Freelancer profile translated to English.

Description

If your brand is growing between China and Europe, you face three challenges:being understood**, **being consistent**, and **retaining meaningacross cultures that don't operate in the same way. This is exactly where I come in.

For over ten years, I've been helping brands clarify theirstrategy**, align their **leadership teams**, and adapt their **storytellingto be readable and relevant in each market. I've supported groups likeLVMH, L'Oréal, Danonein China, as well as over30 companiesentering Europe.

My strength lies in bridging the gap between your Chinese, European, and international teams. Where cultural complexity creates ambiguity, I bring **clarity, consistency, and direction**, through an approach that blends **strategy, facilitation, and cultural intelligence**.

Instead of providing you with an 'on-screen' strategy, I create the human alignment that allows your brand to move forward faster and more accurately.

What I bring to you

Clear and actionable brand strategy (China/Europe)
Positioning and messages adapted to cultures
Relevant storytelling for your local customers
Alignment workshops for leaders & teams
Consistent and local activation roadmap

Projects I lead

Strategic overhaul & positioning
Market entry/adaptation (China ↔ Europe)
Leader/team alignment workshops
Brand architecture & messaging
Activation plans and marketing recommendations

If your brand seeks to grow internationally with **clarity, alignment, and cultural intelligence**, let's talk. I'll help you build a consistent, impactful, and understandable brand wherever it goes.

Industry field of expertise

Languages

Chinese
Native or bilingual
English
Fluent
French
Fluent

Workplace preferences

Can work on-site

Paris 11e Arrondissement (up to 50km)

Mazarine
Senior Consultant
DIGITAL AND IT
September 2022 - July 2023 (10 months)
Paris, France
Led international digital campaign strategies for luxury brands such as Van Cleef & Arpels, Takami, and Lancôme, resulting in increased visibility and engagement.
Managed content creation and production for various platforms, with a focus on design, copywriting, and animation, to boost brand messaging and sales.
Successfully responded to RFPs and prospected new business opportunities, demonstrating expertise in brand communication and digital strategy.
Collaborated with multidisciplinary teams to develop e-commerce graphic charters and design landing pages, contributing to an optimal online shopping experience.
Brand Marketing Digital Marketing Strategy Luxury Marketing Communication Strategy Social Media Marketing
Resonance
Director of Social Activations
SOCIAL NETWORKS
May 2021 - January 2022 (8 months)
Shanghai, China
. Digital Marketing Strategy: Proposed digital marketing strategies for luxury brands (Lane Crawford, TSL Jewelry) in China, including social content calendar management, Paid Media campaign creation and execution, market trend analysis, and regular performance tracking and analysis to identify areas for brand improvement on social networks.

. Content Creation: Designed social content plans, coordinated content production with the Studio, and oversaw production and post-production.

. Team Management and Project Management: Managed a team of 5 people and oversaw 5 accounts (Lane Crawford, TSL Jewelry, Istituto Marangoni, Victorinox, etc.) to ensure results aligned with budget, marketing, and sales objectives.
Social networks Content Marketing Communication Strategy Project Management Digital Marketing
Artefact
Digital Project Manager
DIGITAL AND IT
May 2019 - September 2020 (1 year and 5 months)
Shanghai, China
Social listening: Investigated consumer insights through social listening and analyzed competitor social strategies.
Social strategy and execution: Proposed the annual social communication plan for brands, managed the monthly content calendar, and oversaw social content production.
Digital campaign planning and execution: Led 2 digital campaigns including KOL promotion, live-streaming, mini-program development, and social content production.
SCRP planning and loyalty program design: Defined user personas, tagging and scoring plans, and personalized communication messages for different users in various campaigns/promotional communications.
Digital Communication Social Media Marketing Brand Marketing Communication Strategy Digital Marketing