Amazon Web Services (AWS) , Digital Marketing Manager, Mar 2021 ~ Present

Since I joined AWS, I have always succeeded in improving performance through innovation and data analysis. In past years, I redefined the Lifecycle nurturing campaign, Finally I contributed to over 40% of the total Taiwan marketing pipeline.

【 Event - Go To Market Strategy 】

- Events Owner : Online Events, Global Campaigns and Quick Started Series for lead generation. 

- Events Promotion : Field events promotion plan, Virtual events promotion plan, New products launching promotion and also Global campaign promotion plan, we will include different channels for promotion, including 3rd party media, paid media, Organic social, Content marketing, Community, EDM, Newsletter, KOL...etc. 

【 Lifecycle & Customer Journey - Demand Generation 】

- Email Nurturing & Lifecycle Customer Relationship Management : Focus on the customer journey, optimize the flow and user experience. I re-designed the lifecycle customer journey coverage into almost 100%. We use different messages / campaigns / digital programs to communicate with each level of customers which YTD got 183% att% for FY goal and also got positive growth on CVR%. 

 - Digital Programs : According to the Lifecycle journey has included whole database customers, I categorize them by journey stages and determine the definition of each stage also the next actions required. Therefore, I will find out what the action items of each stage should achieve, and set different digital programs accordingly. ex. POC Program ( Activation and New Billing ), Uplift Program ( cross-sell and upsell ) , Sign up Program, Nurturing Program, SEO program. 

- Bar Raiser : Passed the Marketo exam and got the Email Bar raiser ( Email Approver ) in AWS, I have to review all of Emails content before the message be published. 

- Marketo and Salesforce Skill : Since Lifecycle requires very detailed automation system settings, I passed Marketo's Expert exam and obtained a certificate, which allowed me to implement all my and whole Marketing team's ideas and plans in Marketo and Salesforce systems. My ideal working environment is to make use of my advantages to create future trends and plans and then build a cheerful while effective teamwork space at the same time!

KLOOK, MKT Senior Associate Content SEO & Campaign & CRM, Apr 2018 ~ Jan 2021

【 Content Marketing Strategist & SEO 】

- Content Marketing Strategy & SEO : Design the content structure according to the brand's needs, and conduct SEO for each article after writers submit manuscripts, so as to improve the ranking and traffic performance of articles. Apply new content strategies, enhance SEO, and manage about 2,000 articles. After onboarding, the first page of articles earned more than 500 keywords. The overall keyword rankings were around 20th, which led to the increase of natural income by more than 150% in half a year. 

 - Writers and Budget Management : Formulate an efficient framework to manage inhouse and external writers, create a new SOP, rules and workflow for all writers to cooperate, define editorial guidelines to maintain consistency in tones and styles. Generate a KPI tracking form, ensuring that blog’s revenue, article ranking and content quality grow in an efficient way. The budget for writers was reduced 10% accordingly, and the number of writers reached 8 ppl.

【 Campaign Associate 】

- Campaign Planning and Analysis : Adjust the formats of previous campaigns, add more creative and interactive elements in the display of campaigns and generate higher revenue. The revenue nearly tripled after I took over the campaign role from 2018/09 (Q4). 

 - Campaign Management : Organize all KLOOK’s online campaigns, develop discount codes giveaway, calculate costs and budgets, deliver campaigns, review and optimize campaigns by performance. Perform campaign planning, channel manpower distribution, integration, and responsibility for the entire campaign workflow. 2019/11 ITF travel fair event leader (Online & Offline), overall revenue increased 73% , and also 7.3% in daily revenue. In addition to leading a single-day revenue peak on double 11 (shown on the same time with ITF), daily peak 27.4% increased over 2019/5 TTE campaign, and also marked as the highest single-day revenue record of all platforms. 

 - KOL Project : 2019 / 8-2019 / 10 Takes over the Youtuber cooperation plan, assisting the shooting and project progress monitor, creating more than 2.7 million views in 1 month, and successfully increasing brand volume. 

 - Customer Relationship Management : Adjust the EDM & App push format and cooperate with the global CRM team to implement the retargeting trigger project, EDM Open%+5.38% Clicks%+0.9% , App push Open%+0.7%。

FreshO2, Marketing Specialist, Dec 2016 ~ Feb 2018

- Product management : from the OEM testing and optimization to launched promotion, including the Model Filming, Product Design, Product Price Costing and Campaign Promotion Planning. Therefore, Product The two main products I owned, have become the hottest products of this brand, and the order volume had over 50%+ shares of the entire site at that period. 

 - Partnership : Successfully finished the signed up contract process with 6 brands including HRC, True Yoga...etc. In order to increase brand awareness, I also negotiated cooperation and listing operations with Shopee, all Young, FashionGuide, Pchome..., In the end, I successfully cooperated and promoted with 6 platforms. 

 - Campaign Planning : Branding Campaign Planning, Promotion channel strategy arrangement, from designing requests, goals setting, event planning to launching whole campaigns. Successfully increased orders to more than 100+ for an average month within one year of the brand online. 

 - KOL : Finding bloggers to promote products, help to negotiate and sign contracts for them, and track the promoting results. Ultimately, I managed to work with more than 200+ KOL and KOC. - Social Media and Paid Media : Accurately put and operate so that the number of fan clubs rose to 14,000 in eight months. Also optimize the paid media with agency to increase the order, compared from the beginning, avg performance growth 80%+. 

 - Content Marketing : Create articles aligned with market trends, regularly optimize the articles according to the traffic, successfully rank 4 articles on the first page of the specified keywords within 3 months, and 2 of them are on the 1st rank, which increases the traffic over 20%+.

Microsoft, Editor & Editor-in-deputy, Jul 2015 ~ Dec 2016

- Assist in website optimization and revision, simultaneously monitor website traffic and optimize content and layout, Average website CTR increase of 0.8% - 1%.

- Distribution and management editor's work content. 

- Training and assistance with new editors. 

- Thinking of current events or news topics and create topics. 

- For daily traffic review and making report to propose editing optimization program. 

- Making weekly traffic reports and suggest next week's optimization.

Yahoo!, Intern & Video Editor, Mar 2014 ~ Jun 2015

- Text, photo replacement, assist in editing news content and writing.

- Produce news collages and find topics .

- Think about hot topics every single day and making special topic project for yahoo news app. 

- Provide some one package topic (for lazy person) and build content for this.

- Website traffic record and integration.

- Pick daily hot topics to rebrand and optimize content.

- Edit video title to boost traffic.

- Select for traffic data analysis and optimize materials at any time.

- Promoted from intern to part-time video editing due to excellent performance.