Digital Marketing Social Media

Gender: Male

Marital Status: Married

Mobile Phone: +1-587-***-****

E-mail: *************@*****.***

Self Assessment

** ***** ******* ********** ** marketing communication sector, including brand positioning, building & developing via digital touch points, CRM, digital marketing practice

(Internet & mobile marketing, e-commerce), event management, government relationship.

Profound experience in mobile marketing (consumer-targeted mobile APPs and B2B mobile based service), hands on practices on programmatic tech, solid social operation expertise including social listening analysis & social modeling, CRM operation

Full ability on general marketing campaign planning and operation, strategy & plan developing and execution

Proficient communication and interpersonal skills with diverse parties, internal & external stakeholders, agency, governing body, etc.

Excellent presentation skill, self-motivated, teamwork spirit, innovated and committed Education

East China Normal University

Bachelor Degree, English Literature & Business Administration Work Experience

01/2023 – present Tuff Steam (Alberta, Canada)

Market Analyst

Identify trendsetter ideas by researching industry and related events, publications, and announcements.

Build market position by locating, developing, defining, and closing business relationships.

Discover and explore business opportunities, screens potential business deals by analyzing market strategies, deal requirements, and financials.

Closes new business deals by coordinating requirements developing and negotiating contracts and integrating contract requirements with business operations.

Design market research questionnaires.

Fengyin Xiao (Patrick)

Resident: Calgary, Alberta

Enhances organization’s reputation by accepting ownership for accomplishing new and different requests

01/01/2021 – 30/11/2022 ASOEX (Chile Fruit Exporters Association, non- profit organization)

China Marketing Manager

Responsibility: full trade network building-up and maintaining, end-consumer research and marketing operation

Successfully strengthen market position by developing, defining, and closing business relationships with trade partners

Identified and directed 2021/2022 yearly creative communication strategy & concept

Lead and supervise agency partners to complete marketing and promotion plan for all imported Chilean fresh fruits.

Oversee & create appealing multiple-format content, distributing and supervising corporate social media accounts, drove 30% organic increase view ship within one fiscal year

Lead and coordinate government affairs for ASOEX Rep Office, protect and enhance the organization’s reputation and core value

Design, plan and execute public relationship programs, stakeholders’ communication scheme (both trade partners and internal sub-committees), smoothly resolved the PR crisis of Covid-19 incident within distribution channels of traders.

Manage marketing budget (range from 4-5.6M USD/ yearly)

Manage Rep Office administration, including support to the committee, office leasing, vendor contracting and payment processing.

11/2019–12/2020 KaiYi Network Tech

Chief Marketing Consultant

Responsibility: provide KaiYi consultation for its marketing & ecommerce operation

Review and evaluate commercial development proposals and provide advice on procedures and requirements for Kaiyi management.

Conduct surveys and analyze data on the purchasing habits and preferences of wholesale channels and end-consumers.

Plan and develop E-commerce strategies for exporting business to drive online sales: developed Kaiyi shop in Amazon

Direct creative message for e-commerce business units 07/2017–10/2019 Almond Board of California (non-profit organization) China Regional Director

Report to Global Marketing VP

Responsibility: entire trade network operation, consumer promotion & marketing for Almond product category

End- Consumer Marketing Communication operation & supervision

Lead creative and PR agencies partnering with retail brands to launch, operate and fulfill all consumer-related communication campaigns in China; Gained tremendous earned buzz by 2017 Shanghai Fashion Week sponsorship and 2018 Alibaba Group- Ecommerce Experimental Campaign with non-profit entity

Manage total media budget and supervise the investment spending, including but not limited to briefing to agency, planning and execution of integrated campaigns, budget at 5-5.5M USD per year

Cooperate with retail brand partners to develop innovative consumer interaction to educate China target audience.

Full responsibilities of digital communication & operation

Streamlined new strategy based on organizational objectives and target audience behavior changes: unprecedently strategic transformation – stop all investment at traditional media and ALL IN DIGITAL

Lead media & social agency to execute yearly communications B2B channel communication for trade program and government relation management

In charge of all trader stewardship projects, including but not limited to attending industry events, trade channel development, trade network of China market maintenance.

Built and maintained steady & smooth government relationship, including all levels of governing agencies, municipal, provincial, and central ones.

China counterparts’ relationship management: deepened the mutual understanding and beneficial relationship with partners

Execute global trade programs, including SIAL ASIA

Being the spokesperson for the organization in dealing with media inquiries in the region

Crisis and issue management: successfully managed 2018 anonymous consumers complaint case, with the BEST resolution – no official filing for the complaint case and no penalty by governing agency

Budget management

Lead the planning of yearly budget of China operation within the scheme of global budget frame: 4-6M USD per year

Oversee the spending of operation cost and meet the financial requirement for health operation

Maintain and supervise the financial procedure of all projects 02/2016–06/2017 Hershey

Associate Integrated Marketing Communication Director Report to Global IMC Senior Director

Responsibility:

Full communication operation & supervision to all key brands, including Hershey, Kisses, Reese’s, Brookside, and Golden Monkey in Great China region

Lead IMC process partnering with brand team to materialize specific brand’s communication strategy

Manage and supervise the performance of creative and digital agency, track and collect competitors’ intelligence

