Jiani Luo’s career embodies a narrative of ambition, strategic innovation, and a profound understanding of global marketing dynamics. With an academic foundation that spans continents and disciplines—holding a Bachelor’s degree from Shanghai Normal University, a Master’s in Marketing from Pace University, and another in Project Management from New York University—Luo’s journey from Shanghai to the heart of New York’s bustling marketing scene is a testament to her dedication and vision.
Embarking on her American dream in 2013, Luo’s initial foray into language studies laid the groundwork for her graduate endeavors in marketing, starting in 2015. This period marked the beginning of her aspiration to leave an indelible mark on the marketing landscape, combining her innate personality traits and interests toward achieving this goal.
Her career took a significant leap forward when she joined Ogilvy & Mather Group, a globally renowned marketing and public relations conglomerate. Luo’s tenure in the U.S. saw her earning dual Master’s degrees and accruing valuable experience with prestigious firms such as Ogilvy and Ruder Finn. Her impressive roster of clients, including Shiseido, Industrial and Commercial Bank of China, TUDOR, vivo, oppo, Intercontinental Hotels Group, Unilever, and Hey Tea, underscores her solid footing in the industry.
In 2018, Luo joined the Growth B&M, a New York City-based PR and marketing consultancy specializing in aiding the growth of small to mid-sized businesses, with a particular focus on local and e-commerce entities. By then, she had become a recognized figure within American marketing circles, sought after for her expertise in overseas brand marketing and U.S. market expansion strategies.
Growth B&M’s success is anchored by Luo’s leadership over a diverse team, primarily composed of marketing graduates from NYU, spanning various functions such as marketing, public relations, data analysis, e-commerce, and creativity. With nearly eight years of integrated marketing and PR experience, Luo’s proficiency in cross-border brand initiatives, strategy development, and influencer collaboration has significantly enriched her role and the company’s capabilities.
Luo’s “explosive product methodology,” a strategic framework comprising demand analysis, altruistic positioning, identification of the explosive point, pricing strategy, and channel optimization, has been pivotal to her company’s achievements. This approach was particularly effective during the pandemic, guiding the company’s strategy through challenging times by focusing on culture and public welfare.
Notable among Luo’s initiatives is the viral marketing campaign “I Love My Culture” for the WEI Beauty brand, which struck a chord with the online overseas Asian community by fostering a sense of belonging and empowerment while also supporting public welfare initiatives. The campaign’s success, alongside other endeavors, underscored Luo’s exceptional insight, empathy, and strategic acumen.
Under Luo’s guidance, Growth B&M has navigated challenges and achieved remarkable successes, notably in the explosive popularity of their beauty masks within the North American mainstream female demographic. This achievement not only cemented the company’s position in the North American market but also highlighted Luo’s adeptness at capitalizing on market trends and her strategic foresight.
Reflecting on her journey, Luo emphasizes the importance of reflection, analysis, and an iterative approach to strategy formulation—practices that have honed her team’s ability to rapidly devise effective solutions.
Luo’s contributions to the field have not gone unrecognized, earning her prestigious awards such as the Forbes China Globalization Innovators Top 30 in 2023, inclusion in Who’s Who in America, and the Global Recognition Awards in 2024. Through her achievements, Jiani Luo continues to inspire and lead in the dynamic world of marketing, demonstrating the power of strategic innovation and global perspective.
