Marketing / Copywriting

Content strategy; E-Commerce; Prototyping

Advertising, social media, and e-commerce marketing experience across agency and in-house roles, focused on content strategy, campaign execution, and performance—forming the foundation of a user-centred approach to digital and UX design.

JingRuiHeWei Technology Co., Ltd.

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Role: Marketing & Social Media Coordinator
Tourism & Digital Media

Remote · 2013–2017

Context
A digital media and tourism technology company operating large-scale social platforms in China. The goal was to reach mainland Chinese audiences interested in travelling to Taiwan and convert content engagement into e-commerce outcomes.

How it worked

  • Platforms: Weibo (10–35 posts/day), WeChat (1 long-form post/day)

  • Approach: Curated and original content driven by trends, audience interest, and seasonal tourism demand

  • Website: Regular updates to tourism information and product listings

Overview of key content:

  • Independent travel guides: Travel tips, boutique homestay recommendations, and food exploration features.

  • Policy updates: Ongoing attention to the suspension of individual travel to Taiwan and any subsequent policy developments.

Key contributions

  • Planned and executed multi-platform content strategies

  • Produced travel features, destination guides, and campaign content

  • Managed e-commerce listings for accuracy and visual consistency

  • Ran giveaways and engagement initiatives

  • Analysed performance metrics to optimise content and campaigns

Impact

  • Scaled audience to 1.2M+ followers

  • Contributed to a Top 10 Weibo tourism account (2016)

  • Built strong understanding of content-to-commerce and audience behaviour

Zhijiang Advertising Co., Ltd.

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Role: Marketing Specialist & Copywriter

Advertising & E-commerce

2013–2015

Context
A full-service advertising agency delivering brand, digital, and performance marketing for finance, insurance, and e-commerce clients. Started as an intern and progressed to a full-time role.

Phase 1 — E-commerce operations

  • Built and managed an end-to-end e-commerce store from the ground up to support product placement sales for a television channel.
  • Managed product uploads, banners, logistics, orders, stock, and customer feedback
  • Built and ran social media channels, including content planning and KPI tracking

  • Developed campaign plans and reported on performance

Phase 2 — Copywriting, prototyping & branding

  • Created campaign copy and digital prototypes (landing pages, EDMs, ads) using Axure RP
  • Collaborated with design, IT, and account teams on conversion-focused campaigns
  • Worked on campaigns for Standard Chartered, Citibank, and Ping An Insurance
  • Conducted A/B testing to improve campaign performance
  • Developed and maintained brand consistency across digital and physical touchpoints

What this shaped

  • Strong foundations in advertising strategy and conversion-focused thinking
  • Early practice in structuring content and user flows—directly informing later UX work