Silvia Zhao

Led end-to-end creative project management for global Sportstyle initiatives across 30+ markets, aligning stakeholders on marketing concepts, KPIs, timelines, and deliverables. Delivered 100+ creative and commercial assets across DTC, PUMA.com, and wholesale channels, supporting consistent omnichannel execution at global and regional level. Managed agency collaboration, creative briefing, cost control, and timelines for projects with seven-figure budgets, ensuring on-time and high-quality delivery.

Led strategic product marketing initiatives across global product families, enhancing product positioning and commercial performance across all channels Partnered with product, retail, store, analytics, and regional teams to define and execute high-impact category initiatives. Supported product launch and promotional strategies, improving customer journey conversion and engagement metrics.

Led data-driven marketing and product initiatives for international B2C clients across digital channels. - Analysed performance metrics to refine product positioning and messaging, driving commercial impact. - Managed cross-functional teams and aligned stakeholders around strategic marketing priorities.

- Owned social content strategy and performance tracking to support product launches and category visibility. - Collaborated with analytics and category teams to optimise product storytelling based on customer insights.

MBA Project: Developed thorough analysis and recommendations of actions for new e-commerce channel

- Liaised with corporate, defined regional communication & marketing strategy and budget - Led strategic market intelligence projects - Initiated Digital Marketing Strategy and plans, launched new website and social media platform (WeChat) - Organized top-notch industry conferences,and customer events - Managed PR agencies, executed PR & Media Plans, monitored media coverage - Implemented CRM system, defined strategy for customer acquisition / retention

Co-managed with GM, Sales & Marketing a Team of about 200 staff in 15 offices: defined strategies, guidelines and targets; monitored sales performance with KPI; hosted national sales manager meetings; oversaw team recruitment, rewarding and retention; mentored in MT program Took the ownership of key sales campaigns Executed CRM Management Supervised internal and external communication programs

- Drew up national marketing plan and deployed according to the plan and budget - Organized corporate events, ranging from customer appreciation events; VIP visits - Took charge of external communication: media relation, advertisement, sponsorship, etc - Developed internal communication channels: internal newsletter, intranet, etc. - Managed corporate collaterals; liaised with regional HQ, ensuring adherence to branding

- Designed and implemented commercial and cultural exchange programs between Zurich, Switzerland European and Chinese governments and corporations (RBS, Credit Suisse, BoC, etc.) - Assisted in the “China Center Project”- Sino-Swiss business consulting in Zurich