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Ellen Cheng

Ellen is a professional marketer with 7 years of integrated marketing experience in the automotive industry (luxury cars, passenger cars, and commercial vehicles), has work experience at an advertising agency and an automotive brand company.

Expertise in developing integrated marketing communication, retail marketing, strategic event plan and execution, public relations, social media, and digital marketing.

【Selected Achievement】
➢ Through Digital Marketing and cross-industry cooperative marketing, within two months, increased online Brand Mentions by 80%, store visitor traffic by 70%, and increased the number of Facebook community members from 0 to 1,000.

➢Worked on the advertising tracking code buried in the website. Observed the behavior (stay time/bounce rate) of consumers entering the product introduction web page. Analysed the customers coming from the advertisement page. Working on improvement, efficiencies, the monthly conversion rate are my strengths.
-Increased the monthly booking conversion rate by 20%
-Increased the monthly product sales by 10%.

➢ Discovered emerging customer groups and their products. Finding the customer group information that can be read by the first-line business. Conduct telephone interviews and working on business development.
-Increased the monthly new customers developed by 20%.
-Increased the monthly product trial rate by 10%.

➢Generated $100,000-150,000 USD utilizing media free exposure value for the brand every month through planned e-newsletters.

Skills:
- Brand Management/Product Management/Product Marketing
- Project Management
- Integrated Marketing
- Digital Marketing and Social Media Marketing
- Public Relations Management

Ellen can be reached at [email protected]

MARKETING MANAGER
城市,TW
[email protected]

工作經歷

Global Motors Corp. The Chief Distributor in Taiwan of KIA Commercial Vehicles & SsangYong Motors, Marketing Manager-KIA Commercial Vehicles, Apr 2017 ~ 現在

Lead the Taiwan Marketing & PR team, manage 2 Automotive Brands (KIA Commercial Vehicles and SsangYong Motors) and annual marketing budget of USD 1-3M. Report directly to the CEO.

Lead 4 marketing specialists and 10+ agencies. Plan and execute Media Buy, Media Management, ATL, BTL, and TTL Marketing, including print, OOH, digital marketing, social media, content marketing, influencer marketing, public relations, test drive events, product launch events, auto show events, demand-gen campaigns, lead generation, and integrated retail marketing retail events. Managed relationships with integrated marketing communication agencies, corporate partners, and vendors. Develop strategies and manage budgets of product promotion and communication to achieve business goals.

- Digital Marketing / Social Media/ Content Marketing
• Supervise and ensure ROIs and deadlines according to activity plans (digital ads like Google Ads, Google Display Network Ads, and Facebook Ads).
• Build, Plan, write the whole new web pages content for two brands.
• Build and run the official brand's owner Facebook club, plan online events, and generated members from 0 to 4600 in 1 year without paid ads promotion.
• Manage and run 2 brands' Facebook official fan pages, plan & write content using the weekly activity calendar.

- Marketing Activity Plan:
• Developed the annual product plan of Commercial Vehicles, pickup, and SUVs, inclusive of launch events, auto shows, customer events, co-op campaigns, product media briefing, point-of-sales materials, pricing analysis, test-drive planning, brand survey, etc.

- Media Plan / Media Management:
• Allocated media resources (TV, movie, digital, magazine, and out-of-home advertisement), decided communication materials and contents.
• Maintained a close relationship with Automotive, Fashion, Lifestyle key media to earn free exposure such as TV product placement, journal reports and test-drive video.

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Type A. Advertising Ltd. Co.-The Exclusive Advertising Agency in Taiwan of Lexus., Senior Account Executive-LEXUS, Nov 2016 ~ Mar 2017

Led two account executives and reported directly to the CEO.

Plan, coordinate, and execute the LEXUS’s ATL and BTL advertising campaign within the set budgets. Including the launch and re-launch of the product’s advertising projects, the marketing research, consumer in-depth interviews, press event, TVCF, print ads, OOH, customers activities, point of sales materials creating and etc.

