Social Media Marketing
Resume:
LIANG CHIU
Saratoga, California
adbhhx@r.postjobfree.com
I'm a results driven Growth Marketing & Partnership professional with over two decades of diverse experience from various business sectors. I aim to provide the highest quality, building longest lasting business relationships while managing successful Marketing campaigns. I’m seeking a challenging new role where I can contribute to the company’s overall growth. I’ve extensive experience in the following areas: Strategic Alliances & Partnerships, Business Development, Online/Digital Marketing, Social Media Marketing, Mobile Marketing, Affiliate Marketing, Channel Marketing, Brand Marketing, eCommerce, Influencer Marketing, Product Marketing, Event Marketing, PR/ Marketing Communications, User Acquisition (Growth Marketing), as well as Global Marketing. Furthermore, I speak three languages: fluent in Chinese (Mandarin) and English, & German. My motto is relentless pursuit for perfection. It’s what I strive for both clients and companies I work for. My goal is to achieve complete Customer Success at 120%.
EXPERIENCE/ACCOMPLISHMENTS
Brand Social Watch, Cupertino, California
November 2016 to Present
Director, Influencer Marketing - Business & Marketing Partnerships
Brand Social Watch is a boutique full-service marketing consulting agency. The agency is also one of a kind in the Social Media Influencer space, with the largest network of Social Media Influencers to Celebrities, offering Cross-Border Expansion consulting services for companies that is considering expansion into other regional markets, Go-To-Market Strategies, Branding, Growth/Performance/Social Media Marketing, and Consulting services from early stage startups to established companies globally (Asia, Americas, Europe, Middle East).
• Manage Account Based Marketing for key clients (Zulily, Gilt, Loreal, P&G, Luxie, Boxy Charm, Morphe, Glossier, NARS, Zoeva Cosmetics, Jollychic, SheIn, Yishion, Souq, Namshi, Emirates, Expedia, United Airlines, Ctrip, Carnival Cruises, Hilton Hotels, Maybelline, Revlon, Christian Dior, Estee Lauder, LVMH, Versace, Longchamp, Sephora, Kiehl’s, Tiffany’s, Chanel, DeBeers, Ford, Porsche, BMW, Lamborghini, Karma Automotive, Zara, NBC/Universal, DJI, Samsung, etc…) to ensure their needs are met, integration, on-boarding and addressing actionable items according to their specific campaign requirements.
• Assisted clients’ Go-To-Market strategies as they expand globally in various areas from Beauty, Fashion, D2C to eCommerce & Amazon FBA for brands and private label products, etc…
• Constantly prospecting new partnerships/business opportunities to be rolled into Brand Social Watch’s services to create more robust offers to assist with our clients’ growth efforts to drive User Acquisition and Sales.
• Oversee Demand Generation & User Acquisitions initiatives.
• Prospecting & Managing B2C clients in Fashion, Beauty, Lifestyles, D2C, Travel, Consumer Packaging Goods, Consumer Electronics, Automotive, IoT, Connected Home/Smart Home Connected Car, AI, eCommerce.
• Helping clients implement Influencer Marketing to boost client’s branding, product sales, and overall growth.
• Ensure Social Media Influencers that promotes for are following FTC rules and guidelines.
• Ensure Customer Success by constantly communicating with clients to meet all expectations, and help develop new ideas to grow with Branding, as well as any other goals they are trying to achieve in growth marketing.
• Worked with Brands to get product placements into the tv shows, movies, as well as celebrity endorsements.
• Helping Consumer Product companies’ source and collaborate with factories/manufacturers for product design & production.
• Assisted wide range of brands expand to new markets partnership with new distribution channels, factories/manufacturers, logistics, regional Fashion influencers/celebrities. As a result, these clients have seen 25% - 30% increase in revenue.
• Recommend and advise clients suitable partnerships or vendors to consider helping them streamline their operations and growth.
• Constantly hiring/recruit & managing new Social Media Influencers globally; adding to current roster of 100K Social Media Influencer & Celebrities.
• Conduct seminars regarding topics on Growth Marketing, and Influencer Marketing at Nasdaq Entrepreneurial Center, and various Growth Marketing events.
• Building relationship with Influencer Marketing Association to make frequent contributions to offer insights and trends about the industry.
• Give talks and presentations at Growth Hacking/Influencer Marketing events relating to the topic of effective Influencer marketing, growth marketing, etc...
