Summary
Overview
Work History
Education
Skills
Languages
Timeline
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Andy XU

Andy XU

Shanghai

Summary

Over 7 years of abundant experience in E-Commerce in premium lifestyle and luxury industries, focusing on EC operation of both self-owned and 3rd party platforms, with strong result-driven sense, keen insight to hot topics and ability of campaign management.

Overview

10
10
years of professional experience

Work History

E-Commerce Assistant Manager

Leica Camera
Shanghai
11.2020 - Current
  • Oversee EC multi-channel business and sales planning to reach annual company target (FY26 YOY +15%, sales doubled in the past 5 years)
  • Manage TP agency on daily sales operations, ensuring KPI achievements and customer journey optimization
  • Work closely with multi-platforms, brand marketing team on campaigns to drive brand awareness and sales
  • Plan and execute sales-driven projects covering renowned IP collaboration, lucky draw, and exclusives launch campaign (Leica x Be@rbrick, 007 / Disney 100 Special Edition, Dunhuang Limited Edition launch, Leica 100Y exclusives)
  • Collaborate with CRM and Marketing team on private domain operation (Private domain user now over 20k) and membership system set-up (Completed Tmall HYT from 0-1)
  • Work closely with Marketing team on Mini Program integration and revamp to optimize on consumer experience

Senior E-Commerce and Digital Executive

IWC
Shanghai
10.2018 - 11.2020
  • Fully responsible for EC sales on official platforms (WeChat boutique/Mini Program) and 3rd party channels (TMALL/NAP)
  • Collaborate closely with Global EC team to adapt and execute localized strategies.
  • Participated in TMALL launch from 0-1
  • Executed product campaign including WeChat Moment Ads, Display ads, KOL collaboration aligned with brand tonality and target on visual and experience.
  • Executed 360-degree digital campaigns (social media/SEO) to boost brand awareness and drive qualified traffic to self-owned platforms for sales achievement
  • Developed social media content to convey clear brand communication messages and help sales growth

Digital Consultant

Ruder Finn
Shanghai
08.2016 - 10.2020
  • Served as a primary point of contact, anticipating client needs and ensure quality control of service provided (Key account: Kering Group, BALENCIAGA, Singleton, CORUM, ORIS Watch)
  • Supported new-biz pitch, research, and proposal preparation
  • Weekly social media content and creation
  • Online media page pitching and clipping consolidation

Management Trainee

JLL
Shanghai
07.2015 - 08.2016
  • Work with Group inhouse Digital team for corporate social media account development and official website maintenance
  • Coordinate with website teams on localization efforts, content uploads and bug fixes

Education

Bachelor - Business Administration And Management

SH University of International Business & Economic
Shanghai
06-2015

International Exchange - Business

Waterford Institute of Technology
Ireland
04-2015

Skills

  • Sales planning
  • Campaign execution
  • Customer journey
  • Mini program integration
  • Content creation
  • E-commerce strategy

Languages

English
Full Professional
Chinese (Mandarin)
Native/ Bilingual

Timeline

E-Commerce Assistant Manager

Leica Camera
11.2020 - Current

Senior E-Commerce and Digital Executive

IWC
10.2018 - 11.2020

Digital Consultant

Ruder Finn
08.2016 - 10.2020

Management Trainee

JLL
07.2015 - 08.2016

Bachelor - Business Administration And Management

SH University of International Business & Economic

International Exchange - Business

Waterford Institute of Technology
Andy XU