Always-On Ops
The unglamorous craft of running a brand every day.
X23 China Local Comms Strategy
Localized an Audi global product launch for the Chinese market — re-cut the narrative, re-stacked the channel strategy, and turned a global brief into a China-fluent rollout.
2024 Review & 2025 Plan
Yearly retrospective + next-year operating plan for Monica Vinader's China business: what worked in always-on content, where the funnel leaked, and the channel mix re-allocation we pitched for 2025.
De Beers × DLG — 360 Project Recap
Recap of a 360° programme spanning social, CRM, and e-commerce for a high-jewellery client. Cross-team coordination across content, CRM, and commerce pods.
Porsche 3.18 Campaign
Date-branded annual campaign — social-first storytelling with dealer activation hooks, mini-program tie-in, and KOL amplification.
Porsche China on Social Media — Landscape
A panoramic POV on Porsche China's social media footprint across WeChat / Weibo / Douyin / RED — where PCN wins on engagement, where the BBA pack still out-scales on fans, and what that means for the content mix.
Porsche Social Retainer — Leading Agency
The always-on social retainer that sits behind every Porsche China moment — editorial calendar, platform SOPs, dealer social, and crisis-ready governance.
Tourism Australia — SCRM Strategy
Designed the SCRM architecture for Tourism Australia's China footprint — segmentation, journey stages, and the mini-program data layer feeding it.
Tourism Australia — Mini-Program Kick-off
Internal workshop that framed a brand-new mini-program product for Tourism Australia — goals, user scenarios, MVP scope, and governance.