In charge of operation in partnering with key brands from briefing to execution of integrated campaigns

Digital content creation, including content structure by brands, content spreading strategy

Digital media performance, by KPI, Module of social and cross-screen Full digital operation support and consultancy to global regions exclude USA

In charge of international markets’ digital related works, technical consultancy, communication strategy inspection etc. covering Great China, AMEA, South & Central America

Provide digital marketing process, protocol and model for different regions based on different regional needs

• Provide digital media buying & channel matrix consultancy, media operative KPI consultancy to all international markets by support of local media agency, including key media platform cooperation partnership (FACEBOOK,GOOGLE), regional mobile APPs practice

02/2014–01/2016 HRS Group GmbH (the leading hotel reservation service in EU, based in Cologne, Germany)

Director of end-consumer business

Responsibility:

Full P&L supervision

In charge of end-consumer business revenue, fulfilled quarterly and yearly target

Manage overall cost of sales and marketing of HRS China within adequate resources www.Hrs.com website / mobile APP service / Tmall store operation Monitor and improve the efficiency of web / mobile APP operation, including

Digital traffic channel management, KPI delivery (CTR,CPC, CPS)

SEM operation management

Digital campaign management, ideation and execution

Digital partnership management, including partnering with Tripadvisors.com, etc.,

Media investment management, yearly/quarterly digital spending supervision Marketing communication

Identify various category partnership based on brand & communication objectives, set up / maintained strategic partnerships with GDS and major OTA, including Amadeus, Kayak, Trivago, Trip.com, Expedia

Lead the execution and operation of HRS consumer branding & engagement in line with HQ positioning

End-consumer team development: grew, mentored a strong team, from 4 members to 9 full service talents

Government relationship & internal communication

Being the spokesperson of HRS Group in dealing with all relevant GR/PR activities

Direct and keep the internal communication for regional business with various stakeholders

07/2011 – 12/2013 PepsiCo

Associate Marketing Director

Report to VP of Consumer Engagement

Responsibility:

Digital marketing communication for all brands, including Pepsi, Miranda, 7Up, Tropicana, DEW, Quaker, Lay’s etc,

Identified and closed the strategic partnership based on brand & communication objectives, China Mobile and China Unicom cooperation

Lead, coordinate and govern smooth execution and operation for Pepsi engagement platform project: launched and operated one of the 1st kind in beverage industry EC cooperation – PepsiTmall.com

Lead and execute digital communication plan

Digital media operation supervision

Supervise & manage overall digital media cooperation process

Manage digital creative & media agency to deliver quality campaign result, including ads tracking, ROI analysis etc,

Budgeting: monitor and manage A&M for Pepsi Bev & Food a. Beverage category budget: 7M USD / year

b. Food category budget: 2.5M USD / year

Reward

Golden Prize of 4th Tiger ROAR Best Ads Award, 2013 China – PepsiCo campaign of

“Bring Happiness Home 2013 (season II)”

Media Bronze Lion from the Cannes Lions Int’l Festival of Creativity - PepsiCo campaign of “Bring Happiness Home 2013 (season II)” 03/2009 – 06/2011 McCANN Worldwide of Interpublic Group Digital Business Director

Report to CEO, UM

Responsibility:

Digital marketing strategy, support and execution

Initiate digital-marketing plan skeleton & idea for various clients, in charge of execution and project supervision

Provide consultancy to planning unit for digital media planning, buying and campaign

New business development: acquired new clients in 6 months, 50% more than YOY

Support multiple digital related business with sister companies of IPG Group Main clients served and duties

Texas Instrument - Asia Pacific region ROI driven digital advertising planning

(measured by Cost Per Acquisition), buying and ROI driven performance control a. plan and execute performance advertising media matrix for APAC b. evaluate and improve conversion process by GA

c. Greatly slashed the cost of ads placement (from 10.0 USD/CPA down to 1.5 USD/CPA) while ensuring the continuation and enhancements of media investment

Burberry & Kanebo

Tradition media strategy and operation, focus on outdoor & print media

Digital media strategy and operation by ROI – CPA model

General Motor – OnStar

Overall media strategy and operation

Tradition media strategy, including outdoor and TV

Digital media strategy and operation

CRM system building-up

02/2006 – 02/2009 G2, Grey Group of WPP Global

Digital Strategist, Client Service BU

Report to Managing Director of HK & China

Responsibility:

Digital communication strategy & CRM communication

Lead CRM holistic planning for various clients

Initiate digital marketing plan and idea, and supervise the operation

Lead mobile platform communication

Provide HK team consultancy for interactive service Successful project (Leading project)

2006 BJ Int’l Car Show of Shanghai VOLKSWAGEN – Mobile communication project

Pringles of P&G – Net CRM project (community building), including Internet and Mobile communication, won The President Award of P&G, China 2008

Shiseido CRM based community building and mobile marketing solution 01/2005 – 12/2005 Newpalm Info Tech of China.com Group Media Alliance Director

01/2003 – 12/2004 Mtone Wireless (China.com Group acquired majority share of Mtone in 2004)

Senior MarCom Manager

Responsibility:

Marketing promotion activities & PR strategy

New business model developing through traditional media matrix

Strategic media partner campaign

External affairs

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