Kelvin C.

Experience

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  Orient Cable Network. Co., Ltd.

  Aug 2003 - May 2005

  Marketing Executive

  Key responsibilities & working scope:* POSM design and production of the propaganda materials for “Cable plus” * Planning and organizing general promotion activities, e.g. Business Agencies Conference of Shanghai Area, 2004 the Fourth Shanghai International E-Home Exhibition etc.* Participating in developing and implementing the proposal of company strategy and campaign for Cable plus’s brand promo & “DTV” promo* Assisting to control the budget* Marketing information analysis* Daily administration support: updating the marketing monthly agenda and filing工作内容与职责：* 负责公司“有线通”品牌的宣传品制作；* 负责公司大型展会等推广活动的策划、搭建方案的制订与执行，包括上海区域代理商大会，上海地区代理商签约仪式，04’ 中国上海国际智能家居展等；* 负责参与有线通品牌及数字付费电视的推广策略、活动计划、媒体公关计划的制订及执行；* 协助监控预算费用支出；* 负责对市场数据的分析、说明；* 日常市场行政工作。 Show less

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  STAR (CHINA) LTD. CHANNEL V CHINA

  Jun 2005 - Oct 2005

  Marketing Executive

  Key responsibilities & working scope:* Participating in the preparatory work for “Summer Shake 2005”, including the POSM design and the production of propaganda materials* Supporting PR manager to handle PR campaigns, such as Summer Shake 2005 Press Conference & road show, Slek [V] Music Fantasy road shows & Nestle [V] band search road shows, etc.* Assisting daily media monitoring, local media liaison, media database update and media inquiries handling* Supporting PR manager to establishing and maintaining partnership with medias to promote [V]* Dealing with existing niche media partnership, including Focus Media, Target Media, Lawson Store, JJ taxi, etc.工作内容与职责：* 负责参与“风·夏音乐季”、雀巢最佳组合大搜索以及舒蕾秀发之星的系列PR宣传活动；* 负责参与雀巢最佳组合大搜索、舒蕾秀发之星的新闻发布会，路演前期准备和执行工作；* 负责“风·夏音乐季”的新闻发布会及商场路演的准备和执行，宣传品制作，礼品采购并协助媒体购买；* 协助进行日常媒体维护、媒体联络、媒体资料更新以及媒体要求的处理；* 负责协助公关经理建立和维护媒体合作伙伴关系，全面负责在平面和影视宣传中进行[V]的宣传执行工作；* 与现有多媒体合作伙伴进行日常沟通，包括分众传媒、Target Media, 罗森便利店收银台屏幕, 锦江出租车车载电视等。 Show less

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  Phoenix TV

  Nov 2005 - Nov 2006

  Business Development Manager

  Key responsibilities & working scope：www.phoenixtv.com* Handling the cooperation with various niche media on marketing expansion.* Taking charge of the planning and implementation of Marketing & PR campaigns.* Taking charge of the cooperation with DMTV and Warsu Media Group on various mobile TV and IPTV programs* Taking charge of the program cooperation on IPTV with Warsu Media Group* Filling the role of project leader to negotiate the cooperation with other new media, such as PPstream, Tudou on media replacement, PR activities and joint publicity.工作内容与职责：* 负责与各类相关媒体平台，如“高档商务联播网”等进行市场推广合作；* 负责各类相关市场推介活动的策划和实施；* 负责与东方龙移动信息及华数集团进行手机电视直播、点播、滚播节目的合作。* 负责与其他新媒体公司，例如ppstream，土豆网等新媒体公司在媒体置换、公关活动、联合宣传等的市场推广宣传方面合作。 Show less

