CDP maintenance and 1-1.5 application: responsible for CDP data collection/tagging and data activation
in own media (mini-program & CRM), including consumer survey, consumer analysis, consumer
retargeting, and 1st party data activation in CRM campaign, working closely with TMKT/ECOM/Brand
team for new data use case
- Play as a campaign strategy & data owner role in DTC-CRM project, including CRM performance tracking,
campaign design & operation, campaign performance measurement & optimization, consumer AB
testing hypothesis conducting
- Responsible for new digital initiative incubation, have successfully set up own media channel
(mini-program and wechat group), and show use case of forecast modeling and AIGC

Served Loreal, Shiseido
- Conduct consumer profiling analysis with 1st& 3rd party data to optimize media strategy
MTA
- Drive client satisfaction by internal coordination of resources to fulfill tasks, and by proposing new data
application solutions/analysis like CLTV, cross-brand analysis, DTC performance measurement, etc.

Responsible for inhouse DMP application, and usage of 1st & 3rd party data and 2nd party platform to
improve media ROI (via profiling/retargeting/media performance measurement)
- Establish KPI framework for digital media performance, conduct performance analysis and end-to-end
measurement to optimize media plan to improve ROI
- Work with media team, programmatic agency and key media partner BAT to optimize media strategy,
including campaign planning, audience segments optimization, content optimization to improve ROI

Served Loreal, Jahwa
- Built client’s own marketing-ecom cycle by setting precision media plan, conducting ad-to-sale
conversion evaluation analysis and further strategy optimization
- Experienced in conversion evaluation and consumer insight analysis via 1st/2nd/3rd party data and
platform to optimize media strategy
- Experience of CRM modeling of digging out higher potential audience by connecting both inside and
outside brand data

Served Uni-President, White cat, Kewpie, Astellas, helped clients optimize online & offline product line
and give strategy advise based on their performance and activities
- Composed and delivered marketing reports quarterly based on client’s online & offline retail
performance
- Ensure continuous market scoping initiatives and release of business proposals