Associate Marketing Manager • Cake (a global startup that provides human resources services)
October 2019 - January 2024 Taipei, Taiwan
Summary: At Cake, I contributed to the company's growth from 10 to over 100 employees, establishing the foundation for various marketing channels. I led the foreign market expansion, growing our user base by millions. I implemented marketing strategies that included content marketing (SEO), multichannel marketing, paid advertising, social media campaigns, and influencer partnerships.
Leadership & Management
- Recruited and trained 50+ full-time/part-time/freelance employees through interviews, orientations, and workshops.
- Managed and led an in-house team of 10 overseas members (from Indonesia & Vietnam) to achieve company goals.
- Facilitated cross-market & cross-functional communication and collaboration to drive project efficiency.
- Researched and established strategic plans & goals based on metrics and reliable data sources.
- Planned quarterly and annual marketing budgets & strategies for overseas channels to achieve key objectives.
Content & SEO Marketing
- Planned, executed, and optimized content in Chinese, English, Bahasa Indonesia, and Vietnamese.
- Recruited, trained, and managed 50+ writers/interns/team members to achieve SEO and traffic goals.
- Achievements:
- Wrote several SEO articles ranked in the top 3 on Google. Attracted 1k - 2k daily organic traffic per article.
- Planned and executed the English Content Growth Project. Achieved the goal of producing 400 articles within 6 months, and increased the number of the website's organic keywords in the US from 9k to 26k.
- Increased daily organic traffic to the website by 150% (in 1 year, around 15k) from Indonesia & 1,600% (in 6 months, around 1k) from Vietnam respectively.
Paid & Performance Marketing
- Planned, completed, and optimized Google Search and Social Media ads targeting Taiwanese and international audiences. Utilized tools and techniques like Google Ads Keyword Planner, Google Optimize, A/B testing, etc.
- Allocated advertising budgets across diverse markets and audience segments to drive optimal results.
- Achievements:
- Enhanced CTR (click-through rate) by 5%; reduced CPC (cost per click) & CPA (cost per acquisition) by 50% and 70% respectively within one quarter.
Lifecycle & Multichannel Marketing
- Leveraged product analytics to segment audiences, design lifecycle marketing strategies, and implement targeted campaigns across multiple channels, including email, web, and digital ads, to boost conversions and demand generation.
- Achievements:
- Brought over 50k users to return to the website per quarter, with an average 50% open rate.
- Collaborated with designers to enhance pop-up visuals and content using A/B testing, increasing click-through rate (CTR) by 10%.
Public Relations
- Hosted and delivered 10+ online/offline workshops and speeches in Chinese and English on the topics of career development, personal branding, digital marketing, human resources & talent acquisition trends, etc.
- Assisted in organizing online campaigns that reached millions of potential users through various marketing channels, significantly increasing brand visibility, driving traffic to specific pages, and boosting CTA clicks.
- Researched and reached out to companies/blogs/media for brand placement & link-building opportunities.
- Achievements:
- Attracted an average of 50 participants per event.
- Successfully built 15+ backlinks on websites with high domain ratings (60+).
Social Media & Influence/KOL Marketing
- Assisted with managing several social media channels, including Facebook, Instagram, LinkedIn, TikTok, YouTube, etc.
- Collaborated with the team on developing and executing influencer marketing strategies in Taiwan, Indonesia, Vietnam.
- Achievements:
- Successfully collaborated with 50+ local influencers within the budget. Facilitated steady growth of organic traffic, registered users, and social media audience.