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My Experience
Creative Work
Experience
Search Marketing Strategist
Leads search, growth, and brand strategy across multiple business lines, including Kelme Sports USA distribution and N10 Sports’ FIFA World Cup–licensed merchandise operations in North America. Conducts market and audience research to define target customer segments and develops integrated go-to-market strategies across search, social discovery, paid media, and influencer channels, driving consistent growth in visibility and engagement. Oversees cross-platform marketing campaigns, digital experience planning, and website optimization to improve product discovery and conversion while maintaining consistent brand identity across multiple brands and regional markets. Develops North American customer segmentation and positioning strategies for licensed FIFA World Cup merchandise, supporting distribution and retail partnerships, while coordinating communications with media, agencies, partners, and stakeholders to advance long-term brand growth and commercial objectives.
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:
@irvinezetafc
Wechat Public Account:
Zeta FC
Xiaohongshu (Red Note):
@尔湾泽塔足球俱乐部
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.
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.
Work Sample:
[Total Soccer from China Central Television Sports] A conversation with the "King of the Penalty Zone" - Ruud van Nistelrooy
2024 -
Present
2023 - Present
2019 - 2019
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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