Peng Zhang (Max)

Experience

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  Ogilvy & Mather

  Nov 2010 - Aug 2012

  Account Excutive

  • Strategized with the President to create campaign concepts and pitches new accounts. Assisted in new business development for Fortune 500 brands including Vodafone, Alibaba and China Mobile.• Excelled at identifying opportunities and demonstrating need analyses in youth demographics. Analyzed promotional incentive consumers and shape OEM promotion campaign for technology brand AMD.• Collected, compiled and analyzed large volumes of data from 32 branch companies for client reporting through secondary research, competitors analyzes, consumer insights studies and interviews.• Managed team’s knowledge database, organized, documented and shared the latest information of clients, industries and technology with colleagues by newsletters, delivered consumer insights reports to clients monthly.• Regularly led brainstorming with creative and account team for each campaign, created PowerPoint presentations and present ideas, oversaw the media outlets including TV commercial, outdoor ads and radio ads. Show less

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  Interone

  Mar 2013 - Aug 2013

  Senior Account Excutive

  • Proactively collaborated with the creative team developing the MINI 2013 "Not Normal" brandingcampaign, JCW launch campaign and “To Tibet” documentary; oversaw R56 ONE model launch event and Shanghai Auto shows which helped to develop localized brand perceptions.• Analyzed data on automotive consumer demographics, preferences, buying habits to identify marketing strategy. Independently planned and collaborated with the BMW team to deliver 3 campaigns within 2 months.• Effectively tracked and analyzed monthly marketing activities for over 40 dealers nationwide; coordinated with media outlets on impactful production materials via television, internet and print. Show less

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  NaPlus Branding Institute

  Mar 2013 - Jun 2016

  Co-Founder, Social Marketing Lead

  • Co-founded Naplus Branding Institute in 2013 which providing branding and CSR consultant solutions for nonprofits and startups.• Established a volunteer network and acquired more than 60 members through 6 cities including Beijing, Hong Kong and Boston.Successfully planned, developed and managed innovative and productive branding campaigns for top charity foundations in China including Tencent foundation and One foundation.• Launched the 2015 Nonprofit Branding Workshop with Ogilvy and Recende CSR institute, analyzed and discovered the methodology to build strong brands for grassroots. Show less

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  Knovva Academy

  Apr 2015 - Aug 2017

  Digital Marketing Manager to Product Manager

  • Initiated the non-profit Model G20 Youth Leadership program, lead the program from academic strategizing to on-ground implementation, directed the R&D, web developer, marketing and PR team as per product phases, and collaborated with internal and external stakeholders to deliver the significant program successfully.• Initiated the lead-gen strategy by resetting attainable marketing goals, created KPIs dashboard and optimized sales funnel across several channels. Developed performance tracking methods for continuous optimization of marketing campaigns that are executed currently.• Effectively managed a comprehensive campaign including paid search, display advertising and influential marketing through a tiered bidding strategy which drove increased conversion rate by 93% with a limited increasing budget.• Lead a team of 4 to Plan and execute SEO campaign, identified and distributed trending and long tails target keywords by Google keyword planner, redesigned company website structure and landing page which help lowered bounce rate by 15.31%. Show less

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  Bytedance Inc.

  Sept 2017 - Dec 2020

  Senior Manager, User Growth

  • The integrated growth mkt strategy: Toutiao（今日头条）, Douyin（抖音）, Xigua（西瓜）, Huoshan（火山）, Faceu, Ulike（轻颜）, Dongchedi（懂车帝）, 剪映 etc.• Overseas integrated growth marketing strategy: TikTok，Helo

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  拼多多

  Jun 2021 - now

  Marketing Director, User Growth