I am a brand and marketing leader with a Master of Management and a Bachelor of Administration from ICL Graduate Business School in New Zealand, plus studies at Jiangsu Police Institute, China. Based in Shanghai, I have led campaigns for global brands across APAC, including brands like Sebastian and OPI at Wella, Hershey China, Timberland, United Airlines, Ford, and Amazon, driving growth through data-driven insights and cross-functional collaboration. I excel at developing launch strategies, integrated campaigns across digital, PR, and influencer channels, and steering long-term brand trajectories. Fluent in English and Mandarin, I thrive on building global, innovative brand leadership and mentoring teams to deliver results across e-commerce, retail, and professional channels. I am seeking new opportunities to bring my international experience to a global brand leadership role.

Vicki Feng

I am a brand and marketing leader with a Master of Management and a Bachelor of Administration from ICL Graduate Business School in New Zealand, plus studies at Jiangsu Police Institute, China. Based in Shanghai, I have led campaigns for global brands across APAC, including brands like Sebastian and OPI at Wella, Hershey China, Timberland, United Airlines, Ford, and Amazon, driving growth through data-driven insights and cross-functional collaboration. I excel at developing launch strategies, integrated campaigns across digital, PR, and influencer channels, and steering long-term brand trajectories. Fluent in English and Mandarin, I thrive on building global, innovative brand leadership and mentoring teams to deliver results across e-commerce, retail, and professional channels. I am seeking new opportunities to bring my international experience to a global brand leadership role.

Available to hire

I am a brand and marketing leader with a Master of Management and a Bachelor of Administration from ICL Graduate Business School in New Zealand, plus studies at Jiangsu Police Institute, China. Based in Shanghai, I have led campaigns for global brands across APAC, including brands like Sebastian and OPI at Wella, Hershey China, Timberland, United Airlines, Ford, and Amazon, driving growth through data-driven insights and cross-functional collaboration.

I excel at developing launch strategies, integrated campaigns across digital, PR, and influencer channels, and steering long-term brand trajectories. Fluent in English and Mandarin, I thrive on building global, innovative brand leadership and mentoring teams to deliver results across e-commerce, retail, and professional channels. I am seeking new opportunities to bring my international experience to a global brand leadership role.

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Language

English
Fluent

Work Experience

Brand Manager at Penord Ricard
December 20, 2021 - April 29, 2023
Developed annual marketing plans and led execution of IP sponsorship, digital, and influencer campaigns. Rolled out integrated campaigns, co-branding and O2O activations with cross-functional and external stakeholders to strengthen brand engagement and consumer acquisition across digital, retail, and event channels.
Marketing Manager at Wella Company – China
December 1, 2021 - April 30, 2023
Reported to the China GM and managed beauty brands Sebastian and OPI. Oversaw full brand P&L, long-term strategy, and team leadership. Launched brand campaigns across e-commerce, retail, and professional channels. Adapted global initiatives for the China market and led local product development from insight to testing.
Senior Brand Manager at Wella Company
March 18, 2019 - December 17, 2021
Led brand campaigns across e-commerce, retail, and professional channels; adapted global initiatives for China; launched campaigns across Sebastian and OPI; oversaw full brand P&Ls and team leadership.
Brand Manager at Hershey China
March 1, 2019 - December 1, 2021
Delivered brand activation and campaign management for Hershey’s China portfolio, including IP campaigns and co-branding.
Senior Account Manager at ARKR Digital
March 1, 2018 - February 28, 2019
Managed digital campaigns for Hershey China and led influencer collaborations.
Account Manager at Wunderman
February 1, 2016 - February 28, 2018
Coordinated digital marketing initiatives across APAC for clients such as Ford and Amazon.
Senior Account Executive at M&C Saatchi
February 1, 2014 - January 31, 2016
Led CRM and social platform development for Timberland and United Airlines (China WeChat). Coordinated digital campaigns across APAC for clients like Ford and Amazon.
Account Executive at D&S Media Group
July 1, 2012 - February 1, 2014
Managed media relations and supported launch events, interviews, and digital storytelling projects.

Education

Master of Management at ICL Graduate Business School, New Zealand
April 1, 2024 - August 31, 2025

Qualifications

Add your qualifications or awards here.

Industry Experience

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