Yu Liao

Bilingual (EN/CN) marketing and communications professional with experience in social media strategy, digital campaigns, and content creation across UK and China platforms. Skilled in managing content calendars, creating audience-focused messaging across Xiaohongshu, Douyin, Instagram, and WeChat, and using performance insights to improve engagement. Highly organised, with strong localisation, brand tone, and cross-functional coordination skills.

Marketing & Business Operations Manager at This Works EOR Services Ltd. (Assigned to Chongqing Xinmian Technology Ltd.) (2025-01 – Present)

Marketing & Business Operations Manager responsible for digital marketing and communication planning for short-form drama platform.

• Produced targeted written content and promotional copy for real estate campaigns, helping strengthen brand messaging across digital channels.
• Planned and produced bilingual video content across Xiaohongshu, Douyin, WeChat, and Instagram.
• Monitored campaign performance using data tools and delivered reporting insights to improve content effectiveness and engagement.
• Worked closely with the Sales Team and internal colleagues to support campaign delivery, contributing to property deals worth £703,000 and helping grow the audience by 7,000+ followers and 100,000+ total views.

Marketing Specialist at Premium Tour Iceland Ltd. (Assigned to Unknown Nordics Luxury Travel & Reykjavik Out Luxury Tours) (2023-10 – 2024-08)

Led marketing and communications for two luxury travel brands, developing B2B and B2C social strategies, managing campaign delivery, and coordinating cross-functional teams.

• Led marketing and communications for two luxury travel brands, developing B2B and B2C social strategies, managing campaign delivery, and coordinating cross-functional teams to support partner and customer engagement initiatives that contributed to £7 million in multi-brand revenue.
• Managed and optimised cross-platform social media and digital campaigns across Instagram, Facebook, website, email marketing, and paid channels, improving brand visibility, engagement, and lead generation.
• Planned and executed campaign-led content initiatives, including content calendars, promotional campaigns, and partner collaborations, ensuring consistent messaging across channels.
• Collaborated with the internal cross-functional team, built strong relationships with external partners, agencies, supporting campaign execution and brand positioning.
• Monitored campaign performance (reach, engagement, CTR, conversions) and used data insights to refine content and campaign strategy.

Marketing Specialist at Fulhouse Ltd. (2023-02 – 2023-09)

Managed SEO-focused content writing and social media content strategies for multiple platforms.

• Managed SEO-focused content writing and website copy for 20+ sites, improving search visibility and digital presence.
• Supported the development of social media content strategies and created platform-specific content across Instagram, Facebook, and YouTube, including video editing and caption writing tailored to each platform's audience and format.
• Planned and produced tailored travel content, promotional materials, and 500+ tailor-made Nordic itineraries for different customer audiences, creating client-facing materials that supported engagement and conversion throughout the customer journey.
• Monitored performance and prepared monthly reports to improve content effectiveness, campaign performance, and audience insights.

Marketing Role at Unknown company (Short-form drama platform) (2024-09 – 2025-12)

Supported digital marketing and communication planning for the short-form drama platform.

• Supported digital marketing and communication planning for the short-form drama platform, helping shape audience-focused messaging and content across online channels.
• Conducted market and competitor research to support campaign planning, content direction, and audience targeting.
• Supported the development and implementation of marketing and operational strategies for market entry and user acquisition across social media and paid channels, including Instagram, Facebook, Google Ads, and Meta Ads.

Bachelor in Chinese Language & Literature – Wuhan University (2016 – 2020)

Exchange Student – Ewha Womans University (2018 – 2018)

Master in Anthropology & Documentary Film – University College London (2020 – 2022)