Selected work Five business problems. Achieved results, supplied performance records and proposal targets are labelled separately. No later-stage growth is attributed to early-stage work.
01 · Flagship case · Delivered foundation
Moritek | Building a Global Beauty Brand from 0→1 DTC Website · Instagram · TikTok · Creator Marketing · North America Launch
Business challenge Translate China-market momentum into a credible, shoppable international beauty brand.
My ownership Led the early international digital build across DTC, Instagram, TikTok and creator outreach.
What I delivered An English storefront, channel foundations, creator pipeline and launch-ready content direction.
Commercial result Built the 0→1 international foundation; later channel growth is not attributed to this phase.
China social-commerce momentum → Global digital foundation → Creator content → North America visibility
01 Background
Translate momentum into a brand that could travel. Moritek had momentum in China. The international brief was to make its visible-results proposition credible, shoppable and culturally legible for a new audience.
02 My role
Owned the early international digital build. Built and launched the international DTC website, Instagram and TikTok presence from 0→1.
Supported early creator identification, outreach, seeding, English product storytelling and content direction.
Scope: foundation-building and early execution. Later channel scale and every subsequent post are not attributed to this work.
0→1 DTC + Instagram + TikTok
100+ weekly creator outreach · supplied record
US$25K early monthly sales baseline · supplied record
#7→#2 China Tmall rank in 12 days · context
Built the Digital Foundation
Three connected surfaces. 01 · DTC website Built the global storefront. Translated the China proposition into an English product story and shoppable international journey.
Visit current website ↗ 02 · Instagram Established the brand account. Set an early visual language for product education, social proof and creator-led storytelling.
View Instagram ↗ 03 · TikTok Launched short-form content. Tested demos, creator reviews and visible-effect formats designed for beauty discovery.
Creator Content A live rail of public creator touchpoints. Open any card to view the original public page. The three creator posts below are links supplied by Kay; the final two cards validate the wider channel and launch ecosystem.
Instagram pages can restrict external previews; cards intentionally link to the original posts rather than reproducing or inventing their content.
International Launch & PR From digital foundation to wider market visibility. GR8T Magazine records the Ultimate Mori-Lift Mist North America launch in Los Angeles on 18 April 2024. It validates the wider international journey; it is not presented as solely Kay’s result.
Read GR8T coverage ↗ What This Proves I can turn China social-commerce fluency into the first operating layer of a global beauty brand. 0→1 infrastructure
Cross-market translation
Creator direction
Early-stage execution
02 · Actual results · 15 Feb–31 May 2022
SchwarzkopfSocial to commerce A creator programme connecting RedNote and Douyin content with branded search, live commerce and Tmall sales.
Business challenge Turn creator content into search demand and measurable Tmall sales momentum.
My ownership Owned creator strategy, tier mix, content direction, pacing and performance optimisation.
What I delivered 96 published pieces across RedNote and Douyin, structured from seeding through scale.
Commercial result RMB 1.79M sales, +151% YoY, 18.66M+ impressions and 832,930+ engagements.
RMB 1.79M Tmall sales · Feb–May 2022
18.66M+ impressions
832,930+ engagements
+151% sales YoY
SCHWARZKOPF PROFESSIONAL
English editorial product visual · brand name rendered in live type for clarity Creator system 96 pieces: 54 on RedNote and 42 on Douyin, structured across creator tiers for reach, credibility, search capture and conversion.
Efficiency RMB 1.17M off-site content spend delivered RMB 62.68 CPM and RMB 1.40 CPE in the supplied campaign recap.
Commercial outcome Sales increased 151% year on year and 69% versus the previous recorded period. New-customer share rose 57%.
Commercial record Three periods. Exact values from the supplied campaign recap. The ratio below is directional and does not claim media attribution.
Feb–May 2021 RMB 713K
Sep 2021–Jan 2022 RMB 1.06M
Feb–May 2022 RMB 1.79M
Directional sales ÷ content spend 1.53× RMB 1.79M ÷ RMB 1.17M. Not attributed ROI.
