I plan content to compound. That is what turns a project into a retained account.
You hire a strategist for judgment, not output. So here is mine, plainly, before any case study.
Campaigns spike and fade, and the client re-briefs from zero each time. I run an always-on engine beneath the campaign moments, so every cycle makes the next one sharper and cheaper.
The value is not the slides. It is the call underneath: which tension to own, which territory to plant, what to say no to. I make that thinking explicit, because it is the part a client is actually buying.
Six years as the client setting strategy and signing budget, three as the agency partner delivering it. I plan for what the client has to defend to their own leadership, not just what looks good in a review.
I am not an AI engineer. I am a strategist who built a system to lift the grunt work off the thinking, so senior-quality strategy can run across more brands without thinning out.
The repeatable system behind belief 01, and the same one I install on day one of an account.
Find the one strategic truth worth owning: the gap between what the brand is and what its audience actually wants.
Durable themes, not one-off topics, so content accumulates into an asset instead of scattering. This is the decision that makes content compound.
An always-on engine that recruits audiences between campaigns, and campaign moments that convert. The calendar makes them feed each other.
One insight becomes a RedNote note, a Douyin script, a WeChat long-form. Plan the repurposing before production, not after. That is where the efficiency is won.
Read what worked, fold the winning angle into the next cycle. The plan learns: output quality climbs while cost-per-asset falls.
Belief 04, made concrete. A system does the legwork at every step of the method and gets sharper each cycle, but every judgment call stays human. What the AI buys me is reach: the same quality of strategy, running across more brands at once.
Scan RedNote, Douyin and Weibo for live trends, mentions and sentiment.
Generate territories bridging brand truth and what is trending. The strategist picks.
Platform-native copy in brand voice across RedNote, WeChat and Douyin. Edited for taste.
Atomise one insight into the full asset set, then brief the designer.
Flag overclaims, trademark and platform-rule risk. Strategist signs off.
Read performance, feed the winning angle back into step one. The next bet is human.
I pointed the system at Montagut's China footprint and diagnosed the content tension in an afternoon. 145 years of heritage was reading as a "dad brand" just as the 老钱风 old-money trend started rewarding exactly that kind of authenticity. From there I designed an always-on workflow to recruit younger audiences on top of the existing campaign work, with sample RedNote and Douyin content to show the voice.
On-going build. Figures illustrative. Sample content AI-drafted then strategist-edited. No confidential client data.The build: a workflow that does the legwork at every step of the method and sharpens each cycle, with every judgment call kept human. The Montagut build shows it running live, from tension to sample content.
View the AI & Workflow case →Each led by the decision, not the deliverable. Reconstructed with rounded numbers and no confidential material.
The decision: own the roadmap from the client seat and direct the agencies to it, instead of briefing and hoping. When an e-commerce regulation shift threatened the plan, I caught it early and drove the targeting and creative rework, carrying a December roadmap through to a signed pilot.
View case study →The decision: keep the global brand truth, rebuild the go-to-market for how China actually buys. A WeChat plus interactive-H5 core as the engagement hub, amplified through a tiered KOL matrix and e-retail. Global-to-local as strategy, not translation.
View case study →The decision: treat the channel as a performance system, not a publishing calendar. CPM-ranked paid-KOL buys, a content-scoring matrix on engagement times conversion, and an H5 that replaced a cancelled trade fair. Each quarter's read sharpened the next.
View case study →The decision: treat dense technical propositions, industrial chemicals and medical devices, as a content-strategy problem rather than a copy problem. A modular content library, with R&D and legal aligned on GB-standard compliance, so the same engine retains and grows the account.
View case study →Foreign brands in China, brand-side and agency-side.
Six years brand-side at Virbac, a French animal-health multinational scaling in China, then agency-side at APR across foreign B2B and B2C brands. The combination is the point: I have been the client setting the strategy and signing the budget, and the agency partner delivering it.
Native Mandarin, Canada-educated, fluent English. I move between a global stakeholder call and a RedNote creator brief. The instinct I bring to a brand is the same one behind this page: own the system, not just the post.
祁熠（Alex Qi）是常驻上海的数字营销策略专家，拥有九年为外资品牌在中国市场制定并落地社交与品牌策略的经验，横跨品牌方（Virbac）与代理方（APR）。精通微信公众号、小红书、抖音等全域生态运营，B2B 与 B2C 兼通，并将自创的「内容复利 / Content that Compounds」方法与 AI 工作流结合，涵盖 SEO 与 GEO 内容可见性优化。