Shadow Hsu

Part of the greenest energy group, Ecotricity, Skydiamond is a pioneering carbon-negative lab-grown diamond crafted in the UK.

• · Branding & content strategy - design thematic branding, create annual & seasonal launch toolkits for GTM communications.
• Branded assets production - mission driven ideas to create stand out conversation, manage creative parties, timeline and budgets.
• Ownership and running for social calendars & “shops” - Craft shoppable content for Meta, Pinterest, LinkedIn, TikTok and other emerging platforms, track brand growth & commerce performance for organic, paid, and earned channels.
• Lead brand sustainability projects - outreach and pitch for awards, media events, positive change-making projects.
• Co-branding & creative partnerships - identify cultural trends, connect media, influencer, artist and community via co-branding, collection collaborations, bespoke merchandise with corresponding comm campaigns.
• PR & Community Management - support PR strategy, curate content for PR pitches, media relations and community partnerships.
• Digital, E-com & Trade Support - contribute to digital strategies for e-com site, SEO & PPC, digital merchandise toolkits, trade opportunities for retail and wholesale.

Founded in 1834, Au Départ is a Parisian fashion house and one of greatest French luxury brands with historied heritage.

• Rejuvenation strategy and new positioning - Implement foundation of brand DNA, consumer personas, tone of voice etc.
• Thematic marketing campaigns & ad-hoc communicationswith launch plans & content calendar - ensure effective campaigns and brand consistency across all digital and social channels - Instagram, FB, TikTok, YouTube, LinkedIn, Website, and Email, with tailored content for each channel.
• Initiated brand community and community-centric partnerships- collaboration with indie artists, musicians, cultural leaders, and fashionistas - deal negotiation and maintain, artwork (merchandise) manage, final launches.
• Support product merchandising strategy in collaboration projects with R&D, merchandising, retailing, and production teams globally.
• Lead PR strategies - media, influencer, and agency relations for media pitches, releases, and other brand events as well as curate & manage the events.
• Support e-commerce, retail, and wholesale teams in identifying trade event opportunities.
• Major Tasks & Achievements:
• Increased site traffic by 15% & fanbase by 18% via creating content for seasonal and in-season campaigns, events, e-com and social-centric activations with other creative domains (incl. Guerrilla, co-branding and etc.)
• Gained increase in annual revenue by 10% via organic content while supporting paid performance marketing and generating audience insights with data analysis.
• Successfully curated brand community & partnerships with 1£ million+ budget annually.

• Develop and maintain the Hypebeast platform’s sales pipeline - initiate commercial (product) or campaign (content)-driven strategies and partnerships for prospective new brands and projects.
• Curate Culture media x Commercial brands x Gen Z business communication projects - scoped in £0.5 - 1 million budgeting, to curate white label advertorial campaigns and bespoke editorial solutions across all channel Hypebeast media spots.
• Content Production - from briefing, strategizing, pitching to executions, deliver cultural content via creative shoots, digital presence, events and social amplification.
• Art/Culture collaboration projects - artist selection, merchandise concept, content creation, cross-national & cross-category creator, influencer & community partnerships.
• Curate Hypebeast creator community - with sneakerheads, artists, musicians, fashion designers, influencers, and cultural insiders.
• Investigate culture trends and deliver disruption strategies - for lifestyle, fashion, luxury, sports and streetwear brands through global cultural data analysis and editorial/journalism research.
• Major Tasks & Achievements:
• Xiaomi 12 Pro x Hypebeast EU Creator Partnership 2022 | Daniel Arsham “Perpetual Present” Exhibition x Adidas Original Collaboration | Reebok Interval x Hypebeast APAC Creator Scheme | Adidas Original x Hypebeast China 2019 Era Blockbuster Creator Hackathon & Launch Event | Stance x China CBA Collaboration

C2H4® is an LA-initiated, Shanghai / London -based fashion designer brand. It has been carried by over 40+ worldwide boutique stores and shown on LFWs & NYFWs.

• Work directly with CEO as brand’s International Marketing and Public Relations department lead(EU, US, and CN markets), to develop global strategies and seasonal plans, craft creative brand communications and corresponding campaigns, monitor internal functions while supervising regional PR, creative and sale partners.
• Solely responsible for planning and executing the brand’s seasonal campaigns 2018 - 2019 - creative concepts, branded content presence (shoots, social, digital & E-com), PR events(London Fashion Week runways, Paris showroom events, launch events, artist collaboration pop-ups).
• Solely responsible for co-branding and artist partnership projects from FW19 to SS20. (co-branding portfolio inc. Nike LA, Asics Japan, Vans China, Mastermind Japan, G-shock; Artist Partnership portfolio inc. Kendrick Lamar, Billie Eilish, Luka Sabbet, and etc.)
• Design global PR and media strategy & establish brand community and talent pool - Curate, negotiate and maintain endorsement deals with celebrity and influencer events, movies, and music videos; Secure exposure from media editorials and celebrity requests.
• Support brands’ trade show, showroom, and other B2B events FW19 to SS20, develop insider network with buyers, showrooms, agencies, and influencers.
• Major Tasks and Achievements:
• Cultivated positive media relationships with journalists, resulting in increased coverage opportunities for fashion house.
• Helped brand debuted in LFW & PFW with runways, events, and cultural curation.
• Increased brand sales for 3 seasons in D2C, trade, and retail.

• Analysed and reported digital campaign performance with focus on program optimisation.
• Worked cross-functionally with various departments on projects.
• Designed and implemented digital, web, and social strategies to align with client business goals.
• Created engaging content optimized for specific platforms and intended audience.
• Major Tasks & Achievements:
• Absolut Vodka #Absolutnights# Global Community Build-up (100+ National Event Activations, TVC, APAC Hip-hop Artist Collaboration & National TV Show Endorsement) | Ballantine’s “True Music” Indie Musician Community | Nike Rise Academy 2.0 Digital Platform Planning | Converse Shanghai Attack Consumer Re-Segmentation Strategy

· Pilot campaign executions by closely working with cross-functional teams while managing client requests and expectations.

· Lynchpin of client handling team and is relied upon to conduct workpieces with the minimum of fuss and the maximum efficiency.

· New business pitch support includes clients' brands and business analysis, ideation proposal, communication strategy empowerment & development of seasonal concepts.

· Administrative and logistic support in campaign executions.