• Have a successful track record working with clients in following verticals accelerate their growth: Fashion, Beauty, Lifestyles, Health & Fitness, Travel, Automotive, IOT.
• Consistently meet my monthly goals and exceeding my quotas by 15%.
• Establishing relationships and partnership with VC’s assisting them with the growth of the startups in their portfolio.
• Established extensive partnerships with New York Fashion Week, Paris Fashion Week, Milan Fashion Week, SxSW, CES, & Nasdaq.
Jollychic, Fremont, California
November 2015 to November 2016
Head of Marketing & Partnerships
Jollychic is a leading cross-border D2C eCommerce startup from China that specializes in woman’s fashion. Its mobile commerce app offers fast fashion, stylish clothing apparels as it expands globally. As the Head of Marketing, I’m tasked to establish new channels to acquire new users to our app, establish meaningful and synergetic partnerships, as well as oversee Influencer Marketing program to expand Jollychic’s brand awareness as well to grow online and mobile sales (In-App Purchases). I managed an annual budget of $10 million, and team of 5 marketing managers. Helped increase Jollychic mobile app user base from 2 million to 8 million in 6 months globally with target region in US, Europe, Asia, and Middle East.
• Established Jollychic’s influencer marketing program by partnering with various Influencer marketing platforms and agencies.
• Recruited and managed over 200+ influencers (through Influencer Platforms: Bloglovin, BrandSocialWatch, Boostinsider, Revfluence, Vayner Media, & Tapinfluence) for Jollychic’s branding campaigns, as well as driving sales online and on its mobile app.
• Through the success of our influencer marketing program, I boosted Jollychic’s brand awareness exponentially.
• Orchestrated Jollychic’s presence at events such as: SXSW, New York Fashion Week, Paris Fashion Show, Dubai Fashion Show, and iHeart Radio Summer Concert series.
• Actively seeked and established partnership opportunities that is synergetic with Jollychic to generate revenue and user acquisition goals.
• Maintain and nurture relationship with new and existing clients to ensure longevity of partnerships.
• Responsible for Mobile Ad buys and establishing business partnerships with DSPs, various Mobile Ad Networks, as well as Ad buys, Video ads on Facebook, Twitter, Instagram, YouTube, Tumblr, etc…
• Managed and implement social media engagement campaigns on all social media platforms (Facebook, Twitter, Instagram, Youtube, Tumblr.
• Created Affiliate program as a way for Jollychic to generate sales at a faster pace.
• Oversee Demand Generation campaign to drive Jollychic’s mobile app download worldwide.
• Increased Jollychic’s sales revenue by 35%, ahead of the corporate projections by 15%. Generating $9 million in sales from In-App purchases.
• Oversaw and collaborated with PR in planning marketing events to create branding related events for both online and offline engagements with prospective users & partners.
• Helped Jollychic become the fastest growing and popular woman’s fashion shopping app in the Middle East. Jollychic app is ranked the top free shopping app in Saudi Arabia and UAE.
• Instrumental in generating 25 million downloads of Jollychic’s mobile app.
• Creating engaging marketing campaigns to maintain 10 – 12 million MAU (Monthly Active Users).
PatPat Mobile App (Acquired by Jollychic), Sunnyvale, California
May 2015 to November 2015
Head of Marketing
A mobile eCommerce app start-up that created a daily deals mobile app for moms and babies called "PatPat". The company connects consumers(moms) directly with product manufacturers. In additional eliminating distributors, resellers so savings are passed over to moms when they're placing orders. As the Head of Marketing, I oversee the development of overall marketing strategies and manage campaigns (Mobile and Online) with the goal to drive user acquisition. I managed an annual marketing budget of $2 million.
• Managed a team of 3 (Content Writer, Graphic Designer, Marketing Specialist)
• Oversee Online Advertising campaigns (SEM/SEO to drive search and organic traffic).
• Conducting mobile ad buys from DSP's along with Admob, and Clicksmob.
• Recruit and engage with social media influencers and bloggers to enhance brand awareness (through Influencer Marketing Platforms: Bloglovin, BrandSocialWatch, Tapinfluence, & Revfluence).
• Interact and engage with our facebook groups and online community with customer loyalty campaigns, customer referral campaigns as part of the user acquisition strategy.
• Partnering with Mobile DSPs to boost Demand Generation campaigns to increase PatPat App downloads, user engagements.
