itel TikTok Shop Best-Seller Creation (Smartwatch Upgrade Launch)

Project Overview

Led the 2025 upgrade of itel’s smartwatch line with the strategy “Bigger Screen + More Value, Same Price.”
The campaign was integrated with the A90 smartphone launch to strengthen the itel Smartlife brand perception and create a new cross-category hero product.

Key Responsibilities & Execution
1. IMC Planning & Cross-Category Co-Marketing

Co-led the joint GTM plan with the smartphone division, unifying A90 + Smartwatch messaging to elevate the Smartlife brand’s tech identity.

Defined the product USP—larger display + free extra strap—crafting a “more features, no price increase” value proposition to boost conversion.

2. Multi-Channel E-commerce & Retail Enablement

Integrated DTC sites, third-party marketplaces, TikTok Shop, and offline retail promotions to push bundles and limited-edition launch packs.

Drove full-funnel digital traffic through Google Ads, Meta Ads, and KOC amplification, improving exposure and audience accuracy.

3. Offline Retail Coverage & Sales Activation

Built a retail coverage strategy:

For promoter stores: strengthened sell-out tracking, training, and monthly incentive programs.

For non-promoter stores: introduced a 1-pager product sheet + simplified display stand to increase coverage and shelf presence.

4. Volume Tracking, PSI Management & Supply Coordination

Led weekly PSI tracking across SSA and Asia to optimize production planning, demand forecasting, and supply cycle cadence.

Adjusted inventory allocation across Nigeria, Indonesia, and the Philippines based on sell-through, ensuring precise replenishment and preventing overstock.

⭐ Project Results & Impact

1. Brand & Awareness Growth
Surpassed the previous model in Google Trends search interest, achieving sustained upward momentum and strong market buzz.

2. Category Leadership Across Markets

Achieved #1 best-selling smartwatch in Nigeria, the Philippines, and Indonesia, making it the top-performing product in the itel Smartlife lineup.