Yifeng Ye

Overview:

Lead strategic content development and celebrity social media operations for NBA players and international music artists. Built and scaled fan ecosystems from the ground up, achieving multi-billion-level exposure across Chinese platforms, while significantly enhancing personal IP value and brand partnerships.

Core Responsibilities:

• Directed full-scale content strategy and social media execution for TRND’s roster of NBA stars and global music icons across Douyin, Weibo, Xiaohongshu, Instagram, TikTok, and YouTube.

• Led the production and rollout of high-impact content for Jayson Tatum, Tyrese Haliburton, Chet Holmgren, Austin Reaves, Tyler Herro, Kiari Kendrell Cephus (Offset), and Belcalis Marlenis Almánzar (Cardi B).

• Managed all stages of content creation—from creative development and shoot direction to editing and multi-platform distribution—ensuring brand consistency and platform-native optimization.

• Developed localized content strategies tailored to the Chinese social media ecosystem, leveraging trend cycles, fan behavior, and data analytics to maximize exposure and retention.

• Coordinated between international talent teams, Chinese creative partners, and production vendors to align messaging, timelines, and market positioning.

Key Skills & Achievements:

• Social Media Growth & Viral Strategy

• Launched and scaled Tyrese Haliburton’s China-facing platforms from scratch, achieving over 1.5 billion total views and securing multiple top rankings on Weibo’s trending charts.

• Drove Jayson Tatum’s cumulative China presence to surpass 10 billion impressions through strategic video storytelling and audience activation.

• Celebrity IP Development & Commercial Value Expansion

• Engineered content frameworks that connect personal narratives with brand collaboration, boosting IP appeal and sponsor ROI across sport and entertainment verticals.

• Enabled seamless market entry for NBA athletes into China’s digital space, creating long-term engagement strategies for sustained visibility.

• Cross-Platform Performance & Cultural Adaptation

• Expert in bilingual and cross-cultural platform navigation, customizing formats, tone, and publishing cadence for platform-native success.

• Delivered multi-million-view campaigns with high retention and social conversion, leveraging performance data to guide iterative optimization.

• End-to-End Project Leadership

• Oversaw the complete production pipeline, integrating creative vision with operational excellence and market timing.

• Acted as a strategic liaison between U.S.-based talent representation and China-based execution teams.

Key Responsibilities & Achievements:

• Collaborated closely with NBA strategic skills coach Drew Hanlen to plan and execute high-impact content projects featuring NBA athletes, integrating brand strategy with market-oriented goals.

• Led Pure Sweat’s content marketing strategy for the Chinese market, overseeing video production, social media operations, localized storytelling, and user engagement growth initiatives.

• Developed and managed content calendars and distribution strategies across major Chinese platforms such as Douyin, WeChat, and Weibo, significantly increasing brand visibility and fan interaction.

• Utilized data analytics and audience insights to continuously optimize content structure and posting strategies, enhancing engagement rates and maximizing content performance.

• Directed cross-cultural branding campaigns, aligning communication strategies across U.S. and Chinese markets to drive international brand expansion.

• Successfully built social media channels from scratch, achieving over 1.36 million likes and approximately 20 million video views; total content across platforms has generated hundreds of millions of views, establishing a strong market presence.

• Played a pivotal role in connecting creative content, distribution channels, and audience conversion, forming a comprehensive and sustainable brand growth model.

Key Responsibilities & Achievements:

• Served as the lead producer for three large-scale virtual concert projects under Innocent Cats’ metaverse entertainment initiative, integrating NFT, blockchain, and digital performance technologies.

• Collaborated with a prominent Web3 company to plan and execute concerts headlined by internationally renowned artists including Quavo (of Migos), Tyga, and Like Mike.

• Oversaw the entire event production process—from creative direction and technical coordination to platform deployment and live broadcasting—on decentralized platforms such as SecondLive and BNB Chain.

