Anna has worked in China for the last 5 years in the digital and influencer marketing industry. She realized the power of key opinion leaders in China, and went on to work in this segment pioneering KOL marketing to Western companies who wanted to grow in the Chinese market.
Prior to joining the ailove team, Anna worked as a Campaign Director for an influencer / KOL marketing agency in Shanghai. Anna connected and built relationships with many Chinese KOL, and she is always learning what’s new in the influencer space firsthand. During her time in Shanghai, she built and executed successful China marketing and distribution strategies for clients from fashion, beauty, travel and automotive segments. This included working closely with the client’s marketing team on tailoring their strategy for China, finding the perfect talent to represent the brand, and working with KOL to create a buzz online.
Her goal was to understand the core of the client’s business, and then find a way to present it to the Chinese consumer in the best light, without losing brand’s original identity. Oftentimes it required revisiting the client’s existing marketing plans that blanketed Asia as a region and breaking it down to specifically appeal Chinese consumers.