PAN LAU

Directed end-to-end creative strategy and execution for B2B seller acquisition across the USA, Mexico, and Canada markets through integrated brand, UX, and performance marketing design.

• UX and Web Design: Achieved 4X traffic growth, 4X qualified lead generation, and 3X sales in the first year by leading end-to-end UX design, front-end development, and SEO strategy for Alibaba.com USA seller acquisition website, evolving the platform through data-driven optimization from a simple lead capture flow to a full self-serve membership purchase experience across 100+ pages.
• Localization and Growth: Generated 900%+ lead growth, 80%+ returning visitors, and an 80%+ non-paid traffic rate by designing, launching, and owning Alibaba.com Mexico seller acquisition website through market localization, UX design, content strategy, and SEO optimization.
• Program Design and Development: Contributed to 4X revenue growth over four years as a key creative lead on Alibaba.com Build Up, directing the national tour creative and designing, developing, and maintaining the program website across 13 in-person and 20 digital events in 10 cities.
• Campaign Design and Optimization: Delivered 1%+ average CTR across US and Mexico paid social campaigns on Facebook and LinkedIn, outperforming B2B industry benchmarks by 2-3X, through A/B tested creative design and optimization across a six-month US run and a two-week Mexico market launch.
• Cross-Functional Leadership: Maintained Alibaba.com USA website performance goals by running weekly cross-channel reviews across organic, email, social, webinar, and paid channels, diagnosing traffic drops, identifying execution gaps, and coaching each channel on data-driven improvements.

Drove brand and design strategy for global marketing initiatives across the Americas, Europe, and Asia Pacific. Shaped creative vision for partnerships, large-scale events, and Alibaba.com's first responsive content platform.

• Content Platform Design: Grew Alibaba.com's organic social traffic by 4X, engagement by 5X, and social shares by 6X by launching Think Business, the first responsive content platform on Alibaba.com, scaling it to 200+ published posts over three years.
• Experiential and Event Design: Produced 2M+ video views by introducing live streaming at CES 2018, establishing a format carried forward across all subsequent Alibaba.com trade show events, while designing cohesive visual systems across booth graphics, digital displays, and multi-day broadcast programming.
• Brand Identity and Systems: Strengthened Alibaba.com's brand identity across three global regions by developing 40-page English-language brand guidelines covering logo usage, color, typography, photography, and partnership branding, with creative direction provided on the Chinese edition.

Owned end-to-end creative execution for global campaigns and brand initiatives across the Americas, Europe, and Asia Pacific, with growing ownership of experiential design, content platforms, and brand systems.

• Global Campaign Design: Reached 400M+ impressions and 6.5M+ video views by overseeing the design and front-end development of campaign landing pages across 6 countries and 4 languages for Alibaba.com's first global brand campaign targeting entrepreneurs and SMBs.
• Experiential and Kiosk Design: Secured 35%+ more leads at the National Hardware Show by crafting the full booth experience, custom product illustrations, and branded apparel, while also building and demoing an interactive kiosk on-site to introduce the platform to attendees.
• Content Platform and Growth: Captured 10X user acquisition, 5X increase in social shares, and 4X social following growth by building Global Biz Circle, a WordPress content platform that scaled to 150+ posts and established Alibaba.com's first proprietary marketing lead database.
• Brand and Design Systems: Standardized brand identity across multiple Alibaba business units following the company's NYSE IPO by designing a unified stationery system including business cards, letterheads, and envelopes for global office use.

Supported brand, marketing, and UX initiatives for North and South American markets, building foundational design systems, social media identity, and early digital experiences for Alibaba.com's global expansion.

• UX and Information Design: Improved navigation and self-service support for global users by leading a cross-regional UX research and redesign with teams in the US, Hong Kong, and China, restructuring a disorganized Community page into a 15+ page UX portal organized across three clear sections covering platform guidance, community, and support.
• Brand and Social Design: Established Alibaba.com's social media visual identity across Google+, Facebook, LinkedIn, Twitter, and YouTube for the US, UK, and Australia markets, creating design standards and templates that enabled consistent brand expression across platforms and regions.
• Performance Creative: Outperformed agency follower growth results by 2X on Facebook through strategic visual design and messaging, achieving acquisition goals in under two weeks.