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xiaoyu su

@xiaoyusu

International PR strategist at Moomin Marketing who built an EV brand’s social media presence from zero.

At Moomin Marketing & Planning Co., I led international PR strategy and social media planning for an EV client expanding across Europe, the Middle East, Southeast Asia, South America, and North Africa. I built the client’s presence from zero across Facebook, TikTok, and X, and helped secure 5+ annual international PR retainers, including GAC Motor and Chery.

At BlueFocus Communication Group, I conducted international market research and competitive analysis for brands including Midea, Pop Mart, and realme, and reworked positioning and messaging for Midea’s range hood and cooktop lines. Earlier, I contributed bilingual content and campaign work for Porsche, Audi, and Estée Lauder at Ruder Finn, and reported for People.cn and The Paper.

Experience

Work history, roles, and key accomplishments

Strategy Manager

BlueFocus Communication Group

Aug 2025 - Jan 2026 (5 months)

Led integrated marketing strategy and new business pitches for international brands, conducted market research across multiple regions, and applied AI-driven marketing tools to support research and content generation.

Market Research Competitive Analysis Product Positioning Localization AI Powered Marketing Tools Proposal Writing Content Generation

Strategy Manager

Moomin Marketing & Planning Co.

Sep 2023 - Feb 2025 (1 year 5 months)

Served as lead strategist for new business pitches, led brand PR and social media strategy for EV international expansion, and built social media presence from zero across multiple platforms.

Consumer Brand PR Social Media Strategy Content Operations KOL Management Campaign Execution Performance Analytics

PR Intern

Ruder Finn

Apr 2023 - Jul 2023 (3 months)

Contributed to global campaigns for automotive and beauty clients, produced bilingual content, and supported digital brand experiences and performance tracking.

Bilingual Content Creation Press Materials Social Media Copy Event Collateral Campaign Tracking Reporting

Marketing Intern

CCTV+

Nov 2022 - Feb 2023 (3 months)

Supported logistics and stakeholder coordination for international events, produced platform-specific video content and copy, and conducted market research for overseas expansion.

Event Coordination Video Content Social Media Copy Market Research Data Analysis

Intern Reporter

People.cn

Jul 2020 - Oct 2020 (3 months)

Authored over 20 in-depth feature reports, two of which were featured on the People's Daily Online homepage, and collaborated with regional bureaus on editorial initiatives.

Feature Writing Reporting Editing Collaboration

Intern Reporter & Overseas Correspondent

The Paper

Jan 2020 - May 2020 (4 months)

Produced over 30 in-depth feature stories, with several front-page headlines and syndication by major portals, and conducted frontline research and reporting during the COVID-19 pandemic.

Feature Writing Reporting Interviewing Photography Research

Education

Degrees, certifications, and relevant coursework

King's College London

Master of Arts, Digital Culture and Society

2021 - 2022

M.A. in Digital Culture and Society with coursework in digital media, gender, and technology, and research on digital media practices among Chinese migrant communities.