Ling Cui Vuillermin
Melbourne,VIC
Summary
Ling brings 18 years of global marketing and advertising experience, leading brand strategies and high-impact campaigns for world’s most iconic brands, including Google, BMW, Coca-Cola, and Mastercard across the Asia-Pacific. With a solution-driven approach and strong trust in her team and partnerships, she consistently drives collaboration and creativity to deliver outstanding results.
Overview
11
11
years of professional experience
Work History
Freelance Brand Strategist
Essencemediacom
01.2024 - Current
- Served as a brand consultant, supporting new client pitches with a focus on Gen Z consumer behaviour, consumption patterns, and digital media engagement. Successfully pitched to clients across industries,including FMCG,fashion and aviation.
- Provided strategic support to existing clients, offering market insights, competitive analysis, and project reviews, with notable contributions to Google.
Marketing Director
Essencemediacom
02.2021 - 12.2023
- Identified and selected top campaigns for submission to international and domestic awards, crafting compelling narratives that leveraged brand strategies, cultural awareness, and global trend insights. This led to 17 major awards in 2021, 47 in 2022, and 41 in 2023 at the Stevie Awards, MMA Smarties, AVA Digital Awards, and Festival of Media Asia.
- Collaborated with global and APAC regional teams to establish and promote a unified corporate culture following the Essence and MediaCom merger. As part of the management team, facilitated a smooth transition by distributing key company information through press releases in both English and Chinese, ensuring effective communication with internal and external stakeholders.
Freelance Brand Strategist
Cheil Worldwide
06.2019 - 12.2019
- Led the development of brand and product launch proposals for Volkswagen’s electric vehicles in China, including the ID.3, ID.4, and ID. Buzz models. Spearheaded the repositioning and relaunch of Infiniti’s best-selling model, the QX50, resulting in a 10.1% sales increase in the following year.
- Collaborated with the Korean office in planning and designing the ‘Samsung Tokyo Olympic Global Sponsorship’ campaign across Asia (China, Korea, Japan, Thailand, and Singapore), strengthening Samsung’s position in East and Southeast Asian markets.
Marketing Manager
Mastercard
01.2018 - 06.2019
- Collaborated with top Chinese banks to design card products and marketing plans, including the Carefree Card for Bank of China, endorsed by legendary female tennis player Li Na. The campaign led to a successful launch, gaining significant market attention and securing an 8.95% market share.
- Coordinated and executed the global ‘Priceless’ campaign in the Chinese market, overseeing creative and media execution across traditional and social platforms, and organised city events.
- Managed local campaigns across global media platforms, negotiating with media partners and vendors in various countries. This included handling legal contracts, monitoring execution, and reviewing performance reports in markets such as Australia, the Americas, Canada, Singapore, Thailand, Japan, and South Korea.
Account Director
Serviceplan
01.2015 - 01.2018
- Adapted and executed global campaigns for key BMW models, including the 3 Series and M Series, tailored to the domestic Chinese market. This included market insight research, communication design, and execution of product launches.
- Managed client account budgets, ensuring efficient resource allocation and maintaining profitability.
- Handled contract negotiations and renewals with clients, ensuring clear expectations, compliance, and effective communication with sister agencies.
Associate Account Director
Lowe and Partners Worldwide
01.2014 - 01.2015
- Served as the strategic lead for CP Group’s (Thailand) rebranding in the China market, with the corporate slogan still in use since 2014.
- Developed the communication proposal for CP Group’s FMCG product launch in China, incorporating in-depth target group research, creative execution, and media planning. In the first year, CP products captured 23% of the frozen food market share.
- Created the rebranding strategy for one of China’s most prestigious airlines, Hainan Group.
Education
Master of Commerce - Commerce
RMIT University
Melbourne, VIC07-2010
Master of Arts - Advertising
RMIT University
Melbourne, VIC07-2007
Skills
- Corporate storytelling
- CRM management
- Creative direction
- Content strategy
- Data analysis
Languages
English
Full Professional
Chinese (Mandarin)
Native or Bilingual
Korean
Native or Bilingual
Timeline
Freelance Brand Strategist
Essencemediacom
01.2024 - Current
Marketing Director
Essencemediacom
02.2021 - 12.2023
Freelance Brand Strategist
Cheil Worldwide
06.2019 - 12.2019
Marketing Manager
Mastercard
01.2018 - 06.2019
Account Director
Serviceplan
01.2015 - 01.2018
Associate Account Director
Lowe and Partners Worldwide
01.2014 - 01.2015
Master of Commerce - Commerce
RMIT University
Master of Arts - Advertising
RMIT University
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