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Google Ads 影音廣告認證

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Google Ads 搜尋廣告認證

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Google Ads 多媒體廣告認證

Google Analytics (分析) 個人認證

＊5+ years of experience in Marketing Strategy, worked for Nissan, Starbucks.
＊Lead Digital Transform Program for Nissan dealer, use Martech, Chatbot, SNS model, WOM, CDP, E-Commerce ...etc.

＊擁有五年以上行銷企劃經驗，曾在Nissan及星巴克服務。
＊曾主持公司數位轉型專案，跨部門協作並導入Martech技術, 聊天機器人, 數位社群服務, 口碑行銷, 顧客資料平台整合，電子商務等...。

National Taiwan Normal University

行銷企劃課長 Marketing Director

張雲翔

Nissan 裕新汽車

一、通路行銷（專長：資料分析、客戶開發、通路廣告＆活動規劃及執行、行銷漏斗）
亮點1：客戶開發：開發比去年同期成長120%機會客戶名單。
1、依照最新分析並規劃優先順序執行6項廣告活動項目。
2、規劃並執行促銷議題、展間活動等。
3、規劃並執行向上銷售之業務活動，開發舊有客戶。
4、規劃並執行售後車主活動，維持客戶關係。
亮點2：提升成交率：透過業務管理及促銷設計提升成交率。
1、	設計產品套件包裝，提升邊貢獲利及價格競爭優勢。
2、	規劃並執行管控目標活動，提早完成30%當月銷售目標。

二、數位行銷（專長：社群媒體經營、數位廣告規劃及投放、口碑行銷、Martech）
亮點1：導入3個數位社群平台，並招攬80,000自媒體會員。
1、規劃並執行會員招募活動(MGM)，提升70%之售後客戶加入自媒體(FB/IG/LINE)。

亮點2：數位媒體模型：透過自有、付費、分享媒體提升200%曝光，並透過O2O活動提升15%業績轉換。
1、規劃並執行數位廣告，並透過成效分析工具每週優化及投放受眾及社群內容。
2、導入口碑行銷，並結合指定業務之功能，最佳提升10%業務機會客戶名單。
3、導入	Chatbot、AR等，並結合實體店鋪活動，每月引導5%機會客戶來店。

專案管理（專長：數位轉型、跨各部門溝通）
亮點：數位轉型：負責業務部導入3項數位化項目，並導入CDP測試模型，持續進行數位優化。

1、透過數位標籤技術簡化工作流程，提升60%之業務工作效率。
2、透過整合LINE OA、CRM、DMP對進行客戶60多項的客戶輪廓、售前行為、轉換績效標籤。
3、率先測試透過大數據分析行為，結合行銷漏斗活動，並持續應用在汽車銷售。

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Trade Marketing（Data Analytics、Develop Customers、Ads Plan & Implement、Activities Plan & Implement、Marketing Funnel）

>>Hit 120% YoY opportunity increase.
1、Prioritized & implemented Ads by 6 channels by analyzing marketing share & CRM.
2、Approached customers by designing and implementing sales promotions and store activities.
3、Dig out existing customers by planning and executing remarketing activities. 
4、Maintained customer relationships by planning and executing after-sales activities.
>>Increased transaction rate by 30%.
1、Increased side profit and price advantage by designing product packages. 
2、Hit the monthly target a week before through executing sales training & activities.  

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Digital Marketing(Social Media、Digital Media Model、 Digital Ads、WOMM、Martech)

>>Established social media on 3 platforms and increased our own media’s followers by 0 - 80,000 people.
1、Turned 70% of existing clients into our own media followers 
>>Increased impressions and reach by 200%, also raised the order conversions by 15%.
1、Implemented and optimized digital ads and social content by audience targets and soft content by analyzing the audience’s labels.
2、Increased opportunities by 10% through initiating WOMM and combing affiliate tech.
*Affiliate tech: Use a link that can designate an exclusive salesperson to service. 
3、Increased opportunities by 5% through launching Chabot and O2O activities.

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Project Management(Digital transformation、Cross-units coordination)
>>Launched CDP model and digitized by 3 items by developing new platforms or third companies.
1、Simplified the working process for customer surveys by 60% by Tag and Pre-answer tech. 
2、Tagged customer’s profile, conversion achieve, One-ID by labels by offline connecting LINE OA, CRM, DMP.
3、Pioneered the project of user behavior making into the digital funnel through the data input from CRM.


1、咖啡豆項目業績管理，使用SWOT 及 OKR方法，規劃改善業績方案，並達成140%~160%績效。
2、時段責任管理，安排夥伴工作崗位、任務、處理客訴等。


1、Manage Coffee beans items, from order to sales, familiar with store marketing, and use SWOT and OKR to improve retail performance.
*Achieved 140%~160% sale’s goal. 

2、Duty Manager: Good experience as a team leader and communication, led a positive and enthusiastic working environment, can deal with customer complaints. 
*Got best service award several times, keep excellent customer relationship.
*The customer's voice got excellent performance.

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