Liu He Email & Phone Number

London, Gb

Seattle, Wa, Us

Channel Enablement: SEM, SEO, Email Marketing, Programmatic Display, Meta Search and Web Analytics.

Seattle, Wa, Us

London, Gb

• Create, own and deliver online strategy for Mobile recontracting and upsell.• Build and deliver ecommerce capability for BT Mobile.• Online analytics and optimisation of existing BT Mobile web experience.Achievements:• 31% increase in conversion rates via targeted promotions capability.• Launch Samsung Galaxy S8

London, Gb

• Create, own and deliver online retention and loyalty strategy for Broadband, TV and Sport.• Development and execution of digital personalisation capability targeting existing customers.• Lead team of 3 to execute, optimise and transform online experiences.• Planning and trading to optimise ARPU and volume mix.Achievements• 20.5% YOY increased transaction volumes via BT.com.• Increase ARPU 70% YOY via personalised upsell initiatives.

Macquarie Park, Nsw, Au

Optus is Australia's second largest telecommunications technology provider.My Role (6 month fixed contract):• Lead and execute data driven marketing strategy to drive self service uptake; Including My Optus App, My Account, My Optus Community and Service Hub. • Communications strategy and governance of Push Notifications via My Optus App. • Digital data driven customer marketing innovation. Achievements:• Increased active users and downloads of My Optus App amongst mobile customers by 5x. • Launched push notifications capability, communications strategy and governance for marketing.Reason for leaving: relocating to United Kingdom.

North Strathfield, Nsw, Au

Campbell Arnott’s, a subsidiary of Campbell’s Soup Company, is one of Australia's most iconic FMCG companies, with a portfolio of brands biscuits, soup, stock and juice.My Role:• Lead digital communication transformation.• Marketing technology strategy and acquisition (incl. CRM & automation).• Manage and nurture technology vendor partnerships.• Collaborate closely with IT and marketing teams: local & global. • Manage digital media and creative agency partnerships.• Digital upskilling across Australia & New Zealand.• Guide social & content development. • Digital media optimisation across display, video, programmatic and social.• Website development & optimisation.• Web UX / content development.Achievements:• Rebuild and launch of Arnott’s corporate website – within 3 months of launch, delivered 2x increase in overall traffic and restored 100% SOV against brand terms. • Delivered web infrastructure including corporate CMS, analytics, tag management, web monitoring and SEO guidelines. • Developed the corporate roadmap to guide development of people, process and technology to enable marketing automation and CRM programs.

Sydney, Nsw, Au

Business, Enterprise & GovernmentTelstra is Australia's leading telecommunications and information services company and one of the best known brands in the country.My Role:• Online marketing strategy and innovation.• Lead development and distribution of branded content – video and written.• Manage Social media strategy and management.• Deliver analytics and insights.• Digital media – paid, owned and earned.• SEO – Content and landing page.• SEM – Tactical campaign and always on activity.Innovations: • NEXT: Re-design and scoping of content hub to improve usability, navigation, sharing and discussion functionality.• SEM: Proactively restructured and implemented new always on and campaign strategy for BE&G. • Open Graph: Implementation of tagging across campaign pages to ensure content is easily shared via social channels.• Advance Campaign Tagging: Implemented campaign tagging to not only enable retargeting, but move business away from Cost Per Click and into a more effective Cost Per Land optimization model. Achievements:• Deliver social selling program and training of solution sales team. • Led official Telstra Enterprise YouTube channel refresh and content optimization. Subscriber increased by 3x and views increased by 10x.• Successfully delivered strategy and implementation of social media at CISCO Live 2014, reaching 368,307 accounts & 33% SOV at event.

London, London, Gb

Part of Group M, MEC Australia is a full-service media agency, offering integrated marketing services across all media channels and communication disciplines.My Role • Strategic planning across digital channels including display, mobile, search, digital outdoor, social media, EDM and activations.• Lead media rate and partnership negotiations.• Analysis and project management of digital campaigns.• Day to day client management. • Develop and nurture digital expertise of direct reports.Clients: Colgate Palmolive, Sony Ericsson, Chanel, Campbell Arnott’s, Novartis, Chevron, Accenture, Activision Blizzard, Schick, Singapore Airlines, Universal Music Australia, Paramount Pictures Theatrical/Home Entertainment.Innovations:• Arnotts Vita Weat Lunch Slices: Used Facebook for a social activation to encourage competition between foodies inspired by content through publisher partnerships, celebrities and bloggers. +30.5% value share.• Sony Ericsson Xperia Mini & Pro: Partnered with publishers across online, radio and experiential to showcase social functions with social activations to encourage user generated content.• Novartis Voltaren Rapid 25: Personalized microsite with pain diagnosis tools and tips. Negotiated content from publishers & magazine editors and used dynamic creative targeted to different environments. +84% YOY sales increase.• Colgate Palmolive “Bum Face”: Content lead campaign which aims at educating people on the benefits of using shower gel over soap. +20% market penetration goal.• Chanel White Christmas: Augmented reality to create a Chanel Christmas at counters to capture data and enable sampling. Achievements• Media Federation Australia - Food & Grocery 2012 Winner – Arnotts • B&T Media Campaign of the Year 2012 Winner – Arnotts • Spikes Asia Promo & Activation Shortlist 2012 – Arnotts • ASMI Sales & Marketing Awards Winner 2010 – Novartis • MEC Global Ideas 2010 Winner – Colgate Palmolive

London, London, Gb

Part of the Publicis Groupe, Zenith Optimedia is a leading global media services network offering strategy and implementation across a range of media channels. My Role • Manage and implement online campaigns – branding and PPC.• Optimisation of media partners and affiliates to deliver CPA targets.• Analytics and reporting on performance. • Iimplementation of post-click tracking allowing optimization against credit-card, mortgages and personal loan conversions (for Citibank)Clients: Citibank and Louis Vuitton Moët HennessyInnovation:Implemented the first Fusion Tracking project in Australia to deliver purchase path tracking and purchase attribution.