Weijia Cheng

Responsibilities:
1.Branding
- Brand positioning assessment & new strategy build
- Integrate MarComm mix to achieve specific goals
- Effective networking and sourcing for creative talents
2.PR
- Media relationship handle & publicity maximization
- Annual media buy planning and review
3.Creative
Achievements + skills gained

Achievements:
- Branding (MarComm knowledge, problem solving skills & branding experience)
Being a family business, Annabel Lee lacks professional operation knowledge though the brand started off with some very potential and competitive marketing mix elements. When I just joined the company, its brand identity was all messed up. Thus, my second goal was to help the brand re-organize brand identity. Having communicated with owners of the brand, I focused on the visual identity due to the luxury nature of the brand by a proposal in which all visual aspects such as disordered designs of flags and packaging were considered and suggestions were given. The scope of brand personality was also considered in each marketing campaign.

- Media planning (excellent research, networking & interpersonal skills)
As the PR Manager, I developed and maintained proactive relationship with selected medias, which was the fundamental base of PR operation. Starting from scratch, I helped the brand select and build up a complete key media database through various of approaches, from consulting former colleagues in That’s Shanghai Magazine, to effective networking on different social events and integrated research in all manners. With this media database, I then was able to work effectively on media planning in special consideration of media buy and editorial influence according to the MarComm objective.


- Creative work (creativity & excellent aesthetic taste)
Due to the appreciation of my talent, I sometimes was assigned tasks requiring high involvement of creativity.
a. Product Design
According to the corporate strategy, I provided ideas and recommendations for product design as required by business owners to empower the clothing line. In two years time, the brand was gradually growing from originally a high-end gift shop to a premium lifestyle brand.
b. Ads Campaign
For all AL ads campaign, I generated creative directions by communication with business owners and worked in liaison with a French photographer and an Irish graphic designer to implement the ideas. In all, I created 3 seasons of ads and increased positive brand awareness.