Xuemeng (Crystal) Lyu
About Xuemeng (Crystal) Lyu
Xuemeng (Crystal) Lyu is an Associate Manager in Digital Marketing at the NBA in Beijing, China, with extensive experience in brand strategy and marketing across various companies.
Current Role at National Basketball Association
As an Associate Manager of Digital Marketing at the National Basketball Association (NBA) in Beijing, Crystal Lyu focuses on various marketing initiatives. Since 2020, she has been involved in planning and executing joint marketing programs with major partners like Tencent Music Entertainment (TME) and QQ.
Previous Experience at National Basketball Association
Before becoming an Associate Manager, Crystal Lyu worked at the NBA as an Associate (Management Trainee) from 2018 to 2020. During her tenure, she gained significant experience and knowledge in digital marketing and management, setting the foundation for her current role.
Earlier Professional Experience
Crystal Lyu has amassed diverse experience from several internships and roles. She served as a Brand Executive at FinUp in 2018 for four months and a Brand Strategy Intern at Tim Hortons in 2017 for two months. Additionally, she held positions as an Account Management Intern at MRM//McCann, a Consulting Intern at Accenture, a Public Relations Intern at Ogilvy & Mather, and a Social Media Intern at CCTV News.
Educational Background
Crystal Lyu holds a Master's degree in Integrated Marketing Communications from Northwestern University, which she completed from 2016 to 2017. Prior to that, she earned a Bachelor of Arts (B.A.) in Chinese Language and Literature from Beijing Normal University, where she studied from 2012 to 2016.
Key Projects and Responsibilities
At the NBA, Crystal Lyu has been instrumental in designing and analyzing fan activations on NBA membership platforms, which has enhanced member acquisition and engagement. She also led the design, sourcing, and sales of NBA China membership merchandise, managing daily operations of the online membership store.