DIANA ZHAO

• Identified opportunities for new products and improvements to existing products to increase sales.
• Deliver innovation pipeline projects, including consumer research, consumer insights, idea generation, and gate management
• Planned, implemented, and tracked sales and marketing strategies to promote brand products.
• Created and managed budgets to maximize brand reach and engagement.
• Developed and executed branding campaigns to educate target audiences on product features, benefits and values.
• Analyzed customer feedback and market trends to make informed decisions about product and brand messaging.
• Incorporated product changes into marketing messages to drive customer engagement and maximize profits.

• Improve and boost brand image in ANZ, China, HK, Japan, US, UK and other Asian markets by creating marketing activations (campaigns)
• Collaborate with internal stakeholders such as Content, Communication, Virtual Merchandise, Education, Product, and promotion to make sure everyone works toward the same goal
• Conduct analysis to understand data and articulate the story behind the data, drawing out insights and making recommendations to address emerging trends
• Provide local market teams with the necessary building blocks to lead successful go-to-market plans
• Research and create competitor analysis reports monthly to update "globally new happened" to team members and highlight " new opportunities"
• Evaluate consumer preferences and behaviors, combined with market trends and historical data, to adjust and enhance activations
• Determine local markets' needs and provide recommendations to fulfil requirements
• Day to day budget ownership and monitoring market performance data to maximize and optimize return on investment.
• Coordinate and participated in content production (Shooting) to ensure alignment with objectives and reflect the new brand vision

Key Achievements:

• Met deadlines, exceeded expectations and effectively rolled out 24 brand activations, including 5 limited editions, 3 new product ranges launch, and yearly global promotions (Lunar New Year, Mother's Day and Christmas)
• Created a trend-catching activation that fueled remarkable sales growth, propelling one existing product to become a Top 3 SKU globally
• Successfully coordinated global marketing convention meetings and delivered the 2022/23 and 2023/24 international marketing calendars
• Coordinated Australia-based Chinese KOL seeding and PR program, Chinese KOL seeding and PR program from our Australian base, creating a halo effect that resonated positively across all markets, amplifying brand awareness and loyalty
• Successfully delivered 12 competitor analysis reports, and 3 post launch reports

Communication and relationship management

• Organize and manage Vida Glow's long-term agency partners/manufacturers globally and ensure the continuous and smooth information flow among all parties/stakeholders
• Keep track of updates and channel all relevant information to the right team to ensure all teams are synchronized in their marketing efforts

Campaign management

• Identify target audiences and devise campaigns to match target demographics and optimize results
• Reviewed and used data to make recommendations to improve campaign performance, media touchpoints and journey.

Ongoing project management

• Planned, designed, and scheduled phases for large projects.
• Developed creative briefs for new products and marketing tactics in collaboration with package design team, consumer marketing and outside agencies.

Key Achievements:

• Successfully managed China marketing calendar with multi campaigns and events, such as brand celebrity endorsement of NingJing, 616 promotion and rebranding, and have significantly grown brand awareness/sales in the Chinese community
• Successfully coordinated Vida Glow rebranding and new product launching campaigns-Collagen Elixir, Hyaluronic Complex and Anti-G-Ox Berry
• Led the sourcing and preparation of merchandise for online and offline campaigns, such as KOL seeding, rebranding and Tmall shopping festivals, which went viral among top-tier influencers and amplified brand visibility
• Managed all Vida Glow Chinese social media platforms, such as WeChat, Little Red Book, Weibo, and WeChat video accounts with an average 40% increase within 1 year

• Collaborate with business partners, including external suppliers, tourism departments, and other key stakeholders, to help them achieve their KPIs, which involve driving sales growth and enhancing brand awareness through various multi-eCommerce platforms such as iTrip.com, WeChat, Weibo, Tmall, Little Red Book, and other channels
• Created proposals and eCommerce promotion plans to secure funding from business partners, working closely with internal stakeholders to implement assigned marketing campaigns, tracking campaign status, and conducting campaign reporting
• Assist with planning and implementation of iTrip/Bestrip promotional activities and brand campaigns to increase online acquisition, and brand awareness, as well as drive target customers across multiple eCommerce platforms
• Managed iTrip WeChat public platform and Australian WeChat Assistant Accounts, driving online traffic and reaching Australian audiences through engaging content.
• Established media/KOL seeding programs and managed relationships with PR Agency partners for agreed activities.

Key Achievements:

• Successfully organised campaigns for government departments and private suppliers, such as the South Australian Tourism Commission, Tourism Northern Territory, Merlin Entertainments, and Sealink, and have significantly grown their global business and brand awareness
• Successfully led the live-streaming on Tmall, such as for 618 and Double 11 shopping festivals, with an average of over 10,000 participants
• Managed and executed several events, skillfully promoting them through WeChat and other Chinese social media channels, attracting thousands of online and offline participants.
• Cultivated and maintained excellent relationships with suppliers and clients, leading to a 5% growth in the client base across Australia, New Zealand, and China within one year.

• Managed all aspects of Chinese social media platforms, including content creation, scheduling, monitoring, and performance reporting
• Collaborated with Chinese Student Counsellors across various offices, providing timely and tailored responses to student inquiries on Chinese social media platforms
• Designed and executed marketing promotions and campaigns for student placement activities, such as Expos, in-house information sessions, and visa seminars, effectively engaging the target audience on Weibo and WeChat
• Conducted competitor analysis, tracking offline events and Chinese social media activities, contributing valuable insights to refine marketing promotion strategies and identify industry trends.

Key Achievements:

• IDP WeChat's subscribers have increased continuously, and the average page view has increased by 300% within 12 months
• Successfully attracted over 600 international students to participate in Movie Night through one impactful WeChat article, achieving all registration targets without additional support
• Established IDP WeChat and Weibo as main marketing promotion channels for the Chinese community, significantly expanding brand outreach and engagement.
• Played a crucial role in coordinating multiple student events, including Movie Night, Welcome Day, and Go8 information week, ensuring their seamless execution and success.