Ricky Liu
Senior Marketing Manager
Shanghai
Summary
Professional Summary
• Glocal Marketing Leader: 15 years of multinational experience translating global business vision into high-impact local execution in China.
• MarTech & Data Driven: Architect end-to-end digital ecosystems (Salesforce, Marketo, WeChat) backed by an M.S. in Information Systems.
• Growth & Pipeline Focused: Proven success in leading "0-1" GTM strategies, optimizing performance ROI, and scaling revenue pipelines.
Overview
18
18
years of professional experience
2
2
Languages
Work History
Senior Marketing Manager
Lamex
12.2024 - Current
- Omnichannel Digital Ecosystem & GTM: Lead the end-to-end digital Go-To-Market strategy and e-commerce launch for Kokuyo and Lamex. Seamlessly integrated Tmall flagship stores , WeChat private domains, and localized social channels (Xiaohongshu) to establish a robust digital footprint, achieving over 600,000+ weekly brand exposures for a single event.
- MarTech & AI-Driven Operations: Architected real-time visual dashboards for end-to-end ROI and lead tracking, leveraging data to dynamically optimize marketing strategies based on user personas. Pioneered the integration of AIGC tools within the team's workflow, driving a 50% increase in design and operational efficiency.
- Event Execution & Lead Generation: Led strategy and execution for the Shenzhen International Furniture Fair; successfully managed vendors, booth design, and on-site operations to achieve record-high leads.
- O2O Integration & Lead Generation: Directed major O2O initiatives, including strategic events like the Shenzhen International Furniture Fair and offline showroom/café launches. Successfully bridged online traffic to offline conversion, managing cross-functional operations to generate record-high business leads.
- Team Leadership: Managed an 8-person local team to seamlessly execute comprehensive online and offline marketing campaigns.
Senior Marketing Manager
The Jackson Laboratory
07.2020 - 10.2023
- Cross-Border Strategic Leadership: Acted as the foundational local marketing leader for the "0-1" China market entry. Successfully aligned localized execution strategies and resources with US headquarters' overarching business objectives while managing a 4-person local team.
- MarTech Infrastructure & Automation: Architected and launched a comprehensive localized marketing engine. Integrated an independent corporate website, localized social platforms (WeChat, Video Account), and marketing automation systems (Marketo) to build a scalable, long-term lead generation framework.
- Performance Marketing & ROI Optimization: Directed full-funnel performance marketing initiatives across Baidu SEM, WeChat Ads, and sponsorships. Implemented A/B testing methodologies, successfully reducing Cost Per Lead (CPL) by 22% and scaling Marketing Qualified Leads (MQL) volume by 55% within an 18-month period.
- Cross-Regional Leadership: Managed a 4-person local team and achieved 120% of the annual lead target while aligning strategy and resources with US headquarters.
Digital Marketing Manager
3M China
03.2017 - 07.2020
- Digital Lifecycle & Full-Funnel Automation: Architected and managed end-to-end digital lifecycles and search strategies. Leveraged marketing automation platforms (Eloqua, Salesforce) to execute A/B testing on creatives and landing pages, optimizing the digital funnel for maximum conversion.
- Omnichannel Acquisition & Cost Efficiency: Directed targeted lead generation and social acquisition campaigns across diverse platforms (LinkedIn for B2B accounts, Douyin for consumer lines). Maintained a highly optimized Customer Acquisition Cost (CAC/CPL) of ~350 RMB while successfully scaling lead volume.
- Strategic Partnerships & ABM Tactics: Spearheaded high-impact co-marketing initiatives with global partners (e.g., Scania), generating over 800k brand exposures and effectively converting key target accounts into long-term loyal customers.
- Sales Enablement & Pipeline Acceleration: Bridged marketing and sales operations to unify brand messaging and streamline the lead-to-revenue process. Successfully accelerated the sales cycle by 18% and increased content-to-MQL conversion rates by 23%.
Digital Marketing Manager
MetLife China
08.2014 - 02.2017
- Digital Transformation & Ecosystem Architecture: Spearheaded the "0-1" construction of a localized e-commerce ecosystem. Seamlessly integrated online underwriting systems with backend CRM to systematically generate new business leads via Baidu SEM and other digital channels.
- Omnichannel Customer Journey: Launched the Tmall flagship store, creating a cohesive digital journey that seamlessly interconnected CRM, e-commerce platforms, content marketing, and social media touchpoints.
- Product Management & UX Optimization: Led the end-to-end development lifecycle of the MetLife China mobile application. Managed UI/UX vendors, oversaw go-live processes, and utilized analytics-driven optimization to achieve a high user satisfaction rating of 4.3/5
Business Analyst
Sony China
07.2010 - 05.2013
- Conducted GA-based SEO optimization for VAIO/mobile: improved organic traffic and CTR
- Leveraged Salesforce + Power BI: built attribution reports and lead analysis dashboards, supporting marketing decisions and improving lead quality
- Managed official website sections: updated content/features timely, driving growth in website inquiries
Junior Business Analyst
TVSN
07.2008 - 05.2010
- Developed website/online transaction programs (.NET/HTML)
- Gathered/analyzed marketing requirements: created detailed documentation, ensuring feasibility of subsequent solutions
- Supported marketing campaigns: optimized online transaction process
Education
Master's Degree - Information System
University of Technology Sydney
Sydney, Australia06-2008
Bachelor's Degree - Information System
Shanghai Ocean University
Shanghai, China06-2006
Skills
GTM Strategy & Glocal Alignment
MarTech & Marketing Automation
Full-Funnel Lead Generation
Omnichannel Digital Integration
Data Analytics & Attribution
O2O Ecosystem Building
Timeline
Senior Marketing Manager
Lamex
12.2024 - Current
Senior Marketing Manager
The Jackson Laboratory
07.2020 - 10.2023
Digital Marketing Manager
3M China
03.2017 - 07.2020
Digital Marketing Manager
MetLife China
08.2014 - 02.2017
Business Analyst
Sony China
07.2010 - 05.2013
Junior Business Analyst
TVSN
07.2008 - 05.2010
Master's Degree - Information System
University of Technology Sydney
Bachelor's Degree - Information System
Shanghai Ocean University