Siang Cing Yang Email & Phone Number

台灣 臺北市 台北

台灣 臺北市

Taipei, Taiwan

Role & Responsibility:■ Developed E-commerce strategy, EC marketing campaigns, digital advertising plans and expanded digital channels to increase online market share and improve the overall sales performance of brand■ Held P&L responsibility for 5 online channels (momo/ yahoo/ brand.com/ LINE Gift/PX Mart)■ Regularly reviewed online inventory and sales analysis by product for precise commodity forecast■ Produced and processed all assets for EC banners, product images, product video, and digital ads■ Composed product description, blog posts, knowledge-based article, and advertising copy ■ Regularly analyzed competitive brands in terms of product strategy and promotional campaign to offer insightful strategic actionsMajor Achievements:■ Grew overall online business to over NT$ 20M annual revenue with 145% YoY growth in 2021■ Established brand.com solely from scratch, and exceeded sales target by 4% with integrating the marketing initiatives, KOL’s live broadcasting of hero product and digital advertising strategy■ Identified LINE Gift as potential third-party platform and increased sales to over 0.5 million in 1 month by crafting exclusive product bundle or gift box and negotiating for better exposure and marketing resources

Taipei, Taiwan

Role & Responsibility:■ Devised E-commerce strategy and digital marketing plan to raise brand awareness and drive sales growth■ Managed 2 E-commerce platforms (Momo/ Yahoo) and official website and planned monthly sales campaigns; regularly analysed sales performance for accurate stock management and demand forecasting■ Mentored colleagues to build EC operational flow, identify merchandising strategy, and negotiate with counterparts of third-party platforms■ Conducted digital ads (FB/ GDN/ Google AdWords/ LINE LAP), created engaging advertising contents, managed budget allocation, and assessed the effectiveness of digital advertising■ Operated FB Fan Page and social media campaigns to acquire potential fans and customersMajor Achievements:■ Drove 297% online revenue growth from scratch within first 2 months and achieved up to NT$ 10 million in revenue in 2020 by closely cooperating with counterparts, building hero products, and accurately operating FB CPAS■ Optimized overall performance of digital ads with CPC/CPM controlled under NT$6/30 and higher ROAS than average one of other brands on Momo■ Demonstrated extraordinary customer service by assisting customers with elaborate explanation of commodity and online shopping flow, or appeasing customers’ unsatisfactory comments toward brand and products■ Conducted an O2O hand-care campaign via FB Fan Page, which resulted in over 53K reaches and 1k likes on single post and enhanced sales performance for counters in the peak of Covid-19 in 2020

Taipei, Taiwan

Role & Responsibility​:■ Devised strategic marketing plan, monthly marketing topics & shooting plans, promotional campaigns, optimization on membership mechanism and cross-promotion programs■ Administered 4 e-commerce platforms (Yahoo/momo/udn/friDay) and brand.com, including product update, content renew and execution of promotional campaigns■ Supported supervisor in formulating e-commerce strategies■ Designed brand.com architecture & layout, and produced all aspects of contents needed■ Conducted copywriting and planned visual materials for nearly 500 products per season, social media posts, weekly EDM release and blog posts■ Operated FB Ads for weekly special edit and periodical promotional campaigns■ Analyzed market trend and customer feedbacks to offer insights for product design■ Responsible for ​customer service​: providing information and solutions pertaining to customer inquiryMajor Achievement​:■ Activated brand revitalization and customer engagement with new visual materials and cross-promotions■ Increased online sales by 6% and maintained top 3 in category on major e-commerce platform in 2018■ Optimized performance of FB daily posts in 2018 with 50% and 33% growth in CTR and Organic Reach compared to 2017; generated 37% CTR growth for weekly FB Ads in 2019 with CPC controlled under $0.06 compared to 2018■ Developed online-exclusive products with cross-functional team and cooperated with top mask brand Dr. Jou to execute “buy 1 get 1 free mask” campaign; successfully achieved 200 online orders within 1 month■ Negotiated, planned and implemented independently with 3 lifestyle brands for cross promotions; the execution of cover story for brand owner, lifestyle articles and reciprocal activities has driven the performance of official websites with bringing page value up to $63

New Taipei City, Taiwan

Role & Responsibility​:■ Formulated ​brand strategy​ for Thai home spa and plant-extract skincare products■ Planned ​product development​ with skincare R&D team■ Supported boss in drafting 5-year ​business plan​ to negotiate sole distribution contract■ Designed ​marketing campaigns​ for physical channel■ Negotiated and arranged ​cross-promotion ​activity■ Conceived ​merchandising​ optimization programs■ Conducted ​media purchasing​ projects, including data collection and benefit assessmentMajor Achievements​:■ Assisted boss in finalization of 4 flagship skincare products for newly established brand■ Demonstrated leadership in guiding team members to produce copywriting & visual materials; increased online sales by 30% and 50 % on books.com and PChome respectively within 2 months■ Exercised negotiation skill to cooperate with social media​ Womany​ to promote ​brand awareness​ of Thai fragrance brand; the campaign lasted for 1 month with expense controlled under NT$ 5,000

Taiwan

Role & Responsibility​:■ Executed consultant projects and provided clients with ​brand position​, ​visual identity​ and message ​based on thorough ​qualitative market research■ Conducted beverage selling plan: implementing free tasting, devising promotion campaigns, and managing campus ambassador■ Assisted client in applying governmental projects such as Taiwan Excellence AwardsMajor Achievement​:■ Completed 9 consultant projects within 8 months, including brand development projects and workshop■ Demonstrated excellent ​client management ​with ability of dedicated follow-ups and problem-solving

Tainan City, Taiwan

Role & Responsibility:■ Assisted professor in academic researches on bio-energy innovation systems of Taiwan and Denmark for NSCMajor Achievement:■ Research paper was accepted by IJERPH

Master'S Degree, Political Economy

■ Completed dissertation: “The Case Study of the Effects of Branding Taiwan on Functional Textile Manufacturers” ■ Developed brand.

Bachelor Of Arts, Foreign Languages And Literatures, General

Activities and Societies: ■ General Executive, DFLL 13 Senior Play ■ Director of Physical Training, FLL Student Association ■ Chairman.