WEIHUA LIAO

Experience

• 

  Hunan Broadcasting System

  Jul 2008 - Jul 2010

  TV reporter

  TV reporter of the emotional talk show.

• 

  Global Sources (multinational B2B platform)

  Aug 2010 - Jul 2011

  Market Analyst

  Worked closely with global editorial team and directly talked to Chinese export suppliers in smart home and clean energy industry, produced over 10 English sourcing guide for overseas buyers.

• 

  Global Sources (multinational B2B platform)

  Aug 2011 - Feb 2013

  Marketing Executive

  Independently took charge of e-newsletter, drove implementation of 200 customer-centric campaigns and leveraged channel-specific dashboards to gain insight, uncover optimization opportunities and made data-driven suggestions. Maintained and drove the internal sales training website.

• 

  OFweek.com ( renowed high-tech web portal)

  Feb 2013 - Feb 2015

  Marketing Manager

  Created strong individual branding by sharp marketing flair with growing a large base of heavy client users, engaging clients to various products and services, providing commercial flexibility of product portfolios.

• 

  Poly exhibition (a subsidiary of Poly Developments &Holdings)

  Feb 2017 - Sept 2021

  Took charge of Jinhan Fair online sourcing platform, which was an augment to the offline exhibition Jinhan Fair for home and gifts - one of the biggest home & gift manufacturer community in China with 100,000 overseas buyers and 1,600 suppliers to participate each year. With solid work of three years, the platform grown to top online marketplace for Chinese suppliers in home & craft industry to get orders . • Customer Success Management: Led the team to drive the performance of the paid Chinese suppliers and target overseas buyers. Provided data-driven insights of their challenges and striving to meet their needs in the marketplace with the best strategy. *delivered superior services to renowned buyers like Walmart, Coach House, Zara Home as well as Chinese exporters like Fujian Minhou Minxing and Fujian Homeborad etc. The key customer renewal rate has a YoY growth of 200% based on high satisfaction rate.• Digital Marketing Supervision: Accountable for the registered buyer volume. Supervised buyer expansion marketing programs across a broad range of digital marketing channels (SEO, SEM, Email, Social Media, Mobile, Display etc.).*The online platform’s traffic from overseas buyers has surged 300% in the latest year.• Key Partnership Development: led the partner team to develop collaboration with key players in the ecosystem including associations, media, government department and exhibitions. Show less Planed and executed marketing strategies of all the company’s exhibition projects in healthcare, home decoration, art crafts and sports segments, made them must-attend B2B exhibitions in the ecosystem.• Work with account management team to drive key accounts performance consistently, analyzed over 100 clients’ challenges and strive to provide marketing solutions for them to success. Successfully brought in new contracts with top clients such as Huawei, JD health.• Built a strong marketing team with team member developed from 1 to 8. We enjoyed diversified background while shared one thing in common: trustworthy with professional and solid work performance.• Collaborated with sales team to build pipeline and improved the velocity of pipeline.• Strengthened the 5 exhibitions’ visitor traffic and brands’ awareness via integrated marketing channels of SEO, SEM, displays, emails, social media, seminars/webinars, videos, call center, PR etc.,. In 2019, contributed a peak of visitor volume at 100,000.1) Built up wechat official account and attracted more than 15k followers within 50 days. 2) Initiated live streams gaining over 600,000 exposure in 1 year. 3) Reviewed timely the SEO/SEM channels’ performances and make utilization decisions, successfully half the cost of each client leads at google AD platform. 4) Collaborated with hundreds of editors, reporters, KOLs to build up matrix of content marketing, generated at least 200 reports for each exhibition program. 5) Oversaw 20 sessions of seminars/webinars a year and generate data-driven advises. Show less

  • Project Manager of Jinhan Fair for home & crafts

    Feb 2020 - Sept 2021

  • Head of Marketing

    Feb 2018 - Sept 2021

  • Deputy Head of Marketing

    Feb 2017 - Feb 2018
• 

  Reed exhibitions

  Jun 2023 - now

  Marketing Manager

  As a key member of the exhibition program Automotive World China 2023, work together with the sales team and cooperate marketing team, responsible for key buyer recruitment & brand awareness enhancement.