Marketing & Market Expansion Specialist at Cotti Coffee

Directed creative agencies on content concepts and production, ensuring all social media assets aligned with Heineken’s global brand identity and local trends. Developed a digital content strategy across 5 domestic and international media channels; doubled follower count on WeChat from 10k to 20k within one year; launched an online loyalty program and an online fan club of 100k+ consumers to foster audience engagement and growth. Orchestrated media coverage and stakeholder relationships with government partners, embassies, artists and influencers; secured €100,000+ in grants and sponsorships via cross-cultural initiatives.

Sales and Marketing Trainee at The Heineken Company

Plan, schedule, and publish short-form videos and organic content for Instagram, Facebook, and LinkedIn; monitor social media trends and conduct competitor analysis to inform strategy; collaborate with creative agencies to develop and adapt digital campaigns across social platforms, paid media and SEO/SEA; monitor, analyze, and report on campaign KPIs and ROI using Google Analytics and Meta Business Suite; facilitate end-to-end execution of major branded events, managing influencer invitations, logistics, on-site coordination, guest engagement and material preparation; support sales team in planning revenue-generating events, balancing creative and commercial objectives through proactive stakeholder communication.

Social Media Manager/Project Lead at Shanghai Art Collection Museum

Developed social media strategy and managed content calendar, successfully doubling follower count on key platforms within one year; fostered community engagement by collaborating with artists, journalists, and influencers to create interactive content and events; initiated the museum’s online fan club with over 100 members to foster audience engagement and growth; maintained relationships with journalists, government partners, consulates, artists, and influencers to support museum initiatives; developed and executed major exhibitions and forums by coordinating cross-functional teams; led fundraising campaigns that secured funding over €100,000 from Shanghai government organizations to support museum projects.