Senior Manager, Marketing at Rolls-Royce Motor Cars (East China) (2020-05 – Present)
Regional marketing leadership across East China; team of 8.
- Own the regional retail event strategy and annual roadmap — translating global brand direction into locally relevant events and client experiences aligned with business objectives: product launches, private client experiences, and brand events, each with clear KPIs and post-event evaluation.
- Lead new boutique projects end-to-end — from site evaluation, concept development, and construction oversight through opening events and post-launch operations — orchestrating Retail, VM, Merchandising, CRM, Training, and After-Sales stakeholders and external agencies toward on-schedule, on-standard delivery at global luxury level from day one.
- Established a tiered High-Value Client (VIC/HVC) system with an annual program of exclusive private experiences — a typology-based approach that deepened loyalty and grew commercial contribution from top-tier clients.
- Negotiate marketing resources and co-branded activations with premium mall and landlord partners — trade displays, joint events, and traffic-driving collaborations — with KPI follow-up to ensure results and optimization.
- Champion data-driven discipline: set annual targets and KPI frameworks (traffic, conversion, average transaction value, repurchase), manage budgets with cost optimization and contingency discipline, and track competitor activity to inform the event and retail calendar.
- Act as the primary liaison with the UK headquarters, landing global CI standards and retail policies locally while defending local commercial needs; build, coach, and develop the regional team, growing team members into expanded responsibilities.
Senior Manager, Marketing at Keppel Land China (2017-11 – 2020-04)
Integrated marketing for high-end commercial & residential projects; team of 3.
- Orchestrated large-scale opening and thematic campaigns for high-end mixed-use developments — one benchmark opening campaign attracted 50+ media outlets and lifted foot traffic by more than 5x, with structured post-campaign review.
- Built and operated official WeChat public accounts to 100,000+ followers, converting owned-media reach into event attendance and on-site traffic; established long-term partnerships with national media and local KOLs.
- Contributed landlord-side perspective on positioning, retail traffic flow, and tenant mix from early design through opening — first-hand understanding of how property partners plan marketing resources, trade displays, and traffic collaboration.
Senior PR Officer at Lane Crawford (Shanghai) Co., Ltd. (2014-10 – 2017-11)
Retail events, PR & owned media for a portfolio of luxury brands.
- Managed retail events and PR for a portfolio of premium brands — collection previews, store celebrations, designer interviews, celebrity styling collaborations, and product placements — multiplying media value and boutique visibility.
- Operated owned media and social platforms to amplify event reach and strengthen consumer trust.
- Served as International Buyer for 1+ year, introducing 200+ international designer and lifestyle brands — a merchant's eye for assortment, brand fit, and how product stories translate into retail theatre.
