Marketing Manager at AirAsia (2024-09 – 2025-08)
AirAsia is the world's best LCC for 16 years.
- Omni-channel Strategy & Budget Management: Orchestrated full-funnel marketing strategies for the China market, overseeing brand positioning, comprehensive budget allocation, and high-performance sales delivery.
- Regional Business Growth: Directed marketing and sales performance for 16 key cities and 37 strategic routes nationally, ensuring sustainable business expansion.
- Integrated Brand Stewardship: Led USP brand video production and national amplification, ensuring cohesive visual identity systems across all digital and offline touchpoints.
- End-to-End GTM Management: Spearheaded Go-to-Market (GTM) strategies for new routes and ancillary products, aligning regional execution with global commercial objectives.
- 2025 Flagship Campaign Excellence: Orchestrated the 2025 brand initiative featuring 3 celebrity ambassadors; achieved 200M+ online views.
- High-Performance Digital Growth: Successfully delivered 7 Tier-1 tactical campaigns, achieving an average of 124% of sales targets through optimized media buying (RED Brand Zones, KOLs, Tencent Ads, DSP& OTA).
- Market Influence & Synergy: Secured 5 strategic event sponsorships in partnership with Tourism Authorities (TM & TAT), significantly strengthening regional brand presence.
- Large-Scale Consumer Engagement: Executed national music tour activations and branding events, reaching 5M+ consumers with 40K+ active engagements.
Field Marketing Manager- West& South at Austria Red Bull (2021-08 – 2023-11)
Red Bull is NO.1 energy drink worldwide.
- Regional Strategy & Market Activation: Orchestrated regional marketing initiatives across West and South China, integrating Events, PR, KOL partnerships, and strategic sponsorships to drive brand salience.
- Gen Z Engagement Strategy: Led the Red Bull Student Marketeer project, implementing a 3-pronged approach to drive trials among Gen Z, reinforce brand identity, and provide robust sales support.
- Cross-Functional Sales Integration: Partnered with On-Premise, Off-Premise, and E-Commerce teams to enhance POS (Point of Sale) visibility and ensure uncompromising quality control for large-scale events.
- Operational Excellence & Governance: Managed comprehensive annual budgets, third-party vendors, and complex POSM logistics while overseeing team structure, recruitment, and professional training.
- Commercial Impact & POS Penetration: Secured 800+ high-value POS locations with a 67% listing rate, directly bolstering regional sales volume and market presence.
- Scalable Event Success: Executed 20+ brand activations in partnership with 40+ global/local brands, reaching 2M+ consumers and generating 80K+ direct engagements.
- Digital Share of Voice: Identified and managed a network of 80+ localized KOLs, resulting in 40M+ brand exposures and elevated social media buzz.
- Campus Market Leadership: Expanded brand footprint across 20+ key campuses, managing 20+ student executives and sponsoring 50+ campus events to drive product sampling and long-term brand loyalty.
Entrepreneur at DynamicWave (2020-08 – 2021-05)
Marketing Assistant Manager at JCDecaux (2017-05 – 2019-06)
JCDecaux is NO.1 OOH Agency.
- National & Regional Marketing Planning: Orchestrated marketing execution for the Chongqing BU and provided strategic support for 4 major national BUs.
- B2B Strategic Marketing: Directed high-level B2B initiatives, including PR events, industry award submissions, and strategic lead identification to expand market share.
- OOH Investment Solutions: Developed sophisticated media investment frameworks, encompassing competitor analysis, creative strategy, and comprehensive budget breakdowns for premium advertisers.
- Public Relations & Asset Management: Managed local media relations, crisis communication, and airport stakeholder relations while generating brand visual guidelines and BU media handbooks.
- Elite Client Management: Successfully served over 70+ premium clients, fostering long-term partnerships with A-list luxury conglomerates such as LVMH, Kering, and BBA.
- High-Conversion B2B Campaigns: Executed 10+ B2B activation events and secured 300+ PR releases, resulting in a 43% conversion rate from valid sales leads.
- Market Dominance at CKG Airport: Achieved a 70% investment rate from top-tier brands during the Chongqing (CKG) Airport media launch through strategic solution selling.
- Award-Winning Creative: Won 4 international awards for the "Creative Corridor" project at CKG, significantly elevating the BU's creative reputation on a global stage.
Marketing Operations Assistant at Uber Technologies Inc. (2015-11 – 2017-04)
Uber Technologies Inc. is an American multinational online vehicle dispatch company headquartered in San Francisco.
- City-Level Brand Growth: Orchestrated localized branding campaigns to drive awareness and accelerate user acquisition within high-growth urban markets.
- Co-Branding & Partnerships: Managed strategic collaborations with external partners to amplify brand exposure through both digital and offline integration.
- CRM & Conversion Optimization: Facilitated cross-functional CRM management, adapting business conversion metrics into actionable consumer engagement methodologies.
- Scalable Campaign Execution: Successfully executed 10+ major brand campaigns, generating over 20M impressions and acquiring 40,000+ new users.
- Strategic Stakeholder Management: Effectively liaised with a diverse network of over 60 corporate partners and 20 creative agencies to deliver seamless campaign results.
