PAN LAU

Directed end-to-end creative strategy and execution for B2B marketing across the USA, Mexico, and Canada markets, with a focus on seller acquisition. Transformed Alibaba.com's digital presence into a revenue-focused growth engine by bridging brand design, UX strategy, and performance marketing.

• Website Transformation: Redesigned Alibaba.com USA website through strategic UX optimization and a comprehensive SEO strategy, achieving 4X traffic growth, 4X qualified leads, and 2X sales within six months, while evolving the platform to full subscription and payment capability.
• Program Launch: Build Alibaba.com up as the first U.S. seller program hub, contributing to 4X revenue growth over four years through integrated brand experiences, connecting digital content, events, and educational resources.
• Omni-channel Strategy: Directed creative strategy across organic, event, email, social, and paid channels to deliver cohesive brand experiences that drove measurable performance and consistent brand presence.
• Team Leadership: Mentored a cross-functional team of 5+ designers, content strategists, and marketing managers, providing channel-specific creative direction and coaching on data-driven optimization strategies.

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

• Content Platform Launch: Launched Think Business as Alibaba.com's first responsive content platform, achieving a 400% increase in organic social traffic, and a 500% increase in engagement within the first month.
• Event Brand Experiences: Designed integrated brand experiences for CES 2019 and MAGIC 2018, creating cohesive visual systems across booth design, digital displays, and multi-day livestream programming that connected local events to global audiences.
• Platform Development: Built Global Biz Circle, a WordPress-based content platform that drove 10X user acquisition, and enabled the development of proprietary marketing lead databases.
• Brand Standards: Created 40-page global brand guidelines, establishing visual design standards, typography systems, and brand architecture that improved consistency across internal teams and external partners.

Led end-to-end creative execution for global marketing initiatives across the Americas, Europe, and Asia Pacific. Focused on driving brand awareness and buyer acquisition through integrated campaigns.

• Integrated Campaign Delivery: Delivered cohesive creative solutions across digital, print, and experiential channels for global campaigns that strengthened brand presence, and drove measurable user engagement.
• Trade Show Design: Designed trade show experiences and environmental graphics that increased event-based user acquisition by 3X through strategic booth layouts and interactive brand touchpoints.
• Multi-Channel Execution: Led visual design for all marketing channels, including banners, email campaigns, landing pages, presentations, large-scale print graphics, and promotional collateral, ensuring brand consistency.
• Team Scaling: Hired and managed seasonal designers and web developers to scale production during peak periods, while maintaining design quality and brand standards across deliverables.

Supported marketing, business development, and PR initiatives for North and South American markets. Focus on brand awareness, lead generation, and foundational UX improvements.

• UX Optimization: Led the UX redesign of the Community and Help Page on Alibaba.com, which consolidated support resources, improving the navigation structure and user satisfaction across global markets.
• Social Media Foundation: Established Alibaba.com's social media brand identity foundation across global markets, creating visual systems and design standards that ensured brand consistency and recognition.
• Process Improvement: Streamlined creative workflow by reducing campaign turnaround time from one month to one week through process optimization and cross-team training initiatives.
• High-Performance Creative: Created Facebook campaign creative that outperformed agency work by 2X, achieving acquisition goals in under two weeks through strategic messaging and visual design optimization.