Led global go-to-market planning for OnePlus Nord line, Pad 3, Buds Pro 3, and Watch2-defining core product messaging and driving integrated global campaigns across digital, PR, KOL, and offline channels. Shaped go-to-market strategy and key selling points for launches, delivering product page structure, keynote scripts, plus hardware and software positioning. Partnered with Product and Insight teams to interpret qualitative feedback and quantitative data, refining positioning. Aligned product narratives and competitive advantages across PR, Influencer, Social, Paid Media, and Training teams, leading to Tier 1 media and mega KOLs amplifying intended messages. Oversaw storyboards, scripts, and on-site shooting for 10+ hero films, KSP videos, and KOL collaborations. Conducted media briefings and product trainings in 6 countries, strengthening media rapport and storytelling consistency.

Managed >$1 million in Paid Media on Facebook, Instagram, Google Marketing Platform, and TikTok. Coordinated with two global agencies and oversaw media buy, video production, and content approval. Optimized targeting, creative, social media copy, and channel spend allocation via A/B testing and performance analysis, achieving annual KPI targets for video views and follower growth in seven months.

Managed $450K+ budget and 9-member team of product marketers, copywriters, designers, and social media managers. Led content strategy, channel spend, persona research, product page and app UI/UX, and brand voice alignment. Led shift to inbound marketing strategy, implemented HubSpot CMS + CRM, and revamped lead acquisition and scoring. Set up a measurement model (Customer acquisition, behavior, outcome) with weekly benchmarks, insights, and recommendations that resulted in improving ROAS from 1:3 to 1:5

Executed and optimized over 15 consumer product launch campaigns with >$2 million in ad spend. Involved content creation, positioning, and media buy (YouTube, Google Display, Amazon, Facebook, Twitter).