Natalie Zhu

Promoted in Feb 2021 to lead full P&L ownership and full commercial operations for Perricone MD, Christophe Robin, Grow Gorgeous, ESPA, Illamasqua, Mama Mio. Oversaw GTM strategy across eCommerce and B2B retail distribution. eCommerce Marketplace Strategy & Brand Management • Led end-to-end D2C eCommerce marketplace strategy for multiple brands’ TMall flagship stores across sales forecasting, pricing, product assortment, promotions, NPD launches to deliver revenue growth and KPIs. • Drove full-funnel digital marketing and CRM lifecycle management, leveraging data analytics to improve traffic, CRO and ROAS and customer acquisition and retention. • Led global brand-building strategies including localised brand activations and multi-channel KOL influencer strategies (Weibo, WeChat, Red, Instagram) to drive awareness, ensuring consistent brand representation across all channels. International B2B Omnichannel Distribution & Key Account Management • Developed B2B distribution strategy and managed the full sales cycle: pitching new partners, negotiating commercial terms and contracts to drive profitable growth and sales expansion across major China cross-border marketplaces (JD, TMall Global, Red and Douyin). • Led multi-country retail expansion and secured commercial partnerships with Sephora SEA (50 POS), 10|10 Hope & Apothecary Taiwan & Hong Kong (30 POS), Rustans Philippines (6 POS), driving sell-in and sell-out growth. • Established Joint Business Planning (JBP) and operational governance, aligning on commercial SOPs, brand education, activation calendars, inventory planning, performance reviews to drive consistent execution and commercial performance. • Project-managed retail trade activations across EU/UK/Asia distributors (John Lewis, Pure Skincare, Rustans), developing toolkits and assets across online and stores to drive sales targets. Team Management • Built and led a high-performing 10-member team, strengthening commercial and operational capabilities and fostering cross-functional collaboration to drive business growth and align with strategic objectives across markets. Achievements • Achieved 48% CAGR on Asia leading marketplace TMall and 15% CAGR in Asia B2B sales (2019-2022) through new market entries and wholesale distribution expansion across China, Taiwan, Hong Kong and Asia SEA. • Grow Gorgeous scaled to £14M+ annual revenue across TMall D2C store & B2B, secured hero product as TMall’s top 3 category ranking. Diversified product portfolio with shampoo mix increasing from 5% to 18%, +55% YOY category growth.

China eCommerce Strategy & UK Retail Activation • 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 and customer acquisition. • Developed and activated China tourism focused retail store initiatives to boost footfall and sales across UK stores. Achievements • Successfully launched TMall store and exceeded FY2018 sales budget by 22% • 2018 Year of Dog CNY campaign delivered +688% YOY retail sales growth and acquired 3,000+ social followers.

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.