Hsin Hua Yu

⦁ Spearheaded Brand Personality and Brand Experience with internal & external partners from strategic planning, implementation and assessment with agencies ⦁ Proposed strategic initiatives through AI-based use cases from tactical to long-term perspectives through data and sustainable future services to better connect with consumers and bring valuable insights to 400+ global customers ⦁ Drove Brand Taxonomy, a tangible sub-project of Brand Portfolio, to improve clarity and alignment across 3 business units

⦁ Enhance daily engagement rate from 3.5 to 4.7 cross-functionally, collaborating on one SAP global project articles for the company social media channels ⦁ Organized executive presentations and facilitated monthly community virtual events for approximately 550 attendees with 9.5/10 satisfaction rate ⦁ Increased number of followers from 250 to 310 through monthly community performance data analysis and engaged activity execution

⦁ Partnered with 2 new start-ups through competitor evaluation, analysis, negotiation, and collaboration ⦁ Improved daily average user engagement from 1.8 to 2.5 via conducting user research with 55 consumer interviews to better understand consumer insights and translated Taelor MVPs (Minimum Viable Products) to Go-To-Market product strategies

⦁ Led a 6-person team to design CSR (Corporate Social Responsibility) strategy through annual budget planning, partnership development, campaign implementation and assessments ⦁ Managed the company LinkedIn Page, orchestrating with 43 allied Asian daughter companies to strengthen B2B2C brand strategic communications with the average daily engagement rate per post 9.5 among the top 30 international companies in China

⦁ Managed the startup annual budget 750K+ Euro per year on E-commerce, Omnichannel Marketing, translating global business strategies into local business initiatives ⦁ Planned, developed, and executed product GTM campaigns, collaborating with global teams by sponsoring big-scale events with Migu (NBA key partner in China) for team-relay (500+ ppls, CR: 183%) and trail run (150+ ppls, CR: 245%) ⦁ Initiated "try-on" campaigns to gain consumer insights and created the brand marketing guidebook for key accounts

• Implemented global growth initiatives from business objectives into the business units • Proposed to optimize partnership business models through identified opportunities in multiple projects (more than 50% of inline product creation out of Nike footwear global) • Collected data to evaluate objectives, goals and KPIs to support executive leadership on decisions via preparing well-structural partner competency reports & market trend analysis

• Created new or changed existing process that increased customer service fulfillment rate from 83% to 95% via driving new KPI setups across 4 functional teams • Planned, developed, and executed Associate Survey campaign with the other 6 offices worldwide with 100% fulfillment rate for 2,000 employees at 3 locations across different countries