Michelle MIAO
Summary
Results-driven brand marketing strategist with 9 years of experience in developing integrated marketing strategies and communications. Proven expertise in spokesperson marketing, artistic collaborations, and cross-industry innovation, successfully enhancing brand narratives and market presence. Adept at remote work and effective collaboration within international, multi-functional teams to achieve strategic objectives.
Overview
9
9
years of professional experience
1
1
Certification
Work History
Brand Manager - Rémy CLUB & VSOP
Rémy Cointreau
03.2022 - Current
- Led the brand spokesperson project (a Tier 1 celebrity in China), orchestrated a 360-degree campaign with TV commercials, launch event, and social activation.Significantly contributed to Rémy Martin becoming the top desirable cognac brand in China in 2024.
- Rejuvenated the Rémy CLUB and VSOP brand image with campaign nationwide, significantly reducing the average age of the largest existing consumer group from over 40 to 35.8 years old.
- Developed Rémy CLUB’s first-ever limited edition in China market by collaborated with artist Zinan Lam. Resulting in the sale of 30,000 bottles within a month.
- Further expanded Rémy CLUB’s presence in the fashion territory by sponsoring Shanghai Fashion Week. Collaborated with designer brands on creative GWP promotions increased average sales volume by 36%.
Brand Manager
Heineken
10.2021 - 03.2022
- Developed the Heineken 0.0 new product launch campaign plan (campaign level exceeding one million dollars).
- Restructured Heineken China’s social media matrix strategy with annual operation, achieved over a 200% increase in users and a 75% interaction rate within a year.
Asisstant Brand Manager
Heineken
09.2019 - 10.2021
- Led the Heineken Silver’s new product launch market analysis and assets development.
- Conducted "Heineken Silver” launch event and attracted over 1500 people by five sensory experiences, the largest brand event of 2020 in Shanghai.
Senior Planner & Account Manager
WIT Digital Martketing Co.,LTD
11.2015 - 07.2019
- Led a 6+ people team with high quality and high efficiency.
- Led the social & digital marketing campaign planning and daily execution with monitor clients' data performance and provide critical analysis for clients' feedback.
Education
Master of Arts - Global Media And Cultural Industries
Loughborough University
UK06.2014
Bachelor of Arts - International Politics
Xi'an International Studies University
China06.2013
Skills
- Brand Strategy Development
- Market Analysis
- Social Digital Marketing
- Brand Rejuvenation and localization
- Project Management
- Creative thinking
- Leadership
- Budget Management
Certification
AI For Everyone Course by DeepLearning.AI
Product Marketing Foundations by LinkedIn
Certified Inner Mindfulness Trainer
Certified Content Creator by Wechat and RED
Timeline
Brand Manager - Rémy CLUB & VSOP
Rémy Cointreau
03.2022 - Current
Brand Manager
Heineken
10.2021 - 03.2022
Asisstant Brand Manager
Heineken
09.2019 - 10.2021
Senior Planner & Account Manager
WIT Digital Martketing Co.,LTD
11.2015 - 07.2019
Master of Arts - Global Media And Cultural Industries
Loughborough University
Bachelor of Arts - International Politics
Xi'an International Studies University
Similar Profiles
ZILING LIMZILING LIM
Private Client Director - LOUIS XIII at Rémy CointreauPrivate Client Director - LOUIS XIII at Rémy Cointreau
Michelle MIAOMichelle MIAO
Brand Manager - Rémy CLUB & VSOP at Rémy CointreauBrand Manager - Rémy CLUB & VSOP at Rémy Cointreau
SHARITA JACKSON BALLSHARITA JACKSON BALL
Channel Market Manager at REMY COINTREAU USAChannel Market Manager at REMY COINTREAU USA