01 RMB 62.68 CPM
02 RMB 1.40 CPE
03 +57% new-customer share
04 +20% brand search
05 73% boosted-content breakout rate
06 RMB 140K live GMV
Publishing cadence 96 pieces, paced through four phases. The programme moved from seeding into scale as more content signals became available.
15–28 Feb 8
March 7
April 41
May 40
Creator tier efficiency
Different creator roles, compared on the same commercial language. Creator tier Reach Engagement CPM CPE Head / shoulder 5.30M+ 290K+ RMB 75.00 RMB 1.37 Growth 4.26M+ 160K+ RMB 70.26 RMB 1.87 Mid-tier / scale 9.10M+ 380K+ RMB 46.05 RMB 1.09
Published RedNote content Three original content touchpoints. Open each card in RedNote. Titles are translated into English for this recruiter-facing portfolio.
03 · Proposal / planned framework
freeplusFull-funnel commerce A measurable route from creator discovery to search capture, paid amplification and Tmall conversion.
Business challenge Connect creator discovery, branded search and Tmall conversion in one measurable journey.
My ownership Designed the audience, creator, channel and measurement architecture for the proposal.
What I delivered A four-month activation plan spanning 280 assets, platform allocation and search capture.
Commercial result Planned 2.0× ROI target; proposal figures are clearly separated from achieved outcomes.
RMB 5.2M total proposed budget
RMB 4.2M off-site awareness + seeding
RMB 1.0M on-site search + conversion
9–12 mo planning horizon
freeplus GENTLE CLEANSING · FULL-FUNNEL COMMERCE
English product visual · illustrative chart, not an achieved-result claim Diagnosis Mapped category competition, audience overlap and search behaviour to identify the gap between awareness and cleansing-category ownership.
System design Connected head creators, specialists, comparison accounts and KOCs to search capture and Tmall audience pools.
Disclosure The budget is a proposed allocation. Market performance figures below were planning context—not outcomes claimed by Kay.
Budget architecture Build demand off-site. A planned split linking creator education to marketplace search and conversion.
Off-site awareness + seeding 81% · RMB 4.2M
On-site search + conversion 19% · RMB 1.0M
Source visual · supplied 2021 planning deck Planning targets · Sep–Dec 2021 A commercial model, not just a content calendar. 280 planned content assets 877,989 planned search volume 419,936 planned incremental search 2.0× planned ROI These are proposal targets from the supplied plan. They are not presented as achieved results.
Planned off-site mix
Weight video for discovery, then use search to close the loop. 70% Douyin
70% Douyin20% RedNote10% PRPlanning context +153% sales signal
Planning context +360% branded search
Audience 45% existing brand customers
Audience 30% category-new customers
Search context Top 41 branded search rank
Planned customer journey 01 Discover Creator education and skin-need storytelling.
02 Validate Searchable reviews, comparison and ingredient proof.
03 Capture Brand, category and competitor keyword interception.
04 Convert Tmall retargeting, product-page clarity and offer design.
04 · Strategy · No claimed launch results
PersilChina GTM Translating European brand equity into a China-ready position, priority audience and channel architecture.
Business challenge Make German product authority locally relevant in a crowded Chinese laundry category.
My ownership Supported the market diagnosis, audience priorities, positioning and channel architecture.
What I delivered A China GTM framework linking heritage, product proof, creator education and Tmall conversion.
Commercial result Strategy case only; no unverified launch or sales outcome is claimed.
Persil GERMAN HERITAGE · CHINA MARKET ENTRY
Human-centred market-entry visual · editorial product-in-use scene Market diagnosis Mapped the opportunity between mass laundry products and premium specialist fabric care.
Strategic contribution Supported audience priorities, positioning, product roles and channel architecture for a first China-market plan.
Positioning direction Translated German engineering and enzyme-led performance into a locally relevant premium-care proposition.
