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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
CHANEL
Christian Dior Couture
Hermès
Pernod Ricard
Work Experience
Head of Social Media
Jun ‘17 - Now
Christian Dior Couture

In charge of the definition and implementation of Global and Local Social Media strategies. Lead of internal coordination (Media, .com, CRM, MKT) and continuous performance improvements, with objective of reinforcing desirability, visibility and influence of the brand in the industry. ▪ Owned Media: 21 Dior accounts over 15 platforms → Elaboration of global social media strategy, guideline definition and brief to countries → Management of social media planning & publishing, benchmarks of competitors and industry new trends → Activation and coordination of Asian platforms: Kakaotalk, Line, Weibo, WeChat, Douyin, Red, etc. → Briefs for content creation, coordination with interne teams (Media, content, .com, CRM) and external agencies → Production of strategic reports: collection launches, audience analyze, benchmarks, optimization → Innovation projects: Web3, AR lens, livestreaming 360° ▪ Paid Media: 35% of global advertising budget → Definition of annual social paid media strategy: share of spent, platforms, annual calendar, objectives & KPIs → Brief & campaign follow-ups with the media agencies: internationals and locals (EMEA, Asia, Americas, RU) → Conception & adaptation of the creative ads for +15 social platforms → Continuous optimization: measure of the performance, ROI, identification of actions plans for improvements ▪ Team Management → Management of the HQ social media team: 6 people in Paris → In charge of market teams coordination: 4 in US, 4 in Japan, 4 in APAC & 3 in China

Digital Activation & Social Media Project Manager
Feb ‘15 - May ‘17
Hermès

▪ Social Media Strategy → Help improve the social media strategy: definition of KPIs & redaction of global social media guidelines → Development of local social media strategies (CN & JP): coordination with the markets CN & JP ▪ Community Management → Elaboration of communication plans, publishing, analysis of performance & indication of community satisfaction → Daily monitoring of social media ecosystem: new features, e-reputation, benchmarks, crisis management → Coordination with social media agencies: content creation during fashion shows, Saut Hermès, openings, etc.

Junior Digital Manager
Sep ‘13 - Feb ‘15
Pernod Ricard

▪ Development of Martell’s global new website, coordination with agencies and internal teams (MKT, Com, Legal) ▪ Social Media activation, monitoring and analysis of KPIs, preparation of monthly report for top management

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

▪ Preparation of Culture CHANEL exhibition in Shanghai, from conception to final rendering & post event reports ▪ Help to organize press events, conduct quantitative and qualitative competitors benchmark

Communication and Corporate Press Assistant
CHANEL

• Preparation of Culture CHANEL exhibition in Shanghai, from conception to final rendering & post event reports • Help to organize press events, conduct quantitative and qualitative competitors benchmark

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