Yi-Hung Liao
Around 10 years experience in digital marketing field. I've worked on Magictex (New Brand Team) for 1.5 years. (since Jun 2019). I was responsible to lead 4ppl team for all marketing plan, digital media planning, buying, CRM marketing, KOL, Crownfunding campaign and roll out own channel marketing tools & third party solution to local and global. Nice to meet you here!
New Taipei City, Taiwan
技能
Marketing Strategy、Digital Marketing、Digital Campaign、Leading Change、Media Strategy、Advertisement、Optimization、Google Analytics、Google AdWords、Facebook Advertising、Google Tag Manager、SEO、SEM、CRM、EDM
工作經歷
Marketing Director
Magictex apparel corporation • 六月 2019 - Present
Worked at Magictex Fashion Co., Ltd., and was mainly responsible for the marketing director of the new brand "Tranzend".
I was responsible for overall marketing planning, questionnaire design & analysis, member CRM activity planning and EDM , media planning, KOL cooperation, conversion analysis, communication/bargaining with various partners, and cross-departmental. The campaign successfully achieved a KPI of more than 4 million fundraising with an advertising budget of about 500,000. The ROAS was 8. The CPL of the initial preheated advertising was below $15, and the CPA of the campaign execution was about 1,000 ( The unit price per customer is about 6~7 thousand). The official website Shopify is officially launched (it has been connected to Taiwan Golden Logistics and all kinds of Digiatal marketing required content: GTM, GA, GSC, FB pixel, Mailchamp, customer service robot settings and robot push). The project currently in execution is for new products Fundraising has now reached nearly 5 million.
Within one year of employment, the new brand will be established from scratch, with a turnover of about 10 million in a year, and gradually successfully establish brand awareness and brand image.
Digital Manager
MinMax Digital Consulting • 八月 2018 - 六月 2019
Working in MMDC, as Digital Manager, managing a PM team of about 6 people.
The main customers are mostly e-commerce, apparel, beauty, 3C products and other brand customers. They are responsible for digital network planning, media placement, conversion analysis and optimization suggestions, and successfully assisted customers to gradually increase the ROAS and ROI of e-commerce, and gain customer recognition. At the same time, it also achieved advertising media placement on the client's brand side
In addition, he participated in the drafting of non-e-commerce customers, and obtained non-media content marketing plans for well-known domestic telecommunications customers; and media/social marketing plans for well-known Japanese cosmeceutical customers.
●Client 's ROI increase about 10%~20%
●ad budget increase 35% since i join the company
●MMdc's revenue increase 20%+ compared with the same period last year
Digital Manager
WaveMaker (Maxus & MEC) • 九月 2014 - 六月 2018
2014-2018 was worked in GroupM (with MEC & Maxus)
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WaveMaker(Maxus) - Global Media Agency, Taipei city, Aug 2016 - Jun 2018
Digital Manager (Digital media planning & buying)
●Jetstar, Brita,NIVEA,SUBARU,Sheraton and Black Rock
●Annual plan strategy
●Lead team to achieve specific campaign objective and media goals (KPI and Cost-Efficiency driven)
●Digital media of planning, buying and analyzing. (Pre-buy forecast and Post-buy evaluation which including digital media strategy, resource allocation field.)
●Monitor all of media performance on CPM, CPC, CPA and CPV…etc. while campaigns on air then find the insights to analyze and optimize not only during campaign period, but also in the coming campaign.
●Conversion analyst
●Media partner management
●Digital trend analyst
●Digital training for client
There are a few interesting things which is what I did in Maxus & WaveMaker
Jetstar: We review the pass data before 2016, and re-setup the media strategy and structure of annual plan. we convince client of a new technology of 3rd party tracking on focusing digital advertisement optimization in order to get a better media result. In 2016~2018, our team decrease almost 20% CPA in each year, and earn the best review in all APAC team.
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WaveMaker(MEC) - Global Media Agency, Taipei city, Sep 2014 - Aug 2016
Digital Associate Manager (Digital media planning & buying)
●KFC, Yahoo EC, OSIM, Black Rock, ASO, Audrey, Brita, Spring Thunder, VEDAN are the main clients
●Lead team to achieve specific campaign objective and media goals (KPI and Cost-Efficiency driven)
●Digital media of planning, buying and analyzing. (Pre-buy forecast and Post-buy evaluation which including digital media strategy, resource allocation field)
●Monitor all of media performance on CPM, CPC, and CPV…etc.while campaigns on air then find the insights to analyze and optimize not only during campaign period, but also in the coming campaign
●Cooperate with media of magazine to come out advertorial
●Media partner management
●Digital trend analyst
There are a few interesting campaigns which is what I did in MEC
1.Spring Thunder(我的少女時代): We use theme song to bring SOV before the movie, and use KOL and content farm to create several content (e.g. old pass thing or memory)
2.VEDAN: We film an online video with 叫賣哥, and this video create an immense response on social network
Marketing Supervisor
OpenTide (Samsung group) • 三月 2012 - 五月 2013
●Samsung and Hyundai are the main clients
●Lead 5 specialists team
●Paid Media & WOM campaigns
●Monitoring and optimizing daily/monthly spending, bidding, and Impressions, Clicks, CTR, CPC, CPA of metrics
●Generate weekly, monthly report to the clients which including major metrics, tracking purpose and others metrics of goals
Digital Buyer
Carat Media Agency • 一月 2011 - 三月 2012
●Loreal is the main clients.(Lancome, Biotherm, SHU, Vichy, LRP)
●Media analyst
●Annual review analyst
●Competitor analyst
●Digital campaign executing and reporting
BUZZ Specialist
異言堂 - Digital Buzz company • 一月 2008 - 十二月 2010
●Plan WOM campaign
●To know and analytic about the behavior in forum of PTT and mobile01
●Executive and post-buy
學歷
Fu Jen Catholic University
Business Administration • 2010 - 2013
Bachelor’s Degree - Business Administration
Soochow University
Business Administration • 2003 - 2006
Undergraduate