• Managing mobile advertising & mobile engagement campaigns from various channels, such as Facebook Ads, CPI & CPE campaigns, App Discovery Campaigns, App Store Optimization, as well as Burst Campaigns.
• Constantly seeking and establishing partnership with key partners and vendors to focus on "Personalization" & "Segmentation" aspect of mobile campaigns through push notifications.
• Established an affiliate program so that the company can broaden its channel to reach niche customers and revenue.
• Collaborate with PR agency to schedule press releases and media coverage.
• Developed and implementing partnership with celebrities in tv and movies for product placements and product endorsements to generate users and sales.
• Got PatPat featured in the App Store as the best new shopping app.
• Generated 12 million downloads for PatPat’s mobile app.
• Creating engaging campaigns to maintain average 7 million MAU (Monthly Active Users)
• Raised app store position ranking from the 1000th to 200th in the app store in two months.
• With burst campaign it propelled PatPat app to the Top 20 app in the Lifestyles category in the App Store.
• Increase customer orders from 10 to 500 plus orders a day in two months.
International Travel Network, San Francisco, California
June 2012 to May 2015
Marketing & Partnerships Director
ITN is a global leader in the travel eCommerce space. The company comprise of several subsidiaries: AsapTickets, AirConcierge, and Oojo. The company has a niche of offering the cheapest airfares from US to various International destinations. My responsibilities include creating compelling marketing campaigns to increase online flight bookings, developing and creating social media strategies to engage with prospective travelers. In addition, working with various external partners. Managed an annual Marketing budget of $5 Million.
• Working closely with existing channel partners (Hotwire, SmarterTravel, BookingBuddy, Expedia, ClickTripz, DealBase, TripAdvisor, etc...) to optimize our marketing campaigns, increase our ROI, and explore other partnership opportunities.
• Helped increased ITN’s brand new Online Flight Booking site www.oojo.com’s page view from 10 to 15000, and increase online flight booking from 2 to 200 per day in two months; Online flight booking reached 750 per day in five months.
• Oversee ad buys and other activities to drive traffic to our site.
• Developing Branding and PR campaign to gain prospective travelers' awareness.
• Partnering with bloggers and social media influencers in the Travel industry to help drive brand awareness, along with traffic and bookings on our site.
• Launching and Managing meta search and deep search campaigns.
• Manage and collaborate with external agencies to create both online and offline marketing promotions.
• Collaborating with cross functional teams in Latvia in the planning, development and creation of a customer loyalty program, Customer referral program.
• In charge of recruiting, managing and mentoring a team of 7 (Online Marketing Associates, Account Managers, Reporting Analyst, Graphic Designers).
• collaborate with International Travel Network Sr. Management team to launch new business unit, Travel Media Corp. catering to companies in the Travel sector and helping them with marketing campaigns targeting the travel consumers.
Vayama, Mountain View, California
October 2011 to June 2012
Sr. Online Marketing & Partnership Manager
Vayama is a leading European based online travel site (a Travel eCommerce company). Company is backed by BCD Holdings, which is one of the largest travel organizations in the world. Vayama offers a massive selection of airlines, fares, flights, many never previously available online. My responsibilities are to coordinate global online marketing campaigns (Europe and Asia), drive online travel bookings, create social media framework to be more engaging with prospective travelers, collaborate with internal and external partners.
• Oversee various online marketing campaigns (email, banner ad placement, affiliate program)
• Experimented and launched Influencer Marketing and collaborated with Travel Influencers to boost Vayama’s Brand and driving online travel bookings. Contributed to boosting its brand and engagement on its social media channels by 25% and contributed to travel bookings on Vayama.
• Driving new business development efforts and identifying new channel/partnership opportunities.
• Managed Account Based Marketing and nurture relationships with each client accounts.
• Managing Demand Generation campaigns to boost inbound leads of potential partnerships in the travel vertical.
• Working closely with existing channel partners (Kayak,Hotwire, Cheaptickets, Expedia, Fareloop, Farecompare, Lowfares, Orbitz, TripAdvisor, etc...) to optimize our marketing campaigns, increase our ROI, and explore other partnership opportunities.
• Managed and collaborated with external agencies to create both online and offline marketing promotions.
