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Hi, I’m Yinpin Yu, a Manchester-based brand and marketing leader specializing in UK prestige beauty brands. I was promoted to lead marketing for UK prestige beauty brands at THG after my line manager left the team, reporting directly to the GM. I drive GTM and social commerce strategies, launching flagship stores from scratch on RedNote and TikTok, coordinating with platform reps, internal stakeholders, and external agencies to deliver measurable growth. I lead influencer marketing and paid media, localizing global messaging into assets, driving strong reach and ROI. I’ve built end-to-end KOL programs, SEO improvements, and optimized store layouts to boost conversions, while coordinating cross-functionally across APAC and UK markets. Previously, I led e-commerce operations for luxury brands in China at Buy Quickly, delivering double-digit YoY growth and engagement through multi-brand campaigns across TMall, JD, TikTok, and WeChat, including collaborations with Chopard and Jaeger-LeCoultre.…Hi, I’m Yinpin Yu, a Manchester-based brand and marketing leader specializing in UK prestige beauty brands. I was promoted to lead marketing for UK prestige beauty brands at THG after my line manager left the team, reporting directly to the GM. I drive GTM and social commerce strategies, launching flagship stores from scratch on RedNote and TikTok, coordinating with platform reps, internal stakeholders, and external agencies to deliver measurable growth. I lead influencer marketing and paid media, localizing global messaging into assets, driving strong reach and ROI. I’ve built end-to-end KOL programs, SEO improvements, and optimized store layouts to boost conversions, while coordinating cross-functionally across APAC and UK markets. Previously, I led e-commerce operations for luxury brands in China at Buy Quickly, delivering double-digit YoY growth and engagement through multi-brand campaigns across TMall, JD, TikTok, and WeChat, including collaborations with Chopard and Jaeger-LeCoultre.

Yinpin Yu

Brand Strategist, Marketing Strategist, Influencer Marketing Manager, +5

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Hi, I’m Yinpin Yu, a Manchester-based brand and marketing leader specializing in UK prestige beauty brands. I was promoted to lead marketing for UK prestige beauty brands at THG after my line manager left the team, reporting directly to the GM. I drive GTM and social commerce strategies, launching flagship stores from scratch on RedNote and TikTok, coordinating with platform reps, internal stakeholders, and external agencies to deliver measurable growth. I lead influencer marketing and paid media, localizing global messaging into assets, driving strong reach and ROI. I’ve built end-to-end KOL programs, SEO improvements, and optimized store layouts to boost conversions, while coordinating cross-functionally across APAC and UK markets. Previously, I led e-commerce operations for luxury brands in China at Buy Quickly, delivering double-digit YoY growth and engagement through multi-brand campaigns across TMall, JD, TikTok, and WeChat, including collaborations with Chopard and Jaeger-LeCoultre.…Hi, I’m Yinpin Yu, a Manchester-based brand and marketing leader specializing in UK prestige beauty brands. I was promoted to lead marketing for UK prestige beauty brands at THG after my line manager left the team, reporting directly to the GM. I drive GTM and social commerce strategies, launching flagship stores from scratch on RedNote and TikTok, coordinating with platform reps, internal stakeholders, and external agencies to deliver measurable growth. I lead influencer marketing and paid media, localizing global messaging into assets, driving strong reach and ROI. I’ve built end-to-end KOL programs, SEO improvements, and optimized store layouts to boost conversions, while coordinating cross-functionally across APAC and UK markets. Previously, I led e-commerce operations for luxury brands in China at Buy Quickly, delivering double-digit YoY growth and engagement through multi-brand campaigns across TMall, JD, TikTok, and WeChat, including collaborations with Chopard and Jaeger-LeCoultre.

Available to hire

Hi, I’m Yinpin Yu, a Manchester-based brand and marketing leader specializing in UK prestige beauty brands. I was promoted to lead marketing for UK prestige beauty brands at THG after my line manager left the team, reporting directly to the GM. I drive GTM and social commerce strategies, launching flagship stores from scratch on RedNote and TikTok, coordinating with platform reps, internal stakeholders, and external agencies to deliver measurable growth.

