Yuxiang Chen Email and Phone Number

Reporting to: Assistant General Manager(1) Digital Marketing Strategy Making and Operation for All Tencent Oversea Mobile App- WeChat: Online ads have driven over ten millions of oversea users to WeChat, which ranked Top 1 in 67 countries- Joox: Online ads have occupied 40% of user acquisition, and sustained the ranking (Android Music Top1, iOS Music Top3) in targeted market- Mobile Games: a: Online ads have taken up over 70% (90% in some regions) of user acquisition for 6 mobile games b: Ranked Top 1~7 (iOS overall) and Top 1~10 (Android overall) in targeted markets c: Based on ROI data to optimize online ads, achieving positive ROI within 2 months(2) Optimized the abandoned (by GM) channels to prime channels- Followed up Twitter ads, in charge of creatives design and buying optimization, reducing CPR by 14.73%- Followed up Youtube ads buying & optimization, taking hold quickly in South America (Colombia, Chile, Peru etc.) iOS Top 1, Android Top 3~7(3) Project Leader of ROI (Return on Investment) System- Scheduled development requirement plan, composed PRD & Test cases - Cross-company communication and resource coordination - Built up the First online ads ROI evaluation system of Tencent for oversea promotion(4) Project Leader of MMP (Mobile Measurement Partner) - In charge of system integration of both Hasoffer and AppsFlyer a: Solution: requirements management, procedure design, fields arrangement, deployment doc writing etc. b: Resource: coordinated with 17teams (across 3 countries) and offered training for internal staff- Tracking accuracy is enhanced from 47.70% to 100% (Android) and 79.71% (iOS)- Expended CPI ad network traffic sources, increasing user acquisition by 48.88% and reducing acquisition cost by 15.97%

(1) Ads Buying Management & Optimization- Designed creative, scheduled the ads buying, analyzed and optimized the efficiency. Reduced CPA by 77.8%- Monitored the Affiliate Network’s efficiency and bargained with agency. Reduced 8.85% of planned cost- Got in touch with Facebook Asia Director initially(2) MAS( Marketing Analytics System) Solution Design & Oversea Deploy- Scheduled 5-phrase requirement plan, composed PRD & Test cases, created prototype- Designed no-QQ-support solution for the region-based requirements (like Guest Login) and gained credit for it- Deployed to Taiwan, Vietnam & Korea with 6 game products- Coordinated human (MKT., Dev., Operation, Testing) and hardware resources to advance the project- Evaluated the accuracy of big-scale real data and ensured the MAS acceptance- Trained the local marketing staff to use MAS(3) Marketing Product Design & Operation- Designed (requirements schedule, PRD, prototype & test cases making) and operated the marketing products, including Facebook app & fan Page- “Invite Your Friends to Fight Together - I” brought in over 8K (4 times the expected) conversions- Gained 79.09% of fan increase and 484.04% of “Daily Post Feedback” increase in Facebook Community (4) Data Analytics & Marketing Support- Offered cooperation suggestion & risk warning by unfamiliar-website traffic estimation with the third-party tools- Shared digital marketing experience with (Taiwan, Vietnam and Korea) partners to lower their marketing cost by 39.26%, and gained credit for it- Collected, calculated and analyzed the promotion data to draw the optimization suggestion. Admired and adopted (in progress) by project manager- Without the support of special system, used two different methods to deduce & cross-validate the biggest bottleneck in conversion flow, and offered the optimization suggestion (unrealized because of project pause)

(1) Landing Page Optimization- Analyzed the data from Google Analytics, Communicated with related colleagues, made a report, proposed solution and implemented it- Conversion rate rose from 0.28% to 1.69% (further optimization stopped for company decision)(2) E-marketing- Started from scratch, made a plan for E-marketing based on third platforms and implemented it. - Facebook & LinkedIn are the first stages, and so far, the conversion rate was around 5% (3) Web Analytics- Monitored the indicators of globalmarket.com by Google Analytics- Found out the pages with old tracking code, old URL without 301 redirection etc.

(1) Auto Match System(oversea buyers)- In charge of requirements collection, analysis and selection. Axure prototyping and product testing etc. - But the project was stopped for the change of business requirements (2) English Website Update (Static Pages)- In charge of website planning, user experience, content structure, content collection, copywriting, SEO optimization, function testing etc. - Won praise from oversea buyers and colleagues (including director) for the new look of website- Conversion rate of Sourcing Event rose from 4% to 12%(3) MyGMC (Client Software)(Phase I)- Collected , analyzed & selected requirements, made Axure prototype, tested product and finished manual (En & CN) copywriting etc. - Functions: IM (video chatting available), CRM, Calendar (exhibition info embedded and can be searched by industry, area, time etc.), business (inquiry, buying lead, sourcing event), News, Search Engine (searches & favorites available) etc. More applications are under development. (4) 3 in 1 (Website Update)(Phase I)- Collected , analyzed & selected requirements, made Axure prototype, tested product, composed and checked English content copywriting. - Page design optimization (like navigation, page turning etc.), new business function (like buying lead), backend planning (like sourcing tips, promotion landing page etc.) are under development. (5) Global Industry & Market Analysis Reports- Leaded 3 part-timers to finished 23 industry & market analysis reports- Appreciated by manufacturers and colleagues (including director) and chosen to be training material- Sorted out certification of relevant industries as the basic certification data for company database

(1) BFA (Buyer Force Automation) (Phase I)- Designed and optimized the system. Basic data collection, requirements analysis & selection, product testing, procedure design, manual copywriting- Made a new way to record the follow-up data of oversea buyer in company database- Optimized the operation form 4 steps into 1, improving our colleagues’ working efficiency(2) VMC (Video Matching Conference)- In charge of requirements analysis, software comparison & selection, product testing (oversea), procedure design, manual & E-mail model design and copywriting, assistance in installation & use for oversea buyers- Started from scratch, VMC has become the most popular way (accounts for 95%) in the 4 ways of sourcing event- Our team won ’Innovation Award of GlobalMarket’ (3) Machinery Industry Analysis Report- Studied and researched the composition & features of oversea buyers- Sorted out 400 big machinery buyers around the world by internet. The experience and data became the base of big buyer project- Appreciated by director and dept. manager, and chosen to be the training material for buyer dept., customer service dept. and sales dept. (4) Buyer Exploration- Explored and serviced oversea buyers by phone and E-mail, matched suitable manufacturers for them, and invited them to join sourcing event- Assisted in hosting ’Shenzhen Electronics Sourcing Salon’ in Mar. 13th, 2009 (2 of 27 buyers in that salon were explored and invited by me)