Social Media Manager

ELSA (MIN-RU) LIAO

408-***-**** San Francisco Bay Area, CA ********@*****.*** linkedin.com/in/bilingual-digi-marketer

Advertising Copywriting Expert – Multicultural

Languages:

-Mandarin (Traditional & Simplified Chinese) /Taiwanese /Cantonese

-English

Skills:

-10+ years’ experience in Chinese copywriting/ Trans-creation.

-10+ years’ experience in Marketing/Advertising campaign planning, Media planning, Website management

-4+ years’ experience in digital marketing

-3+ years’ experience in ecommerce/social media (China)

-5+ years’ experience in managing multilingual copywriters/ translators.

Excellent knowledge in following software:

-Windows Office Word/ Excel/Power Point

-Adobe AEM Web Content management system

-Digital Ad design (Understanding of Sizes & Specs)

-Macromedia Dreamweaver/ HTML

-Adobe Photoshop/ Illustrator/Corel Draw graphic design software

-Google Analytics

PROFESSIONAL EXPERIENCE

Macy’s.com, San Francisco, CA 2015 – 2019.3

Digital Content Manager

Planned and executed the machine translation/localization project.

Managed and trained translators and reviewers.

Collaborated with cross functional teams worldwide to develop digital content and landing pages (avg. 1500+ PDPs, 100+Landing pages/per month) .

Wrote clear, compelling, strategically-focused marketing & product detail page copy.

Maintained a consistent look and feel across all websites based on established copy guidelines

Ensured social media strategy goals, objectives and creative executions ladder up to overall brand strategy. (WeChat & Weibo in China)

Monitored KOL campaigns and activities.

Reviewed copy team’s work to ensure compliance to standards and best practices.

Monitored and reported on customer feedback and online reviews.

Oversaw execution and tracked the ROI of paid channels on Alibaba's e-commerce. platform (Diamond Booth, Express Train, Taoke, Flagship Store Banner etc.)

Familiarity with SEO/SEM.

Craft Translation 2012 - 2015

Senior Advertising Copywriter

Wrote compelling in-product copy that speaks to diverse audiences across multiple platforms, including but not limited to print ADs, TV commercial, radio script, web pages, infographics, social media, apps, emails, SEO etc.

Clients include California Lottery, NY Lottery, Knorr, Tiffany Co., Nestle, Verizon, Philip Morris, Master Card, Western Digital, Graton Casino, Xoom, Cathay bank, Station Casino.

Ameredia Multicultural Marketing Advertising Agency, San Francisco, CA 2010 - 2012

Senior Advertising Copywriter

Wrote compelling in-product copy that speaks to diverse audiences across multiple platforms (Print ADs, TV commercial, Radio script, Digital Content)

Clients include Thunder Valley Casino Resort, Comcast/Xfinity, AMC Cinema.

Dae Multicultural Advertising Agency, San Francisco, CA 2007 - 2008

Senior Advertising Copywriter

Wrote compelling in-product copy that speaks to diverse audiences across multiple platforms (Print ADs, TV commercial, Radio script, Press Release)

Managed copywriters and translators of other languages.

Clients include Wells Fargo Bank, Cathay Pacific Airline, Southwest Airlines, Ritz Carlton.

Time Multicultural Advertising Inc. San Francisco, CA 2005 - 2007

Copywriter Group Head

Wrote compelling in-product copy that speaks to diverse audiences across multiple platforms (primarily Mandarin, Cantonese and English), including TV and radio commercials, website, print ads and other collateral materials.

Managed copywriters and translators of other languages.

Coordinated and supervise radio and TV production with creative director-Work jointly with Creative Director.

Clients include United Commercial Bank, California Lottery, New York Life Insurance and Thunder Valley Casino…etc.

PREVIOUS EXPERIENCE

Marketing Assistant Manager, Hoshin Gigamedia Center Inc., Taipei, Taiwan

Account Executive/ Ideology Advertising Agency, Taipei, Taiwan

Interactive Marketing Planner / Curiobox Interactive Marketing, Taipei, Taiwan

EDUCATION

Master's Degree

Department of Instructional Technology/ Emphasis in Multimedia and E-Learning

San Jose State University, U.S., San Jose

BA, Department of Advertising

Shih Hsin University, Taiwan, Taipei

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