• Product Marketing: Define product positioning, develop messaging and USP, and execute go-to-market plans, for an emerging niche market - short term rental business, as an internal startup.• Digital Marketing: Develop 360 marketing strategies and leverage multiple marketing channels to try out various tactics to reach growth goals in Hong Kong, Singapore & beyond, such as lead generation campaigns across SEM, SEO, display ads, social media (Red Book) & vertical websites, and collaboration with vertical partners to drive lead gen / direct sales.• Business Analytics: Define business metric framework and work with data engineers to build data sets from scratch and constantly track key metrics; Democratize data by crafting dashboards and reports; Implement Google Analytics; Dive deep into data using analysis tool advanced SQL to deliver insights and foster data-driven business decisions.• Product Management: Build and launch MVP with Development team; Create and optimize landing pages to improve conversion (leads & sales) rate; Design user flow, conversion path and data tracking prototype for lead generation campaigns across different marketing channels.

• Marketing Campaigns: Collaborate with global sourcing teams (Hotels, Flights, Attractions, etc.), orchestrate marketing channels (SEM, SEO, App, Social media, Display ads, Partnership & Affiliates, etc.) to implement performance-driven & omni-channel marketing campaigns and mega sales events in various key markets, incl. HK, TW, JP, KR, SG, SEA. Established a successful growth model with stable ROI (>1), driving 1M+ incremental App downloads and generating sales growth amid the Covid pandemic.• Innovative Projects: Lead the implementation of new initiatives, incl. testing new media/channels such as KOL, Red Book and E-commerce platforms, trying out new marketing tactics, like “hook” mechanism to drive App downloads, and tapping into new opportunities, incl. quarantine hotels, long stay hotels and closed user groups.• Marketing Product: Work closely with Product team to 1) optimize existing marketing products (campaign landing pages, partner center, commission system, etc.) and design new functions to improve campaign performance and marketing effectiveness; 2) to produce solutions over marketing measurements and attribution to respond to industry changes (e.g. iOS 14.5).

• Partnership Marketing: Partner with KA in launching 5+ bespoke integrated marketing campaigns on Ctrip.com platform, incl. 1) end-to-end campaign management from conception and planning to execution and post-campaign performance review; 2) collaborating with different internal departments to integrate marketing resources, and negotiating and liaising with clients to ensure smooth implementation.• Product Operation: Work with key airline industry partners (China Southern Airlines, Cathay Pacific, HKIA, etc.) in planning and operating 10+ flight marketing products, incl. 1) conducting market research and demand analysis; 2) cross-functional collaboration with Product and Development team to roll out the product; 3) building and executing marketing plans and product optimization plans.