Tongxi Gao

Full-Funnel Growth & Strategic Partnerships Acted as a strategic partner connecting global traffic ecosystems, ad tech capabilities, and high-growth mobile app projects across education, travel, consumer, and technology sectors. Focused on building full-funnel growth systems that integrate brand advertising and performance marketing, enabling scalable acquisition and sustainable ROI. Led cross-platform growth strategy design, aligning brand-building and performance-driven acquisition into a unified full-funnel model. Orchestrated global traffic resource integration, consolidating premium and scalable media supply to support multi-market user growth. Owned senior-level partnerships with major global traffic platforms, securing exclusive collaborations and long-term growth capacity. Designed and executed cross-industry commercial collaborations, enabling traffic exchange, joint growth initiatives, and scalable acquisition solutions. Partnered with capital and project teams to provide pre-investment growth assessment and post-investment scaling support, building a closed-loop model combining resources, marketing, and investment. Enabled mobile app partners to move from campaign-based growth to system-level, repeatable scaling.

Global Performance Advertising & Multi-Industry Growth Led global performance advertising and growth investment initiatives across education, travel, consumer, and technology sectors. Owned 0–1 end-to-end growth and investment cycles, from market research and return modeling to global rollout and post-investment scaling, driving sustainable growth and maximizing investment returns. Led market and growth opportunity assessments, including user demand analysis, channel feasibility, and ROI forecasting for global markets. Owned end-to-end project execution, from strategy definition and launch to global scaling and performance governance. Built product growth systems integrating performance marketing, traffic partnerships, and cross-market media operations. Orchestrated global media resource integration, leveraging both domestic and international traffic platforms to enable scalable user acquisition. Optimized growth outcomes through pre-investment planning, in-flight performance control, and post-launch efficiency improvement, ensuring sustainable scale and profitability.

Education Industry | Full-Funnel User Growth Led full-funnel performance marketing and growth strategy for education products, owning end-to-end acquisition systems including media strategy, budget planning, channel expansion, and ROI optimization. Built scalable traffic partnerships and data-driven optimization models to sustainably control CAC and support lead growth and revenue targets. Designed full-channel performance strategies across feeds, search, and short-video platforms, aligning acquisition tactics with different funnel stages and growth goals. Built and scaled traffic partnership frameworks, collaborating closely with top-tier platforms and premium traffic partners on joint promotions and traffic exchange. Drove ROI-led optimization through continuous data analysis and model iteration, stabilizing acquisition costs while improving lead quality and conversion efficiency. Balanced scale and efficiency by dynamically reallocating budgets based on performance signals and business priorities. Acted as a strategic partner to business teams, translating growth targets into actionable acquisition roadmaps.

Led growth-focused integrated marketing and media investment across multiple industries and product lines, covering short video, content platforms, education, B2B SaaS, mobile games, and consumer electronics. Over 2.5 years, delivered 30+ growth and launch campaigns with multi-million to near RMB 100M media budgets, driving brand refresh, DAU growth, user acquisition, reactivation, and monetization. Owned growth objectives decomposition (brand, DAU, acquisition, reactivation, conversion) and translated them into media and channel strategies tailored to different product stages. Designed and executed performance-driven media investment plans across major and mid-tier platforms, leveraging deep understanding of media audiences, policies, and conversion efficiency. Scaled campaigns through cross-channel resource combinations, optimizing reach, engagement, and cost efficiency to meet diverse growth goals. Led cross-functional collaboration with product, data, commercialization, procurement, and agency partners to ensure smooth execution and measurable outcomes. Monitored performance in real time and iterated delivery strategies to optimize growth efficiency and manage execution risk. Contributed strategic recommendations on product positioning, spokesperson strategy, IP collaborations, and creative direction based on data and market insights. Content Partnerships & Media Integrations (Selective Focus) Led and negotiated TV & online entertainment content collaborations, including Spring Festival Gala identity partnerships, title sponsorships, and creative in-content integrations. Delivered cross-platform brand penetration strategies through identity sponsorships, creative placements, and category exclusivity.

GroupM China Led growth-oriented marketing strategy and execution for large-scale product launches and entertainment-driven campaigns, primarily for Huawei Consumer Business Group, managing RMB 10M–30M budgets across TV, digital, and social platforms. Advised on acquisition strategy and media mix decisions through market, competitor, and audience insight analysis. Evaluated and selected content IPs, platforms, and partnerships based on audience relevance, scale potential, and brand-growth fit. Designed content-led activation approaches that embedded brand messaging into entertainment formats to drive engagement at scale. Delivered multi-channel product launches across TV, video platforms, social media, and offline events with consistent execution quality. Monitored campaign performance and translated data and post-campaign analysis into actionable insights for optimization and future growth. Selected Collaborations Huawei product launches (P / nova / Enjoy series) · Zhejiang Television · Bilibili · Sina Weibo · British Airways