CREATIVE DIRECTION: Define all aspects of production design for clients, helping create distinctive, appealing, and visually engaging videos. CONTENT STRATEGY: Create content strategy and develop individual content pitches supporting faster growth of views and subscribers, while supporting underlying business goals (leads, sales, AdSense revenues). WORKFLOW DESIGN / OPTIMIZATION: Develop content ideation workflows and documentation, enabling faster content development… Show more CREATIVE DIRECTION: Define all aspects of production design for clients, helping create distinctive, appealing, and visually engaging videos. CONTENT STRATEGY: Create content strategy and develop individual content pitches supporting faster growth of views and subscribers, while supporting underlying business goals (leads, sales, AdSense revenues). WORKFLOW DESIGN / OPTIMIZATION: Develop content ideation workflows and documentation, enabling faster content development, performance analysis, and tracking. VIDEO EDITING / RETENTION OPTIMIZATION: Provide editing guidelines, feedback, and occasional direct editing services to create well-structured, appropriately paced videos that maximize viewer retention. Show less

PROEUCTION SUPERVISION: Ideated, scripted and oversaw the production and editing of a social media pilot program.

ACCOUNT MANAGEMENT: Led up to 5 client accounts, ensuring clarity in client understanding of content strategy and video creation process. Developed tailor-made content strategies to grow audiences on client YouTube channels, delivering an average of 27% of additional growth to subscriber and average views metrics. VIP CLIENT RETENTION:Stepped in to rescue critical ($20K/month) client account on verge of cancellation, ensured account retention by improving communication and… Show more ACCOUNT MANAGEMENT: Led up to 5 client accounts, ensuring clarity in client understanding of content strategy and video creation process. Developed tailor-made content strategies to grow audiences on client YouTube channels, delivering an average of 27% of additional growth to subscriber and average views metrics. VIP CLIENT RETENTION:Stepped in to rescue critical ($20K/month) client account on verge of cancellation, ensured account retention by improving communication and internal workflow and accountability within the team. CONTENT STRATEGY, YOUTUBE STRATEGY:Authored content and distribution strategies to increase the speed of subscriber growth, and oversaw the ideation, scriptwriting, video production and post-production processes. Delivered consistent viewership and subscriber growth. VIDEO BRANDING: Created comprehensive editing reference resources for each client, enabling company to generate high-quality, brand-consistent videos with 3rd party freelancer video editors. Use of the resource also cut production time by 40% on average. OPERATIONS MANAGEMENT, WORKFLOW DESIGN:Consolidated early-stage workflows spread across a patchwork of tools into a coherent Slack + ClickUp - project management environment that helped scale from 5 to 22 employees. PROJECT MANAGEMENT: Designed and implemented best practices to reduce delivery delays (cutting delays by half on my accounts). VIDEO PRODUCTION: Provided direction, management, and direct support in creating high-performance, informative YouTube videos and YouTube short-from videos, following retention maximizing best-practices. Show less

Strategic Content Development and Content Management: Source, curate, edit, and publish written and multimedia content (infographics, videos). Create and edit video content that drives clicks and conversions as ads, or communicates consistent brand values as content. Edit and master video content, providing editing and motion graphics and exporting video and audio content in multiple platform formats. SEO Copywriting: Provide highly readable keyword-driven product descriptions, blog… Show more Strategic Content Development and Content Management: Source, curate, edit, and publish written and multimedia content (infographics, videos). Create and edit video content that drives clicks and conversions as ads, or communicates consistent brand values as content. Edit and master video content, providing editing and motion graphics and exporting video and audio content in multiple platform formats. SEO Copywriting: Provide highly readable keyword-driven product descriptions, blog posts, and social media content, allowing potential readers to discover the right information at the right time to answer their practical questions about products and services.Editing: Provide editorial oversight and help clients develop communication standards and style guides to ensure the appropriate tone for their audience. Performance Based Marketing: Analyze content performance across channels and demographics, helping develop content and content strategies and ensure content adherence to brand values. Decreased the marketplace cost per lead from $250+ to $17 by testing multiple search and video PPC strategies (Google Ads and Facebook) achieving 4.7% click-through rate and sub-$1 cost per click. Cross-functional Team Leadership: Partner with client teams, helping ensure high-quality projects are delivered on time. Generate operational optimization strategies helping improve client workflows. Highlighted projects: - For an early-stage Ed-tech startup: Increased number of monthly leads from 3-5 to 50+ for the SaaS product using a combination of PPC and email tactics. Rapid deployment of test campaigns enabled quick insight-building and fast results. Show less

