Profile

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Summary

I am a Co-Founder & Marketing Director of Penguin Exploration and I have directed the development of operations, branding, marketing, and products. I am a highly committed and hardworking marketer with extensive expertise in the marketing industry. My ambition drives me to add value at every opportunity and I have acquired a deep understanding of target users and competitors to create efficient messaging. As an early adopter of the latest industry trends and strategies, I am highly responsive to industry developments, resulting in consistently fresh and innovative ideas.

Contact

📧 [email protected]

☎️ 156-7313-4344

点击进入我的中文简历

Chinese Resume

Experience

Co-Founder & Marketing Director

Penguin Exploration, Guangzhou, China – (Jun 2022 - Present)

Responsibilities

Directed the development and growth of the consumer end.

Integrated high-grade suppliers to develop and launch standard and customised products.

Planned offline study and travel campaigns to enhance crucial indicators.

Initiated and directed the internal operations system, encompassing channel operations, user operations, content operations, social media platforms operations, and product operations.

Key Achievements

Promoted the very first business cooperation, completed multiple offline study and travel activities with targeted groups since 2023.

Achieved deep alliances with name brands, for instance, became the strategic partner with Hilton FoShan in the family travel field.

Headed the growth of social media platform, surpassed 40% growth in article views by planning in advance and responding quickly to the trends marketing topics.

Attained successful partnerships with suppliers by launching over 10 standard products in less than 2 months, involving multiple fields.

Directed the development and revamp of the WeChat mini program.

Directed the grand upgrading of the brand visual, to enhance market competitiveness and brand awareness.

Senior Marketing Manager

PCAuto, Guangzhou, China – (Mar 2022 - Jun 2022)

Responsibilities

Headed the growth for the major APP, formulated various optimisation measures and plans in terms of the current situation.

Directed the optimisation of the current features and created new features to meet user needs.

Managed a team with business development, operation and product, to meet the needs of the growth, set team goals and plans as well.

Achieved deep partnership with the market resources to maximized benefits.

Key Achievements

Enhanced the average daily new users increased by 21.7% by guiding ASO reviews and optimizing metadata.

Initiated the optimisation of the sign-in function by adding new rewards to increase the user stickiness nearly 100 times.

Integrated more valuable benefits and services to the redeem mall, some of the benefits reached over 50,000 redeem within one month.

Promoted the promotion of the purchase tax offer for auto category in terms of the quick response to the market, released a special page in the APP within 2 days, continue to update the contents and optimized the special page.

Headed the team, clarified the major goals for each team member, summed 36 documents and operation manuals for 5 major sections.

Attained huge success in marketing and branding with MinSheng Bank's credit card centre by defeating YiChe, AutoHome, DongCheDi, planned and launched auto channel, including trending contents and auto model library.

Marketing Manager

BitAuto, Guangzhou, China – (Jul 2019 - Mar 2022)

Responsibilities

Developed high-quality partners and suppliers for the member benefits program.

Acquired users for the YiChe app and improved user activity through various cooperations.

Planed marketing campaigns to improve key data indicators.

Integrated high-grade benefits as per marketing trends and research, to promote the development of the program.

Initiated cooperation and campaigns with partners to promote the program.

Ensured the stable operation, resolved various issues might caused. Optimised the API with suppliers to meet the demands of business development.

Key Achievements

Integrated benefits and services, including refuel, car wash, road assistance, car products. Established the first membership program for car owners in China.

Cooperated with suppliers to provide both online and offline services, including hotel bookings, restaurant reservations, goods and life categories purchase, to increase the user stickiness and expand the user base.

Expanded the coverage of user benefits items, developed excellent suppliers, exceeded 40% growth in both retention rate and re-purchase rate by initiating operation campaigns.

Achieved the peak breakthrough of refuel orders by improving user experience, optimizing the interface, obtaining internal and external promotion channels.

Enhanced user stickiness and activity by initiating marketing campaigns. For instance, proposing a year-end campaign by selecting the best 10 benefits according to the user attributes. Some of the benefits reached over 10,000 redeem.

Initiated marketing campaigns with multiple partners. For instance, launching a marketing campaign with China Mobile, attracted over 20,000 new users, the total amount of exposure has reached 20 million.

Promoted the development of the program by focusing on the "Return to Work" in covid-19, presented a special page to users with combined services to provide all-round return to work guarantee. Total number of redeemed services exceeded 50,000, nearly 20 partners jointly promoted and more than 30 media reported.

Coordinated internal/external partnerships to promote the program by establishing the company's standard of brand cooperation, enhanced brand awareness and brought over 10,000 paid users.

Channel Manager

Reo Car Rentals, Guangzhou, China – (Nov 2018 - Jun 2019)

Responsibilities

Spearheaded the team of the strategic development project, planned comprehensive directions regarding the marketing and operating trends.

Built, maintained, updated, and managed the existing and new channels to attain sustained growth in performance.

Collected and analysed marketing information, planned and implemented creative projects, to enhance brand influence.

Developed new products to meet the market’s demand & development.

Key Achievements

Directed a team, created and applied the brand new online & offline management policies and achieved 30% growth in business in a short period.

Summed and replaced the optimisation methods and tactics of each channel to enhance marketing competitiveness, exceeds 40% order growth from channels.

Collaborated with related departments to initiate the projects and promotions, increasing the conversion rate by over 60% in total.

Headed the design process of upgrading products. For instance, build new functions on the existing product after collecting user’s suggestions to improve 30% conversion rate.

Business Development Manager

Zuzuche, Guangzhou, China – (Mar 2016 - Nov 2018)

Responsibilities

Maintained great relationships with all partners in terms of product knowledge, marketing support.

Developed high-quality partners and lead the team to expand overseas business.

Initiated new projects regarding fun & creative and supportive & useful-based ideas.

Launched marketing campaigns with internal/external resources to enhance brand awareness.

Key Achievements

Specialised in cooperating with airlines by launching business on their official promotion channels. For instance, successfully accelerated business to HongKong market by hosting multiple online & offline campaigns with HK Express and Hong Kong Airlines, car rental reservations from HongKong exceeded 10% compared to total reservations.

Achieved a successful partnership with Asia Miles, became the first project of the company in frequent flyer program industry and became the first platform company partner in China for Asia Miles as well, the 5,000 registration quotas set for the first campaign redeemed within 2 weeks.

Attained huge success in marketing and branding with Banks and securities. For instance, cooperating with PingAn Bank, HuaXia Bank, and EverBright Bank, planned and launched campaigns. Directed the launch of the grand marketing campaign with over 30 securities companies, over 10,000 new users registered and 10 million exposed.

Initiated the co-branding campaigns with multiple travel-related companies. For instance, planned and hosted the first-ever offline promotion event in South China with the South Australia Tourism board and Unique Way travel company, which attracted over 500 users to register in a short and reported in nearly 20 mainstream media nationally.

Completed marketing campaigns with multiple overseas tourism boards. For instance, hosting a marketing campaign with the BC Tourism board on WeChat with over 100,000 views reached, as well as over 1,000 members joining our official WeChat group chats.

Designed and initiated the marketing campaign with YesAway and Qyer.com, launched the first-ever three parties’ event, with 20 million exposures reached.

Headed the grand marketing campaign - “recommendation from the CEO”, enhanced brand influence and awareness by convincing plenty of partners to join.

Headed development of internal management system with various departments to provide the ability to complete fast and secure internal connections and work processes.