I am a results-driven strategic leader with over 10 years of experience in advertising and digital transformation for Fortune 500 brands. I specialize in orchestrating large-scale integrated media campaigns (budgets up to €13M) and building cross-functional tool ecosystems that drive ROI. Having navigated both Asian and European markets, I blend deep analytical insights with creative storytelling to scale agency operations and deliver measurable growth across brands and markets.…

Zhiying Zhu (Allison)

I am a results-driven strategic leader with over 10 years of experience in advertising and digital transformation for Fortune 500 brands. I specialize in orchestrating large-scale integrated media campaigns (budgets up to €13M) and building cross-functional tool ecosystems that drive ROI. Having navigated both Asian and European markets, I blend deep analytical insights with creative storytelling to scale agency operations and deliver measurable growth across brands and markets.…

Available to hire

I am a results-driven strategic leader with over 10 years of experience in advertising and digital transformation for Fortune 500 brands. I specialize in orchestrating large-scale integrated media campaigns (budgets up to €13M) and building cross-functional tool ecosystems that drive ROI.

Having navigated both Asian and European markets, I blend deep analytical insights with creative storytelling to scale agency operations and deliver measurable growth across brands and markets.

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Skills

Experience Level

Language

English
Fluent
Spanish; Castilian
Fluent
Japanese
Fluent
French
Beginner

Work Experience

Independent Media Strategy Consultant / Practice Lead at Medialink (Personal Agency Brand)
January 1, 2025 - Present
Independent media strategy consultancy & buying practice serving global brands, including Shenzhen Airlines, Chery (Spain market), Trip.com, and T-ART Digital. Designed end-to-end social media and overseas media strategy for European markets; built scalable operational frameworks integrating influencer, affiliate, paid media, and livestreaming into a unified performance ecosystem. Established enterprise-level SOPs for T-ART Digital (TSP/MCN model), improving execution efficiency and standardization. Led cross-channel campaigns, oversaw new business opportunities, and shaped agency brand positioning through PR leadership and centralized digital infrastructure. Delivered global media strategy for cross-border expansion.
Associate Planning Director at Carat Dentsu
November 1, 2023 - August 1, 2024
Led end-to-end media strategy and execution as brand lead for Carlsberg China campaigns; managed planning and TP/performance teams; optimized full-funnel budgets to maximize ROI. Negotiated and maintained relationships with platforms including Tencent, ByteDance, Alibaba, Weibo, Xiaohongshu, and premium OOH partners; presented integrated strategies to C-suite executives.
Digital and Social Media Strategist at CHELA.US
March 1, 2023 - November 1, 2023
Market-specific social strategy for US and Spanish markets (retail-fashion); optimized customer journey across Instagram, Facebook, and TikTok; collaborated with influencers to amplify brand presence; leveraged tracking and data-driven analysis, including AI-driven optimization.
Senior Planning Manager at OMD, Omnicom Media Group
August 1, 2019 - November 1, 2022
Strategic full-funnel media architecture across TV, OOH, and digital for Amway China; managed a €13M annual budget, achieving cross-channel synergy and efficiency improvements, including a 70% CPM reduction during the Winter Olympics; led consumer behavior modeling and data-driven KPI setting, delivering 1B+ impressions.
Associate Planning Manager at Starcom, Publicis Media
June 1, 2017 - July 1, 2019
Directed the strategic execution of 13 concurrent integrated campaigns (average €3M each); exceeded targets with a 120% delivery rate; led digital transformation initiatives and data-driven audience insights; contributed to Reckitt Benckiser data infrastructure development.

Education

Master of Arts - Advertising and Marketing at University of Leeds, Leeds University Business School
January 11, 2030 - January 1, 2012
Bachelor of Management - Land Resources Management at South China Agricultural University
January 11, 2030 - January 1, 2010
Certificate - Strategies that Build Winning Brands + Digital Marketing Strategies: Data, Automation, AI & Analytics at Northwestern University, Kellogg School of Management – Online
January 11, 2030 - January 1, 2021
Certificate – Hispanic Studies at Universitat de Barcelona
January 11, 2030 - January 1, 2016

Qualifications

Master of Arts - Advertising and Marketing (University of Leeds)
January 11, 2030 - January 1, 2012
Bachelor of Management - Land Resources Management
January 11, 2030 - January 1, 2010
Certificate - Strategies that Build Winning Brands + Digital Marketing Strategies: Data, Automation, AI & Analytics
January 11, 2030 - January 1, 2021
Certificate – Hispanic Studies
January 11, 2030 - January 1, 2016

Industry Experience

Media & Entertainment, Consumer Goods, Retail, Software & Internet, Professional Services

Skills

Experience Level