Jessica Jia

Results-driven marketing professional with extensive experience in orchestrating end-to-end product launches, from development to sales target achievement. Expert in developing integrated GTM strategies, multi-channel marketing campaigns, and data-driven brand building initiatives to drive significant market share and revenue growth 1- GTM Strategy Development：Developed comprehensive Go-To-Market strategies by translating product KSP and technical advantages into compelling customer-centric messaging, defining target audience, usage scenarios, and market entry plans. 2-Communication Strategy & Channel Planning：Orchestrated multi-channel communication strategies across social media, PR, KOLs, brand collaborations, and offline events to ensure consistent brand messaging and maximize market impact. 3-KPI Setting & Performance Tracking：Set and monitored KPIs for revenue, market share, and customer acquisition cost, utilizing performance data to make informed strategic adjustments and optimize campaign ROI. 4-Brand-Side Marketing Promotion：Enhanced brand credibility through coffee champion endorsements and strategic sponsorships, while implementing affiliate marketing programs to directly boost sales within vertical sectors. 5-Sales-Side Support：Supported key sales promotions by developing core marketing assets, including key visuals, slogans, and advertising creatives, and facilitated sales via KOL partnerships and offline coffee shop collaborations to improve conversion rate.

Project Background: Promoting Alibaba's European market e-commerce event: March Expo, focusing on small e-commerce entrepreneurs in the European market. Utilizing KOLs to initiate activities, inviting target audiences to search for cutting-edge innovative products throughout social media, and place orders on Alibaba's international platform. Platforms: TikTok & Instagram. Campaign time: March 2025 Campaign introduction: Launching social media challenges through viral videos by KOLs, to encourage fans and relevant audiences’ interactive participation by searching for innovative e-commerce products across social media and adding the hashtag #FindItOnAlibaba. Participants can challenge Alibaba to locate a specific product for them and stand a chance to receive discounts on orders made through Alibaba's international website. Through this campaign strategy, the primary goal is to incentivize the target audience to discover and purchase products from Alibaba's international website. Phase One: KOL viral videos to generate buzz for the campaign, rallying fan participation through campaign and mechanisms announcement. Phase Two: UGC engagement to amplify the event's impact and brand exposure. Participants stand a chance to receive rewards from brand through campaign mechanism, enhancing the brand's credibility among the target audience. Achievements of the project: 1- Successfully promoted the campaign in the European markets on TikTok and Instagram, significantly increasing the exposure of Alibaba March Expo compared to the previous year. 2- Alibaba International website experienced a considerable surge in traffic during and after the campaign, leading to a substantial increase in the volume of orders placed compared to the same period last year.

I'm helping Chinese brands( top Chinese brands in the western market) to optimize their brand awareness and brand site sales through advertising campaign on the major western digital media such as Google, Facebook, etc. - Based on the brand's annual strategic goals and positioning, develop corresponding marketing strategies, allocate budgets, propose media plans, and set targets. - Analyze market demands, competitors, target audience, highlight product strengths, integrate local trends, plan targeted promotions, and create creative materials (visuals + copy). - Tailor strategies to capture target audiences related to the brand and product across different markets and media platforms cost-effectively. - Foster good interaction between the brand and target audience, with tailored promotional strategies for new and existing customers, achieving both customer expansion and retention goals. Achievements: 1-Hisense's 2023 European Cup global digital media campaign: Across 10 countries, 3 continents, a total expenditure of $630,000, resulting in 560 million exposures, a 1.34% click-through rate, and 80 million video views. The campaign successfully raised brand awareness and product strength among target audiences through the European Cup, enhancing brand visibility in major markets worldwide. 2-Ecovacs' brand communication strategy for the mid-to-low-end product line in the U.S market: Distinguishing itself from both Ecovacs high-end products and competitors' offerings, by introducing mid-to-low-end products in the U.S market, Ecovacs has expanded its audience base and market share, by effectively aligning product strengths with the needs of this new audience.

General roles: Responsible for Mobil China's online brand marketing activities: - Independently develop and submit brand upgrade proposals based on client needs. - Plan and implement updates for the brand's official website, optimizing page content and structure in alignment with online marketing activities. - Develop and implement updates for brand materials, overseeing the design-to-production process. - Coordinate resources, handle internal and external communications, manage project planning and implementation comprehensively to ensure progress and quality control. Achivements: - Successfully developed Mobil 2022 innovation summit online present on official website, increased the brand awareness, gained more quality leads than before. - Updated the website pages based on the branding update and product upgrade, effectively assist on sales. - Updated brand materials, including brand key visuals (KV), product manuals, exhibition materials, etc..

Helped new European fashion brands entering Chinese marketing by expanding their brand influence through social media marketing: - Introduce Chinese social media scenario to European clients, propose a marketing plan base on their brand position and business needs. - Market research, audience analysis, competitor analysis. budget allocation. - Brand social media content planning and daily operation - Brand seeding activities planning and execution - Media buy on social media planning and execution - Actual budget monitoring and controlling - Monthly report Achivements: - Independently conducted market research for a children’s fashion brand in Europe, brand positioning in the Chinese market, collaborated on the brand annual promotional plan and budget, got approved by the client - Independently managed social media accounts and influencer marketing campaigns for a European beauty brand, increasing brand exposure and boosting sales.

General roles: Luxury car brand event planning, pitching projects, bringing new ideas and concepts to the team. Occasionally helping with event execution. - Event strategy creation, event mechanism planning, co-branding marketing planning - Event rundown planning, traffic flow planning - KV design, Venue design, POSM design - Third party planning and management Achievements The pitching projects I have participated: - 2020 Jaguar media test drive tour. - 2020 Landrover Discovery and Defender national shopping mall pop-up exhibition tour. - Independently developed 2020 Chevrolet Menlo one-day city cruise proposal.

General roles: Brand and marketing strategy pitching: - Brand research, market analyze, target audience research. - Content creation, storytelling. - Brand activation planning, from online to offline campaign planning. Co-branding strategy planning. Event management: - Event mechanism planning, which is included event content, social media collaboration, rundown, etc. - Coordinating between vendors, partners, clients in terms of all the issues in the project execution. - Design and production management, event POSM design, venue design and construction - logistics management. Archivements: - Successfully helped Impossible Foods to serve the first Impossible Burgers and 1k samples everyday to consumers in Mainland China at China. - International Import Expo(CIIE) 2019. - Assisted on developing campaign planning for Single Estate Dairy, from concept creation to campaign execution, to drive the sales for the brand among the middle-class consumers. - Successfully managed a whiskey promotion campaign: One Drink One Tree for Wild Turkey. Sales reached the target Skills: Brand strategy, content creation, brand activation, event management

General roles: - Take client briefs, assess client’s expectations, organize film crew accordingly, make project quotation and timeline. - Work with director for reference video, creative treatment, shot lists, rundowns, and call sheets. - Coordinate onsite shooting, confirm shots with client. - Follow up on post-production from offline to online, liaising with client for stock footage, music, voice over, brand assets, as well as footage editing feedbacks. Achivements: - Disney town campaign video production - Corso Pilota & Passione Ferrari racing event - Marriott business event behind scene - Shanghai Fashion week 2018 BBTV shooting - Dove TVC casting