Open to opportunities

Echo Du

@echodu

Message

Integrated marketing leader specializing in FMCG e‑commerce, brand growth and campaign strategy.

China

Message

What I'm looking for

I seek a marketing role where I can lead integrated e‑commerce and brand campaigns, drive measurable GMV growth, mentor cross‑functional teams, and scale consumer‑centric product and IP initiatives in a fast‑paced, collaborative environment.

I am an integrated marketing professional with extensive experience leading brand and e‑commerce strategies for major FMCG businesses across China. I combine consumer insight, category strategy and full‑funnel execution to drive GMV, penetration and engagement.

At Tmall/Alibaba and Sam's Club/Walmart, I led flagship festival campaigns, category IP development and precision marketing that delivered double‑digit growth and exceeded category sales targets. I coordinate cross‑functional teams to productize marketing tools and optimize operations.

Previously I managed brand and new product launches at Nongfu Spring, delivering rebranding and product innovations that increased market share and produced significant sales uplifts. My work at KFC and an advertising agency strengthened my skills in integrated communications, CRM and promotion operations.

I am pragmatic, data‑driven and creative, with proven success in large‑scale project management, cross‑department collaboration and consumer engagement tactics that scale brand impact in digital and retail ecosystems.

Experience

Work history, roles, and key accomplishments

APP Operation Manager

Sam’s Club

Sep 2023 - Mar 2024 (6 months)

Planned and executed large-scale e-commerce campaigns for Beauty, Maternity, and Beverage categories on Sam's Club APP, driving cross-selling and seasonal promotions that exceeded category sales targets by over 100%. Coordinated design, product, and development teams to productize marketing tools and improve operational efficiency.

Integrated Marketing User Research Content Strategy Performance Optimization

Senior Integrated Marketing Specialist

Tmall

May 2021 - May 2023 (2 years)

Led strategy and execution of major platform shopping festivals (Double 11, 618) and FMCG category IP campaigns, delivering YoY CMV growth and doubling new-user acquisition in cross-category initiatives. Integrated consumer insights, merchandising, content, livestreaming, and off-site promotion to drive GMV and AAC.

E commerce Strategy Campaign Management Category IP Consumer Insights Merchandising Live Streaming Performance Marketing

Brand Supervisor

Nongfu Spring

Jul 2018 - Apr 2021 (2 years 9 months)

Managed juice and functional drink product lines, leading NPD, GTM and rebranding initiatives that lifted MAT share by 2.0 pts and delivered sustained 30% YoY growth; executed celebrity and IP campaigns that produced viral social impact and multi-fold sales increases.

Brand Management New Product Development Go To Market Market Analysis Campaign Execution

Assistant Marketing Manager

KFC

Jun 2015 - Jun 2018 (3 years)

Owned KFC Delivery brand positioning and integrated marketing plans, driving promotion-led commerce operations that increased average ticket by 5 percentage points and delivered major campaign and new product sales uplifts (e.g., 169% online growth).

Brand Strategy Promotion CRM Menu Optimization Pricing Strategy Partnership Marketing Analytics

Senior Account Executive

Shanghai Civilization Advertising Agency

Mar 2014 - May 2015 (1 year 2 months)

Led integrated marketing and IP partnership campaigns for PepsiCo brands, delivering creative TVC/digital strategies and serving as primary client liaison for end-to-end campaign delivery.

Account Management Integrated Campaigns Creative Development Client Relations Market Research Strategic Planning