Infinix S4 Flagship GTM Launch: From Zero to 110% Success

Project Overview
1. Led the company’s first GTM-driven launch for the S4—aimed at making it the breakout product of 2019. The project faced major challenges:

2. Severe time pressure: GTM strategy had to be completed in one month (Jan → Feb), despite the launch scheduled for April.

3. No existing GTM framework: Previous launches were siloed by department with limited cross-functional alignment.

4. Low organizational coordination: Teams operated under separate KPIs and lacked a unified, product-centric GTM mechanism.

Key Responsibilities & Execution
1. Established the GTM Taskforce & Cross-Functional Alignment

Formed a virtual GTM team with members from Marketing, Product, Sales, Retail, Digital, and PR.

Led the creation of the full GTM plan within one month and secured approval in GTM committee meetings.

Facilitated regional kickoff meetings and provided continuous alignment across markets.

2. Integrated Marketing Planning & Creative Development

Owned the IMC strategy, central message, and global creative direction; proposed the slogan “Empower The Infinity You.”

Coordinated the signing of top African artist Davido as brand ambassador and defined the full content framework (KV, scripts, assets).

Guided regional marketing managers to develop localized UGC programs, online engagement activities, and KOL matrices.

3. Digital Advertising & Global Media Execution

Co-led global Google/Meta performance campaigns and established a full-funnel media model.

Designed creative and pacing strategies across pre-launch, launch, and sustain phases to create a closed-loop effect between online awareness and offline sales.

4. GTM Rollout & Regional Tracking

Conducted bi-weekly pre-launch reviews to monitor readiness, asset delivery, and retail execution across regions.

Continued two months of post-launch tracking and delivered a comprehensive performance and learnings report.

⭐ Project Results & Impact
1. Commercial & Brand Outcomes

Achieved 110% sales target, surpassing the full-year goal.

Google Search interest exceeded competing models by 120%+ and outperformed the previous generation by 150%+.

2. Organizational Innovation

Successfully introduced the company’s first GTM cross-functional framework, establishing the virtual squad system and SOP adopted for future launches.

Developed a full lifecycle advertising model (pre-heat → launch → sustain) linking digital advertising with offline retail performance.

3. Personal Growth

Led cross-department strategy discussions and directly influenced decision-making.

Participated end-to-end—from product planning, strategy development, creative production, to GTM activation—becoming one of the core GTM drivers for subsequent multi-category launches.