Yanlin LI, Digital Advertising Manager

About

Skilled in managing the entire lifecycle of digital advertising, from market research and global KOL collaborations to post boosting and advertising optimization. Possesses a deep understanding of both the U.S. and China market, complemented by a multicultural background gained from living in US, Canada, Europe and China. Strong relationships with key opinion leaders (KOLs) and a proven track record in driving brand growth through strategic influencer partnerships and data-driven marketing initiatives. Creative and results-driven digital marketing professional with a strong ability to brainstorm innovative strategies and collaborate effectively within teams.

Experience

Meitu Inc.

May 2024 – Present

Beijing, China

Digital Advertising Manager

1. Multi-Channel Digital Advertising : - Developed and executed multi-channel digital advertising strategies, including Google Ads, Meta, TikTok and ASA. - Increased conversion rates by 52% through targeted ad placements and audience segmentation. Managed a monthly advertising budget of $400,000, ensuring cost-effective ad spend. - Conducted market research and audience segmentation to tailor campaigns for diverse demographics, resulting in an 33% boost in campaign performance 2. Influencer Collaboration & Boosting: - Collaborated with key opinion leaders (KOLs) and influencers to promote various Meitu products, mainly targeting the US, Brazilian and Australian market, ensuring optimal brand positioning and audience engagement. - Influencer collaborations contributed to a 70% increase in daily new users (DNU) within a month. 3. Content & Media Production:: - Led content creation efforts in partnership with creative teams, producing high-impact visuals and copy that aligned with brand identity and messaging. - Fed front-end market data back into the internal product team, leading to the development of new scaling features and achieving the annual OKR.

SMFK

Aug 2022 – May 2024

Beijing, China

Global Marketing Executive

Global KOL Strategy & Development: : • Spearheaded KOL business expansion across Instagram and TikTok platforms, developing and maintaining partnerships with 800+ influencers. • Managed influencer collaborations for key offline events, including showroom activities in Shanghai and boutique openings in Australia. • Digital Marketing and Social Media: : • Led brand growth on Instagram, increasing followers by 800K in six months through engagement and content strategy. Assisted in the development of the brand’s overseas official website Media production (US&AUS) & Overseas public relations :: • Organized 10+ international photo shoots, working with top-tier models and photographers in US and Australia. • Cultivated relationships with PR firms, working on celebrity endorsements, including with the Kardashians.

Louis Vuitton

Jun 2021 – Jun 2022

Beijing, China

Retail Operation & Stylist

• Sales & Operations Leadership: Assisted in driving 130% of the monthly sales target for men’s leather goods. Led event planning for store’s 30th anniversary and coordinated with HQ to optimize retail operations. • Served as the Gen-Z employee ambassador, connecting with Shanghai Louis Vuitton headquarter to assist in optimizing boutique operations • Client Relationship Management: Managed relationships with high-value clients, achieving ¥8M+ in total sales and building a loyal customer base through personalized service and consultations. • Styling & Product Training: Developed and delivered product training for boutique employees. Produced fashion visuals aligned with sales data and digital media traffic.

Esquire, Trends Media Group

May 2018 – Aug 2018

Beijing, China

Fashion Editor Intern

• Wrote and edited articles on digital media platform, with three articles surpassing 20,000+ readers. • Assisted in Esquire’s July 2018 cover shooting and June’s digital cover shooting • Worked as a Stylist assistant, liaised with luxury brands and celebrities Authored fashion articles covering Cartier, St. Regis Hotel, and Bvlgari Hotel’s grand opening.

Education

Fordham University, Gabelli School of Business

Sep 2019 – Feb 2021

Master, M.S in Media Management (3.89/4.0)

Toulouse 1 University Capitole, Toulouse School of Management

Sep 2018 – May 2019

Undergraduate, (1-year Exchange in Dickinson College) - B.A in Marketing (3.59/4.0)

Toulouse III University Paul Sabatier

Jun 2016 – Jul 2018

Undergraduate, B.A in Marketing Communication

Yanlin LI

Digital Advertising Manager

Skills

Languages