<ul><li>Conducted customer persona research for a Chicago-based B2B material testing company, MTS, to help them understand their impact in the Chinese market.</li><li>Interviewed customers in Mandarin and translate buyer insights into English to create a localized website optimization campaign.</li><li>Planned and coordinated digital marketing campaign including online marketing, social media ads, SEO/SEM and promotional events for small business owners.</li><li>Oversaw the campaign performance through Google Analytics which resulted in a 15% increase of conversion website visitors to restaurant customers for V-Pot Restaurant.</li><li>Designed a cross-cultural customer persona research for Eternal Health Wellness, a traditional Chinese medicine center in the East Bay, by collecting data from over 100 surveys and organizing an 80-page report that included a targeted marketing campaign proposal using SPSS data analysis.</li><li>Identified trending topics of live-videos and finished the interviews for Pear Video, the leading video sharing platform in China, with interviewing in English and reporting in Mandarin.</li><li>Conducted six 2-hour interview vlogs that acquired over 300,000 reviews.</li></ul>

Marketing Consultant

Eternal Health Acupuncture Wellness Center is an alternative medicine center in Milpitas, California specializing in acupuncture and massage.<ul><li>Coordinated five weekly online marketing campaigns including branding posts, live videos and webinars on Facebook, Instagram, LinkedIn, and Twitter resulting in 5% conversion and increase in website traffic by 18%.</li><li>Promoted two monthly health workshops online using digital channels including Facebook, Eventbrite, Meetup, and email campaigns resulting in 15% audience responding to a call to action.</li><li>Utilized Facebook Ads and email campaigns strategically to generate customer engagement resulting in an increased of 10% Click-Though Rate.</li></ul>

Digital Marketing Specialist

China Silver Group is an investment holding company that manufactures and sells&nbsp;silver&nbsp;and other non-ferrous metals in the People’s Republic of&nbsp;China&nbsp;(PRC).<ul><li>Coordinated over ten managerial interviews and 20 content partnership campaigns in 6 months with national media such as CCTV, ZJTV and SMG and digital media channels like WeChat, Weibo, Tencent, Youku and 21CN resulting in increased brand awareness by 30%.</li><li>Planned over 50 paid acquisition campaigns annually through over 50 mainstream and digital channels such as press, TV and social media resulting in a 20% sales profit.</li><li>Planned major branding events like Beijing Film Festival and National Basketball League Sponsorship with over 2,000 attendees resulting in an increase in brand exposure by 25%.</li></ul>

Marketing Manager

Luzhou Laojiao Co. Ltd., through its subsidiaries, produces wine and liquor in China.<ul><li>Managed over 150 all channel paid campaigns such as press, TV, social media and digital media over 30 managerial interviews and over 100 partnership campaigns within a $10 million budget resulting in a 35% increase in brand awareness.</li><li>Developed 20 branding commercials over four years by coordinating consumer needs through annual data-driven market analytics.</li><li>Led 10-15 content trends during monthly social media marketing campaigns resulting in 20% YoY sales increase as well as an increase in customer engagement via reposting, reviews, and comments online by 30%.</li><li>Increased 45% brand exposure over four years by launching over 15 annual national and global branding events with over 10,000 attendees including FT Times Forum and Forbes China Forum.</li><li>Coordinated with over ten agency partners prepared all media materials including press releases, media lists and reports.</li></ul>

Designed a digital marketing campaign proposal for Eternal Health & Wellness.

Campaign Proposal

Rainy Liao

Designed the consumer survey of Eternal Health & Wellness.

Consumer Survey Design

Developed email campaigns for a health and wellness center in Milpitas, CA.

Email Campaigns for Eternal Health & Wellness

Developed Instagram ads for a Chinese restaurant in Albany, CA.

Instagram Ads for V-Pot Restaurant

Created Facebook ad campaigns for a health and wellness center in Milpitas, CA.

Facebook Ads for Eternal Health & Wellness

Pain Relief

Special of the Month

Healthy Foods

Developed a cross-cultural customer persona research on the Traditional Chinese Medicine Center's approaches to social media marketing in America.

The Study and Campaign Design of Cross-Cultural Communication

Designed a digital marketing campaign for Branch & Roots, a startup e-commerce company in California. Utilized the combination of short-term and long-term strategies that related to SEO, paid ads, A/B testing, social marketing, and email marketing.

Branch & Roots Digital Marketing Campaign

Compiled work examples that including digital marketing campaign, cross-cultural customer persona research report, social media campaign, and consumer survey design.

Marketing Campaign Samples

English (British)

Rainy Liao is a digital marketing professional with 6 years of experience in digital marketing including paid social, display, SEM and SEO, integrated marketing, brand awareness, cross-functional project management, and agency coordination for helping global businesses drive significant growth. With an extensive understanding of digital media landscapes, marketing automation systems and data integrations, she specializes in translating cross-cultural customer insights from qualitative and quantitative research in global market research, especially between the U.S. and Chinese market. Rainy has also developed and executed social media campaigns for companies across various industries including jewelry, restaurant, health and wellness, on platforms such as WeChat, Weibo, Tencent, Youku and 21CN.

Rainy Liao

Employment Highlights

Education Highlights

Portfolio

Campaign Proposal

Consumer Survey Design

Email Campaigns for Eternal Health & Wellness

Instagram Ads for V-Pot Restaurant

Facebook Ads for Eternal Health & Wellness

The Study and Campaign Design of Cross-Cultural Communication

Campaign Proposal

Consumer Survey Design

Email Campaigns for Eternal Health & Wellness

Instagram Ads for V-Pot Restaurant

Facebook Ads for Eternal Health & Wellness

The Study and Campaign Design of Cross-Cultural Communication