Available to hire
I am Adela Yang, a Global Marketing & Media Expert with 12+ years of international experience driving brand growth and digital transformation across Beauty, Luxury and FMCG. I have a proven track record of leading cross-functional teams, building strategic partnerships, and delivering measurable commercial impact across Europe and Asia.
As the founder of La Seine Consulting (Paris & Shanghai), I design go-to-market strategies for European fashion brands, forge partnerships with media and creators, and lead cross-industry projects around Fashion Weeks to boost visibility and revenue. Previously, I led digital marketing at Maybelline Shanghai, and held leadership roles at Henkel Schwarzkopf and Ogilvy, delivering strong ROI and digital transformation for global brands.
Experience Level
Expert
Expert
Language
English
Fluent
French
Beginner
Chinese
Fluent
Work Experience
Founder & CEO at La Seine Consulting
April 1, 2024 - PresentDesigned go-to-market strategies for 8 European fashion brands across Europe and China; developed 5 partnerships across media, creators and commercial partners, accelerating market entry by 50%; led 3 cross-industry consulting projects across five business functions during Paris and Milan Fashion Weeks to strengthen brand visibility and commercial opportunities.
Head of Digital Marketing at L’Oréal (Maybelline) – Shanghai
January 1, 2022 - June 1, 2022Led a 12-member digital team and an AI-powered Content Factory, producing 1,000+ monthly video assets; analyzed online traffic, yielding 20M+ engagements and a 2.2x marketing ROI. Delivered 4 new product launches, including a global co-branding campaign, coordinating cross-functional execution across Marketing, Sales, Retail, Finance and Product. Managed a €3M marketing budget and transformed the digital operating model, improving efficiency and cutting costs by 15%.
Communication & Digital Marketing Manager at Henkel (Schwarzkopf) – Shanghai
May 1, 2019 - January 1, 2022Developed digital and social marketing strategies across 3 APAC markets for Schwarzkopf Hair Care & Color; led brand's digital transformation across media, retail and e-commerce, driving 87% sales growth and improving e-commerce search rankings from #9 to #1. Managed 8+ agency partners across creative, media, influencer marketing and production for integrated omnichannel campaigns.
Associate Account Director at Ogilvy – Shanghai & New York
December 1, 2015 - April 1, 2019Led a 5-member team delivering 30+ integrated campaigns for Estée Lauder, MARNI, Tiffany & Co., and other global luxury and beauty brands. Collaborated with clients from consumer insights to product strategy through packaging design and go-to-market planning, and directed US-based creative productions including TV commercials, celebrity campaigns, lookbooks and premium visual content.
Account Manager at Ogilvy – Shanghai
March 1, 2015 - December 1, 2015Managed brand strategy and integrated campaigns for Galeries Lafayette Shanghai and luxury real estate developments valued at €30M+, including cross-market brand activations across Hong Kong and Taiwan and coordinating celebrity campaigns.
Key Account Manager at Publicis Groupe – Shanghai
July 1, 2012 - February 1, 2015Managed digital and social media strategy for Estee Lauder, L’Oréal, Tiffany & Co.; aligned business objectives with brand strategy across retail and digital ecosystems; coordinated cross-functional collaboration across 5 teams and supported international market expansion for global brands entering China.
Education
MBA at HEC Paris
January 11, 2030 - December 31, 2023Summer Short Courses in Fashion Design, Contemporary Art Exhibition Management, Fashion Buying and Merchandising at Central Saint Martins, University of the Arts London (UAL)
January 11, 2030 - July 2, 2026In-progress French language program at Catholic University of Paris (ICP)
September 1, 2024 - July 2, 2026Bachelor’s Degree of Advertising at Zhejiang Sci-Tech University
September 1, 2008 - June 1, 2012Qualifications
MBA - Master of Business Administration, HEC Paris
January 11, 2030 - December 31, 2023ICP French Language Studies
September 1, 2024 - July 2, 2026Bachelor’s Degree of Advertising
September 1, 2008 - June 1, 2012Central Saint Martins - Summer Short Courses in Fashion Design & related
January 11, 2030 - July 2, 2026Industry Experience
Consumer Goods, Media & Entertainment, Professional Services, Retail, Travel & Hospitality
Experience Level
Expert
Expert
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