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.