Sue XIONG

• Organic Social Lead

- Lead brand social retainer, communicate with global content team and external agency to develop social plan, social cadence and roadmap, supervising monthly report. Be responsible for the content release plan in line with global rollout, for layout design combining brand guideline and local creation.

- Contributed to social retainer management, leading to an increase in the average opening rate of WeChat posts from 2.7% to 3.5% without celebrity exposure. Also helped achieve the growth of followers, WeChat: +9.5%, WeChat Channel: + 52.3%, Weibo: + 0.48%, Red: + 42.9%

• Media Planning & Execution

- Developed and executed comprehensive media plans across digital and traditional media channels (Paid Social, Display & Search and Performance ads).

- Managed the end-to-end digital ads campaign execution process. Such as for RED IP collaborations, from budget allocation, briefing, audience targeting, city targeting, to KOL shooting, KV/Topic Page/IP H5 Page/Fire topic optimising, to Fast tracking report review, Full post-buy performance review, to learning and strategy adjustment for next wave.

- Spearheaded Search & Performance Ads planning and execution. Covering main platforms, WeChat/RED/Baidu Brand zone, WeChat Bidding Moments ads/Conversion banner/Fans banner, RED bidding ads, WeChat/RED/Baidu PPC.

• Influencer Project Management

- Managed to conduct KOL & KOS projects with strategic planning and execution to elevate Piaget brand image and awareness, generate desirability and drive traffic to off-line boutique.

• Digital Related Project Management

- In charge of Brand WeChat and RED Mini-Program, covering user-flow design, homepage/portal upgrade, boutique management and revamp, landing page development, WeChat menu bar update, etc.

• Lead Tissot's all social platforms (WeChat, Weibo, RED, Douyin, BiliBili and Kuai Shou) content delivering, rejuvenating brand image with creative digital campaigns including virtual idol cooperation, animation video creation, discotheque party throwing and dance group modern-vintage look shooting to earn Gen-Z interests and create social buzz.
• Managed KOL cooperation and leveraged KOL matrix to increase female watch market share from 6% to 15% within 6 months, enhancing user purchase intention.
• Manage new collections KV and social videos shooting and launch campaign, leveraging celebrities' assets and influence to strengthen sales-driven marketing strategy on all social platforms.
• Supported ROI-driven media strategy by managing digital media buying, including programmatic and SEM keyword buying, achieving programmatic ad ROI of 0.94, four times higher than Swiss watch benchmark.
• Lead vertical platform, XBIAO (腕表之家) 's content development including product shots and video shooting, also in charge of iWOM delivering, covering new collections publishing, users watch try-on posts, forum watch knowledge sharing and watch purchasing recommendation.
• Assisted EC team in delivering promotional content and ads, successfully winning pitch for Super Brand Day, Heybox, and JD promotional activities, contributing to sales growth.

• Lead sales boost social campaign, collaborating with over 1000 KOLs to keep sharing voice on social platforms during regular sales period while delivering multi-dimension integrated social strategy on big promotion day, with leveraging hundreds of KOCs resource to strengthen product superiority and build reputation, utilizing Shutiao and Information flow amplification to maximize power of high-quality content and drive traffic to EC channels continually, also having cooperation with WeChat and Weibo top KOLs to post on must-buy list to directly boosting sales, bonding with media plan to make a sku hero product with achieving +170% KPI, +270% EC in-site search UV increase and +1250% CSG of it during Double 11.
• Manage brand campaigns with consumer journey definition, strategy and creative development, assets creation, including branding and product videos, KOL short videos, KV shooting and production, and using social listening tool and in-site consumer tracking report to define consumer needs and core scenario to improve conversion rate of assets on in-site media spots (直通车, 超推, 品销宝, etc)
• Lead brand visual upgrade on EC channels, including Tmall and JD flagship store decoration, user flow upgrade, secondary page optimization, PDP optimization, also follow industry trend to enhance brand preference, increase in-site CVR, improve efficiency of attracting new customers and stimulating regular customers.
• Lead gifting campaign, combining with EC in-site promotion day timeline and promotion spot resource request and leveraging TA analysis on cross-category consumer preference to deliver gifting plan with pack design, gift purchase, box production and social and digital content support.
• Support team to develop new business opportunities, eg, Viya(薇娅) and Austin Li(李佳琦) live-streaming cooperation opportunity for Tmall, top KOL live-streaming chance on social platforms and offline business expanding and new ways of driving sales on various channels.

• Client: Wyeth S-26
• Lead digital and social content management, including EC channels page design and optimization, official social accounts content delivery and official website upgrade to keep a highly efficient and superior communication content with customers and improve brand awareness and preference.
• Manage TVC and KV productions from projects brief, strategy and creative idea management, scripts/storyboard/motion boards delivery to shooting and postproduction management, to create high-quality assets and do the QC work as a brand guardian.
• Assistant director to do budget plan and resource allocation, manage team projects timeline, also deep dive marketing trends and do communication language optimization.

• Clients: Fendi, Metro and HIPP
• Support to deploy 360-degree campaign on planning, execution and recap process, with cross-function cooperation with internal and external partners, managing social and digital communication, H5 production, TVC and KV production to drive consumers engagement.
• Lead the retainer projects on social and SEM platforms. Work with internal creatives and media agency to implement the campaign idea.
• Assist in providing relevant market information and other facts necessary to address briefs to internal team and media agency.