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Media Analytics Director

Top Management

?	Expertise in media strategy and execution for marketing & media activities throughout 18 working years: 10 years in 4A media agency, 5 years in corporate marketing & media team and more than 3 years media auditing consultant experience 

?	Know well of marketing communication industry especially for media part, worked in Bayer Consumer Health Strategy department & Pfizer (Wyeth) Consumer Health care marketing team; Targeted marketing objective, schemed suitable media strategy, adopted appropriate media platform, delivered marketing & brand message including TV, Print, OOH and digital (OTV, display, digital programmatic buy, search, social, content), especially for new media based on trends development


• Key responsibility:
• Handled digital media cost & quality effectiveness and efficiency auditing
project
• Assisted brands to set annual cost & quality KPI target
• Reviewed brands AVR% actual delivery performance
• Supported brands to hold cost KPI commitment pitch
• Accounts served are mainly global 500 companies invested in China mainland

Key responsibility: With the new integration, I need to drive growth of the top
brands in the portfolio, to be responsible to develop, implement, and track
media strategies working together with brand team and media agency; also need
to optimize value for the media budget with drive of synergy, effectiveness and innovation; and acted as local media expert providing timely advice and updated
media development / opportunities to global team

• Key product: Kang Wang, Talcid, Elevit, White & Black, Clarityne
• Understood the business, communication objectives of key brands & consumer behavior and global media trend & China local media
environment development, synergy into innovated media strategy
•   Ensured optimization of effectiveness and innovation in the full year media
plan and actual spot plans; Input media execution learning, new media
trends and innovation into planning and buying process to drive the most
effective and innovative media strategy, especially for digital programmatic
buy & content strategy during 2015~2016
•   Drove ROI tracking and calculation to measure the contribution of media
activities via optimized media planning and well control media budget
•   Set new team with capable talent to meet business growth and secure
media function well operated
•   Led media agency and media partner to work smooth and smart, secured
media strategy well delivered from planning, buying and negotiation
•   Cooperated with media audit agency and kept them in the loops on media
objectives & buying issues solutions, worked as a collaborative partner
ensuring quality was kept on the top level with reasonable cost.
•   Be the internal media expert providing input in global working process tools
and in-house training wherever add values.
•   Ensured China was fully represented in the Media and Digital community
among global key countries

Media Strategist

Key responsibility: Supported and coordinated with marketing team for brand
development through media activities

• Key product: Centrum (Pronutrion), Caltrate, Robitussin, IMEDEEN
• Schemed appropriate media strategy with brand and research teams to
optimize media touch point in terms of communication effectiveness and budget optimization
• Cooperated between media agency, creative and PR agencies to develop
media plan of brand activation campaign and facilitate the implementation
• Worked with media agency to develop annual media strategies in accordance with marketing objectives and strategies
• Supervised throughout the year the media-planning and media-buying work
done by the media agency, before, during and after the campaigns.
• Controlled the post-campaign analyses made by the media agency and follow all the media KPI.
• Worked with procurement team to carry out the media cost bidding to drive
media cost efficiency and monitor media audit results, organize competitive
review and media buying review
• Reported to global international team about China media trends and annual
plan strategy

Media Manager

Media Strategy Planning Director

Shanghai)

• Key clients served: Ferrero, Pernod Ricard, Estee Lauder Group, BMW
• Position:Senior planner (transferred to the most important client team in the company due to the excellent working performance)

• Key responsibility:
• Ferrero
• Supported the leader to work out annual media plan, and new product
launch plan
• Analyzed competitors' media strategy and media execution especially about
Dove brand, then proposed client to adjust the plan based on own situation
and competitors' status
• Balanced the team to cooperate with internal department and external
media owner, make sure the daily working process smoothly to go ahead
• Kept good relationship with client and timely to solve the trouble problem

?   Pernod Ricard (Chivas, Martell, Royal solute etc.)
•   As the main global alcoholic drink company, many sub-brands spent more
on media in China. The strategic media plan provided to client for fierce
competition in this category
•   The clients are French, we must do the well preparation to let them know
the market media trends, media variety in China mainland and daily
communication in English
?   Estee Lauder Cosmetic Group   (Estee, Clinique, Lamer, MAC &Bobbi Brown)
•   As the cosmetic category was with fierce competition, we must help client
to beat other competitors with right strategy especially through media
buying tactics about employing the front pages and creative formats in magazines & the most attractive pages on newspaper
•   EL Group has many cosmetic brands, must keep good brand image and meet
the clients' sales needs with creative media plan, well executed and differentiate each brand
•   In order to stand out to be the leader in cosmetic category, we suggest Estee
Lauder to use TV and OOH for key products on brand building, it was seen
in long term a right media strategy to compete Loreal till now
•   Communicated not only with client marketing department, but also with PR
dept; supported them to push media editor to report the event widely and for free

?   BMW
•   BMW was the leading luxury car brands mainly for its imported cars before
Y2003, planned the strategy to target the right target consumer who were
potentially to be BMW buyers through print and OOH media
•   Brand building was the most important for BMW mainly on print media
especially for finance and sports direction to target the male, it was seen
in long term a right media strategy till now
•   From Y2004, BMW began to be the car joint venture with local manufacturer,
which make the competition fiercely. Then suggested client to employ
multi-media to keep its luxury car leader position in category

Senior planner

(Shanghai, China)

• Key responsibility:
• Daily contacted with client to discuss advertising creative TVC and print
design
• Helped client to sponsor the drama as «????»& «??????»,
made client NIVEA and DTC closely involved in popular drama, have more
opportunity for TV media exposure, which was the TV drama content
planting original model
• Balanced the relationship between client and drama shooting staff & director
• Held PR conference for client to launch new products

Helped client to sponsor the drama as «????»& «??????»

(Coca-Cola dedicated team)
• Key responsibility:
• Earnest finished OOH media buying execution briefed by the planning staff,
including cost control, producing, installment and monitoring
• Recommended the appropriate OOH media format based on the planning
budget and objective
• Independently to work out OOH media plan based on client marketing
strategy, dedicated team to serve Coke due to my fluent English skill

OOH buyer

Find out detailed information about Amanda Zhu, Media Analytics Director in Shanghai, 31

Amanda Zhu: Media Analytics Director in Shanghai, 31

Amanda Zhu

Shanghai University