GTM / Market Entry Strategy
Structure market opportunity, category signals, competitors, channels and possible launch paths.
APTco Global Victoria Swisse MIABrand Communication & Cross-border Marketing Portfolio
Making global brandslocally legible.
I help consumer brands turn market context into China-ready brand strategy, communication systems, campaigns and stakeholder-ready execution.
Profile
Xiaonan Yu Shannan
Brand communication and cross-border marketing professional with 3+ years of experience across China and Southeast Asia, bridging strategic planning with integrated campaigns, event activation and cross-functional delivery.
University of MelbourneMaster of Marketing Communications / 2021–2023
Sichuan UniversityBachelor of Network and New Media / 2016–2020China / Australia
context
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connection
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01 — 08
practice areas
practice areas
01 / Profile
Xiaonan Yu / ShanghaiA bilingual, cross-market perspective
Strategy that can move through people, platforms and markets.
I work across brand communication, China market localization, content and integrated campaign execution. My experience sits between agency coordination and brand-side judgment: understanding the context, finding the useful message, then making the system real across teams and touchpoints.
Education
University of MelbourneMaster of Marketing Communications / 2021–2023Sichuan UniversityBachelor of Network and New Media / 2016–202002 / Capability map
Capability Map
Brand / Communication Strategy
Turn market context into a locally legible brand story, message system and communication direction.
MIA Swisse i4F EcostoreIntegrated Campaign / IMC Project Management
Connect campaign narrative, content, paid/KOL touchpoints, events and KPI tracking into one delivery rhythm.
MIA Swisse EcostoreContent & Social Strategy
Build channel-aware content systems from audience signals, platform behavior and recurring editorial needs.
MIA i4F EcostoreBrand Asset / Visual Governance
Translate and review brand assets so visual consistency can survive local platforms, campaigns and partners.
MIA Wakefield SwisseEvent / Offline Activation
Translate GTM and campaign strategy into market-facing launches, events and offline activations, from audience and channel planning through stakeholder, vendor and on-site delivery.
MIA Wakefield Global Victoria Swisse Wine VictoriaStakeholder / Project Management
Keep strategy, partners, suppliers, timelines and reporting moving across teams and markets.
Global Victoria MIA Wine VictoriaMarket Research
Turn market, category, consumer, competitor and channel signals into clearer entry, communication and activation decisions.
MIA APTco Wine Victoria Ecostore
03 / Selected cases
Selected Cases
Lead cases
01Featured
MIAChina-market operating system
MIAChina-market operating systemMIA / TPN
China-market strategy / country-of-origin programmeTurning research, category context and stakeholder needs into a China-market operating system for New Zealand Beef & Lamb.
My roleChina-market project lead | annual strategy, channel system, campaign coordination and stakeholder delivery
02Featured
APTcoConsumer, competitor + product audit
APTcoConsumer, competitor + product auditAPTco
Pet category / China + SEA GTM researchA team research project that turned consumer, competitor and product evidence into clearer market-entry choices.
My roleResearch & market analysis | led consumer, competitor and product audit; supported market research and GTM planning
03Featured
GVB2B market conversations
GVB2B market conversationsGlobal Victoria
Cross-border stakeholder / B2B matchingConnecting international businesses, local context and stakeholder priorities through structured market conversations.
My roleB2B market connection lead | stakeholder and buyer matching
04Featured
SwisseEmerging-market launch support
SwisseEmerging-market launch supportSwisse
Emerging marketsConnecting local launch narrative, paid social, KOL, media, distributors and live brand experience to support Swisse's market expansion and performance.
My roleEmerging-markets account | strategy support, activation coordination and ongoing social delivery
Supporting cases
05
WakefieldChina relaunch / event evidence
WakefieldChina relaunch / event evidenceWakefield
China rebranding / launch systemReintroducing a family winery through a China-ready rebrand and Shanghai launch.
Keywords
China rebrandBrand launchMedia / KOLEvent
My roleProject lead | China brand platform, relaunch narrative and stakeholder delivery
06
i4FWeChat knowledge hub + paid growth
i4FWeChat knowledge hub + paid growthi4F
China account management / WeChat ecosystemRunning a durable WeChat and Tencent paid-growth system for a B2B flooring technology brand.
Keywords
WeChat OATencent paidB2BChina operation
My roleChina Account Manager | content operations, client education and Tencent paid growth
07
WVRetail roadshow + trade tasting
WVRetail roadshow + trade tastingWine Victoria
Shanghai retail / trade / KOL activationBringing Victorian wine to Shanghai retail shoppers, trade buyers and KOLs across three offline formats.
Keywords
Retail activationTrade tastingMasterclassKOL event
My roleShanghai offline activation / co-lead | planning, coordination and execution
08
EcostoreAlways-on social + 2024 CNY campaign
EcostoreAlways-on social + 2024 CNY campaignEcostore
China social programme · 2023–24Turning clean, low-sensitivity care into a locally engaging brand for Chinese audiences.
Keywords
Social strategyKOL / KOCPersonal careSensitive care
My roleProposal, client lead and delivery | China social programme
04 / AI-assisted marketing workflow
From fragmented context to a working system people and AI can use together.
AI supports faster research, stronger decision preparation, project continuity and reusable delivery assets — while human judgment remains visible at every critical gate.
ContextResearchAI-assisted workHuman judgmentHandoffReusable output
View AI systems case 05 / Future possibilities
An ongoing 0–1 practice
Explore what happens when brand, product and commercial thinking are built together.
AURA REVE is an evolving women's apparel venture. It is included as an in-progress case because the work is building a brand system in real time—from positioning and product direction to packaging, content and purchase confidence.
Explore AURA REVE
Ongoing case / AURA REVE