• Successfully launched a hybrid digital-physical concert in Las Vegas, attracting over 3,000 attendees and delivering a fully immersive entertainment experience.

• Coordinated artists, production teams, and NFT-based ticketing systems, pioneering a new model of music performance with blockchain-integrated access.

• Generated significant exposure for the Innocent Cats NFT collection, driving community engagement and brand visibility across global social media and Web3 networks.

Key Responsibilities & Achievements:

• Led full-scale social media strategy and execution for Post Malone and Tyga across all major Chinese platforms, including Douyin, Weibo, Red Book, establishing a consistent and culturally resonant digital brand presence.

• Oversaw content ideation, filming, and post-production, ensuring that creative output aligned with both global aesthetics and localized audience preferences.

• Developed comprehensive content marketing systems, including content calendars, campaign planning, fan engagement strategies, and platform operations to drive continuous follower growth and brand resonance.

• Produced Post Malone’s personal vlogs and advertising content for his Don Londres wine brand, enhancing multi-dimensional brand storytelling and consumer reach.

• Successfully drove Tyga to trend on China’s nationwide hot search rankings twice, with individual campaigns achieving over 100 million impressions, generating viral engagement and market visibility.

• Accumulated hundreds of millions of views across platforms, establishing a high-impact content ecosystem that translated directly into measurable brand awareness and commercial value in the Chinese market.

Key Responsibilities & Achievements:

• Collaborated with Adidas to lead the visual production of its 2023 Spring Collection during a high-profile brand activation at Coachella, one of the world’s most iconic music festivals.

• Directed styling, fashion content shoots, and creative set design to align with Gen Z preferences and the aesthetic spirit of music festival culture.

• Acted as a creative bridge between brand identity and festival culture, ensuring Adidas’ seasonal themes were seamlessly integrated into the Coachella environment.

• Coordinated all aspects of on-site production including styling, photography, digital content creation, and influencer or artist collaboration.

Key Responsibilities & Achievements:

• Spearheaded the development and execution of Memo’s global content strategy, overseeing branded storytelling, multimedia production, and market localization for e-commerce clients across North America, Southeast Asia, and beyond.

• Led high-level influencer marketing initiatives and celebrity partnerships, crafting short-form video campaigns that significantly enhanced brand equity, engagement, and sales performance.

• Built Memo’s short-form video division from the ground up, including team hiring, workflow design, talent training, and content systemization, positioning the company as a regional leader in social commerce video marketing.

• Engineered a scalable, data-driven content optimization framework to drive KPI growth in retention, conversion, and social engagement across platforms such as TikTok, Instagram Reels, and YouTube Shorts.

• Directed cross-platform SEO-integrated campaigns to boost organic reach, improve brand discoverability, and align with search algorithms and social trends.

• Delivered culturally resonant content tailored to multilingual audiences, enabling brands to penetrate new markets with localized creative and communication strategies.

• Accumulated multi-million viewership across international campaigns, strengthening Memo’s reputation as a premium content partner in the cross-border e-commerce ecosystem.

Key Responsibilities & Achievements:

• Led the social media content design and promotional strategy for GEEK BAR PULSE, the flagship product of the No.1 e-cigarette brand in the U.S., in collaboration with EDC Las Vegas, one of the world’s premier electronic music festivals.

• Developed targeted content strategies tailored to festival audiences, leveraging on-site momentum and cultural trends to generate immediate buzz and seamlessly integrate the product with EDC’s festive atmosphere.

• Oversaw end-to-end production of visual content, influencer partnerships, and live video shooting, ensuring all outputs aligned with brand identity and youth-centric aesthetics.

• Executed high-exposure campaigns across Instagram, TikTok, and Twitter, significantly boosting engagement and visibility during the festival period.

• Successfully bridged immersive offline brand experiences with synchronized online media exposure, leveraging EDC’s viral energy to accelerate product awareness and consumer interest.