Yichen Lu

About Yichen Lu

Marketing professionalIntegrated Marketing, Brand Strategy, Retention marketing, Email/SMS marketing, marketing project management, event planning, copywriting, promotion strategies and user growth.

Experience

1. Senior Marketing Manager

   CUPSHE

   Apr 2024 — Present · Los Angeles, CA, US

   Strategic Marketing Leader with proven success in developing and executing large-scale, cross-functional integrated marketing campaigns for brand and product launches involving celebrity partnerships and high-profile collaborations.Develop and lead annual integrated marketing and branding strategies for fashion collections and capsule launches, aligning creative storytelling with business objectives to increase brand equity, customer engagement, and sales performance.Own the full campaign calendar—from concept to post-launch analysis—managing campaign lifecycles, defining KPIs, and creating structured workflow plans in coordination with creative, merchandising, PR, and retail teams.Drive high-visibility partnerships with celebrities, designers, models, influencers, and cultural icons—managing negotiations, timelines, and execution for campaign collaborations and limited-edition drops.Oversee fashion campaign execution across digital, retail, PR, influencer, and social channels; ensure creative consistency and message alignment across all touchpoints.Lead cross-functional collaboration with in-house teams (ecomm, social, paid media, PR, design, merchandising) and external partners (creative agencies, showrooms, stylists, producers) to deliver seamless, on-brand executions.Analyze campaign performance and consumer insights, using real-time data from ecommerce, retail, and social to optimize future strategies. Lead post-campaign reviews to inform brand growth and operational efficiency.Manage multimillion-dollar budgets across concurrent campaigns; build and refine forecasting models for seasonal launches and monitor spend to maximize ROI.

Education

• University of Southern California

  Master of Arts (M.A.), Communication and Media Studies

  2013 — 2015

• Fudan University

  Bachelor of Arts (B.A.), Advertising

  2009 — 2013

Skills

• SEO
• Social Media Marketing
• Microsoft Excel
• Powerpoint
• Press Releases
• Google Analytics
• Photoshop
• Premiere
• Marketing
• Photography
• Social Networking
• Marketing Strategy
• Html
• Market Research
• English
• Sem
• Advertising
• Social Media