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Resume

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Work
Experience

Marketing Manager
Pluslife Biotech Ltd.
Guangzhou, China

2022.4 - 2023.10

Pluslife Biotech, the first Chinese company to industrialize point-of-care tests in Europe, is known for its Mini Dock Molecular POCT System, Covid-19, Flu, and TB tests.  The company markets 80% of its products in Europe and 20% in China.

 

As marketing manager, Cathy led a team of five and implemented a new brand communication framework that improved event management, content creation, and the VI system. She worked closely with the GM and Sales Team on business pitches and represented the company at various events.

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Brand/Market Strategy

  • Led the development and implementation of a new brand communication framework.

  • Developed brand communication strategies to drive lead generation in key markets (Europe, Asia, North America).

  • Provided guidance to distributors on local marketing activities.​

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Exhibition and Corporate Events

  • Formulated annual exhibition strategies and managed 20+ industry exhibitions, including MEDLAB ME, AACC, and MEDICA.

  • Managed and facilitated 15+ corporate events, engaging stakeholders including distributors, NGOs (Bill & Melinda Gates Foundation, Global Health Lab), government officials, and investors.

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Digital/Social Media

  • Oversaw 15+ marketing channels, including websites, LinkedIn, Google, Mailchimp, WeChat, etc.

 

Brand VI and Asset Management

  • Developed the brand VI manual, integrating it into marketing materials, channels, gifts, and displays, creating sustainable brand assets.

 

Marketing Toolkit

  • Produced a range of marketing materials, including brochures, manuals, presentations, speeches, promotional videos, etc.

 

Other Tasks

  • Collaborated closely with Sales, Technical, R&D, and Regulatory departments to ensure smooth operations.

  • Delivered regular performance reports, providing actionable insights to enhance brand awareness.

  • Oversaw team tasks and ensured alignment with budgets, targets, policies, and company objectives.

Senior Marketing Executive (International Market)
Fapon Biotech Inc. 
Dongguan, China

2018.4 - 2022.4

Founded in 2001, Fapon Biotech is a leading global IVD raw material supplier, known for its antibodies, antigens, and enzymes for contagious diseases. The company holds a dominant position in China and has developed collaborations with 2500+ customers worldwide.

 

After joining Fapon, Cathy established and refined the market communication system for the overseas market, planned and executed 30+ exhibitions and promotion campaigns. These initiatives provided crucial support to the sales team and successfully drove lead generation and sales conversion rates.

 

Exhibition/Brand/Product Promotion

  • Developed marketing plans aligned with business goals, overseeing execution details and outcomes

  • Managed 15+ online and offline exhibitions, 17+ product promotional campaigns, and leveraged 25+ marketing channels with an advertising spend of over 200K AUD

 

Media Channel Management

  • Built a comprehensive media mix encompassing websites (SEM), social media (LinkedIn, Facebook, YouTube), EDM, and global industry media (Europe/NA/ME/APAC)

  • Established social calendars, monitored and optimized media channels to ensure effective communication and integration

  • Fostered strong relationships with channel partners to explore business opportunities aligned with business objectives

 

Content/Copywriting/Creative

  • Crafted strategic content tailored to business needs and channel characteristics

  • Produced product brochures, manuals, videos, and presentations

 

Market Research

  • Conducted research on products, competitors, industry leaders, and regional policies to support business development.

  • Analyzed brand strategies of industry leaders and competitors for continuous enhancement of brand communication system

 

Analysis and Reporting

  • Utilized data-driven insights to analyze brand strategy performances, delivering reports to optimize sales and media channel strategies

 

Team/Project Management

  • Provided mentorship and management to teams, ensuring high-quality and efficient project execution

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**Achievements**

  • Outstanding New Employee Award 2018

  • Outstanding Employee Award 2019

  • Performance Grade A in 2020 (sole recipient among peers)

Brand Executive
MSL Group
Guangzhou, China

2017.1 - 2018.2

MSL, a global communications agency within Publicis Groupe, operates over 100 offices across 40 countries, specializing in public relations, reputation management, and social media to drive business impact for clients worldwide.

 

  • Planned, executed, and monitored PR, social, and marketing campaigns to meet client goals.

  • Supported client PR/marketing events from conception to completion, including event design, briefing documents, media RSVP, and logistics.

  • Managed media relations and crafted media/influencer strategies.

  • Developed high-quality PR/marketing materials, including media reports, releases, newsletters, and advertorials.

  • Collaborated with third parties to ensure successful campaigns and brand material creation.

  • Conducted competitor and industry tracking, brainstormed, and handled account-related admin and financial tasks.

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**Achievements**

  • Contributed to Whisper/Tampax campaigns, including the award-winning Whisper #LikeAGirl Butterfly Charity Campaign (2017 Gold CSR Campaign, PRWeek).

  • Provided support for Whisper #LikeAGirl, Budweiser Eason, and Pampers Sunrise.

Marketing Assistant
Hetech Pty Ltd.
Brisbane, AU

2016.5 - 2016.11

Hetech Pty Ltd, established over 30 years ago, is an Australian electronics design and manufacturing company offering turnkey development, assembly, and prototyping services to industries such as mining, transport, and defense,

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  • Assisted the Managing Director in promoting brand awareness and increasing sales through targeted marketing efforts.

  • Developed and implemented offline marketing activities, including trade shows, corporate dinners, and PR events.

  • Utilized digital tools to maximize marketing efficiency, including EDM, SEO/SEM, e-commerce, social media (FB/Instagram/Twitter), Google AdWords, and Analytics.

  • Collaborated with stakeholders such as media, opinion leaders, graphic designers, and printers to ensure successful marketing campaigns.

  • Analyzed marketing trends, consumer behaviour, competitors, and channels to support informed marketing decisions.

  • Produced various marketing materials, including reports, letters, videos, and posters.

  • Performed marketing administration duties, such as billing and managing business trip itineraries.

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**Achievements:**

  • Received a referral letter from the Director and an internship bonus for exceptional work dedication.

Education

2014.1 - 2015.12

Public Relations | Master’s Degree
Queensland University of Technology

2009.9 - 2013.7

Business Administration | Bachelor's Degree
Wuhan University

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