Markswell
Repositioning a Chinese manufacturer for international growth.
I led brand strategy and go-to-market for a Chinese school-uniform manufacturer's international launch, rebranded from Xiaohaha to Markswell.
Context and role
Fractional Marketing Lead for the international market entry, June to August 2026. I worked at the level of strategy and brand; a confidentiality agreement keeps client internals private.
What I did
- Led the rebrand of a Chinese school-uniform manufacturer into Markswell for international markets.
- Ran global market research plus competitive and social-signal intelligence, then built customer segmentation and the B2B buyer journey.
- Set brand positioning and site strategy, and wrote the English LinkedIn company page and founder profile.
- Wrote the key-account outreach SOP and scripts, and designed the 90-day go-to-market roadmap with a 0-100 day digital/social KPI funnel.
- Defined the CRM account and contact structure, coached the team to record research and follow-up decisions by school, and handed over outbound scripts, SOPs and training.
Outcomes and reporting period
Delivered customer segmentation, brand positioning, an account-based CRM method, outreach scripts and a market-entry plan. Coached the team and handed over SOPs during the June-August 2026 engagement.
CRM working method
Markswell · CRM method and team coaching
Fractional marketing lead, CRM method design and team coachingCoach the team to work by school account, with contacts connected.
Teach the CRM structure and follow-up method through real account reviews.
Workflow illustration
Work by account
Connect school research, people and follow-up records.
Coach through reviews
Review contact routes, stage and the next action.
Hand over the method
Scripts, follow-up cadence, SOPs and team training.
- Define structure
- Coach on accounts
- Hand over the method
Read the full story
Business problem
School customer development needs institution research, conversations with several contacts and next steps connected, so the team can understand each account's stage.
Define account and contact structure
Organised schools as accounts, linked contacts and follow-up details, and defined how to record research, ownership, stage and next steps.
Teach the method through real account reviews
Coached the team on customer research, contact routes and follow-up judgement, including recording research notes and decisions so colleagues could continue the work.
Hand over a repeatable approach
Delivered follow-up cadence, outreach scripts, SOPs and a review method, and trained the internal team. My focus was structure, method and coaching.
Delivery and use
CRM structure, follow-up guidance, SOPs and team training. Public material describes the method without exposing customer lists or internal data.
