Deputy General Manager at Reignwood Group

Future Stars Athletics Development Center (Youth Sports Development & Public Welfare) Responsible for the overall operations and strategic planning of the Group’s affiliated non-profit entity, overseeing youth sports training, tournaments, and public welfare program implementation. Designed long-term development frameworks for youth sports initiatives, strengthening collaboration with government, schools, and industry partners to enhance institutional impact and brand social responsibility. Led public affairs and government relations management, driving multi-stakeholder coordination and establishing sustainable cooperation mechanisms. Reignwood Culture Foundation (International Cultural Exchange, Youth Sports & Heritage Preservation) Concurrently served as lead for key marketing and public affairs initiatives, overseeing major projects in Beijing and Bangkok, Thailand. Directed strategic planning, execution, and communications for international cultural exchange, youth sports, and heritage protection programs, strengthening cross-border collaboration and public diplomacy positioning. Built multi-dimensional partnership networks across government agencies, enterprises, media, and international institutions to align project execution with brand communications impact. Group FMCG Strategic Initiative – VOSS Australia Market Relaunch As a core cross-business collaboration member, contributed to strategic assessment and relaunch planning for VOSS Australia prior to market transition. Led industry and channel structure analysis, evaluating retail and food-service penetration, competitive positioning, and growth potential. Developed channel optimization and brand asset reinforcement recommendations based on pricing architecture and competitive dynamics. Participated in phased relaunch roadmap development, providing strategic input for channel restructuring and sales system rebuild.

Senior Brand Director at ZHI-TECH Group

Led brand strategy and integrated marketing for the Group and core business units. Participated in the 2024 corporate strategy planning and investor communications, aligning B2B and market-facing narratives. Spearheaded brand repositioning and strategic upgrade of the SMZDM App, delivering strategic frameworks and implementation roadmaps. Directed integrated communications across B2C and B2B channels, initiating IP collaborations and cross-brand strategic partnerships.

Head of Client Service at 180 Advertising

Brand Positioning and Strategy Led brand strategy refinement and positioning upgrades across multiple JD business lines, including Retail, Health, Pharmacy, Supermarket, LBS etc.. Contributed to JD Logistics’ brand architecture restructuring, redefining master and sub-brand systems across B2G, B2B, and B2C segments. Drove new business incubation from strategic planning to brand execution. Integrated Marketing Campaigns Led annual flagship campaigns including JD x CCTV Spring Festival Gala, 11·11 and 618 etc. shopping festivals. Directed JD x Eileen Gu collaboration campaigns and brand film productions. Led Meituan x Qiong Yao Qixi campaign, awarded 2023 ADStars Silver, 2023 China Content Marketing Awards Gold. Client & Team Leadership Oversaw key client portfolios including War Horse, Snow Beer, Robam, and Yili, managing both ongoing brand development and new business expansion. Managed cross-functional teams and external vendors to ensure high-quality strategic execution.

Account Director at Geometry Global (OgilvyAction)

Directed product launch campaigns and annual brand communications planning for Caterpillar China; collaborated with the regional team on offline channel development strategies for China.

Account Director at JWT Beijing

Led market research and go-to-market communications strategy for Microsoft Windows 8 across 9 Asia-Pacific markets and 11 regions.

Senior Account Manager / Account Manager at TBWA\Media Arts Lab

Key Client: Apple Supported marketing communications planning for iPhone and iPad across Mainland China and Hong Kong, coordinating with Apple global headquarters and cross-regional teams. Based in Los Angeles for an extended period, supporting global asset production and campaign rollout. Seconded to the London office in 2012 to support iPod touch marketing campaigns across Europe. Assisted in organizational development of the Beijing office, contributing to team expansion to 27 employees.

Account Manager/Account Executive at Ogilvy & Mather Advertising Beijing

Key Clients: Huggies/Kotex/GSK/Motorola/J & J/WWF/DHL Managed brand communications and marketing execution for FMCG and multinational clients.

Co-founder CMO at Self-employeed

Since 2016, I have led the incubation and growth of multiple brands and businesses as a co-founder or core leader, covering end-to-end strategy from brand positioning and business model design to channel development and growth execution. Across industries and market contexts, I have developed a strong integrated strategy capability spanning brand and business growth, with a proven ability to drive execution in uncertain environments and turn diverse experiences into repeatable growth approaches. 0 to 1 Brand & Business Building dotMake | MD | Children’s Furniture & SUMMTYLE | Co-founder & CMO | Skincare Led end-to-end brand and product system development from 0 to 1. Defined brand positioning, product strategy, and business models. Established long-term brand development paths and differentiation strategies. Market Entry & Localization Growth Sukin Taiwan | Co-founder & CMO | Skincare Introduced Australian skincare brand Sukin into the Taiwan market. Built a fully localized brand and marketing ecosystem (website, Facebook, Instagram, Google, and distribution channels). Achieved break-even within 6 months and supported a successful brand exit. Channel Development & Multi-City Expansion I’M MEIDA | Marketing Lead | F&B Led site selection and business rollout across multiple cities (Shenyang, Shenzhen, Huludao). Designed both B2B and B2C business models. Built scalable channel and expansion frameworks. Product & User Experience Exploration (Internet) Alice | Co-founder | Social App Co-developed a social app product, focusing on product design and user experience testing. Explored user growth and product-market fit (PMF) pathways.

Head of Marketing & Public Affairs at Reignwood Culture Foundation

Concurrently lead key marketing and public affairs initiatives, overseeing international cultural exchange, youth sports, and heritage preservation programs. Built multi-dimensional partnership networks across government agencies, enterprises, media, and international institutions to align project execution with brand communications impact.

Managing Director at dotMake

0 to 1 brand & business building. Led end-to-end brand and product system development, defined brand positioning, product strategy, and business models; established long-term brand development paths and differentiation strategies.

Co-founder & CMO at SUMMTYLE

Skincare brand; co-founded and led marketing and brand-building efforts, including positioning and go-to-market strategies.

Co-founder & CMO at Sukin Taiwan

Introduced Australian skincare brand Sukin into the Taiwan market; built a fully localized brand and marketing ecosystem; achieved break-even within 6 months and supported a successful brand exit.

Marketing Lead at I’M MEIDA

Led site selection and business rollout across multiple cities (Shenyang, Shenzhen, Huludao); designed both B2B and B2C business models; built scalable channel and expansion frameworks.

Co-founder at Alice

Co-developed a social app product, focusing on product design and user experience testing; explored user growth and product-market fit (PMF) pathways.