Hanxiong Liang

Product Commercialization :

• Engaged in commercial platforms optimization, and assisted in refining MRD documents. Independently produced 14 weekly competitor analysis and user research reports.
• Devised and executed qualitative/quantitative user research schemes. Produced summarized reports for decision-making support in the Product Design Process.
• Responsible for the launch and promotion of AIGC functions. Promote new features and applications for commercial clients. Uplifting Conversion Rate by adjusting real-time promotion schemes from CPM, and ROI feedback. Produced a steadily improved consumption trends, with a daily average consumption over 600,000 RMB and client ARPU exceeding 10,000.
  
  Commercial Middle Office:
• Optimizing the advertisement management system, including advertisement setup, performance tracking, and advertisement revenue analysis. Ensured the relevance of advertisements to users while maximizing advertising revenue.
• Linking users and commercial activities by increasing user stickiness and enhancing commercial revenue through data analysis and market operations.,
• Achieving clients loyalty and continuous growth of advertising consumption. Collecting advertising demands from sales ends, allocating advertise consumption for various industries according to monthly subsidy limits.

User Research:

• Worked in the project's gameplay design phase, as project management. Coordinating with operations, marketing, art center, strategic user research, and other relevant business teams to achieve project progress.
• Devised and executed qualitative/quantitative user research plans according to project requirements. Producing report summaries to offer decision-making insights for the project. Ensured project designs align with user preferences.
  
  Project Development:
• Launched gameplay proposals by analyzing and card user preferences, organizing extensive internal creative brainstorming, and set up specialized card game research groups.
• Produced multiple creative proposals for the game project, achieving R&D team implementation rate over 50%. Achieving S-standard game in online video testing and showed a 68% rate of willingness to download from core selling point users test.
• Developed two beginner's version proposals in initial development phases with the IPD process for scheduled delivering and internal testing passing.

Channel Marketing:

• Responsible for digital media account operation, social media content marketing, video script writing, cross-team communication for marketing strategies, and user retention/acquisition for mobile game "Fantasy Westward Journey 3D".
• Conducted regular promotion activities. Produced over 10 marketing articles for the official website account, 20 for Baijiahao, 50 for Xiaohongshu, and 50 for Douyin, with the highest single-article reaching over 40,000 likes and 1 million views.
  
  Business Development:
• Coordinated with the internal art teams and acquisition team, and delivered 15 design requirements to align with project information and marketing strategies.
• Worked in business development with marketing teams, partner companies, and game ambassadors to conduct business marketing plans, event planning needs, and promotion materials.
  
  Event Planning:
• Planned joint marketing activities for online and offline brand collaborations. Organized 3 massive-scale events and 12 regular weekly activities, including collaborative events between "Fantasy Westward Journey" IP and the Sanxingdui Museum, endorsement activities by Yang Yang for the Qixi Festival, and the launch of new characters.