|Title:||General Manager Beijing|
“Michelle has a profound understanding of China’s WeChat ecosystem. She is able to translate this knowledge into practical advice based on the client’s business context.” – Elvina Dong, head of media relations, China and North Asia, Shell China
With extremely high standards that often surpass client expectations, Michelle Yan is known for her relentless push for excellence. Her ability to thoroughly understand her clients’ business challenges and draw keen insights from her research enable her to offer new and original, yet extremely tailored, strategies that are produced and worked out in meticulous detail. Not surprisingly, Yan has managed to retain clients such as Singapore Airlines and Dubai Tourism for Resonance, as well as realize a 78 percent win rate on pitches last year, namely with Resorts World Sentosa, the Empire State Building, Star Alliance and Aman Resorts.
A notable achievement is Yan’s work for Shell. She was personally tasked to create the building blocks for her client to become a digitally led communicator. This meant an overhaul of the company’s full suite of social media accounts, rewriting their approach to social media in China, and developing highly detailed guidelines on how to create, handle and execute social media for Shell agencies across all business units.