Brand Strategy Development and Brand Asset Management
* Formulate brand strategy and manage assets within the global brand framework, developing brand mindshare strategies.
* Based on brand strategy, design collaborative resource initiatives (including IP partnerships, sponsorships, etc.).
Communication Planning and Media Strategy
* Develop a corporate-level annual brand communication calendar to enhance brand mindshare influence. Align with platform campaigns, leveraging tiered hot topics/key moments to strategize and execute annual/quarterly/monthly brand communication initiatives (covering online/offline marketing activities).
* Design reach strategies for brand communication (including online/offline media tactics) and establish joint brand promotion mechanisms.
* As a communication business partner (BP), integrate cross-functional communication needs, and generate content while executing campaigns that amplify product/activity highlights to strengthen brand mindshare.
Performance Evaluation and ROI Management
* Monitor communication effectiveness, assess campaign and brand mindshare impact, and continuously optimize strategies.
* Oversee brand budget management and allocate designated budget portions.