Katy Chang Xu

• Social Media Strategy: Build the brand’s owned media system from 0-1 during its early stage in China, defining platform positioning, brand tonality, visual identity, and platform-specific content etc., while continuously refining the content approach in line with evolving brand priorities and communication focuses. • Ambassador Announcement: Led the social rollout of ambassador campaigns by developing tailored content that connected celebrity personas with brand values, boosting fan engagement and growth • Product Marketing: Refined product selling points into clear, consumer-facing messaging for social platforms, and applied them across ambassador campaigns, KOL collaborations, and always-on content to strengthen product awareness • KOL Marketing: Co-managed KOL campaigns end to end, from strategic planning through review, shaping KOL matrix, content direction, shortlist selection to align with brand tonality, product focus and budget requirement. • Cross-functional Collaboration: Partnered closely with product, e-commerce, PR, and media teams to keep social campaigns aligned with product priorities, brand messaging, and campaign objectives • Vendor Management: Managed agency deliverables and timelines to ensure disciplined execution and workflow efficiency

* Social Media Strategy & Execution: Developed and executed annual/monthly social media plans across WeChat, Weibo, 
RED, and Douyin, aligning with platform strategies to enhance brand awareness, engagement, and follower growth. Managed end-to-end content creation, including story curation and editing, ensuring consistent brand messaging and positioning * Campaign Management: Led social media campaigns from strategy development to execution, including proposal drafting, content planning, and media buy assets & content allocation, driving buzz and engagement rate * Performance Optimization: Set and monitored social media KPIs for always-on and campaigns, analyzed performance metrics, and provided actionable insights to refine strategies * Industry & Competitive Analysis: Conducted regular analysis to identify trends and opportunities for social planning, ensuring the brand remained ahead in the digital landscape * KOL Collaboration: Identified KOLs aligned with brand values, developed briefs, and managed content creation to ensure high-quality assets for brand exposure and commercial use * Event Support: Supported in planning and executing events, including rundown development, manpower allocation, shooting management and cross-functional coordination, ensuring seamless on-site operations and high-quality asset delivery 
 Key Projects: * CROCS: Ambassador announcement(Liu Yuxin, Wang Junkai, Hou Minghao), CROCS x McDonald, Croctober Campaign, 618 Campaign * HOKA ONE ONE: Ambassador announcement Li Xian * OPPO: Find N3 Flip Launch (KOL management, after party event), OPPO x Milano Fashion Week (KOL management & 
PR content)

• Market Research & Consumer Insight: Monitored industry trends and competitor activities to identify opportunities for product innovation and differentiation • New Product Development (NPD): Supported in conducting 30+ consumer research studies, engaging 2,000+ users, to gather insights on product optimization, target audience segmentation, and consumption scenarios. Supported the end-to- end NPD process, from proposal to launch, by coordinating with cross-functional teams • Product Marketing: Assisted in creating product communication materials, including brochures, key visuals, e-commerce pages etc. Supported social media management for WeChat, RED, and Weibo accounts, including content planning, auditing, and publishing • Project Coordination: Assisted in managing project timelines, resources, and deliverables, ensuring smooth execution of product development initiatives. Supported the development of standardized project SOPs to improve team efficiency

• Social Media Operation: operated brand official social accounts(WeChat/Red/WeChat Channel), including social calendar planning, copywriting, creative design planning, etc., the number of followers increased by 20,000, and the reading volume of single article exceeded 30,000 • Brand Marketing: assisted in planning and executing brand marketing campaigns, such as Christmas, Valentine's Day and other large-scale festival activities, including KV production, video script audit, campaign rundown etc., responsible for 5 large-scale offline shooting • Market Analysis: conducted market research, including industry/market/competitors and provided suggestions for multi-platform communication plans • KOL Cooperation: managed to cooperated with MCN & KOLs on Red and Douyin, including KOL screening, cooperating product selection and final output content review