Taipei City, Taiwan
一月 2021 - 四月 2021
• Co-supervised 4 product marketing teams totaling 12 members, delivered direct-to-consumer product portfolio strategy to boost customer LTV, increased 10~15% in transactions and conversions amid tightening of budget.
• Maintained output efficiency through deployment of automated processes and employee training amid 50% reduction in manpower across all marketing teams.
二月 2019 - 十二月 2020
• Executed customer engagement strategies through cross-functional projects with multiple stakeholders, results include:
(1) Streamlined processes from initial online application to card issuance to payment apps linkage within 6 minutes for qualified customers.
(2) Improved UX of digital services through rollout and updates of mobile webpages, app functions, and automated guidance mechanisms, reduced inbound service call volume and increased online traffic by 30-40%.
(3) Strengthened brand awareness with Go Green campaign, drove adoption of e-statements and digital bill payments through process modification, fee rebates and integrated service solutions, contributed to annual cost savings of over USD$500,000.
• Led card marketing team of 4 to optimize USD$250,000+ advertising budget through collaborations with Google and DentsuMB in adopting innovative and best practices.
(1) Delivered digital go-to-market strategies for key product launches of U-Bear, Hanshin Arena and Only card, over 800,000 new card applications within 6 months of launch(2019 Q3-Q4), E.SUN ranked No.1 card issuer for 4 consecutive months.
(2) Effectively grew Pi card SOV and market share in 2019-2020 to over 1M issuance volume, Top 3 among E.SUN's 50+ card product portfolio.
七月 2016 - 一月 2019
• Worked with Card & Payments Division to define customer journey for 5 card products, drove engagement and retention through card bundling strategy and utilizing multiple digital channels including social media, paid search, email, display network, SEO, resulted in a 200% YoY increase in online card application for 2 consecutive years and 20-30% growth in card spending in partnership channels for major events.
• Partnered with data analytics team to deploy ad spend and sales performance reporting dashboards through Data Studio and Tableau, reduced cross-department data sharing timeframe from weekly to daily basis, expediting response time.