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  VF Jeanswear

  Dec 2006 - Apr 2015

  Marketing Manager

  Key responsibilities & working scope:* Participate in formulating the brand positioning of Lee and the nationwide marketing strategy* Develop seasonal integrated brand strategy with core internal teams, including AP/CN product, retail teams * Based on the integrated brand strategy, lead creative, media buy, digital and PR agency to finalise marketing campaign idea* Develop creative program to integrate ATL and BTL touch points together, focusing on both buzz creating and retail traffic boost* According to the aligned marketing campaign idea, plan and execute marketing activities in above-the-line and below-the-line, including - Develop nationwide print/outdoor media plan and the corresponding execution - Formulate and implement seasonal road show project - Develop various in-store promotions/giveaways, launch and sustain CRM program to grow the store productivity. - In charge of the production and distribution of all the in-store and outdoor promotional materials* Communicating and coordinating with branch companies and key wholesalers to ensure all the marketing activities and media plans are implemented smoothly* Seasonally monitor and evaluate the performance of advertising agencies/media companies, and work with global/AP CI team to assess the brand health, campaign effectiveness and efficiency in China market* Seasonal sales meeting preparation and execution* Marketing budget management* Build solid, professional and efficient brand and retail marketing team工作内容与职责：* 参与制订Lee的品牌定位以及全国市场策略* 与内部核心团队，包括亚太及中国区产品，零售部门共同制定季节性整合营销策略，并带领广告创意公司，媒体购买公司，互联网营销公司及公关公司共同完成核心推广策略及创意* 负责传统媒体与新媒体、互联网平台的结合呈现的尝试，以期达到在提升品牌形象的同时建立社会话题及店铺引流* 基于核心推广策略制定媒体购买计划及零售营销推广计划的制订，包括： - 制定全国Lee平面/户外媒体、核心互联网媒体计划的制订及具体执行 - 负责Lee市场路演活动的策划及执行 - 负责Lee宣传品的制作，零售促销品的制作，促销机制及派发 - 负责上线及运营CRM项目增加单店产出* 负责与各分公司及重点经销商进行沟通，协调市场活动计划及媒体计划的顺利执行* 负责监控、评估广告公司，媒体购买公司的工作，并与全球及亚洲消费者洞察团队评估推广活动效果* 负责季度订货会的策划及执行* 控制市场预算费用并主导团队建设及促进团队合作 Show less

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  YOHO!

  Apr 2017 - Oct 2018

  Marketing Director, YOHOPE & YOHO!STORE

  Key responsibilities & working scope:YOHOPE Division Map out multiple brand strategy for YOHOPE brands with product and sales team, including brand positioning, categorisation and classification. Initiate seasonal marketing plan and campaign idea for key brands to increase brand awareness and drive traffic to online stores (including tmall, jd and yohobuy). Integrate group resources (Print medias: Yohoboy, Yohogirl, online medias: Yohonow, Mars and e-commerce platform: Yohobuy!) to maximize the campaign impact. Offline store image system development. Offline event preparation and execution (e.g. YO’HOOD, YOHOSTORE exhibition). Marketing team build up. Marketing budget management.YOHO!STORE Division Develop YOHO!STORE Brand Strategy with group management team; Design, implement, facilitate and monitor 360 marketing campaign and activities according to the brand strategy and group marketing calendar; Carrying out multiple event planning and management like limited goods launch activity, brand pop-up stores, media events; Manage daily activities with PR, event and digital agencies to make sure all the campaigns run to deadline and on budget; KOL & social media management on various of social medias especially for WeChat and Weibo; Develop partnerships & relationships with third parties to meet strategic objectives like regional customer recruitment; Daily CRM management including online-offline CRM campaign; Efficiently coop with Product, VM, Operation and other internal teams to drive offline store traffic and sales; Overseeing and managing marketing budget. Show less

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  Pernod Ricard China

  Oct 2018 - now

  Senior Brand Manager for Absolut & Cocktail PortfolioKey responsibilities & working scope:- Lead Absolut team to develop 3-Year brand strategy including brand mission, strategic marketing imperatives andkey brand & business drivers.- Drive Absolut team and cocktail portfolio team to build yearly brand plan for Absolut and other key cocktail brands with volume, P&L forecast.- Lead brand marketing team and agencies (creative, digital, ePR and media) to create integrated marketing campaigns from initiative until execution based on approved brand plan.- Push marketing initiatives to achieve brand and business goals including brand equity tracking KPI, social listening ranking, consumer recruitment and business volume.- Drive consumer conversion through marketing campaigns especially on EC channel landing.- Create innovative projects and collaborations to drive product innovation, consumer excitement and in-depth D2C connection.- Monitoring, evaluation and quick adjustment on campaign performance- Closely work with 1) multiple external teams of Pernod Ricard China including sales, CI, strategy and consumer connection teams (media buy & CRM) to ensure marketing initiatives being executed with high efficiency; 2) global brand owner companies to align on global campaign landing and local campaign initiative.- Build up professional and efficient marketing teams with trust and cooperation working style, talent development and team motivation- Marketing budget planning & management. Show less

  • Associate Brand Director

    Jul 2022 - now

  • Marketing Manager

    Jan 2021 - Jun 2022

  • Senior Brand Manager

    Oct 2018 - Jan 2021