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My Experience
Creative Work
Experience
2024 -
Present
Social Media Manager
Revamped the brand’s communication strategy with an influencer-driven sports entertainment approach, strengthening talent relations and boosting engagement. Led social media and marketing campaigns, partnering with MLS and USL athletes and Key Opinion Leaders (KOLs) to drive a 10% increase in weekly views and 5% fan base growth. Spearheaded Kelme USA’s first-ever email marketing campaigns and high-impact Meta Ads, enhancing brand storytelling and digital engagement.
Link:
@kelmecalifornia
https://www.instagram.com/kelmecalifornia/?hl=en
2023 - Present
Marketing Manager
Shaped and executed successful media relation campaigns for major soccer clubs launch across the US and China. Grew fan base by 130% across all platforms. Strategized global story telling through Instagram, TikTok, WeChat, Xiaohongshu, and Weibo. Hired and trained a 5-member marketing and production team. Ensured cross-channel brand cohesion by designing templates and operation procedures; managed, planned and oversaw productions. Achieved 20% fan growth by analyzing Instagram algorithm weekly.
Link:
Social Media Manage:
https://www.instagram.com/irvinezetafc/?hl=en
Graphic Design:
https://www.instagram.com/zetafcacademy/?hl=en
2022 - 2023
Social Media Content Creator
Strengthened the club’s social media strategy by centralizing post templates. Directly reported to team founders.
2019 - 2019
Producer Intern | Coordinator
Directed the production strategy in coordination with the executive producer. Strategized streaming of soccer games including camera and equipment management, camera positioning, and stadium operations.
Education
2022 - 2023
Northwestern University | Master’s in Digital Communication/Multimedia
My Master's Degree provided me with extensive hands-on opportunities to develop my media operation skills and vision. I was also offered with biweekly networking events to develop my connection and interpersonal skills.
2018 - 2022
Purdue University | Bachelor’s in Communication Studies/Rhetoric
Where I built a solid foundation in communication studies by participating in related curriculums and student organizations.
Creative Skills
& Expertise
Language(s):
English & Chinese
Tools:
Adobe Premiere Pro, Adobe After Effects, Adobe Photoshop, Adobe Lightroom, Final Pro Cut X, CapCut, Canva, Microsoft Office
Tools:
Graphic Design, Event Planning, Press Kit, Copywriting, Digital and Social Media Marketing, Campaign Development, Relationship Development & Management, Content Creation, Crisis Management, Strategy Development, Interpersonal & Teamwork
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