Hi, I’m
Zhao Yafei
Brand Manager / Media Specialist
Shanghai,China
Summary
Dedicated media professional with comprehensive abilities, with extensive experience in content producing, product management and brand promotion. Skilled in working in diversified and fast-paced environment.
Overview
6
years of professional experience
6
years of post-secondary education
3
Languages
Work History
Guangzhou Zaidi Cultural Co.Shanghai, China
Brand Manager
09.2023 - 01.2024
Job overview
- Streamlined brand messaging by creating and maintaining a consistent visual identity across all platforms, incl. brand portfolio, social media strategy, content production, event planning and team management.
- Optimized social media presence to engage customers by designing content for 5 media channels, resulting in higher online visibility and interaction rates.
- Executed comprehensive marketing plans and increased customer loyalty through offline events incl. 2 art exhibitions, 3 sharing sessions and 5 other activities, reaching out to 20w+ potential customers;
- Developed the 1st independent series of aroma products for the brand, built strong partnerships with designers and vendors.
Xiaohongshu (RED)Shanghai, China
Product Manager
3 2022 - 5 2023
Job overview
- Wrote and published the official magazine of Xiaohongshu, incl. 17 article pieces (>40k words), content strategy planning and layout design communication;
- Operated the daily content of the Xiaohongshu account; Managed to reach a 500% increase in social account followers in 1-year time;
- Conducted A-level online event (PV>120M) and several offline activities (total >50k participants), maximizing the influence and sale numbers of previous products;
- Coordinated with design and media teams to develop high-quality creative assets and a new series of IP products; Set up SOP of user investigation and industry analysis.
- Optimized product performance with data-driven analysis, led interviews&questionnaires for users and continuous improvement initiatives, resulting in increased user satisfaction and product ratings.
Beijing Zhijapan Culture Communication Co., LtdChengdu, China
Content Director
2 2017 - 6 2018
Job overview
- Independently led ZHIJAPAN magazine editorial and content work, including publication management, social media operation and sales promotion event;
- Wrote and created content for various topics and mediums, the Kyoto themed Mook has kept the best-seller record in recent years;
- Managed external freelancers and designers, ensuring consistent communication and quality control throughout project lifecycles;
- Responsible for social media content management and data analysis, attracted 800,000 new fans in 1 year.
Hylla Cultural Tourism Development Co.,Ltd.Chengdu, China
Sr Content Producer
01.2019 - 02.2022
Job overview
- Produced high quality new media content and build brand image, turned Hylla from 0 to an internationally famous luxury destination brand within 2 years;
- Enhanced brand awareness and user engagement by crafting sharable content for digital platforms, incl. WeChat, Weibo and Xiaohongshu.
- Supervised news coverage and determined priority for each publication, produced 4 series of independent books & newspapers, highly appraised by professionals and target customers;
- Fostered strong relationships with industry influencers and high-end brands for numerous collaborations, incl. LV, Dior and BMW.
Air Macau Co., LtdMacau, China
Management Trainee
06.2014 - 06.2015
Job overview
- Managed and facilitated the company's digital transformation project and the 1st local pilot curation project, in which cross-department communication, system manual creation and external facilitation is largely involved, maintaining a high level of performance under pressure.
Education
University of Hong Kong
M.A. from Literary and Cultural Studies
01.2015 - 04.2016
Civil Aviation University of China
B.A. from English
01.2010 - 04.2014
Skills
Project management
Social Media Strategy
Brand-building strategies
Media communication
Event Marketing
Public and Media Relations
Certification
IELTS, 7.5
Timeline
Brand Manager
Guangzhou Zaidi Cultural Co.
09.2023 - 01.2024
Sr Content Producer
Hylla Cultural Tourism Development Co.,Ltd.
01.2019 - 02.2022
University of Hong Kong
M.A. from Literary and Cultural Studies
01.2015 - 04.2016
Management Trainee
Air Macau Co., Ltd
06.2014 - 06.2015
Civil Aviation University of China
B.A. from English
01.2010 - 04.2014
Product Manager
Xiaohongshu (RED)
3 2022 - 5 2023
Content Director
Beijing Zhijapan Culture Communication Co., Ltd
2 2017 - 6 2018