Olivia

IMC Manager

OPPO

May 2025 - Present • 1 yr

• Integrated Marketing: Led the end-to-end integrated marketing communication for new product launches, from target persona identification and key scenario extraction to messaging development and ambassador strategy. Guided the team through warm-up, launch, and sustaining phases, leveraging TikTok as the main platform and collaborating with 100+ creators and tech media to achieve breakthrough awareness and sales conversion. • Consumer Research: Responsible for consumer insights across the entire product portfolio. Led c-level into local universities and elite communities for in-depth interviews and field studies to gather first-hand insights. Delivered systematic research reports for each product line by uncovering emotional and functional needs, identifying market opportunities, and empowering marketing strategy with actionable consumer understanding. • External Partnerships: Participated in nationwide university roadshow programs to recruit campus experience ambassadors and promote new product launches. Collaborated with MLBB to execute large-scale community activations, engaging core user groups through gaming experiences and interactive activities to strengthen product feature recognition and increase user stickiness.

Brand Manager

Finance Expert

Aug 2019 - Apr 2025 • 5 yrs 8 mos

• Entertainment marketing: Led the naming rights for the concert "My Altay", inviting over 300 guests to participate, achieving an ROI of over 10. The event boosted interactions on Ping An's Weibo and Xiaohongshu, reaching the best engagement metrics in the past 3 months, and received official promotion from CCTV’s television channel; responsible for deep product placement in high-rated TV dramas and movies • Launched the Insurance Sellers’ Image Renewal Project: Produced TVC and aired it on CCTV1; worked with Harper’s Bazaar to create fashion posters for the insurance sellers; collaborated with GQ to initiate hot topics on Weibo; Teamed up with China Banking and Insurance News to endorse sellers’ professional images. The project reached 360 million views and 3.29 million clicks within 1 week, both of which exceeded the KPIs twice • Integrated Marketing: Led the first financial musical comedy for CNY, partnering with the champion team of the "Annual Comedy Competition" to interpret Ping An's annual concept, the topic reached 160 million views on Douyin (TikTok); successfully launched the first Pet Festival, exploring the younger marketing, resulting in 110,000 insurance sales and 30,000 new cards issued. • Headquarters exhibition center: led the PMO to building the exhibition center from 0 to 1, including design, construction, art cooperation • Established a short-video matrix (TikTok, Bilibili), streaming the first online talk show for Ping An; released 200+ short videos throughout the year, and the number of followers and likes of official TikTok account increased by 19% and 272% respectively • Coordinated with China Economic Net to produce 12 online courses, which had 19 million+ views, and was awarded "Excellent Organization Unit" by the government because of these courses; cooperated with China Women's Development Foundation to train 13,000+ volunteers, host 4,500+ events and participate in the coverage of 230,000+ people