Martin Jiang

TikTok | APAC industry operations, Southeast Asia

APAC industry operations（2024/9-to Now）

• Led Mega sales campaigns across 6 markets (ID/TH/VN/PH/MY/SG), designing tiered incentive structures that delivered: 20% YoY livestream GMV growth; 42% GMVMAX penetration (+27pp YoY); 1.5x regional ad revenue expansion.
• Created cross-market "Campaign War Room" coordinating 6 local teams to Optimize algorithmic traffic allocation, Develop standardized playbooks adopted as regional best practice.

Client operations（2023/9-2024/9）

• Partnered with sales to develop TikTok ad strategies for 15+ FMCG brands (Mistine/Wosado/Carslan) across SEA/US markets, driving $8M+ incremental ad spend
• Built commercialization resource packages that improved pitch conversion by 40% and enabled 3 cross-market campaign executions

• Conducted market research to identify consumer trends and preferences, driving product innovation.
• Developed annual operational strategies for TikTok and Tmall by analyzing business dimensions, including GMV, traffic, and conversion.
• Led end-to-end production of IP-related assets，Supported IP-driven campaigns for key e-commerce growth

Achieved #1 bestselling Eye cream in 2020 Double 11, maintaining top 3 rank through 2021

Product Lifecycle Management

• Owned end-to-end product positioning from R&D to commercialization
• Launched new products successfully by collaborating with cross-functional teams on go-to-market strategies.
• Increased product awareness by developing and executing targeted marketing campaigns.
• Optimized cross-platform content strategy (Weibo/Red/DouYin), achieving: 35% monthly viral rate,25% improvement in off-platform conversion
• Directed formula upgrade and consumer research initiatives

Brand Launch & Growth

• Built brand from 0 to 1, driving GMV to 100M+ RMB through strategic off-platform marketing
• Established brand positioning and core messaging through consumer insights research

Brand Strategy Development

• Developed consumer insight framework guiding all marketing communications
• Collaborated with agencies to produce award-winning brand campaigns
• Maintained 90%+ brand message consistency across all touchpoints

Digital Marketing

• Led end-to-end development of Acura Precision Owner campaign site (acura.com.cn/imdifferent), establishing the brand's premium digital flagship platform
• Directed 3 high-impact TVC campaigns achieving 50M+ views and 85% brand consistency across all touchpoints

Strategic Impact:

• Increased digital asset utilization by 40% through comprehensive content library development
• Improved campaign production efficiency by 25% via cross-functional team coordination
• Received industry recognition for innovative "I'm Different" brand platform

Campaign & Digital Project Leadership

Fenbid "Dreams Don't Stop for Pain" Campaign

Directed 360° campaign execution including:
• Key visual development and OOH extensions (posters/billboards)
• Consumer insight-driven TVC concepting (25% higher recall vs benchmarks)
• Bilingual proposal decks and shoot coordination (3 markets)