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With over 20 years of experience in brand, product, and retail marketing for leading global brands, I have driven growth across sports, apparel, healthcare and FMCG sectors. I bring deep expertise in Greater China consumer insights, digital platforms, KOL strategy, and retail execution. Former Head of Brand Strategy for Pentland China, responsible for overall marketing and product planning for leading global brands including Speedo (swimwear), ellesse (Italian casualwear), and Berghaus (British outdoor brand). Reported to the China General Manager and led an 8-member team while working closely with the UK headquarters. Oversaw end-to-end market strategy, product buying and pricing, localized product development, and digital marketing—repeatedly breaking brand records and driving both brand and business growth.…With over 20 years of experience in brand, product, and retail marketing for leading global brands, I have driven growth across sports, apparel, healthcare and FMCG sectors. I bring deep expertise in Greater China consumer insights, digital platforms, KOL strategy, and retail execution. Former Head of Brand Strategy for Pentland China, responsible for overall marketing and product planning for leading global brands including Speedo (swimwear), ellesse (Italian casualwear), and Berghaus (British outdoor brand). Reported to the China General Manager and led an 8-member team while working closely with the UK headquarters. Oversaw end-to-end market strategy, product buying and pricing, localized product development, and digital marketing—repeatedly breaking brand records and driving both brand and business growth.

Brenda

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With over 20 years of experience in brand, product, and retail marketing for leading global brands, I have driven growth across sports, apparel, healthcare and FMCG sectors. I bring deep expertise in Greater China consumer insights, digital platforms, KOL strategy, and retail execution. Former Head of Brand Strategy for Pentland China, responsible for overall marketing and product planning for leading global brands including Speedo (swimwear), ellesse (Italian casualwear), and Berghaus (British outdoor brand). Reported to the China General Manager and led an 8-member team while working closely with the UK headquarters. Oversaw end-to-end market strategy, product buying and pricing, localized product development, and digital marketing—repeatedly breaking brand records and driving both brand and business growth.…With over 20 years of experience in brand, product, and retail marketing for leading global brands, I have driven growth across sports, apparel, healthcare and FMCG sectors. I bring deep expertise in Greater China consumer insights, digital platforms, KOL strategy, and retail execution. Former Head of Brand Strategy for Pentland China, responsible for overall marketing and product planning for leading global brands including Speedo (swimwear), ellesse (Italian casualwear), and Berghaus (British outdoor brand). Reported to the China General Manager and led an 8-member team while working closely with the UK headquarters. Oversaw end-to-end market strategy, product buying and pricing, localized product development, and digital marketing—repeatedly breaking brand records and driving both brand and business growth.

Available to hire

With over 20 years of experience in brand, product, and retail marketing for leading global brands, I have driven growth across sports, apparel, healthcare and FMCG sectors. I bring deep expertise in Greater China consumer insights, digital platforms, KOL strategy, and retail execution.
Former Head of Brand Strategy for Pentland China, responsible for overall marketing and product planning for leading global brands including Speedo (swimwear), ellesse (Italian casualwear), and Berghaus (British outdoor brand). Reported to the China General Manager and led an 8-member team while working closely with the UK headquarters. Oversaw end-to-end market strategy, product buying and pricing, localized product development, and digital marketing—repeatedly breaking brand records and driving both brand and business growth.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

DaVinci Resolve Studio

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Language

English

Advanced

Work Experience

Senior Consultant (Project Based) - Brand Marketing & Media Solutions at Various Clients

October 1, 2024 - Present

Provided marketing strategy consulting for domestic and international brands, covering brand repositioning, IP collaborations, CRM and social communication. Notable engagements included Vibram China (FiveFingers) – consumer segmentation, product strategy, channel strategy, brand building, and go-to-market planning; IHG – master brand strategy and 50th anniversary integrated marketing campaign in China with market research, consumer insights, competitive analysis, brand positioning, cross-brand synergy, campaign proposition, and creative direction; Novela (Singapore) – brand building and commercial innovation strategy including membership monetization, social media planning, IP collaborations, and offline retail activation.

Senior Brand Manager, Brand Lead - Nutrilite Amway China at Nutrilite (Amway) China

July 1, 2023 - February 1, 2024

Led Nutrilite China’s overall brand marketing, driving growth with approximately RMB 13 billion in 2023. Responsibilities included brand strategy, annual planning, campaign concepts, asset creation, social media management, and offline events/training materials for Amway Business Owners. Transformed Nutrilite’s brand approach by combining functional and emotional marketing, amplified strengths through KOL partnerships and private traffic channels, and delivered double-digit sales growth in 2023 vs 2022. Directed a 3-year strategy, including healthcare industry insights, competitor analysis, and growth opportunities; led the 90th Anniversary campaign and enhanced ABO training systems to strengthen storytelling.

Senior Consultant at Mindshare Shanghai

March 1, 2021 - June 1, 2023

Project-based marketing strategy consultant providing brand strategy, IP partnerships, advertising, and e-commerce optimization for international and local brands. Notable engagements included Atome APAC rebranding with a full GTM plan and KPIs; TMIC test project for Aveeno China to enhance Tmall PDP content; IP partnership strategy for Dr. Martens, identifying designers, IP product development, social media & KOL seeding, and offline events to boost engagement.

Head of Brand Planning (Head of Marketing + Merchandising) at Pentland Shanghai

August 1, 2019 - February 1, 2021

Led overall brand planning for Speedo, Ellesse, and Berghaus, covering marketing and merchandising to drive brand building and business growth. Managed a team of 8, developed 3-year strategic plans, localized assets with global teams, and executed a digital-first marketing approach. Implemented sponsorships and partnerships, developed China-focused products, and managed WeChat store and cross-brand synergies. Demonstrated strong leadership in launching two new brands in China within three months, coordinating IT, Finance, E-commerce, Legal, Product, and Logistics.

Senior Marketing Manager - Brand Communications at Gap Greater China

June 1, 2014 - August 1, 2019

Led the overall marketing strategy and communications across Gap’s Greater China portfolio (BabyGap, GapKids, GapFit, GapBody, Gap CRM). Localized campaigns, media, social, PR, and customer engagement; managed agency relationships; supported Tmall initiatives including the 2016 Fashion Show and 2017 Gap Super Brand Day. Built CRM programs, membership campaigns, VIP events, and in-store activities; delivered quarterly performance insights and managed the marketing budget with cross-functional partners.

Partner (Group Director), Strategic Planning at Mindshare Shanghai

November 1, 2007 - June 1, 2014

Led strategic planning for L’Oreal Paris female skincare and makeup categories, managing a team of 6. Directed digital strategy, integrated marketing communications, and key sponsorship projects; nurtured client relationships, renewals, and contract scope. Guided teams and agencies to deliver IMC campaigns, with recognition for digital innovation and cross-functional collaboration.

Media Planning Supervisor at ZenithOptimedia Shanghai

March 1, 2004 - November 1, 2007

Led media planning for InterContinental Hotels, L’Oréal (Lancôme, Biotherm, Helena Rubinstein, L’Oréal Paris), and Ferragamo. Recognized for exceptional performance by the CEO of ZO Singapore; led multiple client engagements and contributed to digital media planning and integrated campaigns.