Kronomy, Mountain View, California
March 2007 to October 2011
Director Online Marketing
Kronomy was an early stage Web 2.0 Austrian based start-up. Its revolutionary platform allows users to create 3D interactive photo timelines using widgets to integrate it with many of the popular social networking websites. My responsibilities are to create marketing partnerships with online & media sites, develop, create, and manage contents (globalization & localization), online advertising media buying, search engine optimization/search engine marketing, as well as creating an influencer/brand ambassador program. And to collaborate with cross functional teams to ensure all aspect of Kronomy as a online platform runs smoothly, ease of use UI/UX to engage with users.
• Created an affiliate partner program as channel to generate revenue.
• Drive organic growth using social media technologies that enable word-of-mouth marketing. Which means seeding (to promote Kronomy) on influential blogs, online groups/forums, twitter, major social networking sites such as Facebook, Myspace, Hi5, Bebo, etc... to create viral marketing and word of mouth buzz.
• Established relationship and collaborated with Social Media Influencers, Celebrities, and Public Figures to help drive Kronomy’s user acquisition initiative.
• Helped increase registered users from 6000 to 300000 within four months.
• Increased site traffic from 1800 to about 20000 visits on a daily basis through various marketing activities.
• Created a variety of online marketing campaigns that have brought in 18-25% conversion rate, 45% click through rate, and 60% open rates for email campaigns, engagement rate on Kronomy’s social media channels increased 30%.
• Developed and implemented creative Web publisher acquisition and retention programs.
• Establishing relationships with various online media sites on strategic partnership opportunities.
• Managed search engine optimization/search engine marketing efforts to drive users to our site
• Augment Public Relations by driving Kronomy participation in interactive marketing blogs and social nets, as well as outreach to media firms.
Symantec Corporation, Cupertino, California
September 2004 to March 2007
Global Online Sales - Online Partner Program Manager
As an Online Partner Program Manager for Symantec’s eCommerce business unit. I was responsible for developing partner programs (OEM/ other corporate partners) to promote Symantec's online store and its Norton brand SaaS security products. In addition, work with other departments as well as marketing to create effective online marketing/advertising campaign promotions (online banner ads, email marketing, content development & management) to drive online sales revenue through our partner sites. From the 15 partner accounts that I manage, each of the online advertising/marketing campaigns that I launch for them would generate on average $300K on a monthly basis. Many of the online advertising/marketing campaigns I helped launch on partner sites have a 20-23% conversion rate, and 85% click through rate.
Barracuda Networks, Cupertino, California
November 2003 to September 2004
Enterprise Account Manager – Asia Pacific Region
As an Enterprise Account Manager, my responsibilities were to coordinate sales in the Asia Pacific region, improve the distributing channel, promoting more B2B sales, assist resellers (VARS) and distributors with any account related issues. In addition, I managed the logistics for Asia Pacific region. Consistently exceeded monthly sales quota by $150K (Monthly quota $750K). Managed a team o 4 Sales Associates.
McAfee, Sunnyvale, California
July 2001 to November 2003
Strategic Account Manager
As an Account Manager I was responsible for providing sales support, managing accounts for McAfee's SaaS based computer/internet security as well as enterprise software, providing quality service to our clients (B2B & B2C), as well as working with VARS. I coordinated with Marketing, and other Departments to new develop revenue generating strategies. Consistently exceeded my quarterly revenue quotas by $200K (Quarterly quota $650K). Managed SMB and Enterprise level accounts, providing them with Account related assistance from license agreements to facilitating concerns with support. Additionally, nurture and build rapport with clients to ensure healthy partnership (Account Based Marketing). Managed a team of 10 Account coordinators.
YAHOO!, INC., Santa Clara, California
July 1999 to July 2001
Sr. Account Manager - Yahoo!Mail
As a Sr. Account Manager, I was responsible for managing advertiser accounts, responding to and solving clients' marketing/advertising campaign issues, domestic and international. Collaborate with global cross functional teams/regional teams providing support, and localization initiatives. Nurturing and maintain advertiser client relationships, while assist them to monitor and optimize advertisement performance.
PROFESSIONAL SKILLS
• Software: Microsoft Office Suite, Adobe: Illustrator, PageMaker, PhotoShop, Pagemill, CS Suite
• Software/Platform Experience: SaaS, Freemium, Marketing Automation, Digital Advertising, PR
• Collaboration & Project Management: Microsoft Project, Clarizen, Slack
• CRM/On-Demand Applications: Kana, ACT, eGain, RightNow, Salesforce.com, Hubspot.
