Zhu Cheng

Working for a listed snack food company specializing in nuts snack domain. Reporting to the Vice Marketing Director and responsible for content marketing strategies and content creation including social media, brand strategies and product marketing.

• Team Management: Led a 3-person content team, implementing career growth plans and mentoring initiatives, which achieved 100% team satisfaction. Organized department-wide AI training, leading to over 50% reduction in labor costs.
• Brand Strategy: Conducted thorough research to define the brand's slogan, audience profile, and key consumption scenarios, while also creating a brand persona and an annual marketing plan. Achieved a 95%+ success rate in the strategic execution.
• Social Media Operations: Spearheaded the creation of an annual content marketing strategy and SOPs for social media, which boosted the team's content production efficiency by over 50% and achieved a viral content rate 5.0 pt above the industry norm.
• Product Marketing: Elaborated KOL briefs and customizing deployment tactics based on alcohol consumer insights. Generated 2 viral articles in a month, boosting exposure by 600,000, surpassing viral content goals by 20%, and driving a 283% increase in product sales month-over-month.

Responsible for content operations for METRO APP within the EC O2O team. Supported the team to improve APP content penetration and conversion rate, reporting directly to the Senior E-commerce Manager.

• Content Operations: Drove app content strategy enhancements, significantly boosting daily visits, GMV from zero to tens of millions, and quadrupling wine sales. Exceeded annual content penetration targets by 15% ahead of schedule, earning an Employee of the Month award.
• Innovative Live Stream Project Management: Initiated and directed METRO APP's annual IP-level content live stream project "METRO Chef Fans Feast," executing 10 successful live sessions, which resulted in a 253% surge in UV per session and a tripling of sales.
• Event Operations: Launched a nationwide 'New Product Tasting' event to address the APP's information gap, creating 10 hit products within two months that achieved top 5 monthly sales rankings in their categories and spurred up to a 500% sales increase.
• Content Production Optimization: Refined content production SOPs across six APP content categories, which significantly boosted content quality and team productivity, improving production standards and efficiency by over 50%.

Managed paid membership content strategy and operations for METRO's multimillion-follower official WeChat account, live streaming, WeChat communities, and SMS. Responsible for content open rates, views, and conversion rate.

• WeChat Content Operations: Elevated the official WeChat account's paid membership group headline open rate to 5.72%, an increase of 3.38 percentage points, and boosted sharing rates by 2.14 points through strategic analysis and content optimization. Successfully launched two viral articles with over 100,000+ views.
• Live Streaming Operations: Integrated brand, procurement, membership, and marketing resources to host over 20 successful live streams, including a landmark session with P&G that garnered 320+ million GMV, marking a 200+% increase in sales.
• User Operations: Implemented targeted content strategies based on user segmentation to significantly boost product sales, notably increasing mooncake sales by up to 196% during the MAF.
• Cross-functional Communication: Facilitated collaboration across eight different departments to enhance content strategy execution, ensuring the seamless integration of strategy and execution across the company’s content efforts.

Served as assistant to the Marketing Director at China largest beauty event company, overseeing major marketing initiatives and external partnerships, while also acted as the project manager for the annual S-level offline event "XIBE Beauty Experience Market," accountable for merchant recruitment rate.

• Event Management: Successfully strategized and executed a B2B2C beauty market campaign, achieving a 125% merchant participation rate by incorporating global beauty trends and innovative event planning, securing over 30 beauty brands.
• Resource Integration: Established strategic media partnerships worth over 2.5 million, enhancing the event's online reach to 10+ million within 3 days, and initiated collaborations with notable entities like JD.com and Shanghai Fashion Week.
• Content Production: Developed English content tailored to the international beauty market for corporate social media and exhibitor manuals, producing 10 detailed industry research reports based on comprehensive market analysis.

Project Outline: Led marketing efforts at MALATANG, a Paris-based Sichuan snack bar, enhancing brand visibility, customer engagement, and product offerings.

• Brand Marketing: Boosted store exposure by 50% through a strategic mix of social media and local food platform ads.
• Event Planning: Increased in-store traffic by 50% with a viral sharing contest, significantly raising peak wait times.
• Community Management: Doubled monthly customer visits by managing WeChat and VIP groups, hosting engaging online and offline events.
• External Communication: Grew student customer base by 20% through partnerships, offering discounts and live event collaborations.
• Product Strategy: Elevated average customer spend by 50% by launching innovative dishes tailored to Parisian market research.