Experience

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  PingPong Digital

  • United Kingdom
  • Advertising Services
  • 1 - 100 Employee

  • Senior Digital Marketing Specialist

    • Jan 2019 - Present

    • Built digital marketing strategies through competitive research, platform determination, benchmarking, and audience identification• Mаnaged and monitored multiple clients' social media accounts in China with varying goals and requirements (including The Little Red Book, WeChat, Weibo, and Douyin)• Created exciting, engaging marketing campaigns and social media content（Text, H5, Video, and KV）to populate digital media platforms• Expanded advertising cooperation platforms and built media relationships in China（e.g. ByteDance, Zhihu, Billbill, KOLs, and many media publishers）• Monitored and measured the effectiveness of digital marketing efforts, provide insights to optimize marketing strategies, and improved ROI• Reported on data-driven insights and KPIs on a monthly basis

  • Digital Marketing Executive

    • Jul 2017 - Dec 2018

    • Assisted with setting up and managing clients' Chinese social media accounts to generate good content and attract views• Created and managed keyword plans, creative audits, copywriting, and targeting analysis• Advertised on major Chinese media platforms (e.g. Wechat/Weibo) and monitored social media trends for clients to maximize brand visibility and engagement• Built strong client relationships through comprehensive and regular reporting• Managed multiple campaigns daily, optimized click-through rates, conversion rates, and bid management to achieve client KPIs• Kept up to date with trends in digital marketing, evaluated new technologies, and ensured the company is at the forefront of digital marketing innovations

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  Yili Group

  • China
  • Food and Beverage Services
  • 700 & Above Employee

  • Assistant Brand Manager

    • Dec 2016 - May 2017

    • Supported team to launch and manage new online product• Identified, developed, and evaluated brand marketing strategy• Worked with an e-commercial team to create, deploy and optimize marketing initiatives and sales strategies• Deployed integrated marketing campaigns successfully for increased brand awareness among target audiences• Planned digital media buy, worked with 12 external agents in the meanwhile, and built management system for agentsProject experience:The first Internet Innovative Product R&D ProjectIntro:Successfully launched Yili's first female product as an Internet innovation and sold out on the launch day. The brand exposure amounted reached 286 millionResponsibility:- Supported team to carry out product incubation, and participated in the whole R&D process, including consumer research, packaging design, pricing, sales analysis, and promotion plan- Developed communication strategy and marketing content after product launch, and completed the "Beauty and the Beast" IP cooperation- Cooperated with MeetU APP and some female KOLs for developing the female consumer market in China

  • Graduate Management Trainee（Marketing）

    • Jun 2015 - Dec 2016

    • Developed integrated marketing strategies and campaigns each quarter• Implemented PR communication and assisted with PR Crisis management to maintain a positive brand reputation• Managed and monitored the company's Social Media Platforms• Accumulated digital marketing experience including major publishers and KOL resources in China• Planned crossover cooperation and schedules (e.g. Uber, Tmall, NetEase, Sina, Tencent, and Huayi Brothers)Project experience:Rio Olympics Marketing CampaignIntro:Online brand exposure reached a total of 12.1 billion, engagement achieved 140 million, and the brand volume achieved 1st place (4.3 times compared to competing brands)Responsibility:- Participated in project planning and progress management, and controlled marketing content quality (including video, H5, KV, social content, etc.)- Coordinated internal and external partners including NetEase, Tmall, Weibo, WeChat, CCTV, XIAO Mi, and Chinese celebrities- Cooperated with sales and e-commerce team to run the promotion sale on Tmall.com, sales number achieved 7.73 million in 4 days (2.4 times compared to usual sales)