Xiaoyun M.

Experience

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  猿辅导

  Apr 2016 - Oct 2016

  Product Operation Intern

  · New media operation: Implemented 6 activities in APP and drove 20% DAU growth. Grew official social account followers from 300k to 330k in 4 months.· Online shop establishment on Taobao: Started up the first certified company-owned online shop, the sale of the first 2 months is over RMB 350,000.

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  Publicis Groupe

  Feb 2017 - Sept 2018

  · Digital and Traditional media execution in campaigns level which above 100 million budget.· Annual strategy and pitch contributor who leads the parts of data analysis, modeling, and insights.· Equipped with deep knowledge of the Chinese market and media development. · Familiar with multi-stakeholder cooperations at the business level in the advertising industry.*Key Achievements: Succussed in the pitch maintaining the key client.*Key Client: Auto (BMW). · Strategic cases training on briefs from 21st Fox, JohnnieWalker.· Leading the graduate pitch to win the best team.

  • Strategic Planner

    Jun 2017 - Sept 2018

  • Graduate Management Trainee

    Feb 2017 - May 2017
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  Mindshare

  Sept 2018 - May 2022

  · Consolidated marketing strategy from front-end to back-end with execution: Media and Digital strategy integrator in the team *eightbar for IBM Consolidated Advertising and Performance Marketing on the agency side. Managing campaigns with Media Partnership, Performance & Evaluation, and Content Negotiation.· Global project manager: Leading a global system establishment project in the team *eightbar from zero, collaborated with the local team with US and APAC. · Driving market strategy from brand level to media opportunity with Ogilvy.*eightbar is a collective WPP team with B2B talents from Ogilvy and GroupM, delicate to industry communication solutions (Advertising, Performance Marketing, Paid Media) delivery for IBM Worldwide.*Key Clients: B2B (IBM), B2G (Hongkong Tourism Board), B2C (Alcon, Taikang, etc.) Show less

  • Strategic Planning Manager

    Oct 2019 - May 2022

  • Strategic Planning Supervisor

    Sept 2018 - Sept 2019
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  Ogilvy

  May 2022 - Jun 2024

  Associate Director Of Strategy

  1）Strategy Development: Developing Integrated Marketing Strategy (IMC) including industry and competitive research, media trends, key challenge definition, and solutions. Sometimes the strategy cooperated with brand strategy, creative, and PR. Communicate with the CMO/Marketing/Media head directly. Participated in 2 annual strategies and 10+ projects strategy as a key person and 80% of them have been brought to the practices process.2) Omni-channel Media Projects Landing and Ensuring Campaign Success: Collaborated with multiple parties to launch branding/performance campaigns on time. Responsible for performance review and report to the management.3) Data Analysis with Media Evaluation: Analysed campaign data and suggested proper media index reference with a benchmark to ensure a scientific and practical marketing evaluation system is being processed. 4) Supplier Sourcing and Management: Obtained reliable suppliers to land campaign executions with resource and price control, while maintaining long-lasting partnerships and keeping updates on the latest marketing methods.5) Cross-Department Communications: Coordinated multiple business units to improve media-related business processes to be more client-oriented and efficient.6) New Business Pitch Acquisition: Contributed to the RFI and RFP documents leading a team of 1-3 with FTE and SOW control.7) AI Marketing Exploration: Embraced AI technology, using tools such as ChatGPT, Kimi, Doubao, etc. to enhance work efficiency. Promoted the application of AI technology in marketing through internal experience sharing with team members.Key Achievements: Obtained 2 new businesses successfully. / As an individual, be selected into the Young Lion Program (the internal young leader training program) out of approx. 600 employees, 3%~4% shortlisting rate. Show less

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  PHD

  Sept 2024 - now

  Strategy Director