XINYAN YANG
Brand Manger/Social Media Marketing manager at 21 CHEE- Claim this Profile
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Bio
Credentials
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Introduction to Mathematical Thinking
CourseraSep, 2021- Nov, 2024 -
The Fundamentals of Digital Marketing Certificate
Google Digital GarageFeb, 2021- Nov, 2024 -
Emerging respiratory viruses, including COVID-19: methods for detection, prevention, response and control
World Health OrganizationJul, 2020- Nov, 2024 -
Introduction to Go.Data – Field data collection, chains of transmission and contact follow-up
World Health OrganizationJul, 2020- Nov, 2024 -
Advance Google Analytics
GoogleAug, 2020- Nov, 2024 -
Google Analytics for Beginners
GoogleJul, 2020- Nov, 2024
Experience
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21 CHEE
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China
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Retail
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1 - 100 Employee
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Brand Manger/Social Media Marketing manager
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Mar 2020 - Present
21/CHEE is founded in 2018 by Cheng and her partner plus Cassandra Hobbins, a New York-based fashion designer. 21/ CHEE grew from the wish to offer 'An affordable designer-quality brand with luxurious customer experiences for working-class girls in China.' The brand concept and market positioning strategies have enabled us to differentiate from other retailers on Taobao.com, which makes 21/ CHEE an instant hit when it was launched in 2018. - Serving as one of the joint partners of 21/CHEE and working as the Brand Manager and Social Media Marketing Manager - Overseeing the creation and implementation of brand creative campaigns for product releases, retail store expansions, campaign and content photoshoots, media releases, influencer programs, and events - Assisting in content creation and social media platform design to ensure that the overall aesthetic, visual language, key messages, and tone of voice align with the brand - Building and maintaining the webpage on Taobao.com - Creating twenty original blogs featuring new product launches, fashion journals, and articles related to the latest fashion trends, and publishing them via the Wechat platform - Increasing the average number of viewers from 150 to 1790, as well as the number of total followers on Wechat from 0 to 1998 in a two-month period - Collecting audience data and analysing interactions and visits to improve future marketing strategies and campaigns - Boosting audience engagement on social media platforms by 37.5% via the creation and sharing of valuable content - Overseeing and assisting in the development of websites and other digital platforms as needed - Measuring results on a weekly basis and creating comprehensive weekly reports based on KPIs
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CHINA CHILLI HOLDING GROUP
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Australia
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Hospitality
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Marketing Specialist
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Oct 2017 - Jun 2022
China Chilli Holding Group delivers authentic and delicious Chinese food to Australia. China Chilli Holding Group consists of eleven Australian restaurants, seven of which are in Sydney, most flying under Spicy Sichuan banner. - Working full-time as the Marketing Specialist for a large hospitality-based company - Managing all social media programs, including internet forums, blogs, social networking applications, and message boards - Designing, implementing, and facilitating marketing plans for the business units (i.e., restaurants) - Implementing and executing marketing strategies and plans for new projects, menu changes, special menu remodels, and rebranding campaigns - Understanding existing and emerging trends and adapting marketing approach to suit - Managing online restaurant review platforms and vendors including Zomato and Trip Advisor - Increasing engagement and monitoring interaction on social media platforms such as Instagram, Facebook, Wechat and Little Redbook (Xiaohongshu) - Coordinating with restaurant ordering systems and delivery platforms such as Quandoo, Deliveroo, Ritual, and Liven, and utilising these mediums to boost sales - Managing advertising and public relations agencies, valuing them as resources for brand and revenue enhancement programs - Developing the content equation for different restaurant brands based on customers’ demographic to ensure the correct demographic and audience is being attracted - Monitoring all brand activities to ensure they align with Chilli’s brand strategy and company guidelines - Managing all brand promotions with the aim of driving sales and increasing brand awareness
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YuHuaYaJi Culture Company Co., Ltd
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China
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Advertising Services
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Social Media Marketing Consultant
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Mar 2019 - Aug 2020
DotART is one of Yuhua's global clients, and it is the only domain zone created specifically for the global creative community. website: https://art.art/ - Working as the Social Media Marketing Consultant for DotART’s Chinese platform - Effectively growing and expanding the company’s social media presence into Chinese social media platforms including Wechat, Weibo, and Little Redbook (Xiaohongshu) - Increasing the average engagement rate by 69.8% and 50% on Wechat and Weibo respectively, by creating and publishing relevant, original, and high-quality content - Writing seventeen original blogs featuring the latest art news, art journals, and interviews with DotART’s adopters, and publishing them on the WeChat platform - Increasing the average number of viewers from 31 to 396, and increasing the number of total followers on Wechat from 59 to 320 - Creating and additional one hundred and sixty-five original blogs featuring works of DotART’s adopters, anecdotes about art and artists, information about current art exhibitions around the world, and the latest news and trends of the art community - Increasing the number of followers on Weibo from 879 to 1107, and increasing the number of people reached on Weibo from 179 to 3978 - Translating and editing articles and news published on DotART’s official website art.art, publishing the contents on DotART’s Chinese website e.art - Collecting and collating audience data, and analysing interactions and visits to improve future marketing strategies and campaigns - Measuring results on a weekly basis and providing detailed weekly reports based on KPI’s
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i Miss Sophie
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United Kingdom
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Retail
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1 - 100 Employee
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Sales&Marketing Assistant
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Sep 2014 - Jun 2015
- Working as a Sales and Marketing Assistant in the busy London branch of the company - Increasing sales by 32.4% by launching the 'I MISS Sophie and YOU' marketing campaign via social media - Overseeing the management of the in-house advertising program, consisting of print and media collateral pieces - Managing all social media programs, including internet forums, blogs, social networking applications, and message boards - Understanding marketing and demographic trends and responding accordingly - Designing templates for the content management system to promote SEO and conversion best practices, as well as the efficient use of HTML tags - Creating and publishing an official company page on Facebook to facilitate interaction with new and existing customers
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Youth Business China
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Non-profit Organization Management
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1 - 100 Employee
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Marketing assistant&Account manager
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Mar 2013 - Apr 2014
- Working for a not-for-profit organisation based in Beijing, China - Writing copy for marketing materials and press releases - Assisting with the layout and design of media - Liaising with corporations from leading universities in Beijing (such as Tsinghua University and Renmin University) to encourage more university students to participate in the Entrepreneurship Program - Contributing to the initial ideas stage of planning a campaign - Working for a not-for-profit organisation based in Beijing, China - Writing copy for marketing materials and press releases - Assisting with the layout and design of media - Liaising with corporations from leading universities in Beijing (such as Tsinghua University and Renmin University) to encourage more university students to participate in the Entrepreneurship Program - Contributing to the initial ideas stage of planning a campaign
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Education
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2016 - 2017
UNSW
Master's degree, Marketing -
2014 - 2015
King's College London
Master of Science - MS, International Marketing -
2010 - 2014
Renmin University of China
Bachelor of Arts - BA, Journalism -
2013 - 2013
University of Warwick
International Summer School Course, Creative Writing
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