Global Marketing Manager  •  杭州嘉雲數據科技有限公司（Club Factory）

Jun. 2018 – Aug. 2020  Hangzhou, China

Club Factory 為中國跨境印度第一大電商，2019年8月份於購物類App全球下載量排名第二（超越Amazon)。該品牌主要瞄準18-35歲熱愛時尚與重視性價比的年輕族群，以其時尚獨特的服裝、飾品，超高性價比的鞋、包、3C、家居小物擄獲印度年輕人的心。搭配成功的線上線下品牌廣告推廣，2019年達成「每3個印度人就有1人聽過或買過Club Factory」，一舉成為印度訂製品市場的龍頭

• 負責核心市場用戶增長(User growth)工作

• 優化獲客成本(CPP)、提升轉化率(CVR)與留存率(Retention Rate)
• 印度市場新用戶獲取，達成3個月內安裝成本(CPI)下降50%，ROI環比增長超100%
• 中東市場6個月內訂單(Orders)增長207%，收入(GMV)增長176%

• 制定促銷活動（Promotion event)行銷策略

• 擬定效果廣告(Performance ads)投放框架，協同活動運營部門優化促銷利益點，提升促銷活動爆發力與轉化率
• 2019-2020年規劃10場線上促銷活動，A級大促平均達成DAU環比增長45%，轉化率(CVR)提升7%，安裝成本(CPI)下降30-50%的成績

• 負責品牌活動(Branding Campaign)規劃與執行

• 包含人群定向、創意內容策劃、傳播渠道制定等，並完成活動覆盤與方法論沈澱
• 外部品牌聲量（以Google Search Volume、Google Play Visit為主)YoY流量基數有明顯的增長，自然安裝數(Organic Install)環比去年同期增漲2倍

• 熟悉Google、Facebook、TikTok、Snapchat等大型廣告平台產品

• 具備千萬美金級廣告實操優化經驗
• 尤精通Google Ads系列產品，包含Search、Display、Shopping、App與YouTube平台廣告

• 善於數據分析以驅動業務優化

• 精熟使用Google Analytics、Adjust進行流量數據分析
• 透過GA數據剖析用戶轉化漏斗漏口，驅動產品團隊進行落地頁面載入速度優化、支付鏈路優化，大幅提升購買轉化率近30%

數位媒體行銷顧問  •  生洋網路股份有限公司

Jul. 2017 – Mar. 2018 Taipei, Taiwan

• 負責Yahoo關鍵字與Yahoo原生廣告規劃、數據分析與廣告優化，服務過產業橫跨食品、服飾、美妝保養、生技產業等大小電商，具備豐富的多領域廣告行銷操作經驗

• 擅長運用Google Analytics數據觀察網頁使用者行為，以協助前端廣告優化與網站頁面優化建議

• 建立與客戶良好的溝通默契，針對廣告媒體規劃、選品、市場趨勢等提供專業建議，訂定合理廣告KPI協助達成，曾為客戶達成ROAS 6.65的優異表現

• 連續6個月業績達成率超過100％，精准達成公司訂立目標


Global Marketing Manager - Club Factory Co., Ltd

Jun. 2018 – Aug. 2020  Hangzhou, China

Club Factory is China’s largest cross-border e-commerce company in India, and it ranked second in global downloads of shopping apps in August 2019; suppressing Amazon. Club Factory is well-known for selling trendy, unique apparel, accessories and shoes, especially winning the hearts of the younger generation. In 2019, with successful online and offline branding strategy, we achieved a milestone: that 1 out of 3 Indians have heard of, or have purchased in the Club Factory app. Club Factory has become the leader in the non-branded products market in India.    

• Operated User Growth in the main market

  • Optimized CPP(cost per purchase), increased conversion rate, and retention rate

  • In the India market: achieved a 50% reduction in installation cost(CPI) and over 100% increase in ROI within 3 months.

  • In the Middle-East market: achieved a 207% increase in orders and a 176% increase in GMV within 6 months.

• Created marketing strategy of Promotion Campaigns

  • Developed a framework of performance ads, coordinated with inter-department members, and improved the conversion rate of promotion events.

  • Planned over 10 online promotion campaigns from 2019 to 2020. Achieved a 45% increase in DAU, a 7% increase in conversion rate, and a 30%-50% reduction in installation cost.

• Held and executed Branding Campaigns

  • Chose target audiences, planned the creatives, and selected the social media platforms. 

  • Raised the volume of brand voice dramatically since 2019. Based on Google search volume and Google Play visit, YoY brand search volume increased 6x, organic installs increased 2x.

• Familiar with the main ad platforms: including Google, Facebook, TikTok and so on.

  • Possessed over 10 million USD in advertising optimization.

  • Especially proficient in Google Ads Platform: including Search, Display, Shopping, App, and YouTube advertising platform. 

• Efficient in Data Analyst and Troubleshooting

  • Proficient in using Google Analytic and Adjust for traffic analysis.

  • Analyzed the user conversion funnel through Google Analytics, drove the product manager team to optimize the loading speed of the landing page, and the payment process. Greatly increase the purchase conversion rate by nearly 30%.                      

Account Manager of Oath – SAYA Network Co., Ltd 

Jul. 2017 – Mar. 2018 Taipei, Taiwan

• Designed and implemented creative marketing strategy of multi-industry; including foodstuff, biomedical, fashion, skin-care, and so on; gaining marketing insight into those industries.

• Data analysis ability through Bing Ads, Yahoo Gemini, and Google Analytics.

• Established communication and collaboration skills through customers and colleagues.

• Fulfilled monthly assigned goals, achieving over a 100% rate for 6 months in a row.

Language

• English(Fluent)
• Chinese(Fluent)

Computer

• Word, Excel, PowerPoint
• Final Cut Pro, Photoshop