Note: All examples are either published, or NOT currently in-use. No classified information is revealed on this page.

1. Marketing Automation Programs
   1. Student audience welcome program
   2. B2B email campaign program
   3. Subscription engagement program
2. Integrated Marketing Projects
   1. Social-Email Campaign for THE's Resource Centre
   2. Partnership campaign with UWS' consultancy report
   3. Partnership campaign for a Chinese educational association
3. Database Management & Marketing System Planning
   1. THE Student WeChat x website UMS integration MVP
   2. THE Lead Generation, Integration & Welcome Journey Map
   3. THE Events & B2B Lead Generation & Nurturing Program
4. Marketing campaign reporting - lead gen funnel
5. Product engagement map

A welcome email engagement program, targeting global prospect international students.

Split into 5 scenarios:

1. Current postgraduate students - focusing employability contents
2. Undergraduate students pursuing a career - focusing employability contents
3. Undergraduate students pursuing postgraduate degree - focusing 'how to apply' guides
4. High school students - focusing on course guides & application guides
5. 'null' profile students, i.e. missing study level data - general contents with encouragement of filling in their profile

A B2B email marketing program with multi-steps, targeting global HE professionals.

Split into 5 scenarios:

1. Initial engagement
2. Engagement to non-clickers & clicked but not convented audiences
3. Non-clickers of step 2
4. Final reminder to all non-clickers

An email marketing engagement program targeting website registrants.

Divided into 2 channels:

1. New registrants without active subscription - 1 welcome email, following with another engagement program
2. Registrants with active subscription - 5 engagement emails to showcase subscription details & contents

Initiated this resource centre, to showcase THE's ranking & consultancy report for B2B lead generation. 

Users visited the resource hub page would touch a registration wall, which leads to a follow-up email driving traffic to THE's news & solutions.

Collaborated with product & engineering team to build this hub.

Led marketing campaigns of this project, featured among UK higher education sector.

3 email marketing campaigns sent to THE's UK sustainable research academia & uni leaders for report launch & a masterclass. LinkedIn posts also published on THE page.

Follow-up email sent to all live audiences & THE's UK contacts to drive traffic to THE's sustainability solutions.

Generated 300+ report downloads, 250+ masterclass registrations & 130+ live audiences.

Led marketing campaigns of this project, featured among Asia & China higher education sector.

Monitored marketing activities in both China & global markets, created Chinese & English landing page, LinkedIn & WeChat posts, targeted email campaigns to Asian audiences. 

Since THE Student & WeChat subscription accounts both serve a content marketing model, the creation of a THE Student WeChat was initiated after I joined THE. 

The screenshots shows

1. An initiative MVP (minimum visible product) plan for the first 6 months of THE Student WeChat
2. Integration plan 1 & 2 between THE Student & WeChat platform, for driving Chinese audiences towards THE Student site & converting into a registration user:
   1. Mini-program approach, Chinese audiences engage a mini-site on WeChat, and transfer data to THE's UMS (AWS bucket);
   2. Webform approach, Chinese audiences engage a 3rd party form which talks to THE's UMS (AWS bucket).

A map of THE's lead/contact generation & 3rd platform integration map, including potential welcome journey to be created (number 1-6). 

1. Event engagement journeys - vary with each physical/online event (Built & running)
2. User registration & subscription journey (B2B path built & running)
3. Salesforce journey for sales engagement & development (outsourced to internal Sales Development Representative)
4. Student audience journey (Built & running)
5. Rankings data contacts journey (Not built)
6. Contact form completion journey (Built for resource centre)

A lead generation & nurturing program for THE B2B leads. 

Lead generated from email marketing campaigns, social media (organic & paid) campaigns, solution page forms, then pushed into a marketing orchestra platform (Acoustic), following with automated programs for lead nurturing.

This approach has been widely built and used for B2B solutions, event sponsorship, consultancy services & ranking growth. Internal stakeholders & marketers were trained with this approach, best practices & operational guides. 

A funnel-shaped reporting of a marketing campaign for a university growth campaign. 

Targeted audiences were splitted into 4 main groups, and sent different email engagement campaigns, following with a resent.

An engagement map of THE Student's contents & services, based on an international student experience journey.