Xuwen Chang
About Xuwen Chang
Xuwen Chang is a Communication Associate Manager at Procter & Gamble, with a background in digital marketing, social affairs, and temporary staffing across various organizations. She has led successful marketing campaigns and holds a Master's degree from King's College London.
Professional Experience at Procter & Gamble
Xuwen Chang has been serving as a Communication Associate Manager at Procter & Gamble in Guangzhou, Guangdong, China since 2019. In this role, she has led several high-impact social media campaigns for OLAY. Notable campaigns include the OLAY 11.11 PLAY Social campaign, which achieved 1 billion offtake in one day, ranking as a top 15 brand across all industries, and the Tmall Heybox Super A Milan social campaign, which delivered 148 million RMB, breaking Tmall IP campaign and NI sales records. Chang's expertise in managing large-scale digital campaigns has significantly contributed to the brand's success.
Previous Roles and Internships
Before joining Procter & Gamble, Xuwen Chang held various roles in different organizations. She worked as a Social Affairs Intern at the United Nations ESCAP from 2018 to 2019 in Bangkok, Thailand. In 2017, she served as a Digital Marketing Intern at Ketchum in Beijing, China. She also gained experience as a Temporary Staff at Morgan Stanley from 2015 to 2017 in Beijing. Additionally, she worked as a Summer Intern at China Plus, China Media Group in 2014. These experiences have equipped her with a diverse skill set in communication, social affairs, and marketing.
Education and Academic Background
Xuwen Chang holds a Master of Arts (MA) degree in South Asia and Global Security from King's College London, completed in 2018. She also studied Principles of Oral Communication and Producing: Marketing & Distribution at the University of California, Los Angeles from 2015 to 2016. Furthermore, she earned a Bachelor of Arts (BA) in Pashto Language and Literature from the Communication University of China, where she studied from 2013 to 2017. Her academic background provides a strong foundation for her roles in communication and digital marketing.
Key Achievements in Digital Marketing
Xuwen Chang has demonstrated significant achievements in the digital marketing sphere. She developed the OLAY Douyin KOL SOP, enhancing the selection and post-tracking system, resulting in a 20% decrease in KOL CPM and achieving an impressive ROI of 5.79. She managed the JD CVD OLAY with Love social campaign, which delivered 31 million RMB, doubling the previous year's achievement. Additionally, she played a pivotal role in making the OLAY Douyin official account the number four Douyin skincare brand. These accomplishments highlight her expertise in strategic planning and execution in digital marketing.
Campaign Leadership and Innovation
In her role at Procter & Gamble, Xuwen Chang has led innovative campaigns that have set new benchmarks in the industry. She led the creative plan and PGC innovation for the Milan product line, which resulted in Milan Essence becoming the number one essence sales in August on TMALL across all brands. She also achieved the number one TMALL Skincare Single Brand Campaign Sales across all TMALL IP with the Milan launch. Her leadership in campaign execution has driven significant sales growth and brand recognition.