Michelle (Xiaoyuan) Lou

Led end-to-end social-first content production for 100+ video and photo assets across social, digital, e-commerce, and OOH, from creative briefing through final delivery. Developed launch concepts, scripts, and storyboards, directed shoots (15+ productions) including logistics, talent, risk assessments, contracting, and on-set delivery. Owned production budgets up to £80K, covering estimates, live cost tracking, scope changes, PO management, and final reconciliation. Coordinated across Creative, Design, Marketing, PR, and Social using Asana and Google Sheets, supported editing in Premiere Pro and adaptations in Figma to maintain brand compliance. Built creator and supplier pipelines, contracting 40+ collaborators across Europe and Hong Kong, delivering rapid-turnaround content (including two-wave EU event coverage) and achieving high organic performance (e.g., 11.6M TikTok organic views).

Served as primary client contact across multiple fast-turnaround stills and motion projects for BYD, Huawei, Alipay+, miHoYo, and Heytea—translating briefs, managing expectations, and presenting production plans, schedules, and budgets. Ran end-to-end production across BAU shoots and larger TVC campaigns, from planning through delivery. Managed budgets from estimate to reconciliation, tracking invoices, handling scope changes, and negotiating third-party fees to protect margin. Managed and mentored freelance specialists across a network spanning four international cities, improving output by 25% through better resource allocation. Sourced and directed on-screen talent, including negotiation and ongoing relationship management.

Owned production logistics across concurrent client briefs, including scheduling, locations, equipment, talent, post-production coordination, and vendor management. Managed day-to-day execution and ensured delivery across overlapping projects, supporting creative and production teams from planning through completion. Promoted to Creative Producer after 11 months based on consistent delivery and strong client relationship management.