Relationship Building: Leveraged social media influencers and partners to generate 100,000+ impressions for Gensler projects and events in Chinese social media.Content Development: Wrote project case stories, video and presentation scripts, and social media posts, generating WeChat following growth from 1,300 to 4,500. Led video content creation program, diversifying content strategy and improving audience engagement on social platforms by 150% over typical posts.SOP and… Show more Relationship Building: Leveraged social media influencers and partners to generate 100,000+ impressions for Gensler projects and events in Chinese social media.Content Development: Wrote project case stories, video and presentation scripts, and social media posts, generating WeChat following growth from 1,300 to 4,500. Led video content creation program, diversifying content strategy and improving audience engagement on social platforms by 150% over typical posts.SOP and Workflow Development: Authored SOP and guidelines for content creation tasks, ensuring consistency and systematic approach to developing shareable content. Retail and Hospitality Marketing Strategy: Prepared a comprehensive study of industry trends and competitive strategies for hospitality and retail engagement of millennial audiences. The study concentrated on market and brand positioning, and the use of the "online-to-offline" integrated service model as applied to retail and hospitality spaces. Design and Vendor Management: Collaborated with, managed relationships, and assisted marketing lead in the evaluation of bids from external vendors for design, photography, and video projects. Presentation Development: Prepared Executive and Board presentations used to drive informed decision-making and strategy implementation in support of China’s regional Co-director initiatives. Show less

International Marketing: Wrote, translated, and adapted product marketing descriptions, ads, and video voiceover scripts for ad campaigns, representing clients Huawei, Coca-Cola, and Ferrero Rocher. Advertising: Delivered compelling advertising content for more than 15 Huawei product launches in the Middle East, Latin America, Europe, and North America.

EARNED MEDIA: Pitched content and coverage ideas, securing approx. 1M impressions through earned media (non-paid) coverage of the brand. Leveraged CSR, technological innovation, and funding developments for earned media pitches. INFLUENCER MARKETING: Managed influencers, bloggers, and affiliate partners to drive approx $100K additional revenue, and growing influencer program from 12 to 350 affiliate and paid advocates. CORPORATE SOCIAL RESPONSIBILITY: Created a corporate social… Show more EARNED MEDIA: Pitched content and coverage ideas, securing approx. 1M impressions through earned media (non-paid) coverage of the brand. Leveraged CSR, technological innovation, and funding developments for earned media pitches. INFLUENCER MARKETING: Managed influencers, bloggers, and affiliate partners to drive approx $100K additional revenue, and growing influencer program from 12 to 350 affiliate and paid advocates. CORPORATE SOCIAL RESPONSIBILITY: Created a corporate social responsibility initiative working with non-profits on a language-education program, recruiting Syrian refugees to teach Arabic to American university students. EVENT MARKETING: Organized and managed creation of inaugural branded offline event in Shanghai, connecting 300 foreign language education and language industry professionals for networking opportunities. Show less

CONTENT STRATEGY: Authored external communications, advertising, and customer-facing communications style guides, scripts, and broad guidance. When implemented, these guides helped align brand content in marketing and customer communications, and reduced the number of customer service inquiries by 75% within the first 3 months. EMAIL: Through testing and iteration, improved average open rates from 5.3% to 9.8% for email drip campaigns oriented at converting free users to paying… Show more CONTENT STRATEGY: Authored external communications, advertising, and customer-facing communications style guides, scripts, and broad guidance. When implemented, these guides helped align brand content in marketing and customer communications, and reduced the number of customer service inquiries by 75% within the first 3 months. EMAIL: Through testing and iteration, improved average open rates from 5.3% to 9.8% for email drip campaigns oriented at converting free users to paying customers.CONTENT DEVELOPMENT: Produced landing page, email, and social media copy around key marketing initiatives, helping team double customer base within 1 year and increase revenue from $3M to $5M. GOOGLE ANALYTICS, DATA-DRIVEN MARKETING: Delivered insightful Google Analytics-based reports on traffic, bounce rate, and user behavior, supporting marketing functions such as landing page optimization, email marketing, and PPC campaigns. Created reporting dashboards for key stakeholders, reducing performance reporting cycle from quarterly to weekly. Show less