Yedda Wen

Experience

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  Tianjin Jinwan Newspaper Group

  Feb 2006 - Feb 2009

  Senior Journalist

  Daily NewspaperJournalist / Reporter - Editor and reporter: responsible for foreign and high-end crowd interviews and articles writing. Example: in August 2008, interviewed Richard, Tianjin Haihe River Friendship Award winner and the president of Spain Casting SQE, in September 2008, attended the Davos Forum, interviewed Netherlands TNT Group President Bakker Peter.- Responsible sections: foreigners horizon, overseas Chinese circles, Haihe love , tourism andculture- Published articles 'Expert Richard' 'Germany's lady in Tianjin‘, ’ full-time Spain wife's happylife‘, ’Life with a curve design‘, ’TNT's leaders ‘,’flying the red totem,‘ ’ to go skiing‘ ’ Europe ‘，etc.- In addition, responsible for magazine's editing, proofreading, etc. Show less

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  Ashley Furniture

  Mar 2009 - Oct 2014

  PR and AD Manager

  - Established PR team according to business needs, made rational structure of PR departments, set up 14 numbers PR team, including copywriter (3), designer (3), photographer (2), digital marketing specialist (2), event specialist (2), administrative assistant (1), made KPI evaluation for every position and managed whole department- Developed annual PR and AD budget and the whole year’s PR and AD program (online and offline) according to the company's business plan, planned and controlled related campaigns successfully, reached the KPI targets- Dealt with all kinds of crisis blasted, tracked crises that impacted brand and corporate reputation, developed strategic responses, responded to potential crisis, and aligned resources for crisis management in maintaining brand health and reputation responsible for all kinds of PR communications- Organized all kinds of promotional marketing events, such as regional and local customer events, planned opening ceremonies (with 5,000 guests attended) of the company successfully.- Kept close relationship with key media for the marketing promotion, established strong relationships with relevant agency partners and (media) vendors, established relationship with the key industry committee or associations and government, established strong relationships with relevant authorities, worked closely with CIDA (China National Interior Decoration Association), CBDA (China Building Decoration Association), ADCC (The Art Display & Decoration Committee of China), top-tier PR agencies, Graphic Design agencies, etc.- Organized and supported key marketing activities including seminar, exhibition, tradeshow and etc. Show less

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  Sengled

  Oct 2014 - May 2016

  Senior PR manager

  - Established PR department, managed global PR team(especially in EU and US region)- Developed Annual global PR budget and made a whole year PR program (online and offline) for China region, developed Chinese region PR program with Chinese budget, implemented the program and made the evaluation and analytic report- Responsible for overseas PR budget control, guided overseas activities’ directions and tracked the outcome of those activities- Directed and managed all brand positioning and corporate imagery strategies, VI management, corporate image promotion, publicity materials designed and produced, etc.;- Managed all of the internal brand trainings for commercial staff- Created programs to continuously monitor direct competitors and reported on their best practice- Global exhibitions, conferences, forums and awards planned and coordinated, (such as CES, IFA, and so on); prepared the PR release, controlled the release cycle, trained the foreign spokesman for presentation, and other related media publicity arrangements. Once made the plan for company production to gain the Best of Innovations Awards on CES, and this made a great influence of the mainstream media during CES, such as: Wall Street journal, Time, Bloomberg, Trends Digital and so on, therefore made a solid foundation for brand building.- Built up and maintained close relationship with media and managed social media resources for high quality external promotion- Created weekly news blasts, monthly and quarterly newsletters and press releases- Managed all of the external providers- Enterprise core leader’s image packaging, enterprise PR approach aligned- Social media program an digital marketing strategic developed, executed, data analysis report made, effectiveness tracked and evaluated- Responsible for developing and distributing business related internal communication- Handled crisis with related functions to maintain good corporate reputation to the public Show less

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  Shanghai Ruiyi Advertising Co., Ltd.

