ZHENGLI DIAO
CMO
Dubai,DU
Summary
A dynamic leader with a proven track record at HONOR INTERNATIONAL, I excel in multicultural marketing and partnership development. Spearheaded strategies boosting brand presence across the MEA region, showcasing adeptness in content strategy and team leadership. My innovative approach to product launches and marketing analytics significantly enhanced market positioning and revenue growth.
Overview
14
14
years of professional experience
Work History
CMO, HONOR MEA Region
HONOR INTERNATIONAL
01.2021 - Current
- Created and deployed successful strategies underpinning significant growth in Middle East and Africa areas(including GCC countries, whole African countries).
- Oversaw 18-person marketing team(direct management), understanding the multi-culture management (employees came from Egypt, India, Malaysia, China, Pakistan, Syria, Jordan, Palestine, etc),promoting continuous improvement, enhancing processes and reducing costs as head of highly efficient and profitable group.
- Oversaw divisional marketing, advertising and new product development. Set clear positioning for different product series and clear approach strategies for the business target. Drafted the IMC plans for the different product and brand campaigns. Managed 4 big product launch campaigns and 2 promotional campaigns per year.
- Established streamlined communication channels between departments to enhance collaboration on cross-functional projects, including product centers, consumer survey departments, retail team and channel team to guarantee the clear information to be delivered to the targeted audiences
- Increased event attendance with well-executed event planning, promotion, and execution strategies. Hosted the sponsorship with Gamers8 (the largest esports event in KSA) and EWC (Esports World Cup in KSA 2024), and delivered the brand ambition and commitment to the gaming filed.
- Contributed to long-term business growth by participating in strategic planning efforts at the executive level. Drafted the strategies and budget division for MEA region every year, reported to global CEO and guide MKT team to excute based on the strategy and plans.
- Drove revenue growth by identifying new market opportunities and launching successful product lines, especially the mid to high price segments products
- Improved overall company reputation, managing public relations efforts and crafting compelling brand narratives. Joined TV &digital media interviews, and panel discussions with the experts in this industry to deliver company's key messages, enhancing the brand reputation in front of the public
- Guide team to host regional events ( including media, chanel, retail, and other kinds of partners) successfully every year, to showcase the lastest technology and brand information .
- Maintained reporting and developed actionable insights to continually improve branding efforts.
- Directed hiring, training and performance evaluations for marketing and sales staff and supervised daily activities.
Marketing Director, HUAWEI CBG South Africa
HUAWEI CBG
07.2018 - 12.2020
- Boosted brand awareness, consideration and TOM by developing and implementing strategic marketing campaigns, resulting in pushing HUAWEI brand to be the top 2 in ZA smartphone industry
- Built strong relationships with industry professionals and influencers. Set and drafted the key messages for media, KOL communication to establish the brand in local market
- Devised marketing plans using digital strategies, print advertising, and word of mouth tactics. Developed systematical methodology of IMC for local MKT team, and helped the local employees to develop the skills.
- Collaborated with cross-functional teams to develop innovative product launches and promotions.
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
- Oversaw the creation of compelling marketing materials, including brochures, presentations, and social media content.
- Evaluated competitor activity to inform strategic decision-making within the marketing department.
- Managed annual marketing budget, ensuring cost-effective allocation of resources for maximum impact.
- Developed and presented marketing plans and reports to CEO and shareholders. Cooperated with operators closely and initiated joint MKT to guarantee the maximum brand exposure.
- Streamlined event marketing strategies to maximize brand exposure and generate direct sales opportunities at industry events. Hosted to sponsor the JDAY and KDAY music events(from 2018-2020), from sponsorship, events set up, message house, IMC strategies, internal departments coordination, events speech and so on.
- Optimized marketing budget allocation, achieving greater ROI on advertising spends by data-driven analysis and adjustments.
- Executed comprehensive marketing plans that consistently achieved targets for increased revenue. Initiated MKT campaigns for product launches, promotional campaigns, service MKT activities, cloud service BD MKT plans and executions to build a friendly environment for business.
Editor in Chief, CCTV
CCTV(CHINA CENTRAL TELEVISION)
05.2014 - 08.2015
- Supported and encouraged editorial board to provide independent and objective advice, opinions and perspectives to enhance publication.
- Assigned manuscript submissions to editorial board for peer review and publishing determination
- Fostered a collaborative working environment among editorial staff members for efficient teamwork on projects.
- Conducted regular performance reviews of editorial team members to identify opportunities for improvement.
- Established editorial direction and publication policies and procedures and monitored and maintained functional consistency.
- Oversaw, trained and developed writers and associates, assistants and junior editors to optimize production and quality of work.
- Generated and maintained style guides to encourage consistent quality of content.
Chief Report, Editor, CCTV
CCTV(CHINA CENTRAL TELEVISION)
12.2010 - 05.2014
- Improved overall readability of reports by reorganizing complex information into clear narratives. Coordinated with local media, experts and delivered the information to China at the first time.
- Traveled to Yemen, Syria, Libya, Iraq, and other Arab countries to cover the breaking news, society, economy news during 2011-2014, during the period of "Arab Spring" war. Visited many refugee camps, explosion scenes, covered a lot of historic moments. Interviewed some public figures who made important decisions.
- Established the official office of CCTV in Lebanon and enhanced CCTV presence in Lebanon, by building relationship with local government, media, associations.
- Managed a reporting team to deliver the video coverage
Education
Bachelor of Arabic - Arabic Language, Culture, History, Literature
HEI LONGJIANG UNIVERSITY
China 04.2001 -
Skills
Content Strategy
User Experience
Marketing Analytics
Creative Direction
Partnership Development
Advertising Campaigns
Influencer Marketing
Media Buying
Multicultural Marketing
Product Launches
Marketing Plans
Languages
Arabic
Upper intermediate (B2)
Chinese (Mandarin)
Bilingual or Proficient (C2)
English
Advanced (C1)
Interests
History, culture, talkshows
Timeline
CMO, HONOR MEA Region
HONOR INTERNATIONAL
01.2021 - Current
Marketing Director, HUAWEI CBG South Africa
HUAWEI CBG
07.2018 - 12.2020
Editor in Chief, CCTV
CCTV(CHINA CENTRAL TELEVISION)
05.2014 - 08.2015
Chief Report, Editor, CCTV
CCTV(CHINA CENTRAL TELEVISION)
12.2010 - 05.2014
Bachelor of Arabic - Arabic Language, Culture, History, Literature
HEI LONGJIANG UNIVERSITY
04.2001 -