I’m a creative communications and content professional currently based in Lisbon, with a strong interest in lifestyle, hospitality, and community-driven projects. My background includes content creation, brand storytelling, social media, and cultural research, and I enjoy building narratives that help brands connect with people in a more authentic and engaging way. Living in Lisbon has also given me a deeper understanding of the city’s creative scene, international community, and evolving co-living culture. I’m especially drawn to projects that combine design, culture, and human connection. Outside of work, I spend a lot of time exploring cafés, restaurants, creative spaces, and local events, often documenting them through photography and social media. I enjoy working in collaborative and fast-moving environments, and I’m excited by opportunities to help growing brands strengthen their presence and build meaningful visibility within the Portuguese market.

Jieyu Xiao

I’m a creative communications and content professional currently based in Lisbon, with a strong interest in lifestyle, hospitality, and community-driven projects. My background includes content creation, brand storytelling, social media, and cultural research, and I enjoy building narratives that help brands connect with people in a more authentic and engaging way. Living in Lisbon has also given me a deeper understanding of the city’s creative scene, international community, and evolving co-living culture. I’m especially drawn to projects that combine design, culture, and human connection. Outside of work, I spend a lot of time exploring cafés, restaurants, creative spaces, and local events, often documenting them through photography and social media. I enjoy working in collaborative and fast-moving environments, and I’m excited by opportunities to help growing brands strengthen their presence and build meaningful visibility within the Portuguese market.

Available to hire

I’m a creative communications and content professional currently based in Lisbon, with a strong interest in lifestyle, hospitality, and community-driven projects. My background includes content creation, brand storytelling, social media, and cultural research, and I enjoy building narratives that help brands connect with people in a more authentic and engaging way. Living in Lisbon has also given me a deeper understanding of the city’s creative scene, international community, and evolving co-living culture.

I’m especially drawn to projects that combine design, culture, and human connection. Outside of work, I spend a lot of time exploring cafés, restaurants, creative spaces, and local events, often documenting them through photography and social media. I enjoy working in collaborative and fast-moving environments, and I’m excited by opportunities to help growing brands strengthen their presence and build meaningful visibility within the Portuguese market.

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Experience Level

Expert
Intermediate
Intermediate
Intermediate

Work Experience

Event Coordinator at Leeds Fashion Society
January 1, 2021 - January 1, 2022
Coordinated large-scale fashion-related events, managing logistics, vendors, and guest communications.
Project Assistant (Fashion & Strategy) at Ren
January 1, 2023 - January 1, 2024
Conducted market and consumer research for international fashion brands such as Arc'teryx and Jack & Jones, contributing to brand positioning and product development decisions. Translated research findings into clear, actionable insights for designers and project stakeholders. Supported cross-functional teams under tight timelines, helping ensure smooth delivery of high-priority projects. Prepared research-based presentations and documentation for internal and client-facing use.
Fashion Editor / Social Media at TMall Fashion
January 1, 2023 - December 31, 2023
Launched and managed fashion-focused social media accounts from scratch, growing audience from 0 to 1,000+ followers within one month. Developed and produced content aligned with brand identity, seasonal narratives, and campaign objectives. Tracked content performance and produced KPI-based reports to inform ongoing content optimization. Collaborated with designers, managers, and brand partners to deliver content within short timelines.
Founder & Content Creator at Beyond The Table
December 1, 2024 - Present
Founded and developed a niche fashion food and drink guide on Instagram curating aesthetic restaurant and bar experiences, establishing a clear visual and editorial positioning. Growth the account organically to 125 followers with an average engagement rate of 18%.
Founder & Content Lead at Soft Ruin
December 1, 2025 - Present
Founded and developed a second-hand fashion project focusing on curated resale, styling, and sustainable fashion narratives. Created and managed a fashion-focused content combining visuals storytelling with resale logic. Handled items sourcing, styling, pricing, and copywriting to support product presentation and conversion. Analyzed content performance and audience response to refine positioning and communication strategy.
PR & Branding Executive at ELEME
January 1, 2025 - Present
Coordinated influencer and content creator outreach aligned with the brand’s visual identity and communication objectives. Managed gift campaign logistics end-to-end, including product preparation, shipping coordination, and delivery tracking.

Education

BA at Shanghai Normal University
January 1, 2015 - January 1, 2019
MA at University of Leeds - School of Design
January 1, 2021 - January 1, 2023

Qualifications

Add your qualifications or awards here.

Industry Experience

Media & Entertainment, Professional Services