  Jun 2016 - May 2019

  Brand & Marketing Director

  -I once worked as a project director in Shanghai Ruiyi AD company. My team provided services to different brands in the EU, the US, and China. We helped customers formulate brand and marketing strategies and plan promotional activities to increase sales.-We provided customers with overall solutions for new product development, including user portrait locking, market research, new product design, and packaging design, new product evaluation & feedback, new product release strategy and execution, new product sales channel expansion, and new product sales data analysis. -We also managed digital platforms, like Facebook, Instagram, Wechat, Weibo, the Rebook, TikTok, etc. We were responsible for copywriting, activities planning, and implementation. We gave our customers ROI reports for event movements we did and got very positive results by fully controlling and carefully planning every procedure.-Events planning and executing was an essential part of my job, including large-scale catwalk events, company annual meetings, high-end dinners, international media press conferences, high-end exhibitions, etc. The role I once played was the main planner and executor. My work included event planning, event preheating on social media, event implementation, and event analysis reports.-Communication with different organizations was also an important part of my work. We helped clients establish media relations, government relations, and university relations, etc. We were responsible for docking different agencies to achieve a good result. -We also provided solutions of sales channels management (Amazon, Best Buy, Taobao, Tmall, JD, The Red book), and sales results analysis and report making.-Provided services like official website building and operating, product manuals, brochures, leaflets, product videos, and other related materials. Show less

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  OKU-NEW ZeaLAND NATIVE HERBS LIMITED

  Feb 2021 - Jul 2021

  Brand & Marketing Manager

  -Developed marketing and brand strategies for the OKU brand and executed those strategic activities effectively. -Responsible for the development of new products. Researched and developed new products based on different market characteristics. The procedures were as follows, market research, new product design, sample evaluation，feedback reports and new product packaging design, new products promotional materials producing, product promotion on digital platforms. Developed sales channels for new products, such as Tmall and JD (no agencies involved).-Developed effective communication strategies to improve media relations (including but not limited to KOLs, News Apps, Internet celebrity live broadcast platforms, etc.), government relations, university relations, and commercial partners relations. -Operated social media channels of OKU, including WeChat official account, Weibo, and other related social media platforms -SEO search engine optimization and PR content creating and releasing, public opinion monitoring -Daily operation of the e-commerce platforms, planned events and promotions of Tmall shops annual events (618 promotion, store celebration, double eleven, double twelfth, new year festival, etc.) and further evaluated and analyzed the effect of those activities based on relevant sales data results.-Independently worked with organizations outside the company, such as the commerce company, logistics company, warehousing department of Tmall, customer service department, and platform big data department of Tmall. -Set up e-commerce sales channels and formulated sales strategies for those e-commerce channels, analysis of sales data (no agencies involved). Show less

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  Bananaworks Communications

  Oct 2021 - Dec 2024

  Account Manager

  -Managing and maintaining client relationships, receiving briefs, and deciphering client briefs accurately and independently (with the bilingual language and cultural environment in Chinese and English, and being able to accurately translate copywriting and ideas into Chinese and English). -Developing marketing plans for key clients according to their business goals in the China market (including social media promotion plan, cross-border e-commerce promotion plan, and brand integrated marketing plan), and working closely with the Chinese agencies to drive great work. Integrated marketing solutions are an area of expertise. -Co-ordinating all client meetings, and managing the team of resources available and efficient approach to problem-solving seeking assistance from the Chinese networks. Managing expectations of all parties through a project. -The production of content is the main part of the job, including the creation of WeChat copywriting, advertisements, brand stories, and PR articles within the deadline. -Customizing marketing and brand solutions for the Chinese market to meet local clients’ needs in New Zealand, and be responsible for leading e-commerce platforms and social media platforms in mainland China, including but not limited to Tmall, JD, the RED, TikTok, etc. -Providing WeChat marketing services for specific brands, including the formulation of WeChat promotion plans, content planning and production, layout planning and proofreading, etc. Leading to the increase in WeChat Official Account followers and WeChat article views. In addition, responsible for the interaction of followers on the WeChat platform. -Responsible for the adjustment of the company's business scope and the upgrade of brand positioning according to different customer types and needs, and successfully built the relationship and cooperation between the New Zealand companies and the Chinese companies to promote the growth of the brand in the Chinese market. Show less