Annie Chan

Experience

• 

  网易

  Feb 2014 - Apr 2015

  Marketing Manager

  Managed market operations for NetEase News, leveraging brand marketing, business partnerships, advertising, and PR to strengthen its “Attitude Matters” brand positioning, significantly enhancing brand reputation and loyalty.Brand Communication for NetEase News App: Reinforced the “Attitude Matters” positioning through media campaigns and cross-industry collaborations, including product placements in films.Extending the Brand Positioning – “Attitude in Action”: Led large-scale annual campaigns such as the “Attitude Awards.”Major Brand Events Management: Oversaw budget planning, vendor management, and execution of key annual forums and summits (approximately 10 major events), including the NetEase Economist Conference. Show less

• 

  脉脉

  Jul 2015 - Jul 2019

  Marketing Director

  Early team member overseeing marketing and branding, driving the company’s rapid growth from Series B to D and establishing China’s top professional networking brand.1. Team Management:Implemented OKR management to set long-term and phased goals, optimizing market resources and budget allocation.Led and managed a team of over 10 members, ensuring high retention and exceeding targets consistently.2. Brand & PR:* Developed brand positioning and management strategy across different growth stages, strengthening brand perception and equity.Negotiated ad placement barter deals, saving millions in costs while enhancing brand awareness and reputation.3. Market Partnerships:Designed annual partnership strategy, integrating online and offline resources to leverage external brand influence.Established collaborations with top 100 apps, major FMCG and restaurant chains, and digital media platforms.4. Integrated Marketing:Event MarketingScenario MarketingProduct MarketingContent MarketingInteractive & Entertainment MarketingUser Growth5. Operations Management:Event Operations: Scaled offline networking events, securing 100+ industry event partnerships monthly and a strategic collaboration with Huodongxing.Community Operations: Managed "Maifriend Club" across 15 cities, engaging over 50,000 core users in offline activities.Live Streaming Operations: Launched “Maimai Career Live,” featuring 200+ knowledge-sharing sessions with top executives and celebrities, reaching 5M+ total viewers and tripling user engagement time.User Operations: Focused on high-value executive user engagement, boosting loyalty and content contributions. Show less

• 

  Qutoutiao 趣头条 (NASDAQ: QTT)

  Nov 2019 - Dec 2020

  Brand Marketing Director

  QTT (NASDAQ: QTT) —— The first mobile content aggregator to go public in just 27 months.I. Brand ManagementCore Product Matrix of the Group ——QTT（趣头条） App (A pan-entertainment content platform with 800 million users)MiDu（米读） App (Free novels enjoyed by 200 million users)Brand Positioning Upgrade:Conducted in-depth market research to understand the下沉market and successfully upgraded the brand positioning of QTT.Developed the core brand positioning of Midu as "Free Novels for Uninterrupted Reading Pleasure," shaping a new brand image, capturing user mindshare, and enhancing brand favorability.Brand System Construction:Developed annual brand strategies and budget plans.Established a supplier management system, refined the brand VI (Visual Identity), created brand mascots, produced brand TVCs (Television Commercials), and managed new media operations.Brand Activities:Organized and participated in industry summits, exhibitions, event marketing, holiday marketing, trending topic marketing, and entertainment marketing.II. Market Collaboration:Synergy Across Core Business Lines: Content, Growth, Live Streaming, Monetization, etc.Empowered business development through integrated resource allocation.III. Employer Branding:Developed employer branding strategies to enhance potential candidates' perception of QTT's corporate culture.Improved recruitment quality and efficiency through partnerships with recruitment platforms and social content dissemination.V. Organizational Development and Talent Management:Restructured the Brand and Marketing Department of QTT.Responsible for talent acquisition, development, and retention, enhancing organizational effectiveness. Show less

• 

  传音控股集团

  Jan 2021 - Aug 2021

  Digital Marketing Director

  TECNO Mobile Business Unit:Responsible for overseas markets, digital marketing, and advertising campaigns.Manages brand marketing across 60 global markets.Oversees operations and ad placements on platforms such as Facebook, Google, and TikTok.Handles marketing budgets in the hundreds of millions.

• 

  A Group Valued at Hundreds of Millions

  Jan 2022 - May 2022

  CMO

  Branding, Public Relations, Marketing, Design, New Media, Overseas Markets

• 

  Shanghai Ziyoushi Information Technology Co., Ltd.

  Jun 2022 - now

  CEO

  Overseas Digital Marketing Consulting and Training