I lead influencer marketing and paid media, localizing global messaging into assets, driving strong reach and ROI. I’ve built end-to-end KOL programs, SEO improvements, and optimized store layouts to boost conversions, while coordinating cross-functionally across APAC and UK markets. Previously, I led e-commerce operations for luxury brands in China at Buy Quickly, delivering double-digit YoY growth and engagement through multi-brand campaigns across TMall, JD, TikTok, and WeChat, including collaborations with Chopard and Jaeger-LeCoultre.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Language

English

Advanced

Chinese

Fluent

Work Experience

(Acting) Brand Manager at The Hut Group

January 1, 2024 - Present

Promoted to lead Asia marketing for UK prestige beauty brands, reporting directly to the GM. Successfully launched official flagship stores on RedNote and TikTok, managing day-to-day operations, KOL outreach, and livestreams to boost store traffic by 50% over target. Designed incentives and optimized store layouts resulting in a 40% increase in first-month sales. Led influencer marketing campaigns driving over 300K hashtag views and 55% YoY keyword search growth. Directed 13+ sales campaigns with 300+ KOLs onboarded, achieving 50% YoY engagement growth and 40% increase in ROI. Optimized paid media resulting in a 30% YoY CTR increase and significant cost reductions.

Senior E-commerce Executive at Buy Quickly (E-commerce Agency)

August 31, 2023 - July 30, 2025

Led end-to-end B2C operations for luxury brands including Chopard and Jaeger-LeCoultre on top Chinese e-commerce platforms like Tmall. Achieved +20% YoY sales growth and exceeded revenue targets by 17%. Developed and executed yearly e-commerce strategies including KPI tracking for AOV, CVR, ROI, and traffic optimization. Managed participation in major Tmall promotional events driving 15% YoY organic traffic growth. Oversaw influencer campaigns, livestreams, and KOL management leading to 35% sales increase over targets. Managed brand-owned social media presence, driving 15% YoY follower growth and 20% YoY impressions. Initiated and developed 7+ successful co-branded campaigns with lifestyle brands, enhancing brand visibility and engagement.

Brand Manager (Acting) at THG (The Hut Group)

January 1, 2024 - Present

Promoted to lead marketing for UK prestige beauty brands after line manager left; reported directly to the GM. Led GTM & Social Commerce strategy; launched official flagship stores from scratch on RedNote and TikTok; coordinated cross-functionally with platform reps, internal stakeholders, and external agencies; localized global messaging; secured live streams; spearheaded KOL outreach, boosting first-month store traffic by 50% vs target. Drove conversions through store-exclusive incentives and SEO/layout optimizations, exceeding first-month sales targets by 40%. Built and optimized end-to-end influencer and paid media strategies; delivered over 1M impressions from paid/organic channels; improved CTR by 30% YoY while reducing CPC and CPA by 25% and 15% respectively.

Senior E-commerce Executive at Buy Quickly (E-commerce Agency)

August 31, 2023 - September 24, 2025

Led end-to-end B2C e-commerce operations for luxury brands in China, partnering with 80+ global luxury and fashion brands and operating 160+ online stores across TMall, JD, TikTok, and WeChat Mini Programs. Directed multi-channel campaigns for top clients on China’s e-commerce platforms; led end-to-end B2C operations as interim flagship store lead. Managed campaigns for partners like Chopard and Jaeger-LeCoultre on TMall, achieving +20% YoY sales growth and exceeding revenue targets by +17%. Developed full-year e-commerce strategies, tracked KPIs (AOV, CVR, ROI, traffic), and optimized PDPs; collaborated cross-functionally (design, product, CRM, CS) to align business targets. Led influencer campaigns and livestreams on TMall, selecting KOLs and ensuring messaging accuracy, delivering +35% sales vs target. Secured 30+ celebrity seedings via PR agencies, generating 1M+ organic impressions and 60K+ engagements across social platforms.