Mengwei Liu Email & Phone Number

中国 北京市

As a growth BP for multiple products, I am mainly responsible for developing various growth strategies and exploring new marketing solutions to acquire targeted customers at a lower cost for higher efficiency.1. Zhixiaobang: developed advertisement models to decrease low-quality traffic and acquire high ROI users (Cost -6.23%, new users+22.5%, the proposition of targeted users+38% YoY).- SEO strategy: Collaborated with Baidu and modified the TDK for increasing daily UV by 3.5w- DPA strategy: established a new database and it drove an additional over 5k DNU at a higher retention rate.2. Exploring new marketing solutions: established several cost-reduction marketing strategies - Influencer marketing: optimized the pricing and content strategy for improving influencers' motivation on creating new contents (Exceeded the goal of new user acquisition by 475% and increased published posts by 65%), the total exposure of themed marketing events is over 8.6e. Organized marketing campaigns on Tecent and Red with a exposure of over 9kw at a relatively low CPM cost.- Brand advertising (OTT): created advertising videos to increase ROI (30% cheaper than regular channels)- Live streaming growth：reduced the overall costs by 32% through appropriate bidding and targeted customers strategies. Formulated different innovative live-streaming strategies for Douyin and Dongchedi.- Advertising channel exploration: expanded high-quality NetEase/Tencent/Baidu channels and optimized ads videos and models(New users +113.3% and cost -10.63%) 3. Xingfuli: created materials to achieve incremental goals around business expansion needs, and improved landing pages/ads videos quality to improve user quality (user conversion rate +45.46%, volume +16.2% MoM)4. Guagualong : explored user pain points to improve the conversion rate of ads (3.83% -> 5.3%), the overall ROI increased by 25% through new channel exploration and channel structure adjustments

Beijing, China

1. Foreign acquisition: acquired targeted users over 104 countries through Google ad (registration cost -55% and ROI + 240% YoY), Facebook ads and other traffic platforms. Optimized user conversion efficiency by illustrating products advantages through email marketing, improving conversion rate from 8.0% to 11%2. Influencer marketing: Built the influencer marketing strategy and achieved cooperation with 50+ influencers in European and the US with the lowest cost, reaching over 50K potential customers and improving the overall brand awareness.3. Social Media Marketing: Operated accounts on social media platforms from 0 to 1 (Facebook followers+16K, Instagram +1.7K, and WeChat official account+12K). Collaborated with VIPKID teachers to launch themed marketing activities with over 700K+ exposure. Independently created content on social media with over 400K+ views in total.4. Heritage acquisition: established an ambassador program and collaborated with 100+ influencers on various platforms for acquiring new users through free lectures, learning camps, promotional discounts, etc. Connected with 700+ Chinese teachers and 100+ schools to improve brand awareness. Collaborated with overseas institutions to carry out offline marketing activities, such as Microsoft Chinese New Year Gala and Slovakian Christmas Charity, affecting 20,000+ users.

Beijing City, China

Coventry, United Kingdom

Beijing

1. Built and maintained relationships with investors to gain social impact funding2. Designed and promoted a “Rural Teacher Development Program” campaign on Tencent public crowdfunding platform, raised over 60,000 RMB in three days3. In-depth interviewed and surveyed product early adopters to gather data to adjust product functions, raising user satisfaction rate> 80%4. Maintained WeChat marketing platform by designing publicity campaigns, increasing follower-base by >600

Ningbo

1. Organized activities to recruit campus agents and gain new users 2. Facilitated collaboration with other Internet companies such as Uber and combined on-line promotion with off-line themed activities

Ningbo

1. Responsible for planning and executing marketing campaigns (such as opening ceremonies) 2. Updated the official website and WeChat platform, increasing follower-base by > 800 3. Designed publicity materials and analyzed data of Baidu Pay Per Click(PPC)

Ningbo

Assisted the Director of undergraduate; input and analyzed data; conducted literature review

Shanghai

1. Assisted the company leader in designing several courses for quality development training camps2. Communicated and motivated teenagers to participate in activities positively, so as to develop personal qualities and deepen their understanding of finance and business

Master'S Degree, E-Business Management, Distinction

Activities and Societies: TechVolunteerRelevant Coursework: Programming, e-Business Fundamentals, Finance for e-business, E-commerce

Bachelor'S Degree In 2016, Finance And Accounting Management, Merit

Relevant Coursework: Microeconomics, Finance Accounting, Marketing Strategy, Data analysis