Rainy Liao

• Conducted customer persona research for a Chicago-based B2B material testing company, MTS, to help them understand their impact in the Chinese market.
• Interviewed customers in Mandarin and translate buyer insights into English to create a localized website optimization campaign.
• Planned and coordinated digital marketing campaign including online marketing, social media ads, SEO/SEM and promotional events for small business owners.
• Oversaw the campaign performance through Google Analytics which resulted in a 15% increase of conversion website visitors to restaurant customers for V-Pot Restaurant.
• 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.
• 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.
• Conducted six 2-hour interview vlogs that acquired over 300,000 reviews.

Eternal Health Acupuncture Wellness Center is an alternative medicine center in Milpitas, California specializing in acupuncture and massage.

• 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%.
• 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.
• Utilized Facebook Ads and email campaigns strategically to generate customer engagement resulting in an increased of 10% Click-Though Rate.

China Silver Group is an investment holding company that manufactures and sells silver and other non-ferrous metals in the People’s Republic of China (PRC).

• 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%.
• 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.
• 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%.

Luzhou Laojiao Co. Ltd., through its subsidiaries, produces wine and liquor in China.

• 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.
• Developed 20 branding commercials over four years by coordinating consumer needs through annual data-driven market analytics.
• 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%.
• 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.
• Coordinated with over ten agency partners prepared all media materials including press releases, media lists and reports.