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Open to Permanent
Open to Permanent

Sijie Chen

Head of Social Media (Owned / Paid / Earned)
About

As Social media communications expert with 10 years experience in the Luxury industry, I am currently in charge of the definition and implementation of Global and Local Social Media strategies for Christian Dior Couture. I have in-depth knowledge of reinforcing brand desirability, visibility and influence among its audience & customers. As a results oriented person, I strive for performance growing & continuous improvements and share this mindset among my team members. At the crossroads of Chinese, French and English cultures, my background allows me to understand and achieve international challenges for my employers in a globalized industry.

Previous Brands
Rimowa
Christian Dior Couture
Hermès International
Teaminside
Martell Mumm Perrier-Jouët
CHANEL
Louis Vuitton
Magellan Exploration Ltd. (French start-up)
DuPont
Work Experience
Head of Global Media
Dec ‘23 -
Rimowa

Lead of the global brand media strategy as well as campaign roll outs across online and offline channels. Channels including Paid & Owned Social, Display, OOH, Print and Cinema. Close collaboration with RIMOWA local teams in APAC, EMEA, China, Japan and the Americas for overall media strategy alignement and regional media activations approval.

Head of Social Media
Feb ‘21 - Nov ‘23
Christian Dior Couture

Paid Media • Definition of the annual social paid media strategy (share of spent, platforms, annual calendar, objectives and KPIs) • Brief and campaign follow up with the media agencies (international and local campaigns, including EMEA, RU, Asia, Americas) • Conception and redaction of the creative ads for all the social platforms (15+ platforms) • ROI, measure of the performances, identification of actions for improvements Owned Media (21 Dior accounts over 15 platforms) • Elaboration and implementation of the worldwide digital strategy for all the social channels • Definition of the creative briefs for content creation with internal creative teams & external agencies • Management of the social media planning & publication in coordination with the top management and Parfums Christian Dior • Creation and coordination of Dior’s social presence in Asia (Kakaotalk, Line, Weibo, WeChat, Douyin, Red, etc.) • Production of strategic reports on collection launches / audience analysis / benchmarks for top management Team Management • Management of 4 social media project managers & 3 interns

Social Media Senior Project Manager
May ‘18 - Feb ‘21
Christian Dior Couture

• Developed global social media strategies (owned & paid), guaranteed good execution at global & local levels (12 platforms: Instagram, Facebook, Twitter, Snapchat, Pinterest, YouTube, Wechat, Weibo, Douyin, Line Kakaotalk, Tiktok) • Brief & organization of social media content creation with internal creative teams & external creative agencies • Supervised community management: planning, publishing, validation & guidelines sharing for Asian platforms • Produced strategic reports on product launches / ROI / audience analysis / benchmarks for top management • Management of 2 social media project managers & 1 intern

Digital Content Coordinator
Jun ‘17 - May ‘18
Christian Dior Couture

Social Media Project Manager - consultant
Jun ‘15 - Jun ‘17
Hermès International

TEAMINSIDE Consultant – Project Manager at Hermès Digital Activation & Social Media department Projects: Development & Operational Management of Hermès Social Media Communication Contacts: Media, Press, Digital Project Team, Affiliate, Agency, E-Commerce, AD • Elaborated social media communication plans for each project according to its level of importance • Monitored editorial calendar of all Hermès social media presence & events in collaboration with affiliates & internal service • Managed digital promotion operations: - Brief for copywriters - Coordination for visual & editorial materials with internal & external participants - Internal communication - Activation on different social media accounts - Community Management • Analyzed campaigns & followed up reportings that help to improve global digital strategies • Conducted market research that helps to better understand local social media (Wechat, Weibo, etc.)

Digital Project Manager
May ‘15 - Jun ‘17
Teaminside

Junior Digital Manager
Sep ‘13 - Feb ‘15
Martell Mumm Perrier-Jouët

• Developed new brand global website (7 languages, responsive): - conception / design / website structure / E-commerce / SEO - CMS management (Drupal) - internal & external coordination (RP, Marketing, Legal, agencies, filiales) - KPIs analysis via Google Analytics • Proposed mobile strategy: market research, consumer insights, benchmark, competitive intelligence and recommendations • CRM: competitive intelligence, potential ambassadors propositions, CRM tools management • Social Media: management of content calendar & E-reputation, in charge of a social listening tool (Sprinklr) • Developed digital guidelines for local markets in order to increase brand visibility: challenges, strategies, examples, action plans & KPIs

PR and Corporate Communication Assistant
Jun ‘12 - Jan ‘13
CHANEL

• Collaborated on Culture CHANEL exhibition project from inception to completion: - prepared objects & caption for exhibition - helped developing press kit & press releases - consolidated press coverage database - developed exhibition & press websites with agencies and local teams based in Paris, Shanghai & New York - price negotiations of copyrighted content • Organized PR & press events: Press Discovery Trip, Private Sale, VIP dinner & Global PR meeting: - prepared detailed planning & scheduling, coordinated with boutiques & external services - closely supervised during events - analyzed performances & conducted reporting after events • Conducted primary quantitative & qualitative competitor research • Monitored and updated PR intranet

Retail Sales Associate
Jul ‘11 - Aug ‘11
Louis Vuitton

• Assisted customers with purchases in flagship LV venue in Beijing; thrice awarded Top Seller • Maintained visual merchandising & ensured inventory control • Provided after-sales service and assistance in customer loyalty program

Assistant Marketing Manager
Jan ‘11 - Jun ‘11
Magellan Exploration Ltd. (French start-up)

Worked closely with a French entrepreneur to develop and introduce ‘Gift Box’ concept to Chinese market: • Co-developed products from conception to commercialization • Developed visual supports & communication tools for sales points, organized training for sales associates • Organized promotional & commercial events with fashion magazines (sponsorships, partnerships, etc.) • Negotiated and secured B2B contracts totaling over €60,000

Intern at Dupont Sustainable Solutions Department
Apr ‘10 - Nov ‘10
DuPont

• Provided assistance to managers in organizing business projects (over €3,000,000 budget) • Analyzed and edited internal and administrative documents; organized official meetings

Languages
English - Fluent
French - Fluent
Chinese - Native
Education & Training
ESCP-Europe
‘07 - ‘11
Master in Management Grande Ecole (Bac+5)
Marketing
Beijing Foreign Studies University (BFSU):
‘07 - ‘11
Bachelor of Arts in French Language and Literature
Language and Literature
Paris, France