Social Media Digital Marketing

Irene (Gaohong) Liu

312-***-**** **************@*****.***

https://www.linkedin.com/in/irenegliu/

WORK EXPERIENCE

JH Food Part-time Remote

Branding Consultant Mar 2020 – Now

Successfully directed two Fast-Moving Consumer Goods (FMCG) product launch in July through a data driven customer-centric approach, received “Creative Packaging Design” and “Satisfying Customer Experience” category reward on PDD – a top Chinese online e-commerce platform, which reached a roughly 95% of customer engagement rate and tripled the B2B sales volume

• Led the branding redesign, disrupted the product category and increased market share by offering packaging innovation proposals, and resulted in scaling the return on investment (ROI) by 11%

• Devised new e-commerce marketing strategy, achieved 15X customer growth total across several different e-commerce channels

• Redesigned the website landing page and online trade show contents by syndicating visualizations tools like Canva, Photoshop, and Illustrator, which increased online traffic and impression rate by 30%, and a 20% more on repeat purchase

• Reduced work time from 10 days to 5 days by supervising marketing agency on go-to-market material and pricing strategy, and advising on search engine optimization (SEO) tactics Culture Exchange Academy Wheeling, IL

Marketing Strategic Planner Jan 2017 – Aug 2018

• Created different scenarios through data iteration to understand consumers, developed digital marketing campaigns, and acquired 25% more clients seeking support in advanced professional education consulting

• Saved about 10% of paid media budget by promoting the company through the word of mouth and top-of-mind strategies that includes ensure relevant messaging and personalized support across all touchpoints

• Optimized user experience (UX) and differentiated the company by adding more personality and relatable contents which increased customer retention rate by 20%

• Generated a 15% increase in site traffic by managing the company’s website using a based content management system HTML EDUCATION

Northwestern University, Medill School of Journalism, Media, Integrated Marketing Communications Evanston, IL M.S. in Integrated Marketing Communications Sep 2018 – Mar 2020

• Handled different global projects, delivering value by creating innovative marketing communications strategies, and building strong brands to engage, effective communicate with all stakeholders in the digital age

• Focused on data-proven storytelling, proficiency in combining a qualitative understanding of consumers with large-scale data analytics to develop seamless communications and content that build and maintain a robust brand

• Work Portfolio: ConAgra’s Brand (Public Relations – Snack Pack), MillerCoors (Shopper Marketing – Henry’s Sparking Water), CIBC Bank (Creative Marketing Brief), Project C.U.R.E. (Medical Supply – Go Digital), IndyStar (Strategic E-commerce Plan - Subscription), Agrosuper S.A. (Brand Innovation – Leading Chilean Protein Provider), Concha y Toro (Global Marketing – Prime Chilean Winery), and a local restaurant (Strategic Storytelling - Content) Purdue University, College of Agriculture West Lafayette, IN B.S. in Agribusiness, Concentration in Finance - Honors Aug 2013 – Dec 2016

• President of the Asian Golf Club – active event organizer and team player PROFESSIONAL SKILLS

Language: Fluent Mandarin and English, Intermediate Spanish Tech: Adobe Photoshop/iDesign/illustrator, Microsoft Excel/PowerPoint/Word, Google Analytic, SPSS, SQL, Salesforce, Tableau Social Media: Facebook, LinkedIn, Twitter, Instagram, Pinterest, YouTube, TikTok, WeChat, Shopify

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