VIP Class Notes (Ally)[W]

Vocabulary

combined/combination: (v, adj, and n)
ie. I have combined A and B. <– an event
ie. I have a combination of experiences …

boast: say good things about yourself (neg)

initiative: zhu dong xing, ji ji xing

I have 13 years of experiences working on both sides of the press.

 Curriculum vitae

Name：Freda Wang王晨敏

Gender：Female

Birthday：January 1985

Graduate from：Communication University of China 

Major in：Broadcast & Film Literature

Mobile：133-9123-0388

Wechat: fredawang001

Education：

2003—2007 Communication University of China, Broadcast & Film Literature, Bachelors Degree

1996—2003 Shanghai Foreign Language School

Summary：

I have 13 years of experience working on both sides of the press. After graduation, I joined media platforms such as 《Instyle》 and Yoka.COM, where I was mainly responsible for generating content. Afterwards, I decided to pursue my interests in brand marketing and joined local and international brands. Thus, I have become a well-rounded marketing professional with global insight as well as familiarity with the local culture. I have more than 6 years of marketing experience in related industries including beauty, luxury brands, jewelry, etc. I have a wide range of experiences, including brand management, brand strategy, communication strategy, advertisement, PR, media relationship, retail & EC business support, and personal relations with media and celebrities. I am passionate, creative, self-driven, and a quick learner as well as a strong team leader.

Self Evaluation：

Capability in communication and team work. Full of passion and innovative ideas.  Not only an insightful thinker, but also practical worker full of initiative, staying true to the mission all the time. Fast-learner with the ability to perform at a high caliber under pressure.

Working Experience：

2019 – Presence  Estee Lauder Companies  DARPHIN 

Consumer Engagement Manager

Initiate innovative projects to support integrated marketing strategy and drive business value such as increase in share of voice, growth of market share, top-of-mind product recall and awareness. Maintain brand integrity and voice across all channels.

Creatively and proactively identify opportunities to engage consumer on SNS platforms including, but not limiting to, Wechat, Weibo, Red, Tiktok, Biliblli etc. to incease new user acquisition and customer base expansion.

Build Content & Influencer Engagement Strategy to drive conversation & purchase. Optimize media investment effectively through specific KPIs and tracking. Track plan delivery results and give performance reports, identifying issues & implications for future improvement.

Develop paid media strategies by AIPL, traffic building blocks, and budget allocations by platform by media channel by product/offer to best support EC and offline sales.

Manage and optimize paid media and paid social performance on Wechat & Red & Weibo platform to generate more traffic and sales.

Provide creative brief for all media formats. Test and learn media communication by consumer profile.

Manage the always-on SEM strategy and execution plan, including paid keywords, bandzone, feeds banner, monitor and optimize daily performance to achieve assigned targets

Develop and implement social media strategies, consumer engagement initiatives and online reputation management, leverage the platforms as a medium to drive transactions.

Drive pilot partnerships and personal relationships with beauty/lifestyle/fashion/travel influencers to reach new targets & leverage new passion points and drive acquisition to brand-owned platforms

Manage social media/ creative/ PR agencies to ensure good execution of campaign timeline, content development, activity/ event planning,etc

Analyze social media campaigns with tracking systems and KOL management tools to gather engagement data and determine efficacy and areas for social media campaign improvement as well as compile actionable reports.

2016 – 2019  LinQingXuan  PR Director 

Brand Communication—

Develop brand communication strategy, KOL and Celebrity outreach, PR  event planning to corporate public relations. During this period, LinQingXuans hero product has won more than 30 awards and has reached an annual sales of more than 420,000 pieces.

Develop Brand strategy, establish marketing objective and implement entire plan to support business goal. Anuual PR &Marketing budget plan and control.

Establish Owned Media channels, including communication strategy, social language tonality, post calendar per month, html 5 bulid up.

Responsible for the external and internal communication, advertising, and public relations activities. Develop and implement communication strategy with a focus raising awareness and elevating the brand image.

Provide communication support for internal programs and to internal teams( such as regular monthly trainings and intiatives)

Corporat Public Relations—

Manage the internal corporate platform, manage corporate branding and keep consistency with the corporate guidelines.

Develop the objectives of the PR Campaign and create a plan to achieve these objectives

Working with Ali to make in-depth report on the new retail strategy of the brand, winning Tmall Golden Cosmetic Award for two consecutive years, promoting the cooperation with the media in the industry and financial news media and helping the brand acquire more high-quality resources in high-end commercial retail. Creating the IP of the founder of the brand, boosting the digital transformation of the brand, organizing the forum speech of the founder and increasing the popularity of the brand and the influence in commercial retailing field.

2015 — 2016  Jewelvary  Digital Manager

Establish Jewelvary Owned media channels, including communication strategy, social calendar per month, responsible for the daily operation of two major wechat official accounts .

Collaborate with cross functions to enhance Jewelvary brand and product awareness, strengthen brand image building/elevation, drive maximum synergy across different digital consumer touch points, capitalize e-commerce to generate traffic (online & offline) and sales.

2011 — 2014  Modern Media Group《Instyle》 

Senior Beauty Creative Editor

Responsible for the planning and composition of innovative advertorials about cosmetics, fashion and lifestyle in Wechat, IPad edition and printed magazine Instyle Outstanding Household Illustrated. （covering plan selection, topic selection and writing and shooting）

Responsible for the innovative marketing planning, selection of inserted topic, planning and shooting of cosmetics brands under the LVMH group（Dior，Guerlain，Fresh，MakeUpforever）and planning of brand inserting content of Chanel Cosmetics, Tiffany, Cartier and other luxury brands.

Responsible for the special report of brands mentioned in the above proposals, interaction of beauty media and comprehensively integrating the annual marketing strategy online and offline.

2009 — 2011  Yoka.COM    Senior Beauty Editor

Build Content Strategy of all sub-columns in the beauty channel.

Responsible for the planning of daily topic selection of all cosmetic brands and the planning and execution of specials feature. Responsible to conduct overall planning of the monthly new product evaluation.

2007—2009  Bauer Media Group 《都市丽人 》 Beauty Editor