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
Shanghai06-2015
International Exchange - Business
Waterford Institute of Technology
Ireland04-2015
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
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