Global Marketing · China Go-Global · Brand Localization

Juliette Xue

A senior integrated-marketing leader bridging China and international markets — DTC growth, social commerce, CRM and AI-native marketing operations for global brands.

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Positioning

I help global brands win in China — and help Chinese brands travel the world. Ten-plus years across global groups and top fashion houses, turning brand discipline into measurable growth on China's most demanding platforms.

01

Global brand discipline

Trained inside WPP and Publicis, then DESCENTE (Japan) and CHARLES & KEITH (Singapore) — fluent in the standards premium international brands hold themselves to.

02

China platform fluency

Native command of Tmall, Douyin, Xiaohongshu, WeChat private-domain and livestream commerce — where brand intention becomes revenue.

03

AI-native operations

Built a group-wide marketing AI-agent knowledge base, turning multilingual content and cross-functional SOPs into standardized, scalable workflows.

Selected Work

Five campaigns that moved brands and markets.

Case Film

Selected work, in motion.

A short compilation across campaigns — from social commerce and livestream to brand culture and community.

DESCENTE women's campaign editorial look

Case 01 — Women's Campaign

Opening a women's conversation for a technical brand.

Market Move

DESCENTE was read as a men's performance label. We opened an aspirational women's conversation around a hero product, claiming a new, high-intent audience for the brand.

Execution System

An integrated social-commerce engine — KOL/KOC seeding on Xiaohongshu and Douyin, livestream selling, and a single hero-product narrative connecting content to conversion.

Impact

Built the Douyin channel from zero toward an RMB 100M sales target, with the hero product driving the season's most-watched women's livestreams. Campaign-specific figures to confirm.

AWAKEN triathlon community group

Case 02 — IRONMAN · AWAKEN Cycling

Turning a passionate micro-community into a channel.

Market Move

Entered the road-cycling and triathlon niche through the AWAKEN community — earning credibility in endurance sport rather than buying attention.

Execution System

Owned the IRONMAN 70.3 presence end-to-end: community rides, athlete seeding, on-site activation and content capture feeding the social and e-commerce funnel.

Impact

Converted niche-community trust into demand and a repeatable community-to-commerce playbook for vertical sport segments. Race-linked results to confirm.

DESCENTE 90th Anniversary Exhibition — Engineering as Art installation

Case 03 — DESCENTE 90th Anniversary

Ninety years of heritage, staged as culture.

Market Move

Reframed a 90-year engineering heritage as cultural capital — “Engineering as Art” — lifting brand perception well beyond product.

Execution System

Curated a multi-room immersive exhibition — a heritage timeline tunnel, a robotic-arm installation and a live event — wrapped in press and KOL programming.

Impact

Generated earned media and a measurable brand-equity lift, positioning DESCENTE as a culture-led performance house. Reach & coverage figures to confirm.

DESCENTE premium winter campaign — Tmall Super Brand Day

Case 04 — Tmall Super Brand Day

Owning the premium winter moment with platform IP.

Market Move

Took premium winter outerwear into Tmall's flagship platform IP, Super Brand Day, to own the high-end down and ski category moment.

Execution System

A four-store joint Super Brand Day — deep platform-IP integration, hero-SKU storytelling, a livestream and content matrix, and full-funnel media.

Impact

Drove category sales and ranking on the day and reinforced DTC momentum toward RMB-scale targets. Sales & rank figures to confirm.

D-Mover Club — D-Mover's Care Center member service

Case 05 — Membership Experience

Turning buyers into a high-value community.

Market Move

Built the D-Mover Club to convert one-time buyers into a loyal, high-LTV core — making membership the brand's compounding growth asset.

Execution System

Private-domain CRM plus offline experience — the D-Mover's Care Center, member workouts and events, and lifecycle journeys across the WeChat ecosystem.

Impact

Grew the DTC WeChat Mini-Program to RMB 15M annual sales — +89% YoY — at a 1.8% conversion rate, up 30%.

Experience

Ten-plus years building international brands.

  1. 2021 — Present

    DESCENTE · ANTA Group

    Senior Integrated Marketing Manager / AI Marketing Lead

    Led campaigns, launches, influencer seeding and Super Brand Day; grew the DTC WeChat Mini-Program to RMB 15M (+89% YoY) and built the Douyin channel from zero. Built the group's marketing AI-agent knowledge base.

  2. 2020 — 2021

    BOSIDENG

    Senior E-commerce Marketing Manager

    Owned the annual campaign calendar, Tmall Super Brand Day and Win+ with deep Alibaba integration; ran a data-driven CRM across acquisition, engagement and repurchase.

  3. 2017 — 2020

    CHARLES & KEITH GROUP

    Marketing Manager

    Led the Singaporean label's China digital strategy, built the e-commerce marketing team from zero, and stood up full-domain content, launch livestreaming and an E-CRM system.

  4. 2015 — 2017

    WPP Kantar & Publicis Media — Zenith

    Senior Planner

    Ran consumer research, annual media strategy and global brand-communication programs for top 4A groups.

About

A decade of senior marketing leadership across global brands.

I'm a senior integrated-marketing leader with 10+ years building international brands — from global agency groups (WPP, Publicis) to premium fashion houses (DESCENTE, CHARLES & KEITH) and a leading going-global label (BOSIDENG).

My work spans the full funnel: integrated campaigns and launches, DTC omni-channel growth, social and livestream commerce, and CRM-led communities — with revenue milestones at RMB 100M and RMB 15M+ scale.

An international education and outlook shape how I operate, and I now pair that with AI-native marketing operations that turn multilingual content and cross-functional workflows into scalable systems. I work fluently in English across time zones and am open to overseas and remote roles.

  • Experience 10+ years · senior marketing leadership
  • Strengths Integrated marketing · DTC growth · brand building · AI ops
  • Languages English (working) · French B2 · Chinese
  • Open to Overseas · remote · cross-timezone

Contact

Let's build the next market together.

Email xuejiao0831@gmail.com Phone (+86) 134-7277-7372
English résumé (PDF) 中文简历 (PDF)