Richard Bradley Email and Phone Number

As a Sr. CRM & Lifecycle Marketing Manager, I played a pivotal role in creating, driving, and optimizing customer relationship management initiatives that amplified brand reach and customer engagement. My key responsibilities and achievements include:1. Strategic CRM Leadership: Directed the development and implementation of a robust and comprehensive CRM marketing infrastructure, ensuring alignment with the overall marketing objectives and business goals. This included a performance tracker, CRM calendar, and integrated marketing campaigns tailored for various seasons.2. Customer Lifecycle Management: Orchestrated end-to-end user lifecycle journeys to optimize engagement and conversion. These data-driven and personalized initiatives were successful in reactivating dormant users and building stronger relationships with existing ones, leading to a substantial increase in conversion rates by 49.72%.3. Campaign Planning and Execution: Designed and launched high-impact seasonal coupon campaigns to stimulate customer acquisition and retention. These strategically planned campaigns led to the activation of hundreds of new users and re-engagement of thousands of repeat users, contributing to a 20% uplift in total conversion rates.4. Data Analysis and Reporting: Leveraged advanced analytics tools (Looker, Tableau) to measure campaign performance, user behavior, and conversion rates. These insights were integral in making data-driven decisions, optimizing marketing efforts, and formulating future strategies.5. Cross-functional Collaboration: Worked closely with cross-functional teams including sales, product, and technology, ensuring CRM strategies are seamlessly integrated and enhanced across all customer touchpoints.

• Lead brand strategy development including end-to-end marketing campaigns planning and execution based on target audiences and insights.• Build annual campaign calendar including brand and promotional campaigns, such as Back-to-school, Lunar New Year, The Taste of Asia, and The Summer of Bubble Tea campaigns.• Manage a creative team to deliver all branding/promotional assets and bring campaigns, promotions, and content to the market. • Create CRM strategy and automation framework to customize new user onboarding flow and reactivate lapsed/churned users. Increase new user conversion rate by 25% and existing user conversion rate 17%.• Establish the foundation of holiday coupon & promotion strategy, increasing new user conversion rate by up to 56% and holiday GMV by 77%.• Collaborate with BI, central ops, and regional teams on understanding user segmentation, purchase habit, and consumer insights to build up lifecycle automation campaigns.• Oversea a CRM team for the day-to-day deployment of email, SMS, push notification, banner, and in-pp campaigns. Report on and improve critical metrics for all campaigns/canvases.

• Spearheaded several cross-channel campaigns using Weibo, WeChat, and Douyin(TikTok in China) to promote new products and functions to tens of millions of online users.• Introduced and led two Douyin accounts (Meituan Hotel & Meituan Travelling), appealing to younger demographics and gaining over 3 million of followers within a year.• Developed and implemented co-branding plans with major amusement park operators in China such as Chimelong Group and Shanghai Disney Resort every year.• Managed a social media marketing team with five members to develop annual social media strategies and daily updates for Meituan Traveling sectors.

• Spearheaded Baidu Content Union product line with cross-functional teams (50%): -Designed product functions, managed product launch timeline, connected to Baidu DSP & SSP. -Accelerated daily average PV to 30 million+ and advertising sales to $10k+ in three months.• Developed marketing campaign for Baidu Credibility product (30%): -Guided new LOGO/VI design, created a campaign slogan, initiated marketing plan. -Supervised three major launch events totaling 1000+ attendees, implemented a media plan. -Promoted marketing materials on 120 websites, increasing 66% online search on PC and 79% on mobile.• Optimized Baidu Commercial product lines with teammates (20%).• Awarded “Outstanding Employee” in Baidu Marketing Research Institute in 2015.

• Co-founded the agency, managed a team of ten subordinates, served clients such as Red Bull and Siemens.• Gained profits in the first year, increased annual revenue to $600k in the second year, doubling net profits.• Executed multiple major events such as music festivals and concerts totaling 100k+ attendees.• Developed and implemented social media plans for Siemens and Red Bull, reaching millions of viewers.

• Instructed course of Business Marketing Operation, explaining basic business theories, marketingtheories, communication theories, real case analysis, etc.• Provided students opportunities to listen to lectures from and build networking with experiencedbusiness professionals.

• Served major clients such as Red Bull and COFCO multiple years; generated new revenue each year.• Increased revenue from $600k to $1.5 million in three years with teammates.• Engaged in annual strategic brand planning 10 times, executed 10+ TVC, 15+ print ads, 10+ radio ads.• Collaborated with internal teams to manage multiple projects, instructed external vendors.