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Dynamic and versatile marketing professional with 10 years of experience, showcasing a proven track record in sectors including automotive and beyond. Renowned for expertise in both B2C and B2B marketing, with a comprehensive background in integrated marketing communications, digital marketing, public relations, retail marketing, and event planning. 

Exceptionally skilled at propelling brand growth and orchestrating effective product marketing strategies across diverse markets. Known for strategic planning prowess and seamless execution, this professional is well-equipped to apply extensive marketing acumen and leadership skills to drive success in a variety of industry landscapes.

【Selected Achievements】

➢ Digital Marketing Dynamo:
Orchestrated cross-industry cooperative marketing efforts, resulting in:
-80% increase in online brand mentions.
-70% surge in store visitor traffic.
-Establishment of a Facebook community with 1,000 members in two months.

➢ Exemplary Event Marketing:
Led high-impact international press conferences, securing 700+ media coverages and engaging 60,000+ event participants.

➢ CRM Excellence: 
Achieved a remarkable 10% membership growth within a year, managing 2700+ international business members.

➢ Analytics Proficiency:
Implemented advertising tracking codes, enhancing the monthly booking conversion rate by 20% and increasing monthly product sales by 10%.

➢Customer-Centric Innovation:
Discovered emerging customer groups, increasing monthly new customers developed by 20% and boosting the monthly product trial rate by 10%.

➢ Media Expertise:
Generated $100,000-150,000 USD in media-free exposure value monthly through meticulously planned e-newsletters.

【Skills】
-Versatile B2C/B2B Marketing
-Brand Management/Product Marketing
-Integrated Marketing
-Digital and Social Media Marketing
-Public Relations Management
-Project Management

Tamkang University

MIH Marketing Communications Manager | MIH EV | Automotive Industry | Brand Marketing | Integrated Marketing | Digital Marketing | Social Media Marketing | PR

Ellen Cheng

MIH Consortium

Marketing Communications Manager

As the Marketing Communications Manager at MIH, a Foxconn-initiated Open EV Alliance with 2700+ members worldwide, play a pivotal role in driving the company's marketing strategies and ensuring effective brand communication.

【Key Achievements & Responsibilities】

1. Go-to-Market Marketing:
-Develops and executes comprehensive go-to-market strategies, ensuring a seamless transition from product concept to market launch.

-Collaborative efforts with diverse teams guarantee that product messaging and positioning align with MIH's brand consistency and market share growth.

2. Product Planning:
-Leads market research initiatives to identify key trends and customer preferences, crucial for shaping MIH's product strategy.

3. CRM Marketing:
-Manages the CRM framework, executing targeted marketing campaigns based on precise customer segmentation and behavioral analytics.

-Achieved a remarkable 10% membership growth within a year, managing 2700+ international business members.

-Enhances customer engagement and retention, optimizing marketing investment returns.

4. Event Marketing:
-Leads high-impact international press conferences, securing 700+ media coverages and engaging 60,000+ event participants.

-Successfully plans and executes high-impact events like CES and Tokyo Motor Show.

-Meticulous attention to detail ensures each event effectively represents MIH's brand ethos.

5. Content and Community Engagement:
-Plans and executes MIH's monthly newsletters, managing social media platforms, and organizing webinars to increase community engagement.

6. Membership Growth and Revenue Diversification:
-Plays a key role in attracting over 2700 global automotive supply chain companies to join MIH.
-Implements strategies to diversify revenue streams.

This diverse role covers strategic marketing, product planning, CRM, event marketing, content creation, and community engagement, significantly boosting MIH's global EV market presence and growth.

Led the Taiwan Marketing & PR team, overseeing KIA Commercial Vehicles and SsangYong Motors, managing a USD 1-3 million annual budget, and reporting directly to the CEO.

【Key Achievements & Responsibilities】

1. Team Leadership:
-Led a team of 4 marketing specialists and collaborated with 10+ agencies.

-Planned and executed comprehensive marketing activities, including Media Management, ATL, BTL, and TTL Marketing for both brands.

-Managed relationships with integrated marketing communication agencies, corporate partners, and vendors.

-Developed strategies and managed budgets for product promotion and communication to achieve business goals.

