Natalie Zhu

Promoted in Feb 2021 as Asia General Manager to oversee the full business and marketing operations for Perricone MD, Christophe Robin, Grow Gorgeous, ESPA, Illamasqua, Mama Mio. eCommerce Marketplaces & B2B Retail Distribution Strategies • Spearhead go-to-market strategies across sales forecasting, distribution, pricing, promotions, NPD launches to deliver sales KPIs across key China eCommerce marketplaces, including TMall, Douyin (Tiktok), Red and more. • Lead new business development initiatives, expanding multiple brands’ presence across wider Asia markets: Taiwan, Hong Kong, Singapore, Malaysia, Vietnam, Philippines. • Develop and execute territory specific B2B sales strategies, securing business contracts with wholesale distributors and key retail partners Sephora SEA, 10/10 Hope and 10/10 Apothecary. • Full ownership of all brands’ P&Ls, improving marketing investment efficiencies to drive profitable business growth. Brand Marketing Strategy & Deployment • Lead the brand marketing strategies including digital, KOL influencer and performance marketing campaigns to build brand awareness, acquire and retain customers in line with sales objectives. • Oversee reporting and analysis of marketing metrics performance, ensuring data driven insights to optimise investment ROI and commercial impact. Team Leadership & Management • Build and lead a high-performing 15-member team, strengthening capabilities and fostering cross-functional collaboration to drive business growth and align with strategic objectives across Asia. Achievements Strategically tailored market entry strategies for each beauty brand, ensuring alignment with their unique propositions and consumer dynamics: • FY 2019 - 2022 achieved an 86% sales revenue increase on China Marketplace TMall, drove a 57% revenue growth in Asia B2B sales through expanding wholesale distribution networks. • FY 2022 - present, led Asia business expansion and sales strategy diversification across new Asia territories and delivered a 13.8% uplift against the sales budgets.

eCommerce Trading & Marketing Strategy - China • Developed and delivered the eCommerce and brand marketing strategies for the Radley TMall store, with full P&L ownership covering sales forecasting, pricing, merchandising, marketing and promotions. • Drove performance for the D2C China locale through digital marketing campaigns including PPC, affiliates, CRM emails. • Managed a local digital marketing agency to implement China social media and influencer strategies on Weibo & WeChat, successfully enhancing brand visibility customer acquisition. Chinese-driven Marketing Strategy – UK Retail • Developed and activated China tourism focused retail store initiatives, including in-store promotions, seasonal campaigns to boost footfall and sales across UK stores. Achievements • Successfully project-managed TMall store launch and exceeded FY2018 sales budget, with Singles Day campaign delivered exceptional strong YOY sales growth. • Led 2018 Year of Dog CNY campaign, achieving substantial sales uplift and strong social media follower growth.

Go To Market and eCommmerce Management - Asia • Defined and executed China market entry strategy, leading TMall store trading and full-funnel marketing activations to achieve sales growth KPIs. • Drove D2C site revenue growth across Taiwan, Hong Kong, South Korea, overseeing trading, localised content, and performance marketing (PPC, affiliates and emails). • Led China social media, PR and KOL strategies to boost brand awareness and engagement. • Developed and activated retail footfall campaigns targeting Chinese consumers through in-store experiences, student community outreach, and festival promotions to drive store traffic. Achievements • Exceeded FY2015 TMall sales target by +47%; outperformed Singles Day sales target +200% with a marketing ROI 30:1. • Delivered strong YOY eCommerce sales growth in APAC: China +60%, Taiwan +43%, Hong Kong +38%, South Korea +78%. • Achieved significant social media follower growth in 2016: WeChat +6,200% YOY, Weibo +1,200% YOY. • Led Golden Week campaign contributing 32% of total retail store revenue in Oct 2015, +28% YOY uplift.

Media Relations & Corporate PR • Led the development and execution of integrated brand marketing strategies for new store openings and key collection launches, overseeing the full marketing mix- creative, PR, social media, and media partnerships. • Developed and delivered annual CSR PR strategy, enhancing brand reputation in sustainability via Conscious Collection launch campaign, NGO partnerships, and Asia media trips and events. • Managed media outreach with key fashion and business press, leading celebrity/KOL seeding and engagement programs to amplify brand visibility. • Liaised with global HQ in Sweden to align local campaigns with global marketing strategy and share local best practices. • Oversaw external agencies and engaged cross-functional internal teams to ensure seamless execution of marketing and PR campaigns. Achievements • Led brand activation for 66 new store openings, contributing to a 20% increase in brand expansion rate. • Oversaw Shanghai East Nanjing Road flagship store launch, achieving 111 press clippings, ¥ 5.5M AVE, and exceeded the sales target on opening day. • Drove a high-impact CSR PR campaign for Conscious Collection, generating 247 press clippings, ¥12.6M AVE, a 47% YOY increase in media value.

Account Management & Media Relations • Developed and delivered brand communications strategies for key consumer accounts including Shanghai Xintiandi, Clarks, Crème de La Mer, managing end-to-end PR and social media campaigns from press office functions to PR events and campaign reporting. • Served as the primary client contact, ensuring seamless daily communication and execution of campaign deliverables. New Business Development • Contributed to new business acquisition, participating in brainstorm sessions, market research, proposal writing, and in-person pitch presentations. Achievements • Maximised publicity for Xintiandi’s East to East fashion project, securing 25 media interviews, ¥4.2M AVE from 98 clippings.

• Drove the planning and execution of communications campaigns across retail and institutional business, coordinating with regional offices and a network of PR agencies across Europe and US. • Coordinated media outreach programs to position BlackRock as a thought leader, delivering press releases and interviews; conducted media monitoring and campaign performance analysis to measure PR communication impact.

• Supported the delivery of consumer and corporate PR campaigns across spirits and wine brand portfolio, managing press office functions and media engagement programmes, performed media monitoring and campaign reporting. • Planned and executed high profile sponsorship events, including Maison Martin Margiela ‘20’ The Exhibition, Browns 40th Anniversary Fashion Party, and Film 4 Summer Screen, enhancing brands’ cultural relevance.