MENGJIE (Michelle) XU

adzg53@r.postjobfree.com 425-***-**** linkedin.com/in/mengjie-xu-370904176

EDUCATION BACKGROUND

University of Washington Seattle, WA

Master of Communication in Digital Media Sep 2022 - Dec 2023 Northwestern UniversityKellogg School of Management Remote Professional Certificate in Digital Marketing Dec 2020 - June 2021 Michigan State University East Lansing, MI

Bachelor of Arts, Economics Aug 2011 - May2015

PROFESSIONAL SKILLS

• Certificate of Essential Interpersonal Dynamics Program by Stanford Center at Peking University

• SQL / Tableau / Advanced MS / Semrush SEO Toolkit Certification / Google Ads search Certification / Google Analytic certification / HubSpot Academy Content Marketing Certification / HubSpot Social Media Certification PROFESSIONAL EXPERIENCE

Senior MarketingManager Shanghai Qvzhi Network Tech Co., Ltd, Shanghai, China June 2021 - July 2022

• App Marketing Offline Campaign: Planned and executed the Annual Offline Experiential Exhibition with App's 50+ cooperative brands and reached 110 million traffic exposure through social media and influencer marketing.

• App Celebrity Endorsement Campaign:

• Negotiated the cooperation with celebrity agency with all the contracts’ details.

• Created and completed the commercial videos shooting with celebrity agency and advertising agency.

• Planned and executed the content delivery strategies for all social platforms especially Ads purchase strategy.

• Maximized online exposures which gained 23+ million exposures and 25,000+ downloads in one week.

• Data Analysis: Analysis of Marketing measures and app usage to improve performance and increase app retention by developing SEO and ASO strategic plans. Defined and monitored of relevant campaign metrics and the overall App figure.

• Team Management: lead team of over 20 people from cross-over departments and three external partner agencies, Arranged each cases timelines and assigned work tasks of each team members. MarketingManager Shanghai Justice Marketing Consulting Co., Ltd, Shanghai, China Sep 2018 - June 2021

• Business Development: Created, planned, and delivered presentations on Company’s products and services by Participating in many Marketing Industry Forums on behalf of the company as a public Guest Speaker.

• Consulting Service: Scheduled meetings, presentations, and own briefing process with potential clients by setting timelines and deadlines, defining processes and frameworks to balance execution speed and setting clear expectations with all parties on feedback process until client approval.

• Market Research and planning: Provided end to end Market development process including customized Focus group process, Qualitative and Quantitative Market Research, Big Data Research, Product Testing Research, Integrated Marketing Plans and E-commerce Campaign Strategies.

• Performance: Provided marketing consulting services for 80+ enterprises, especially the overseas brands to entry China Market, and tracked all marketing activities and updated monthly report to show clients live execution. PROJECT EXPERIENCE

Anothon BergChocolate of Tom’s group Denmark, China Market Entry Project PM - China Market specialist

• Responsible for all China business development of Anthon Berg liquor filled chocolate.

• Wrote and reported the Qualitative and Quantitative Analysis Report, Consumer Insight Report, Big Data Report, New Product Packaging and Taste Test report.

• Built creative Co-Branding project with a Chinese Baijiu brand filled into Anthon Berg chocolate.

• Made commercial video for Mid-Autumn Festival campaign in China, and launched at all social media platforms, and Cooperated with five Celebrities to carry out TikTok live streaming, the sales target was exceeded.

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