media platform to initiate media online campaigns as well to strengthen and enhance brand awareness and new product promotions. ➢ Prepare for media execution plan and make media resources to the fullest. ➢ Monthly search engine marketing management,such as SEM plan and BAIDU Brand Zone materials for better inflow to official website. ➢ Accomplish monthly media review report for annual online media cooperation as well as media digital campaign performance review report case by case. ➢ Be responsible for online media campaign management, implement and media maintenance. E-Commerce ➢ Plan and design for TMALL& official websites & Sephora & JD product banners and product landing pages to promote sales revenues. ➢ EDM Design for promoting new product launch. Client:Cosmetics under LVMH Group & FMCG brand.

-Keep contacts with advertisers both online& print to make sure ads materials published on time. -Keep tack of online ads results and deal with monthly ad online performance for advertisers. -Be engaged in large VOGUE offline events,such as 120 VOGUE FASHION EVENT to help MKT Department do proposals, task solving in unexpected matters, be a coordinator between different sponsors,etc. -Take a role as an accounting executive in Global VOGUE Fashion Night's Out, an annual offline big events for maintaining sponsors' relationship,materials preparation and checking each process went smoothly. -Give assistance to the sales accounting director to do different proposals,PowerPoint,excel to meet the different demands of the targeted brands& advertisers. -A good coordinator among different departments, especially between ad, marketing and editorial department to improve working efficiency. -Accumulate and control of editorial content supports and index every month for editorial department. -Draw up and translate some monthly digital performance report for vogue global use. -Keep good relationship and contact with direct advertisers and 4A clients on a daily basis. Client: Cosmetics , FMCG, Light Luxury , Fashion, Watch& Jewelry