2. Digital Marketing:
-Supervised digital advertising campaigns, ensuring optimal ROIs and deadlines.
Built, planned, and wrote web content for both brands.

-Established and managed a brand's owner Facebook club, growing membership from 0 to 4600 in a year without paid ads.

-Orchestrated cross-industry cooperative marketing efforts, resulting in:
--80% increase in online brand mentions.
--70% surge in store visitor traffic.
--Establishment of a Facebook community with 1,000 members in two months.
--Discovered emerging customer groups, increasing monthly new customers developed by 20% and boosting the monthly product trial rate by 10%.

3. Marketing Activity Planning:
-Developed the annual product plan for Commercial Vehicles, pickups, and SUVs, including launch events, auto shows, customer events, co-op campaigns, product media briefings, point-of-sale materials, pricing analysis, test-drive planning, and brand surveys.

4. Media Management :
-Allocated media resources across TV, movies, digital platforms, magazines, and out-of-home advertisements.

-Maintained close relationships with key media outlets, securing free exposure through TV product placements, journal reports, and test-drive videos.

-Generated $100,000-150,000 USD in media-free exposure value monthly through meticulously planned e-newsletters.

Global Motors Corp. The Chief Distributor in Taiwan of KIA Commercial Vehicles & SsangYong Motors

Marketing Manager-KIA Commercial Vehicles & SsangYong Motors

In the capacity of a strategic leader reporting directly to the CEO, responsible for directing a team of two account executives, overseeing the comprehensive planning, coordination, and execution of robust advertising campaigns for LEXUS. Encompassed both ATL and BTL activities, including the orchestration of product advertising projects, facilitation of marketing research, conduct of consumer in-depth interviews, coordination of press events, management of TVCF, print ads, OOH initiatives, customer activities, and the creation of point-of-sales materials.

【Key Achievements & Responsibilities】

1. Brand, Project Management, and Strategic Events:

-Developed and executed an annual plan for 13+ products, orchestrating 15+ events per year, including media press events, auto shows, and customer engagement initiatives.

-Managed an annual event budget of ~USD$2M, ensuring all projects were completed on time and within budget.

2. Integrated Marketing and Communication:

-Orchestrated 360° activation through ATL and BTL channels, elevating brand identity, recall, and visibility.

-Strategically planned and executed advertising and promotional budgets within the framework of ATL and BTL marketing activities.

3. Content Marketing and Technical Writing:

-Oversaw the management and planning of content for 13+ product ATL and BTL marketing materials annually.

4. Strategic Leadership and Client Management:

-Conducted client meetings, providing strategic insights and progress reports.

-Consulted with clients to understand campaign requirements, conducting comprehensive research on products, services, plans, competitors, and target markets.

-Effectively briefed agency colleagues and vendors, fostering collaboration for the implementation of optimal advertising solutions.

Increased brand visibility and built trust with clients. Demonstrated strategic leadership, client management skills, and internal coordination to execute BTL event campaigns successfully.

Type A. Advertising Ltd. Co.-The Exclusive Advertising Agency in Taiwan of Lexus.

Senior Account Executive-LEXUS

In a pivotal role contributing to DIAGEO's success, led the planning, coordination, and execution of BTL event campaigns within defined budgets and timelines.

【Key Achievements & Responsibilities】

1. Branding, Project Management, and Strategic Events:

-Spearheaded go-to-market planning in collaboration with clients, external vendors, and PR agencies.

-Achieved seamless execution of high-profile promotional event projects for three distinguished brands (Johnnie Walker, Singleton, and MORTLACH), successfully managing 500-2000 attendees within an accelerated two-month timeframe.

2. Strategic Leadership and Client Management:

-Conducted client meetings, providing strategic insights and progress reports.

-Consulted with clients to understand campaign requirements, conducting comprehensive research on products, services, plans, competitors, and target markets.

-Effectively briefed agency colleagues and vendors, fostering collaboration for the implementation of optimal advertising solutions.

3. Internal Coordination and Campaign Execution:

-Coordinated internally with colleagues, media planning agencies, and advertising agencies, ensuring seamless execution of client marketing campaigns.

Played a pivotal role in achieving DIAGEO's marketing objectives, showcasing strategic leadership, client management acumen, and effective internal coordination for the successful execution of BTL event campaigns.

Ellen Cheng’s posts