Yi-Tzu TSAI

• Devised and executed brand marketing and PR strategies
• Authored and distributed approximately 20 press releases for new products and promotions
• Managed media relations, including 65.7% increase in media responses YOY for H1 2023
• Executed over 70 advertorials with SEO rankings on the first 2 pages
• Wrote 12 official website columns for doctors and planned content for nutritionist articles on oral collagen
• Collaborated with beauty KOLs and implemented word-of-mouth marketing strategies, leading to a top-ranking presence in product forums
• Supported retail channel marketing, enhancing brand image and customer engagement in physical stores
• Organized press events for product launches and corporate anniversaries
• Executed ESG initiatives, including charity donations and sustainable development communications.

• Led marketing and PR strategies and budget control for the China region
• Leveraged Douyin‘s platform for brand advocacy, catapulting brand-related topic views from 1.9 million to nearly 31.55 million, a near 17-fold surge, and expanding product keyword reach from 3 to 10, enhancing brand visibility and searchability in 2021
• Optimized keyword retrieval on Xiaohongshu to improve user engagement in 2021
• Directed a celebrity endorsement campaign in 2020, culminating in a principal topic operation that garnered 110 million views on Weibo
• Developed and managed content for Sephora and official online product pages
• Produced nearly a hundred professional product photographs
• Managed social media platforms like Weibo, WeChat, and Xiaohongshu
• Planned and executed video content production, scripted and completed 3 YouTube videos, and 18 educational training films
• Produced and edited 29 podcast episodes
• Designed and produced product packaging and materials for physical retail channels in China
• Assisted in new product development and adapted USPs to better fit the Chinese market.

• Led a 5-person editorial team for monthly content planning and production
• Coordinated with the sales team for advertising needs.

• Managed 7-person team covering beauty and fashion
• Produced specific features on beauty and fashion trends and conducted interviews with experts and celebrities
• Managed production of timely news articles and live broadcasts with significant viewership
• Coordinated short video production for beauty and fashion topics

• Wrote articles and conducted interviews for beauty, fashion, and lifestyle publications
• Translated French novel《La Montagne de Minuit》into Chinese

• Led 30-person team covering beauty, fashion, automotive, health, technology, shopping, and DIY sections
• Initiated the trend of formulation expert-led cosmetic product ratings, influencing consumer purchasing habits.

• Planned and produced beauty content for a fashion magazine

Producer 3 program: Knowing Time, Sensitive Time, China Broadcasting Service Network