Ella Qiu

Experience

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  Diagnostica Stago

  Apr 2005 - Jun 2006

  Marketing Analyst

  • Designed and conducted intensive market research for over 50 hospitals in Beijing• Collected, analyzed and tested reliable results of market information• Analyzed key inputs around customer service strategy and customer satisfaction to make a go/no go recommendation, resulting in a more organized local sales and distributor structure

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  Alpha Technics

  Jan 2008 - Jan 2016

  Alpha Technics is an industry leader in the design, development, and production of high precision temperature measurement solutions.• Led and executed both strategic and tactical sales initiatives and relationships, generated new business leads by 300% and achieved 145% of sales target in 2015.• Established partnership with China FDA, penetrating local market with strong government support, and reduced time of average product registration approval process by 45%.• Negotiated and won a $1MM supply agreement with Mindray in 6 months for Alpha to start clean room production for complete medical device, which helped to drive Alpha China sales increasing 100% from FY14 to FY15.• Planned project scope, led design review, tracked progress, and coordinated with cross functional teams to meet customer expectation and deadlines Show less • Designed and executed test projects for quality monitoring, to assess quality and productivity improvements in production• Developed and implemented programs to evaluate precision and accuracy of production measurement. For instance, introduced computer-based program for 100% manufacturing test to reduce human error and defective workmanship, and delivered reliable and traceable digital resultsThis project alone successfully helped to reduce average scrap rate from 9% to 5%.• Performed root cause analysis and implementation of corrective action for manufacturing processes• Assisted in non-conformance investigations, employee training and monitoring of manufacturing practices• Conducted internal ISO audits, created audits finding reports and suggested proper corrective and preventive actions• Identified and qualified alternative both domestic and Chinese vendors and suppliers for cost reduction Show less

  • Sales Engineer

    Jan 2010 - Jan 2016

  • Quality and Test Engineer

    Jan 2008 - Jan 2010
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  IPinYou

  Jun 2016 - Mar 2021

  iPinYou is China's No.1 DSP and media buying platform that empower brands with data-driven marketing decisions to reach the right audience anywhere.• Led and managed 10+ team members including sales, operations, accounts, and PR, oversaw P&L and drove regional revenue growing over $10MM in 2 years (top performing region throughout iPinYou international team).• Strategized on short-term and long-term business goal and increased client base by 20% in 6 months.• Orchestrated international paid media strategies (China, APAC) for key accounts (Farfetch, Shopbop, Cisco) and led creation of cross- channel marketing solution (display,native,video,social) that resulted in 100% YoY spend growth in 2019.• Built strategic partnerships and managed major agency relationships to strengthen brand equity in China marketing martech partner.• Reviewed customer feedback, led competitive analysis, refined product features and propositioning, and crafted stories to constantly captivate advertisers.• Led cross region collaboration by sharing learnings & best client practices and became company-wide eCommerce strategist.• Collaborated closely with Product, Account and Sales teams to design and launch new product to drive adoption, scale advertisers’ overall media spend at efficiency and maximize business potential. Show less • Prospected, nurtured, and cultivated C-level relationships with key accounts and strategic partners as a founding member of iPinYou international team.• Led Farfetch/Shopbop China programmatic strategies, execution, and optimization, growing their annual spend over 200% in 3 consecutive years due to high output and efficiency, managed budget grew over $7M in 2019 & 2020.• Continuously refined Farfetch/Shopbop media/audience/creative strategies, exceeding client expectation as delivering results that contributed to 200+% YoY growth of China active app users and 50+% QoQ GMV growth.• Improved mobile ads experiences by ongoing test-and-learn that boosted 2x install rate, GMV uplift & increasing LTV, and optimized CPI 45% lower than target.• Assessed data, analyzed trends, provided insights, and proposed growth opportunities and customer-focused solution which scaled business scope and 5x ad spend.• Reviewed client feedback and influenced internal and client-side BI/Data/Marketing/Product team to prioritize impactful projects (dynamic retargeting algorithms, creatives automation, etc.) improving campaign performance and efficiency.• Project Award: China ROI Award 2019 - Farfetch overall branding + performance media strategy boosted by iPinYou (600+ brands and agencies competed).• Personal Awards: "Distinguished Employee Award" (10 out of 500+ employees, 2018), "Top Sales Award" (2018, 2019), "Star Employee" (Q2 2018) Show less

  • Head of North America | Global Key Account Lead

    Jul 2019 - Mar 2021

  • Director of Business Development

    Jun 2016 - Jul 2019
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  NEIWAI

  Sept 2020 - Feb 2021

  US Growth Strategist

  Helped NEIWAI, an intimates and loungewear brand valued at $150M with 1.5M customers and 110+ stores, expanding in US market.• Led omnichannel marketing strategies across social media and strategic publisher partners to drive awareness, acquisition, and conversion at scale (Google, Instagram, Tiktok, Dealmoon).• Built foundation of NEIWAI affiliate marketing programs and launched sales-centric campaigns with content partners and influencers within 2 months.• Discovered, researched and identified growth opportunities leveraging data and competitor analysis. Show less

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  Freelance

  Jan 2021 - now

  Business and Marketing Consultant

  Leverage my multifaceted marketing experiences across programmatic advertising, ad-tech, brand and direct response marketing, business & partnership development and account management to help D2C brands and startups to grow cross-boarder businesses.

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  Amazon

  Nov 2021 - now

  Our vision is to enable every Brand – from the small business with an idea to the large, multi-national corporation – to be able to thrive and grow a differentiated brand that customers love and trust. We own the end-to-end success of brands selling on Amazon.

  • Sr. Product Marketing Manager

    Oct 2023 - now

  • Sr. Customer Experience Ambassador

    Nov 2021 - Oct 2023