Mingyang Chen

• Led end-to-end execution of a 4-week art campaign, featuring 70+ iconic works (KAWS, Bearbrick, Kusama, Sorayama and etc), driving +30% foot traffic and media buzz.
• Directed creative development and venue experience across visual identity, space design, and digital/social platforms.
• Curated weekend programming (e.g. live graffiti, VANS sneaker customization) and F&B activations to enhance visitor engagement and retail conversion.
• Managed full-funnel digital marketing (Douyin, Xiaohongshu, Dianping) and KOL livestreams to amplify exposure.
• Co-produced a 1,000+ person yoga event with Lululemon; supported brand alignment and on-site operations—led to Lululemon’s top regional sales.
• Drove seasonal retail campaigns for Guerlain, Bobbi Brown, Sisley—oversaw creative assets and OOH executions.

Brand Marketing – Minute Maid

• Supported brand refresh and product innovation through consumer insights, campaign planning, and performance analysis.
• Co-led summer launch campaign (ambassador, TVC, digital rollout), and ran co-branded activations with Burger King & top beauty brands.
• Executed digital marketing on Douyin, Weibo, WeChat, and Xiaohongshu; aligned e-commerce promos with JD & Tmall.
• Led development of a new juice SKU—from concept to GTM strategy and launch execution.

Knowledge & Insights Rotation

• Delivered consumer loyalty analysis for Sprite and shelf simulation testing for product innovation.
• Conducted competitive study on Monster Energy—identified strategic gaps in pricing, positioning, and channels.