Xinyue (Fiona) Chen

Experience

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  Souluniq High-end Travel Agency

  Jun 2010 - Sept 2011

  Co-founder

  · Started up a travel agency aiming to protect the environment of South and North Pole by connecting the resources of the green technology and PE investments in customized tours· Led a 15-people sales and marketing team, achieved $4M sales revenue within two years

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  WPP

  Jan 2013 - Jun 2015

  Senior Brand Consultant

  • Won 7 new businesses while managing 4 key client relationships by crafting annual marketing strategies and communication plans for companies from both emerging and traditional industries• Led cross-region teams to develop and execute integrated marketing communication plan for an E-commerce company, increased holiday season sales by 57% and expanded brand awareness into 34 cities• Identified customer insights, orchestrated value proposition and managed the go-to-market campaign for a new tech product launch, earning $2.9 million revenues within the launch day and increasing ROI by 600%• Rebuilt corporate brand strategy for a state-owned company by engaging 30+ C-Level executives to identify brand assets, and synthesized into easy-to-understand concepts to guide business units’ marketing strategy• Established a rebranding strategy for an industrial company to build a favorable public image for its IPO• Led cross-functional agencies to execute a CSR campaign for a CPG company and won an APAC PR award Show less

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  GE Water & Process Technologies

  Jan 2016 - Apr 2016

  Business Marketing Academy Consultant

  GE Water is thinking about investing in some emerging overseas regions and asked for some investigations about the best options in terms of market potential, competition landscape, local regulation, POPs and PODs.• Identified the most potential market in EMEA area for long term growth after consulting 13 internal stakeholders and synthesizing secondary researches• Orchestrated a market entry strategy into key target markets based on insights gained from benchmarking past entries while maintaining a minimal investment to mitigate significant risks• Realigned the value proposition for the target market by integrating the local client insights, product differentiators and corporate competitive advantages Show less

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  Google

  May 2016 - Aug 2016

  MBA Intern

  As the revenue engine in the most highly competitive market for Google, the China Large Customer Sales team mainly focuses on helping Chinese companies going abroad, while it's also exploring opportunities to expand domestic business in a strategic way. During the internship, my main objective was to drive new business growth for domestic business by thinking 10x. • Identified a $85M strategic digital marketing initiative to drive business growth for both large and median clients, by leveraging data analysis in emerging industry trends and young generation consumer insights• Designed sales pipelines and capacity planning to ensure project team readiness to unlock the growth opportunity with reliable forecasts and risk mitigations• Incubated new partner models with upstream potential partners to achieve mutually beneficial growth• Garnered and circulated best practices by building internal sharing hub websites to accelerate work efficiency Show less

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  谷歌

  Jul 2017 - Feb 2023

  • Built and fostered C-Level relationships with global and regional clients to build, carry out long-term digital strategies, and optimize growth coping with economy uncertainties• Developed and managed global account plans via various Google products and services, transforming client’s growth curves while achieving win-win partnership• Led cross-functional collaborative projects to set prioritization for client’s diversification strategy, fully leveraged Google data insights, customized tools and solution framework• Unlocked new revenue streams (B2B and Apps) by penetrating organization and earning trust, and led by coaching a SWAT team to drive clients’ growth with fast learning skills• Analyzed marketing trends and consumer behaviors to develop transformational pitches for the next big bets, and won 3 internal awards for the contribution to regional business Show less · Consulted customers in SEA to transform traditional offline sales channels, co-developed effective digital strategies, optimized measurement approach and grew omnichannel ROI· Led Google co-op advertising solution’s development and adoption among 6 countries’ tech advertisers, to overcome the conversion measurement barriers in trade marketing· Developed a clear “center of excellence” collaboration model and a workflow with 7 Google local teams, secured Chinese exporting business growth with extended cross-functional supporting resources Show less · Set Google’s share-of-wallet to a historical record in flagship launches, by providing audience strategy, digital-friendly creative, advanced media strategy and measurement· Nevigated complex campaign performance optimization processes by creating an opportunity finder dashboard, which was then scaled up to multiple clients and regions· Pioniored in data-driven digital marketing and developed several successful campaign case studies, which were presented and showcased in industry events Show less

  • Global Account Lead

    Jan 2022 - Feb 2023

  • Tech SEA Account Lead

    Oct 2019 - Dec 2021

  • Account Manager

    Jul 2017 - Sept 2019
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  Temu

  Feb 2023 - Jul 2023

  User Growth Lead

  • Led a 9 people team to set up a new market entry Go-to-market roadmap, enabling four key markets’ GMV growth by 179%, doubled the ROI goals within the first month• Standardized the creative production process by partnering with internal product teams and external vendors, reduced the video production turnaround time by 45%, and increased the daily creative production volume per person by 241%• Set up a lean operation model with frontline buyers’ team to onboard new products and start ads promotion with 67% less time required, enabling product localization and diversification Show less

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  Amazon

  Oct 2023 - now

  Sr. Global Partner Manager