Annie (Fanli) Yang 杨凡莉
Mobile & WeChat:- | Email:-@ qq.com | Born in Sep 1983
STRENGTHS
- 16 years of experience in corporate communications, B2B marketing
communications, and public relations across industries including precision
metal processing (2.5 years), automotive parts manufacturing (2 years), and
advertising (11.5 years).
- Proficient in developing content marketing strategies based on business
analysis to achieve significant market impact with limited budgets, and
increase the quality and quantity of business inquiries.
- Experienced in establishing marcom and PR departments from the
ground up, key functions include:media planning, thoughtful leadership,
strengths’ building, gov relationships’ cultivating, ESG, employer branding,
and crisis management.
- 11 years of team management experience, effectively leading and motivating teams in diverse cultural
environments to achieve project objectives.
WORK EXPERIENCE
2021.11 – 2023.12，Corporate Communications Director, McCann Worldgroup China
Responsible for developing the Corporate Communication strategy and execution calendar for MW in
China market, establishing rapport with key stakeholders, external media and organizations, landing global
DEI and ESG initiatives onto China market, proactively serving up new ideas, channels and opportunities
to establish a strong brand image for MW in the China/Asia market and in global network.
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Increased McCann Worldgroup China’s industry ranking to No.1 in China through social media and
numerous reports from prestigious business media and trade media;
Business analysis: based on financial data to develop award strategy, winning company awards and
personnel awards, eg: ‘ Best Agency-marketer Partnership” Campaign APAC’s “40 under 40”, ‘Women
to Watch Greater China’ , ‘Best Place to Work in Asia’,etc.
Consciously attracted new biz leads through building up two unique agency strengths strategically:
outbound business marketing, and creative influencer marketing and
Led the idea creation and execution of the award-winning CSR campaign ‘Cut The Strap’, which was
named among the ‘Top Ten Ads For Good in 2022’ by Digitaling.
2018.6 – 2021.11，Director of Marketing & Communications, DDB China Group
In charge of developing and implementing marcom strategy and content for DDB & Tribal in China,
driving more business leads and building up a strong brand image; setting up awards strategies and
pipelines; Some highlights :
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Initiated the DDB Sparks training programme to strengthen DDBer’s sense of ownership.
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Hatched The X-step crisis management PR case which not only stressed DDB’s value on equity and
inclusion, but also became the industry pioneer of copyright self-protection;
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Created strong cases and thought leadership pieces to weaponize the team for new business
development, eg: 1) DDB* Mars Wrigley at the 2018 One Show China；3) DDB & Skittles global head
interview at Contagious; 4) DDB & Unilever content VP’s livestream show at Bilibili;
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https://www.linkedin.com/in/annie-yangfanli/
Annie (Fanli) Yang 杨凡莉
Mobile & WeChat:- | Email:-@ qq.com | Born in Sep- – 2018.5，Marketing & Communications Director, Leo Burnett Greater China
Established LB’s digital branding platform from scratch to put it among the top 5 most influential in the
industry,changed the public impression of LB from 90% negative to 100% neutral or positive in one year;
Some highlights:
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Created content to demonstrate LB’s unique strengths in developing IP collaboration for client brands,
award-winning cases include: Classmate Xiaoming, Pfizer Viagra and McD’s CNY campaign, attracted
relevant business valued up to millions;
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Led the “Unforgettable home cooking” digital campaign in 2017 in collaboration with Tencent Charity,
attracted over 500,000 people to donate in just one month for Alzheimer's patients.
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Media coverage spreaded from Qdaily, Bloomberg to Adage, Campaign Asia, CBN Weekly,etc. In
2018, Leo Burnett’’s ranking rose to No.2 overall China agency by marketers.
2012.3 – 2015.6, PR Manager, DDB China Group
Built up the DDB media pool from zero, responsible for all communications to public in China and abroad;
Kept up a positive agency dynamic for DDB via content marketing though during challenging times;
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Launched the ‘Future Bernbachs’ internship programme in 2013, which grew to be one of the most
recognized talent programs in China;
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In- DDB China was ranked ‘Overall Best Performing Agency’ at the R3 China Agency Scope
2014 when the company was actually re-structuring and had poor business results.
2009.8 - 2011.5, Content Creative Head (copy-base), Giti Tire China
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Initiated Giti’s very first monthly dealer magazine which was recognized as a strong communication
tool to talk with over 20,000 Giti Tire dealers in China.
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A key team member to the launch of Giti Tire’s first passenger tire portfolio, and worked with agencies
to create the brand proposition, website and brand/product booklets. Deeply engaged in marketing
events for Giti Tire brand, including motorsports events, CSR programms;
2007.1 ~ 2009.5, Journalist, ADSALE Publishing (HK) Co., Ltd
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Responsible for the business features and people interviews in eastern China market for two leading
magazines the “China Metal & Machinery Journal”, and “China Textile & Apparel”.
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Helped lifting the magazines into the top three in the industry which often led to an increase in ad sales;
EDUCATION
2000.9 – 2004.7, Anhui University (211), Bachelor of ‘International Economics and Trade’
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https://www.linkedin.com/in/annie-yangfanli/