• Web Conferencing/Training/Presentation applications: WebEx, GoToMeeting
• Operating Systems: MS Windows, Mac OS
• Programming Languages: HTML web page design
• Database Management/Business Intelligence Tools: Tableau, SQL
• Online Advertising/Marketing knowledge: CPA, CPC, CPM, SEO/SEM, Display Ads, Video Ads, Targeted Ads (Retargeting, behavorial), Ad Exchanges, E-mail Marketing, Doubleclick- Dart, Digital Impact. Google Adwords Certified, Microsoft Bing Ads Certified.
• Web & Mobile Analytics: Comscore-Media Matrix, Nielsen/Netratings, Interactive Marketing Analysis (web analytics), DigitalRiver/Fireclick, Google Analytics, Omniture - SiteCatalyst, Radian6, Meltwater, Mixpanel, App Annie.
Mobile Tracking: SDK - AppsFlyer, Adjust, Tune.
• Online Advertising Marketplace Platforms: Google Adwords, Google AdSense, Bing, Facebook Ad Exchange, Linkedin.
• Mobile Advertising/Marketing: Types of Apps( Native, Hybrid, Open Web), App Development knowledge, Mobile Content & Messaging, Mobile Optimization, Mobile-SEM/SEO, Text Messaging(ShortCode, QR Code) Campaigns, Mobile Ad Networks & agencies, CPI (Cost Per Install), CPE(Cost Per Engagment), RTB(Real Time Bidding), DSP(Demand Side Platform),SSP(Supply Side Platform), DMP(Data Management Platform), Push Notification.
• Mobile Advertising Networks: Amobee, InMobi, MoPub, Go2Mobi, ClicksMob, Fiksu, Admob
• Mobile Payment/Commerce: In-App Purchases, Mobile Coupons. Mobile Influence Sales.
• Launch and promote Mobile Apps: App Discovery, ASO (App Store Optimization), App Store Ranking, Burst Campaigns, Incentivized Engagement Campaigns.
• Mobile Guidelines & Regulations: Knowledgeable of Industry (IAB & CTIA) guidelines and Government regulations.
• Affiliate Marketing: Commission Junction, Linkshare, AffiliateWindow. PepperJam.
• Social Network/Media Platforms: Facebook, Google+, Mixi, Twitter, Pinterest, YouTube, Linkedin, Online Communities (Blogs, Forums), Tumblr, Instagram, TikTok.
• Influencer Marketing Agencies & Platforms: Bloglovin, BrandSocialWatch, Upfluence, Tapinfluence, Revfluence/ AspireIQ, Traackr, Linquia.
• Social Media Influencer Analytics: Socialblade, Klear, Meltwater
• PR Platforms: Cision, PRNewswire, PRWeb. Media Relations
• E-Commerce (Infrastructure)/Platforms: DigitalRiver, EDI, API, Shopify, BigCommerce, Magento, Amazon Service Providers, Amazon FBA
• Marketing Automation/Demand Generation: Eloqua, Marketo, Whitepapers, Webinars
• Email Deliverability: DKIM, Domain Key, SPF, SpamAssassin.
• Email Marketing Solutions/Email Service Provider: Bluehornet, ExactTarget, SilverPop, Strongmail, Emaillabs, IContact, Bronto, Remarkety YesMail, MailChimp.
• Social Media Marketing: Hootsuite, Twitter, Facebook, Pinterest, Online Community Outreach, Blogs, Online Influencers/Advocates, Word of Mouth Strategies, Social Couponing, Crowd Funding & Sourcing, Yotpo
• Email Rules & Regulations: CAN-SPAM (Controlling the Assault of Non-Solicited Pornography And Marketing Act) and other related regulations.
EDUCATION
MBA, University of Maryland, December 2007
Majors: Marketing/ E-commerce
B.S., University of Wisconsin, Madison, Wisconsin, May 1999
Majors: International Business/ Marketing
PROFESSIONAL AFFILIATION
Alpha Kappa Psi (Professional Business Fraternity) - Member
American Marketing Association – Member
Project Management Institute – Member
Influencer Marketing Association - Member
PROFESSIONAL CERTIFICATION
Certifications Completed:
Google AdWords Certified Professional (Adwords Fundamentals, Display Advertising, Search Advertising, Shopping Advertising, Video Advertising, & Google Analytics)
Bing Ads – Accredited Professional
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