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
6. Social media works
   1. THE Student WeChat
   2. THE Student Weibo

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. 

WeChat ID: TimesHE_Student

As a platform connecting global prospective international students, I took an initiative to build a THE Student WeChat to attract Chinese students. 

Since mid 2021, 378 articles were created and posted, based on THE's rankings & student articles. While THE's student articles were written in English from a western point of view, I did extra research and localisation & translation works to build Chinese articles. 

An original Chinese-language guide covering 4 major overseas study countries were created to attract Chinese students, and were used for a benefit of following THE Student's WeChat Account.

With purely organic content marketing throughout the past 4 years, over 4.5k followers were generated. 

Weibo Name: 泰晤士高等教育世界大学排名

While I worked at Times Higher Education, I have been co-managing THE's Weibo account with my colleagues in Singapore. 

In October 2021, THE were invited by Weibo's team to participate in Weibo's Overseas Study Season campaign. I launched a co-marketing campaign to promote THE Student's brand via both Weibo & WeChat. 

Given Weibo is a Twitter/X-like platform which does not support rich-text contents, the articles were converted to long images for Weibo platform - which also applies to Little RedNotes (小红书）.