Online resume

Brand communication / cross-border marketing / market entry

余晓楠XIAONANYU / SHANNAN

Marketing and brand professional with 3+ years of experience in China and Southeast Asia market entry and integrated marketing for overseas consumer brands. I have supported 10+ Australian and New Zealand brand and institutional projects, translating complex market information into practical brand and go-to-market plans.

GTM strategyCross-border localisationIMC project managementContent & social strategyEvent activationStakeholder communicationEnglish business writing & reportingAI-assisted marketing workflow

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01 / Experience

2023.03–2026.04

Account Manager

Brand Catalyser / Shanghai Mulan Marketing Consulting Co., Ltd.

China-side core lead at an Australia-based cross-border marketing consultancy, supporting Australian and New Zealand consumer brands entering China and independently coordinating multi-brand annual marketing programmes from strategy to delivery.

Integrated marketing leadership

Independently coordinated 10+ annual brand marketing programmes, with annual budgets up to RMB 5M.
As China-market lead for a New Zealand red-meat country-of-origin programme, led the May 2025–April 2026 programme from proposal and annual China market plan to brand-refresh launch, social foundation and Chinese New Year integrated campaign; coordinated an eight-person cross-regional team.

Strategy & localisation

Led China-market localisation, channel and brand-communication strategy for 7+ overseas brands, translating consumer context, competitor conditions, channel characteristics and platform logic into China-ready communication systems.
Delivered competitor research, product evaluation, channel analysis and China / Southeast Asia GTM reports across pet, food, wellness and personal-care categories.

Brand communication & growth

Managed integrated communication across RED, WeChat OA, WeChat Channels, Douyin, KOL, paid media and offline touchpoints. A 2026 Chinese New Year campaign delivered c.19.98M impressions, 875K content reads, 6.2M topic views and 75K interactions, exceeding several core KPIs.

Activation & project management

Coordinated 10+ launches, premium dinners, business-matching and channel events, with single-event budgets up to RMB 400–500K; managed strategy, budget planning, KPI tracking, collateral, brand consistency, stakeholder communication, vendor management and on-site delivery.

Cross-border collaboration

Served overseas clients and institutions including Global Victoria and Swisse; led English proposals, reports, meetings and project updates while coordinating Australian headquarters, government and industry bodies, platforms and vendors.
For Global Victoria consumer-goods programmes, coordinated five events involving 40+ brands, 50 buyers and 300 business-matching sessions.

2020.04–2020.07

User Operations

Chengdu Chaoyouai Technology Co., Ltd.

Improved an online education product’s user experience through user-data analysis, needs diagnosis, answer-library setup, online activities and SOP optimisation; raised an account’s user-rating rank from 120+ to fourth and its repeat-purchase ranking to first during the internship.

2019.07–2019.09

Assistant Director Intern

China Central Television (CCTV)

Contributed to topic development, material research, in-depth interviews, fact checking, script writing and production coordination for two television episodes, including one that set a seasonal viewership record.

2017.11–2018.10

Media Planner

Chengdu Huabang Culture Media Co., Ltd.

Supported communication planning, media scheduling, WeChat content and offline activity coordination for cultural tourism, government and public-service projects; contributed to 5+ proposals, with two successful bids, and led Chengdu Employment Bureau’s annual communication project, increasing WeChat article reads by c.20–40% and followers by c.5%.

02 / Project experience

2022.04–2022.10

Integrated marketing communication / advertising / promotion planning

Graduate client project

Analysed business context, competition, target customers and communication channels for WACE, Vodafone and ASRC; contributed to three research reports and integrated marketing / promotion proposals, with responsibility for full-media planning, communication mix and budget-framework design.

2026.04–Present

AI-assisted Marketing Workflow

Marketing-method practice

Built a human-in-the-loop marketing workflow around knowledge-base management, context design, multi-session / agent roles, brief templates, output validation and review gates. The workflow supports market-information organisation, strategic exploration, content collaboration and project retrospectives.

2026.04–Present

Aura Reve cross-border women’s consumer-brand practice

Brand & marketing

Contributing to a 0–1 brand build across Australian target-user research, competitor analysis, positioning, supplier research, differentiated product strategy, social-content direction and pre-launch marketing preparation—building a brand-side perspective from communication through product and sales conversion.

03 / Selected cases

New Zealand red meat China country-of-origin programme

Annual China programme

2025–26 China annual programme

MIA / TPN

Brand refresh, launch, social foundation and CNY campaign for a country-of-origin programme.

China strategyBrand launchIMC

Market entry research

China + SEA market research

APTco

Consumer and competitor analysis translated into clear GTM recommendations for pet nutrition.

ResearchGTMPet nutrition

Emerging markets

Emerging-market activation

Swisse

Launch support, KOL coordination and ongoing social delivery across Cambodia, Mongolia and Thailand.

LaunchKOLSocial

China business matching

China trade programme

Global Victoria

B2B buyer matching and stakeholder coordination across four Chinese cities.

B2BTradeStakeholders

04 / Education

University of Melbourne

Master of Marketing Communications

Key coursework Marketing Management, Brand Management, Integrated Marketing Communications, Marketing & Media in a Global Context, Applied Syndicate Project.

2021.07–2023.08

Sichuan University

Bachelor of Network and New Media

Key coursework Online communication, digital news gathering and production, new-media content creation, media research and practice.

2016.09–2020.06

05 / Contact

Open to the next market move.

Download Chinese PDF Download English PDF xiaonanyu98@gmail.com