Mengyi Liu

Experience

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  CCTV6 “The Best” TV Program

  Jan 2015 - Feb 2015

  New Media Intern

  Wrote articles for its social media and operated WeChat platformAssisted directors with stage and audience management during the production of programs

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  Neo@Ogilvy Beijing

  Jun 2016 - Aug 2016

  SEM Intern

  Worked with Search Engine Marketing Team：Collected data and made weekly reports on performance metricsAssisted in ongoing keywords discovery, expansion and optimization

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  PHD

  Jun 2017 - Jul 2019

  Senior Media Planner

  Served clients including Volkswagen Import &Volkswagen Group China PR, and assisted in the pitch of JAC’s new NEV brand - Sihao.Wrote Omni-channel media proposal for VGIC key model & branding campaigns, created spot plan & KPI setting, made weekly reports & suggest optimization plan.Communicated with media partners & clients for daily campaign execution, facilitate minisite design, media content generation & BTL events execution.Conducted competitor review, target audience media consumption habits analysis.Key Projects2018 Q4 Touareg NF Launch Campaign: Proposed Omni-channel media plan for all new Touareg’ launch, improved upper funnel awareness & efficiently generated leads for sales.2018 VGIC Branding Campaign: Helped clients create China’s first brand tailor-made reality show “PLUS Lifestyle Institute”, which gained avg.15mio views per episode. Show less

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  传立媒体

  Aug 2019 - Oct 2020

  Strategic Planning Supervisor

  Served Nestle clients including multiple business units: ice cream, dairy, confectionery Proposed media planning strategy & media tactics, introduce new media format to upgrade media strategy for clients, and supervised campaign execution & performance tracking & optimization.Key Projects2020 Chengzhen Summer Campaign: Restructured ice cream OTV media strategy (from programmatic to drama content bundled approach), screened hot drama, executed celebrity broadcasting & broadcasting board (1st trial in Nestle). 2020 Nesvita Relaunch Campaign: To help aging oatmeal brand relaunch & gain young consumer favorability with limited budget, recommended client to co-op with Bilibili KOLs in different style. Bundled with variety show “Welcome back to sound”, select typical scenario in the show to engage with consumers via creative banner. Show less

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  PHD

  Nov 2020 - Dec 2021

  Media Planning Manager

  Worked on HP commercial PC BU for integrated media planningServed Singapore Airlines on consecutive live streaming events, and organized workshop for clients to understand China media trends and future planning directionKey Project: HP Commercial PC SMB E2E data Program with TencentDeeply utilized JD data to empower TA group modeling on Tencent platform for media precise targeting & new customer recruitment. Applied different modeling strategy for branding & demand generation campaign, and successfully switch consumers mindset and increased ROI by over 50%. Show less

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  JD.COM

  Jan 2022 - now

  Media Planning Manager