Mengling Liu

Project Management | Experienced in managing end-to-end marketing campaigns, driving efficient execution and ensuring high-quality project delivery.

Integrated

Marketing | Skilled in content marketing, influencer marketing, and social media communications, with the ability to develop and execute integrated marketing strategies.

Stakeholder

Management | Strong cross-functional collaboration skills with experience coordinating clients, creators, agencies, vendors, and internal teams to achieve business objectives.

Project Manager | Senior Account Executive at Fengji Culture Communication Co., Ltd (2024-05 – 2025-11)

Led integrated marketing campaigns for global brands including NIKE, JORDAN, lululemon, and The North Face, covering content strategy, influencer marketing, social media communications, offline activations, and campaign performance analysis.

• Project Management | Served as an in-house PM supporting lululemon, managing end-to-end social media, livestream, and influencer seeding campaigns, from planning and execution to campaign reporting.
• Influencer Marketing & Content Strategy | Developed influencer marketing strategies based on consumer insights, managing ambassador and KOL collaborations. Achieved an 80%+ viral rate for seeding content while maintaining CPM, CPC, CTR, and CPE above industry benchmarks.
• Stakeholder Management | Coordinated clients, creators, production vendors, and internal teams to ensure seamless campaign execution and on-time delivery.
• Performance Analysis | Optimized audience targeting and campaign performance, delivering an 11.35% CTR and ¥1.57 CPUV for Jordan D11, and a 20.54% store visit rate with 2M+ topic views for Jordan CNY.
• Social Media Marketing | Supported the launch of Nike Football's official Douyin account, growing followers from 0 to 30K in the first month and 90K by the second month. Achieved an 81.69% audience penetration rate on Xiaohongshu, with one campaign ranking Top 9 on the trending list.
• Brand Activation & Social Media Amplification | Supported Nike Football offline brand activations, coordinating event execution, influencer participation, on-site content capture, and social media amplification to enhance campaign visibility and audience engagement.

Senior Account Executive at DIADI Public Relations Consulting Co., Ltd. (2023-09 – 2024-03)

Managed ARENA's annual social media retainer across WeChat, Weibo, Xiaohongshu, and WeChat Channels, supporting brand communications, content marketing, influencer campaigns, and community growth.

• Social Media Management | Managed brand-owned social channels, developing platform-specific content strategies to improve engagement and brand visibility.
• Influencer Marketing | Led Xiaohongshu KOL campaigns, including influencer sourcing, collaboration management, content planning, and performance tracking, successfully generating multiple high-performing posts.
• Account & Project Management | Served as the primary client contact, coordinating internal creative and design teams to ensure timely campaign delivery.
• Strategy & Analytics | Supported monthly communication planning through market research and competitive analysis, increasing Weibo impressions by 13%, WeChat completion rate by 8%, and Xiaohongshu readership by 7%.

Account Executive at Guangwai Advertising (2023-03 – 2023-08)

Supported Social Campaign and Digital IMC proposals through consumer insights, market research, competitive analysis, and creative strategy development.

• Selected Clients: THE NORTH FACE, New Balance, Vans, KACO

Content Producer / Production Coordinator (2016 – 2022)

Managed branded video production, content marketing, and event projects across healthcare, automotive, lifestyle, and consumer brands, building strong expertise in project management, stakeholder communication, and production execution.

• Selected Clients: Tencent, JD.com, Pizza Hut, AstraZeneca, Roche, Eli Lilly, Medtronic, SPDB, Vogue, Grazia, T Magazine

Bachelor in Interior Design – Shanghai Institute of Technology (2012-09 – 2016-07)