繁瑛 曾

Responsible for the overall marketing strategy, planning and budget allocation of NetEase Email, Mail Master, NetEase Lifease(网易邮箱、邮箱大师、严选电商) and other product lines. Won the 2022 Innovation Contribution Award. 1. Content planning, creation, and publishing. Responsible for the social media content of NetEase Email and Mail Master. Set up the social media team to support content such as copywriting, newsletters, videos. Embrace the short video trends. Within 7 months, the social followers of NetEase email in Douyin increased from 0 to 600,000, the video exposure increased from 0 to 70 million. 3. Undertake content marketing initiatives to achieve business targets. Align with the Marketing Department's goals, to drive online traffic and sales to the new feature of Mail Master. For example, after the "mail tracking" feature was launched, we influence users with KOL advocacy in Red. As a result, a total of 50% GMV increase have been achieved (month by month). 4. Trending hashtag research and analysis. Follow up hot topics on social platforms. Analysis Market Report to catch up marketing trends. In the annual promotion of 11.11 in 2022, we announced that #Lifease will withdraw from 11.11 wars#. It was widely picked up by media and was Top 10 hot topic in Weibo. 5. Receive customer feedback and generate ideas to increase user engagement. Focus on user demand. Content like "Hottest Topic in The Workplace", "User Stories Sharing" etc. achieved one million viewership.

Responsible for the overall brand communication planning and budget allocation of Tencent WeCom, WeSee（企业微信、微视短视频)and other product lines. 1. Product web traffic metrics management. Oversaw content creation and distribution across social platforms for WeCom. Sharing success business cases, business solutions and version iteration. To showcase market opportunities and growth potentials by using WeCom. 2. WeCom annul event management. Arranged annual press conference in 2020 for WeCom, responsible for the brand communication strategy. The conference highlighted the interoperability between WeCom and WeChat. I also participated in the conference' short video creation and quoting commercial media including 36KR and TMTPOST. 3. Cross-brand collaborations. "3D RMB " was a cross-industry marketing campaign between WeSee and the People's Bank of China. It presented the technological image of WeSee successfully. The DAU (Daily Active User) was lifted by 20%. And it became the hottest topic on Weibo. It also won the Gold Award in 2021 IAI. 4. Campaign management. “Online Cherry Blossom Watching” campaign, cooperated between Tencent and CCTV News, was widespread on social media during the COVID-19 pandemic. It reinforced the brand image of Tencent. The 3D VR ads became the most popular ads on WeChat in 2020.

1. Content creation and social media distribution. Planned daily and weekly marketing content calendar for NetEase Lifease(an E-commercial platform), increased the social followers of WeChat public account from 0 to 3,000,000. 2. PR channel management. PR offline events planning and execution with team, focus on media and suppliers’ invitation for Lifease. 3. Crisis public relations. Public Crisis management of Lifease: mainly responsible for public opinion guidance, communication with South China media, etc. 4. SEO and web traffic metrics handle. Tracked and monitored weekly SEO data of NetEase enterprise Mail on Baidu and adjusted the keywords to improve the purchase of the Mail service.

1. Maintained and managed the company's profile on a variety of social media platforms by interacting with followers and posting local real estate newsletters. 2. Planned and executed the offline events for real estate company to attracted visitors.