Hero product · Power Gel 1.35L Priority audience · premium family care Brand world · nature-powered performance Brand equity translated
More than a century of proof, distilled into a China-ready proposition. 1907 Persil launches as a self-acting detergent. 1986 Phosphate-free formula advances the sustainability story. 2010 Hygiene and performance become stronger product proof. 2021 #1 liquid-detergent sales value in Germany, cited in the supplied deck. Audience scale ~100M premium mothers
Geography 78% tier 1–2 cities
Education 81% bachelor’s degree+
Income 55% RMB 20K+ household income
Employment 92% in work
Product proof 8 enzyme functions
Audience 01 Premium family care Quality-led households seeking powerful cleaning without compromising fabric care.
Need: reassurance, expertise, product proof Audience 02 Urban efficiency seekers Time-poor consumers who value concentrated performance, convenience and modern routines.
Need: efficiency, visible performance, ease Germany → China localisation pathway 01 Equity Preserve heritage, enzyme expertise and premium trust.
02 Reframe Translate performance into local fabric-care occasions.
03 Demonstrate Use RedNote education and Douyin creator demos.
04 Convert Build a Tmall launch path around the hero Power Gel.
Measurement framework
A strategy designed to become measurable. Demand: branded search and share of category conversation
Content: saves, completion and qualified product-page visits
Commerce: product-page conversion and first-order acquisition
Retention: repeat purchase and premium-line migration
Framework only. No unverified outcome values are presented.
05 · Actual results · 1–31 Dec 2025
René FurtererCreator commerce efficiency A one-month Douyin creator programme built to identify the content, creator tiers and products that could scale profitably.
Business challenge Find which creators, hooks and products could turn paid content into profitable commerce.
My ownership Led creator performance analysis, content optimisation and scale-versus-stop decisions.
What I delivered 37 creator partnerships, 45 assets and a repeatable performance-learning system.
Commercial result RMB 142.9K GMV from RMB 67.7K spend at 2.11× overall paid ROI.
RMB 142.9K recorded GMV
2.11× overall paid ROI
4.15× peak creator ROI
1,628 paid orders
37 / 45 creators / assets
Product visual · supplied December 2025 recap Problem Turn a broad creator programme into a repeatable efficiency system—not a collection of isolated posts.
Execution Used creator performance, content hooks, product price points and paid amplification signals to identify where to scale and where to stop.
Outcome RMB 67.7K in direct spend generated RMB 142.9K GMV, 1,628 paid orders and 2.11× overall paid ROI.
Spend → GMV Efficiency made visible. Direct spend and GMV are shown in the same scale. The multiplier is the recorded paid ROI from the supplied recap.
Direct spend RMB 67.7K
GMV RMB 142.9K
2.11× Creator concentration A small group carried the commercial result. The top two creators generated 49% of GMV and 53% of paid orders. The wider record followed an 80/20 pattern.
49% GMV from top two creators
53% orders from top two creators
80% GMV from top 20% of creators
Creator performance
Scale the proven. Keep testing the rest. Creator Spend GMV ROI Orders Top revenue driver 01 RMB 14.6K RMB 31.7K 2.16× 375 Top revenue driver 02 RMB 11.3K RMB 24.0K 2.12× 299 Efficiency standout RMB 4.8K RMB 11.8K 2.48× 138 Peak ROI creator RMB 207 RMB 859 4.15× 11
Conversion content model 01 Pain point Open with a recognisable hair or scalp problem.
02 Proof Build trust through product use, texture and result cues.
03 Value Make the price-to-benefit relationship easy to understand.
04 Convert Design the first three seconds and CTA for paid amplification.
Public Douyin examples Open the original creator content. Links are preserved from the supplied campaign recap; titles are presented in English for this portfolio.
01 · Instagram creator postProduct-in-use proofOpen original ↗
02 · Instagram creator postCreator-led demonstrationOpen original ↗
