Microsoft SKILL
Adobe Premiere/ Final cut
IRENE GAO
Shanghai
Summary
MBTI: ESFJ
Experienced with brand management, including campaign execution and market research. Utilizes cross-functional collaboration to align marketing strategies with business goals. Track record of adapting to market trends and delivering impactful branding initiatives.
Overview
6
6
years of professional experience
5
5
years of post-secondary education
Work History
Assistant Brand Manager
COTY
09.2022 - Current
- Product innovation: Conducted local market research for upcoming perfume products (2-3 years ahead) and provided feedback to global HQ
- Sales Forecasting: Predicted sales for new product launches and coordinated SCI orders
- Launch Preparation: Developed product positioning, USP, target audience, pricing, media plans, and budget allocation
- Created 360 plan launch roadmaps, integrating cross-channel strategies
- Executed detailed marketing plans (media buys, KOL seeding, offline activations)
- Communicate with global for plan approvals
- (Key projects: Gucci Flora Gorgeous Garden, Gucci The Alchemist's Garden)
- Post-Launch: Monitored campaign performance, optimized media spend, and resolved channel issues
- (Achievements: The Alchemist's Garden exceeded sales targets by 10% YoY, contributing 32% of series revenue.)
- Marketing Campaigns: Aligned media/content strategies with business goals, consumer insights, and brand DNA
- Collaborated with agencies to expand KOL/KOC partnerships (RED, Douyin, Bilibili, WeChat)
- Leveraged data analysis and trend tracking to optimize ad creatives and targeting
- (Achievements: CNY Xiaohongshu gift set campaign: ¥15 CPE (KOL/KOC) Alchemist's Garden launch: ¥30 CPUV, 50% viral rateGucci Play Foundation: 100% KOL viral rate,Gucci Flora Vanilla: +2 industry rank)
Brand Marketing Planner
Mint Health
07.2021 - 09.2022
- Led creative campaigns for product launches, overseeing ideation to execution
- Spearheaded cross-brand collaborations (e.g., Mercury Home, Lee, Omron)
- Partnered with athletes and media (e.g., Xinhua News)
Marketing Specialist
JALA Group
01.2021 - 06.2021
- Designed quarterly/annual marketing plans for skincare products
- Managed KOL/KOC seeding and content production
- Executed offline events and post-campaign analysis
Media Planner
Omnicom Media Group (OMD Shanghai)
01.2019 - 01.2021
- Led Apple iPhone campaigns (Digital/Cinema/Social), including annual launches
- Researched media inventory (TV shows,variety shows) and programmatic ad buys via Tencent DMP
- Key projects: Apple September 2019/October 2020 Events (iPhone Trade-In Program)
Education
International Media and Communication -
University of Nottingham
07.2018 - 12.2019
Broadcasting And Directing -
Communication University of China
09.2013 - 06.2017
Skills
Timeline
Assistant Brand Manager
COTY
09.2022 - Current
Brand Marketing Planner
Mint Health
07.2021 - 09.2022
Marketing Specialist
JALA Group
01.2021 - 06.2021
Media Planner
Omnicom Media Group (OMD Shanghai)
01.2019 - 01.2021
International Media and Communication -
University of Nottingham
07.2018 - 12.2019
Broadcasting And Directing -
Communication University of China
09.2013 - 06.2017
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