Summary

Creative leader who has worked on both sides of the brief: over a decade at agencies on global brands such as P&G and Unilever, then nearly five years as creative owner for brand and retail marketing at Ele.me, Alibaba’s food and on-demand delivery platform. That brings an agency’s craft together with a client’s sense of what moves the business.

At Ele.me, co-led the in-house design team’s growth into a more strategic creative partner, rebuilt the brand guidelines and creative systems used by 20+ city teams and 8+ external agencies, and led integrated campaigns, IP and mascot work, including a riddle campaign that reached 4.6B+ exposures in 10 days.

Work recognised at Cannes Lions, Creative Circle, Ad Stars and ROI Festival.

Taobao Flash Buy (淘宝闪购), previously Ele.me, Alibaba Group, Shanghai

Senior Creative & Design Lead

Nov 2021 – Jul 2026

Creative owner for Ele.me’s brand and retail marketing, leading a team of up to 12, directing 8+ external agencies and presenting creative strategy to the CMO.

Leadership through change. Co-led the in-house design team’s shift from execution to strategic creative partnership, strengthening its insight-led thinking and links to business goals. Sustained output as headcount fell year on year by building an on-site contractor bench and bringing GenAI into the workflow.

Brand architecture. Unified five retail verticals, each with its own team and owner, under one brand by creating a shared messaging and visual system that became the standard for the retail line.

IP-led brand building. Led the visual evolution of Ele.me’s food-culture IP, built on China’s 24 solar terms, across 20+ campaigns; its Winter Solstice campaign reached 1.1B+ exposures, grew the dumpling category 64% and won ROI Festival Gold. See case study →

Culture-driving ideas. As part of the core creative team, designed image riddles and set the content strategy for a free-order guessing game that reached 4.6B+ exposures in 10 days and lifted Ele.me from 26th to 6th in the App Store.

Test and scale. Originated a premium retail IP from concept to launch, designing its key visuals as modular components so the strongest variants could be tested and scaled, cutting ad cost per click by 80%+ against Ele.me’s usual benchmark. See case study →

Positioning into launch. Turned Taobao Flash Buy’s “all categories, fast delivery” positioning into its first Qixi campaign, shipping 100+ assets in 10 days and reaching 307M+ exposures, 425% of target.

Brand systems at scale. Rebuilt Ele.me’s brand guidelines, design system and approval process, keeping 20+ cities on-brand and cutting asset rejections by about 20%.