• Brand, Project Management and Strategic Events: Managed and executed 13+ products making an annual plan and successfully planned 15+ events per year (e.g. media press events, auto shows and customer events) with an annual event budget of ~USD$2M and ensured the projects completed on time and within the set budget.

• Integrated Marketing and Communication: Ensuring complete 360° activation through various above the Line (TVC/OOH/Print/Radio) to enhance brand identity, brand Recall, and brand visibility. Planning and execution of advertising and promotional budgets under ATL & BTL marketing activities.

• Content Marketing and Technical Writing: Managed and planned 13+ product ATL and BTL marketing material content (e.g. TVCF, print ads, OOH, brochures, flyers and website product page introduction) per year.

 Meeting clients to discuss strategies and report on the progress
 Consulting clients about campaign requirements
 Research the client products, services, plans, competitors and target markets
 Brief agency colleagues and vendors, and work with them to plan and implement the best advertising solutions for the client
 Coordinating internally with colleagues, media planning agencies, and event agencies for the client’s marketing campaigns.
 Ensure that projects are completed on time and within budget
 Presenting campaign pitches and costs to clients

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Type A. Advertising Ltd. Co.-The Exclusive Advertising Agency in Taiwan of Lexus., Account Executive-LEXUS, Nov 2014 ~ Oct 2016

Led two account executives and reported directly to the CEO.

Plan, coordinate, and execute the LEXUS’s ATL and BTL advertising campaign within the set budgets. Including the launch and re-launch of the product’s advertising projects, the marketing research, consumer in-depth interviews, press event, TVCF, print ads, OOH, customers activities, point of sales materials creating and etc.

• Brand, Project Management and Strategic Events: Managed and executed 13+ products making an annual plan and successfully planned 15+ events per year (e.g. media press events, auto shows and customer events) with an annual event budget of ~USD$2M and ensured the projects completed on time and within the set budget.

• Integrated Marketing and Communication: Ensuring complete 360° activation through various above the Line (TVC/OOH/Print/Radio) to enhance brand identity, brand Recall, and brand visibility. Planning and execution of advertising and promotional budgets under ATL & BTL marketing activities.

• Content Marketing and Technical Writing: Managed and planned 13+ product ATL and BTL marketing material content (e.g. TVCF, print ads, OOH, brochures, flyers and website product page introduction) per year.

 Meeting clients to discuss strategies and report on the progress
 Consulting clients about campaign requirements
 Research the client products, services, plans, competitors and target markets
 Brief agency colleagues and vendors, and work with them to plan and implement the best advertising solutions for the client
 Coordinating internally with colleagues, media planning agencies, and event agencies for the client’s marketing campaigns.
 Ensure that projects are completed on time and within budget
 Presenting campaign pitches and costs to clients

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Drawing Idea Ltd.-Event Agency, Account Executive- DIAGEO (Johnnie Walker), Jul 2014 ~ Oct 2014

Plan, coordinate and execute DIAGEO’s BTL event campaign within set budgets and deadlines.

• Branding, Project Management and Strategic Events: Communicated with clients, external vendors and PR agencies, dealing with go to market planning. I have coordinated 3 brands (Johnnie Walker, Singleton, and MORTLACH) promotional event projects with 500-2000 attendees in 2 months.

 Meeting clients to discuss strategies and report on the progress
 Consulting clients about campaign requirements
 Research clients' products, services, plans, competitors, and target markets
 Brief agency colleagues and vendors, and work with them to plan and implement the best advertising solutions for the client
 Coordinating internally with colleagues, media planning agencies, and advertising agencies for the client’s marketing campaign.

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學歷

Tamkang University, 工商管理碩士(MBA), Master of Business Administration (MBA), 2012 ~ 2014

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Tamkang University, 工商管理學士(BBA), Bachelor of Business Administration (BBA), 2008 ~ 2012

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