• Acquired 6,000+ MQLs via 50+ digital marketing campaigns annually;
• Delivered 250+ email campaigns to 380k+ university leaders for 10+ university rankings;
• Achieved 25% growth annual growth on Impact Rankings;
• End-to-end management over 40+ online masterclasses annually;
• Created & managed databases covering 2M+ higher education, student, corporate & government contacts;
• Built & monitored 30+ UMS & 3rd party integrated webforms, grew web traffic by 25%, and lead generated by 130% annually;
• Launched THE Student's WeChat account, published 200+ original articles & generated 4,500+ followers in 3 years;
• Planned, promoted & monitored overseas marketing events for Chinese corporates & government bodies, incl. a debate show's UK qualifier stage & 800+ live audiences, generated 3M+ views on Weibo.

• Integrated marketing
• Digital marketing
• Lead generation
• Content marketing
• Cross-function teamwork, coaching, stakeholder management
• Database management
• Project managerment
• Marketing automation
• Social media marketing (FB/X/Ins/LinkedIn/WeChat/Weibo/RED)
• Event management
• SEO
• Paid ads campaign
• Communication & PR
• Brand marketing

• Chinese Mandarin (Native)
• English (Bilingual)

Digital Marketing Manager | Times Higher Education | Jan 2023 - Apr 2025

Integrated Product Marketing & Lead Generation
· Managed lead generation for Times Higher Education B2B Solutions, delivered 50+ global campaigns to 1+ million audiences via email marketing, organic social (LinkedIn, Facebook & Twitter), THE owned Events, paid social (LinkedIn ads) and lead acquisition platforms (ZoomInfo & InboxInsights), acquired 6000+ MQLs annually.

Ranking Communication & Growth
· Managed THE’s email communication & optimised internal procedure for 10+ university rankings, delivered 250+ emails campaigns to 380k+ audiences globally annually and achieved 25% annual growth on universities participating in THE’s flagship Impact Rankings. 

· Delivered excellent customer service and managed trouble-shooting activities on email deliverability and bot clicks issues with in-detailed data analysis for global universities.

Project Management & Event Marketing
· Managed THE’s masterclasses series end-to-end, generated 40k+ masterclass registrations with a 55% attendance rate in average on a yearly basis, enhanced THE rankings’ reputation and brand awareness, enriched THE B2B marketing database, and led to lead generation campaigns.

· Responsible for the launch and marketing & PR campaign of THE’s consultancy & regional ranking training projects with clients including United Nations, Angola Ministry of Education and leading UK universities.

Database Management & Marketing Automation
· Acted as a marketing platform champion, built integrated marketing systems including lead capture process, CRM sync, lead scoring model, and lead nurturing programs; provided training programs, coaching sessions, best practices, managing procedure and ad-hoc tech support to THE staff worldwide.

· Initiate the creation of 30+ UMS/3rd party hosted webforms by marketing database hosted webforms to improve data hygiene & integrity of B2B leads and the leads allocation efficiency. Increased ‘THE solution’ page web traffic by 25% annually and a 130% lead generated via webforms.

· Co-managed THE’s academic, ranking & student databases including 2 million contacts; created and monitored data queries, growth reports & source tracking for marketing campaigns, ranking communication, editorial newsletters and webinars, present regular report to THE senior management team.

Localised Marketing
· Dedicated to internal collaboration among UK, US and APAC team, strategised, delivered, and reported on local marketing campaigns; worked closely with APAC teams for re-designing and localising global campaigns for a range of Asian countries, especially China, South Korea and Japan.

· Actively supported APAC marketing campaigns, event marketing and PR communication operations using Chinese language skills and cultural & business knowledge. Contributed to Chinese press releases, WeChat content management, media relations, brand marketing and vendor management in the APAC region.

Team Management
· Recruited, trained, and supervised an early-career Digital Marketing Executive to build a comprehensive supporting squad for ranking communication works. Developed trusted connections between the team and key stakeholders, drafted and trained work manual for campaign planning, database management, marketing automation and internal liaison procedures.

Digital Marketing Coordinator | Times Higher Education - THE Student | Dec 2020 - Jan 2023

APAC Market Development
· Hired as a China marketing specialist, research and strategised integrated marketing plan to launch, develop, and promote THE Student content marketing and lead generation mechanism.

· Created THE Student WeChat account, edited and translated 200+ THE Student articles to create Chinese content series as a practical guide for prospective international students, generated 4.5k+ followers organically in 3 years. Set up lead generation mechanism to drive web traffic to THE Student sites to increase registrations and partner referrals.

Product Value Proposition Building
· Worked with a team of 6, co-managed and built THE Student value propositions, user profiling systems, web user journey, digital marketing channels and analytical suite, promoting THE Student to global audiences.

· Liaised, consulted and trained THE business units in building student product marketing plans targeting China and wider APAC regions. Managed localisation, lead generation and partnership marketing and the delivery of 3 online recruitment events each year in 2021 & 2022.

Digital Marketing & Reporting
· Collected and analysed THE Student web traffic and lead generation, created presentation slides & insights, and circulated to internal stakeholders, including the C-level management team.

· Supported THE’s SEM projects, including regular web data analysis, keyword research, digital customer journey and funnel plan and provided insights to both product and editorial teams

Brand Marketing
· Worked with THE business units, established THE Student China brand marketing strategies, and continuously implemented the strategy into brand development projects via organic & paid social media branding, institution trips; Explored and formed partnerships with global businesses, especially with China-based organisations including Xinhua news, the DIT China team and leading student agencies.

Marketing & Event Executive | Nouvelles d’Europe UK Edition | Oct 2020 - June 2020

Event Planning & Execution
· Delivered premium end-to-end event management, public relations and international marketing services for clients in both public and private sectors from China and the UK; clients include Chinese Embassy in the UK, regional travel authorities, Canton Fair, leading Chinese television networks.

· Created and managed a 7-day incentive travel & training programme for 13 mid and high-level managers from a high- profile Chinese spirit producer. Liaised with external team to facilitate executive meetings with Lord John Hutton & the Wine and Spirit Trade Association in London, and a 2-day training programme in the University of Cambridge.

· Led an intern team of 4, managed and promoted a Chinese debating show's UK qualifier stages, incl. 2 events and a fans event for a famous Chinese TV show in London. Attracted over 800 live audiences. Gained over 3 million event-related post views on Weibo.

Cross-border Marketing & PR
· As the executive media partner, co-managed media registration, reception, interview schedule and post-event report for 40+ journalist and reporters for the 15th World Chinese Enterprise Convention (WCEC) and 2019 World Tourism Market (WTM) at ExCel, London.

Event Risk Management
· Composed and pitched the health and safety management plan, operation guidance and contingency procedure for an outdoor destination marketing event involving 150 models, dancers and volunteers at Tower Bridge. Responsible for onsite logistics, operation and crowd management with 3 external teams.

Team Management
· Co-managed the department, including project planning, contract negotiation, human resource management, financial management, training, group marketing and office management.