• Develop result driven, integrated GTM strategy for new program launch and is responsible for CAC• Build strategic annual roadmap for marketing automation, digital acquisition, conversion rate optimization to enhance user experience and achieve student recruitment targets• Own and lead Marketo expansion to integrate with Salesforce Sales Cloud and other 3rd party platforms, such as Google, Meta, Zapier, Zoom, Calendly, Drift, etc., for first party data strategy, enable value-based bidding in lead generation campaigns, support admission team in digital transformation. • Developed a lead scoring model to predict lead to enrollment conversion in collaboration with analytics team. • Overcome operational challenges and optimize efficiency by building cross-functional partnership with key internal stakeholders and providing consultancy with out-of-box tactics.• Conduct A/B test on emails and landing pages to improve email engagement by 40% and conversion rate by 10% on both mobile and desktop.• Redesigned cost attribution model, which led to higher accuracy in tracking performance and enabled more actionable insights to optimize acquisition campaigns.• Manage strategic partnerships with Google, Microsoft, Meta to maintain a productive partnership and achieve long-term and sustainable business growth• Act as a thought leader, keep team updated on emerging digital marketing trends and best practices, initiate strategy changes to stay ahead of curve.• Support Senior Leadership Team monthly report with strategic insights and identify growth opportunities.• Manage 5 agencies in relation to marketing automation, paid media, SEO, and international marketing to ensure the marketing department is fully functional to support cross-department operations• Hire, train, lead, manage and mentor team members to advance their career path

• Lead campaign strategy planning, streamlined and optimized campaigns across all paid channels, conducted creatives A/B test and landing page optimizations, resulting in 30% YoY growth in leads and students• Improve the effectiveness of the admissions team by decreasing lead rejection rate from 20% to 5%• Exceed lead target by 400% with international acquisition campaigns in over 20 markets and 7 languages• Redesigned attribution model, resulting in more accurate channel and campaign performance tracking and enabled clearer insights in channel performance measurement• Increased organic leads by 100% through implementing and optimizing Drift chatbot on website • Develop annual goals, objectives and measures to determine the success of vendors and partnerships • Leverage marketing automation tools to meet prospective students at where they are, nurture and convert 50% more enrolments (YoY) with personalized ad experiences• Act as a thought leader, keeping the team updated on emerging digital marketing trends and best practices, expand brand presences in new media channels • Train, onboard and manage team members with our business flow, marketing strategy and media channels

Manage 7-figure digital media budgetDrive down cost per acquisition by 25% YoYRevenue increased 40% YoY

Responsible for delivering on the digital marketing strategies established by the Senior Digital Strategist and the Director, Marketing Strategy including researching, implementing, managing, and reporting on paid media channels; Search Engine Marketing and Paid Social Media.Increased traffic and lead volume by 20% through paid social media channels, reduced acquisition costs by 30% and improvements in conversion rates and a resulting increase in students for both Toronto Film School and Yorkville University.- Plan, design, and build highly scaled paid social media campaigns across multiple engines, such as Facebook, LinkedIn and Weibo- Monitor and manage multiple program campaigns as they relate to institutional student recruitment goals and objectives- Managing daily, weekly and monthly reporting, analysis and flagging issues to senior management and the marketing team.- Identify segments and stages of the journey by integrating marketing automation system, Marketo, and optimize towards conversion by delivering customized messages in throughout the funnel- Provide ongoing analysis of paid campaigns, visibility and traffic metrics- Share insights with the marketing team, conduct ad copy adjustment and creative testing according to best practice- Support the marketing team with technical campaign information and strategy including Marketo and Salesforce

Report to Marketing Manager and Sales Director of Shanghai branch office. Work closely with the sales team in the Eastern and Central territories to analyze market trends and to develop the best strategy of customer acquisition. Significant Contributions: • Developed marketing strategy by analyzing outdoor advertising landscape in China• Recognized potential clients by foreseeing trends in a variety of industries• Successfully gained new customer by creating effective sales pitch• Track, measured, visualized and communicated the campaign results internally and externally• Developed and implemented the new geographic database system for the company

Marketing Communication Specialist. Report to CEO of MB China. Work closely with the marketing team in headquarters to establish and execute the customized branding strategy for the branch office. Drive and attract profitable customers by inventing strategic marketing content both online and offline.Significant Contributions: • Optimized Baidu search engine marketing from zero conversion to consistently generating valuable sales leads with costs reduction• Managed social media accounts to engage and influence target customers• Crafted press releases, developed branding strategies and designed budget allocations• Successfully planned and executed an International exhibition• Initiated a go-to-market plan by conducting both primary and secondary market research• Effectively motivated, trained and reinforced CRM usage among the sales team

• Performed a variety of administrative tasks including preparation of PowerPoint presentations• Assisted research project for professor including data entry and analysis• Provided assistance with college event planning such as student recruitment and football homecoming celebration• Supervised a computer laboratory

• Prepared study plans for students from variety levels• Delivered private lessons on Business Mandarin Chinese Speaking/Listening