Yuping Yan

Experienced and self-motivated account manager with the Auth-Nike team for over 1 year, overseeing all aspects of addressing clients' needs and staying updated on the trends & development of DTC marketing.

1. Developed knowledge of brand experience and detailed familiarity with Nike's Tone of Voice and working process. Involved in over 75% of BA & commercial campaigns in the past year on Nike-owned platforms App/MP/App, such as 618, D11, Asia game QS, BTS, WS...etc.
2. Deep dived on Sports' audience insights (behaivor and engage perferance based on gender marketing) and gave advice on daily on-site communication while roll out new content, helping achieve the campaign objective and sales goal.
3. Built a stable relationship with the Nike CDMD team, Site Merch team, and Ops team, showing a deep understanding of the R&R cross functions/stakeholders in the project to manage the expectations of the final deliverables and ensure alignment.
4. Displayed a strong sense of responsibility and organizational skills. Created track systems to coordinate schedules across teams in the challenged project lifecycle, monitoring the progress moving forward and ensuring timely completion.
5. Provided standard monthly reports based on raw data and competitor research to innovate and improve the on-site touchpoints mapping of BA.
6. Grew to lead and onboard a team of 6 AE/SAE, increasing communication skills to inspire others to execute tasks under a shared goal in the long term. Identified the implementation gap in demanding tasks through weekly huddles.
7. Led weekly internal team coaching to create synergy with the art/copy team and strengthen project management.

Project Management / Social Media Operation experience: (Main project: Yadea)

1. Managed to help the local brand develop and penetrate new markets by localization strategy and increase over 1M fans on mainstream social media Facebook/Instagram/Twitter.
2. Achieved an effective workflow between team members overseas and client, expanding 3 cooperation opportunities during the new product roll-out/seasonal programming such as Halloween Campaign.
3. Fostered the sense of responsibility and independence; Had a fuller understanding of consumers and their experience through the management of integrated marketing channels.

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Ad delivery experience: (Main projects: CGTN, Ali Cloud, Xiaomi)

Mature Facebook, Instagram, Twitter, Google, LinkedIn, etc ad platforms using experience. Performance review, competitive product analysis & audience insights are provided in phases for relevant optimization.

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Internal cross-sectoral coordination experience：

1. Identify inefficiencies and find ways to improve workflow: Interact with the product research team on developing a brand-new cross-media live data collecting tool – DEM；
2. Fluent use of Meetsocial Group’s self-developed reply tool and give feedback to the internal team from the angle of a user - Meetbot;
3. Synchronize brand image/tonality/VI requirements and clarify specific requirements of daily/campaign materials, helping with the flyer editing and layout producing & adjusting in the form of a poster, video, VR/AR/sticker, etc - Visual Team.

Coordinated with the International Olympic Committee (IOC) guidelines and collaborated with global teams to launch Nike’s athlete stories, brand point-of-view, and product narratives during the Olympics. Tracked current events（Quick Strick Stories）, such as Zheng Qinwen’s championship win, to integrate timely and relevant storytelling throughout the Olympic period. Responded swiftly to platform user needs, driving business growth and enhancing user engagement and retention, resulting in increased user loyalty and improved platform performance.

Followed by the significant E-Commerce Festival of D11, Nike launched the sale on its owned-eco sys and grabbed the chance to drive traffic and purchases successfully through straightforward user journey programming and exclusive shopping guidance, contributing to a peak moment of daily active users during the year.

As V-day is a good cultural moment for the FMCG brand to launch a new product and promotion campaign, cooperating with other platforms, this project outperformed the must-win campaign in SP23 depending on its excellent programming (touchpoints/journey arrangement) and layout design.

Cooperated with the Germany team, this project gained over 72M impressions, 6M engagements and 46k fans overseas with more than 8 campaigns supported. YADEA wins the bronze award from IAI Awards 2021 in the overseas E-commerce Operations Section.

Led by CAA, this project has won a total of 130 million touches worldwide, 670,000 UVs, 1.68 million interactions, and 450,000 views, through cooperating with four top KOLs of the Italian version of the Kardashian family, including Chiara's family and 123 long-tail influencers on three platforms to build campaign awareness in the designed storylines. The project won the 22nd Gold Award of IAI Awards in the overseas E-commerce Operations Section.