• As one of the 6 strategic work stream leaders for the first B2C Unified Loyalty Platform (Michelin Inspire+) development within Michelin China, I was in charge of leading the development of the brand communication strategy, and VI guidelines. Successfully drove new member registration rate towards the platform up to 86% from ATL. Project reported to China CEO. • In charge of building and implementing the communication and content strategy for the new E-tire category (tires for electric vehicles), a major portfolio launch within China in 2021 and initiated the new category launch campaign along with two new product launches. Successfully drove 8% CTR from the new content (highest of the year 2021). Reported to Head of Brand Comm China.

Part of the global central team and reported to HQ in France. • Developed brand and product communication strategies for a defined audience segment globally. ​• Initiated a key dealer communication and partnership strategy for European and US markets with major car brands such as Porsche & AMG to ensure continuous reciprocity between the brands. • Built Go-to-Market strategy to deploy a successful 360° marketing campaign for major new product launches. • Partnering with Regions to drive successful deployment and excellence in execution while ensuring the brand message and G2M ambitions are consistent.

Part of the global central team and reported to HQ in Eindhoven, I Led the development and implementation of integrated communication strategies to support the business goals, translating objectives into aligned communications plans and serving as a strategic partner to product and marketing managers on each team. • Led 2 major new product launch campaigns in APAC and 1 global new pattern communication campaign • Responsible for developing the global product assets for Philips LED Luminaires, supporting creative content creation for all new product launches • Activate corporate, regional, and market-level marketing efforts, including global websites, content strategy, and go to market plan • Annual marketing budget planning and control

​I was in charge of building and executing digital marketing & communications strategy for Augment, the leading B2B augmented reality (AR) platform for Sales and Omni-commerce. • Web management: manage and create content for Augment's Wordpress commercial website for lead generation; copywriting • Social Media : plan and execute paid social campaigns on Facebook, Twitter and LinkedIn, • Data Analytics : monitor and analyze social media and website traffic and consumer behavior based on Google Analytics, Moz, Salesforce Pardot and other analytics tools • SEO/SEM : build Augment’s SEO/SEM strategy with keywords research and planning • Content Marketing : video development, write blog posts, create and re-design marketing collaterals such as brochures, booklets and press kit with Adobe Photoshop, InDesign, and Illustrator • UX/UI Design : re-design the main commercial web interface to maintain brand consistency using HTML5, CSS3 • Email Marketing : create email newsletters to increase engagement and retain users • Event Planning : coordinate and participate in trade shows and other industry events in APAC region • APAC Business Development

- Conduct market research and coordinate promotional activities for retail stores - Support marketing executive in organizing various projects such as retail store holiday campaigns and promotions