Shan Lu

$50B Global Leader in Confectionery, Pet Care, and Food Products

• Developed a comprehensive global marketing strategy for M&M’s, incorporating 3 "big idea" territories to target brand experience, identity, and snacking behavior, driving 20% growth by 2030.
• Uncovered 3 key consumer insights to inform the strategy, focusing on M&M’s brand experience and consumer behaviors.
• Conducted 6 cross-industry and global market case studies to fuel strategic innovation and broaden market perspectives.
• Provided strategic recommendations for expanding personalization within the brand experience.
• Established a robust measurement framework to assess and optimize brand performance across touchpoints.

• Increased TikTok followers from 11K to 50.2K in 3 months, built Discord community from 0 to 2,600+ active users, and grew Instagram from 0 to 2,000+ followers, driving audience engagement and brand awareness.
• Developed and executed content strategies aligned with platform trends and audience behavior, creating 45+ short-form videos, with one video achieving 1.7 million views and 342K likes.
• Led real-time monitoring and optimization for live streaming events, resulting in 52K views and 3,400 peak real-time viewers in one session.
• Optimized platform traffic and 20% conversion rates, leveraging data analytics to enhance performance, while driving monetization through fan fission, private domain traffic, and live stream sales strategies.
• Engaged in cross-platform content management to ensure consistency and alignment with brand voice, enhancing organic reach and visibility.

• Developed marketing strategies for daily sales and key festival events (Chinese Valentine’s Day, Mid-Autumn Festival), driving a 15% increase in sales across multiple distribution channels, including hotels, bars, live houses, and Western restaurants.
• Secured 50+ vendor partnerships through proactive cold-calling and site visits, identifying both online and offline marketing opportunities, and boosting product placement by 20% in high-traffic venues.
• Led 10 end-to-end marketing events, optimizing brand presence and increasing engagement with suppliers and merchants, resulting in a 25% uplift in post-event product sales, while refining sales techniques specific to the alcohol and beverage industry.
• Initiated and led a team in streamlining vendor visits by implementing Excel tracking, photo documentation, and mapping tools, improving efficiency and vendor management by 30%.

• Proceeded promotional campaigns, independently developed clients and conducted sales negotiations, and eventually established cooperative relationships with 15 MCN agencies;
• Researched china vertical SaaS service market information, live broadcast e-commerce industry trends, and business models of competitors, to design customized marketing strategies;
• Participated in event planning and creative copywriting to attract more client flow;
• Assisted in organizing information exchange conferences for MCN agencies.