XY.

Brand 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.

Explore selected cases Resume
Xiaonan Yu

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.

Shanghai / MelbourneEnglish / 中文China & SEA
LinkedInRED / Xiaohongshu
University of Melbourne logoUniversity of MelbourneMaster of Marketing Communications / 2021–2023
Sichuan University logoSichuan UniversityBachelor of Network and New Media / 2016–2020
10+consumer brand / institution projects
8-personcross-regional project team coordinated as China-side lead
10+launches, events & activations led / coordinated
7+market research projects
100M+reported campaign exposure
60+KOL / creator / stakeholder activations

Campaign exposure is aggregated from selected reported case figures shown in this portfolio.

01 / Profile
Xiaonan YuXiaonan Yu / Shanghai

A 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.

Shanghai / MelbourneBrand communicationCross-border marketingEnglish / 中文
LinkedInOpen profile ↗RED / XiaohongshuOpen profile ↗RED profile QR code

Education

University of Melbourne logoUniversity of MelbourneMaster of Marketing Communications / 2021–2023
Sichuan University logoSichuan UniversityBachelor of Network and New Media / 2016–2020
View online resume Download PDF resume
02 / Capability map

Capability Map

03

Integrated Campaign / IMC Project Management

Connect campaign narrative, content, paid/KOL touchpoints, events and KPI tracking into one delivery rhythm.

MIA Swisse Ecostore
04

Content & Social Strategy

Build channel-aware content systems from audience signals, platform behavior and recurring editorial needs.

MIA i4F Ecostore
05

Brand Asset / Visual Governance

Translate and review brand assets so visual consistency can survive local platforms, campaigns and partners.

MIA Wakefield Swisse
03 / Selected cases

Selected Cases

Lead cases
01FeaturedMIAChina-market operating system

MIA / TPN

China-market strategy / country-of-origin programme

Turning 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

China strategyIntegrated deliveryStakeholder management
0-1Integrated China Media Ecosystem
02FeaturedAPTcoConsumer, competitor + product audit

APTco

Pet category / China + SEA GTM research

A 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

Consumer auditCompetitor auditGTM research
China + SEAresearch scope
03FeaturedGVB2B market conversations

Global Victoria

Cross-border stakeholder / B2B matching

Connecting international businesses, local context and stakeholder priorities through structured market conversations.

My roleB2B market connection lead | stakeholder and buyer matching

StakeholdersB2BMarket entry
4 cities5-event trade program
04FeaturedSwisseEmerging-market launch support

Swisse

Emerging markets

Connecting 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

LaunchKOLMarket entry
KH · MN · THmarkets supported
Supporting cases
05WakefieldChina relaunch / event evidence

Wakefield

China rebranding / launch system

Reintroducing 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

RebrandingLaunchMedia / KOL
15reported media releases
06i4FWeChat knowledge hub + paid growth

i4F

China account management / WeChat ecosystem

Running 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

WeChat OATencent paidB2B operations
2024–26China account operation
07WVRetail roadshow + trade tasting

Wine Victoria

Shanghai retail / trade / KOL activation

Bringing 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

RetailB2BEvent
3Shanghai activation formats
08EcostoreAlways-on social + 2024 CNY campaign

Ecostore

China social programme · 2023–24

Turning 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

SocialKOL/KOCChina
1.3M+estimated campaign exposure
04 / AI-assisted marketing workflow

From market context to a communication system people can actually use.

AI supports faster research synthesis, case documentation, content planning and portfolio iteration — with human review at every decision point.

Knowledge baseContext designResearch structureDraft iterationHuman reviewUsable output