Kaiying He
Mississauga,ON
Summary
Results-driven marketer, possessing comprehensive knowledge and hands-on experience in the digital realm, with proven achievements in developing and implementing successful strategies, driving sales, increasing market shares and strengthening customer dominance. A reliable team player with strong time management skills committed to achieving collective goals.
Overview
8
8
years of professional experience
1
1
Certification
Work History
Senior E-commerce Officer
DFI Retail Group
03.2021 - 07.2023
- Developed agile marketing plans based on monthly sales targets and oversaw the performance of advertising and social media campaigns, uplifting E-commerce store monthly sales by 56%.
- Planned and managed social media content to align with consumer interests, new product launch plans and seasonal topics, achieving a 35% increase in YOY engagement rate.
- Improved ROI of marketing campaigns by 120% through optimizing the visual and messaging of advertisements, and improving in-store UI and UX.
- Conducted weekly analysis of e-commerce store sales and marketing campaign performance, providing insights for optimization and strategic decision-making.
Account Manager
Meltwater
01.2021 - 02.2022
- Managed a diverse portfolio of accounts to maximize the usage rate of Meltwater solutions through timely communication and effective problem resolution.
- Collaborated with the customer success team to develop customized account plans for clients addressing their marketing challenges, and to identify potential upsell opportunities
- Identified and analyzed relevant news or social media posts aligned with the client's needs and provided insightful support, increasing client satisfaction and decreasing the monthly churn rate by 5%
- Prepared and delivered the weekly brand reports for clients, with a focus on accuracy, timeliness and attention to detail
Associate Marketing Planner
Pattern
04.2019 - 12.2020
- Managed 4 brands under the Pattern's portfolio – Skechers, KONG, Kathmandu, and Thorne, including social media marketing, content marketing, community management and copywriting.
- Enhanced 200%+ YOY growth in online engagement rate in 2020 through the planning and execution of social media organic content and advertising campaigns.
- Coordinated with the design team to develop visually engaging social media content and advertisements that resonated with target audiences and promoted brands and products.
- Conducted monthly competitor research and marketing analysis for social media campaigns, staying informed of industry trends to remain competitive.
E-commerce Officer
Mannings China
08.2016 - 03.2019
- Improved online store conversion rate by 15% through the implementation of content marketing campaigns and leveraging UGC from all e-commerce platforms
- Boosted online store traffic by strategically utilizing omnichannel resources, such as offering exclusive product trials in physical stores to drive traffic to online platforms
- Coordinated cross-functional teams to streamline operations to improve efficiency in sales analysis processes, resulting in a sustainable 20% MOM sales growth in 2018
- Gathered market research and data to offer valuable industrial insights, enabling informed decisions on promotion strategies and product selection for the business
- Provided support to the department head in managing ad-hoc issues, including arranging meetings and offering data analysis assistance
Marketing Assistant
Informa Markets Trust
04.2015 - 06.2016
- Expanded exhibitors base by over 30 through content optimization for email campaigns and regular updates to the target audience email list in a quarter.
- Established and nurtured strong relationships with earned media outlets to sustain the visibility and credibility of the exhibitions within the industry.
- Analyzed collected information from the sales team and adjusted monthly marketing campaign plans for recruiting new visitors and exhibitors.
Education
Post-Graduate Certificate - Marketing Management
Sheridan College
Mississauga08.2024
Bachelor of Arts - English
Zhujiang College of South China Agricultural Uni
Guangzhou, China06.2015
Skills
- Marketing Analytics
- Advertising
- Social Media Marketing
- Influencer Marketing
- Campaign Management
- P&L Management
- Media Buying
- Teamwork and Collaboration
- Competitor Analysis
- Microsoft Office Suite
- Adobe Suite (PhotoShop, Illustrator, InDesign)
- Canva
Languages
English
Full Professional
Chinese (Cantonese)
Native or Bilingual
Chinese (Mandarin)
Native or Bilingual
Certification
- Google Analytics, Google Digital Academy - Jan 2024
- The Fundamentals of Digital Marketing, Google Digital Garage - July 2023
Timeline
Senior E-commerce Officer
DFI Retail Group
03.2021 - 07.2023
Account Manager
Meltwater
01.2021 - 02.2022
Associate Marketing Planner
Pattern
04.2019 - 12.2020
E-commerce Officer
Mannings China
08.2016 - 03.2019
Marketing Assistant
Informa Markets Trust
04.2015 - 06.2016
Post-Graduate Certificate - Marketing Management
Sheridan College
Bachelor of Arts - English
Zhujiang College of South China Agricultural Uni
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