Sijia Yen

• Competitive & Market Analysis: Monitored brand perception and competitor strategies to strengthen market positioning.
• Strategic Planning: Developed product line marketing strategies with optimized budget allocation and USP differentiation.
• Performance Optimization: Established channel-specific KPIs and implemented data visualization for real-time campaign tracking.
• Campaign Management: Led end-to-end execution, including KOL selection, content alignment, and performance analysis.
• Content & Engagement: Spearheaded creative content production and engagement initiatives to amplify brand visibility.
• ROI-Driven Advertising: Optimized bidding strategies to maximize campaign ROI across digital channels.
• Process Improvement: Designed operational workflows and standardized templates for key marketing processes.
• Team Leadership: Conducted training programs and oversaw recruitment/onboarding for marketing teams.

Digital Brand Promotion

• Developed 0-to-1 digital strategies (monthly/quarterly/annual) aligning with brand positioning, product USPs, and target audiences.
• Orchestrated integrated campaigns (media/content/budget) for major launches, driving exposure-to-sales conversion.
• Scaled annual ad spend to >20M CNY, achieving 10M+ social media impressions and outperforming top 20% industry benchmarks.

Unified (Uni) Marketing

• Built data-driven KOL/KOC strategies by analyzing user profiles, vertical categories, and fan bases for precision targeting.
• Led end-to-end execution—from content creation to vendor management—crafting differentiated campaigns. (Awarded Xiaohongshu "Silver Seed Award")

Viral/Topic Marketing

• Launched "Kongke Spicy Pasta" campaign blending TVC + influencer seeding, generating 200+ content pieces, 80M+ views, and 24M+ topic exposure in 2 weeks.

Creative Strategy & Brand Positioning

• Led integrated marketing campaigns by aligning brand tone, product RTBs, and consumer profiles with platform ecosystems (e.g., Tmall, JD).
• Developed omnichannel content (social posters, brand videos & copywriting) and exposure matrices, driving traffic from public to private domains. Served 18+ brands (Junlebao, Nestlé, Abbott, SC Johnson Wax), achieving measurable business growth.

Media & Influencer Strategy

• Built 0-to-1 brand keywords via data-driven KOL partnerships (2,000+ influencers in 2021), achieving 100% first-page search coverage and 1M+ PV.
• Structured SOPs for influencer procurement, persona matching, and cost efficiency, boosting product volume by 150% post-campaign.

Campaign Execution

• Launched 25+ campaigns blending live commerce, content marketing, and paid ads (e.g., Kao toddler pants launch, Pampers Black Gold Series).
• Synced creative themes with festivals/trends, optimizing click-through and conversion paths.

Project Management

• T-mall 'Chain Up' Blockchain Quality Initiative: Launched a new business ecosystem IP with 100+ merchants, co-creating industry standards with 4 certification bodies.
  Results:
  ✔ 215 SKUs launched with 240+ label certifications
  ✔ 41 brands onboarded; #InfantOrganic trended on T-mall
• Blue Focus Internal Digital Campaign Management System: Built an end-to-end system to digitise all social-media influencer campaigns (costs, orders, logistics) for real-time tracking.
  Results:
  ✔ 50%+ adoption across the Blue Focus Group; reduced 60% manual reporting by automation
  ✔ Processed 1,000+ orders; served 20+ brands

• Exhibition Planning & Curation: Developed integrated solutions (theme, format, content flow, space layout) for exhibitions, aligning with client briefs. Led end-to-end execution—from concept to delivery—including cost control, supplier coordination, and on-site logistics. Successfully delivered 2019 Ant Financial UEFA London Summit.
• Agency & Vendor Management: Oversaw full-cycle agency collaboration (construction, creative, materials), ensuring quality, cost efficiency, and adherence to timelines. Evaluated proposals, set delivery standards, and directed execution.
• Cost Optimization: Spearheaded cost-detailing SOPs for 4 projects, reducing expenses via supplier negotiations and budget allocation. Maintained 30%+ profit margins through multi-party contract management.
• On-Site Leadership: Managed execution timelines, construction quality, and technical rehearsals. Resolved emergencies, ensured seamless event flow, and maintained operational standards.