Summary
Overview
Work History
Education
Skills
Accomplishments
Certification
Languages
Interests
Timeline
SUPERVISORY & TRAINING CREDENTIALS
Generic

JOANNE GUO

Balwyn North

Summary

Dynamic and results-driven marketing executive with over a decade of experience in developing and executing high-impact marketing strategies across digital, retail, and experiential platforms. Adept in leading cross-functional teams, building scalable campaign systems, and mentoring junior marketing talent to leadership readiness. Proven track record in increasing brand visibility, driving multi-million-dollar revenues, and launching new market verticals across Australia and Asia-Pacific. Currently serving as Marketing Director at Astep Group, I oversee both digital and offline marketing divisions, leading over 200 team members nationwide. Recognised for innovation in customer acquisition strategies, omnichannel engagement, and data-driven performance optimisation. Committed to nurturing the next generation of marketers through structured training, hands-on supervision, and long-term career planning most notably through my direct mentorship of high-performing staff.


Overview

9
9
years of professional experience
1
1
Certification

Work History

Marketing Director

Astep Group
01.2019 - Current
  • - Spearheaded national marketing strategy across digital, social, retail and B2B, resulting in 230% revenue growth over five years.
  • - Designed and led over 300 high-conversion retail activations, including kiosks and pop-ups with large-scale staffing and logistics.
  • - Built and scaled the internal marketing department from 3 to 25+ staff, implementing OKR frameworks, KPI tracking, and professional development pathways.
  • - Directed $1.5M+ annual digital ad budget across Meta, TikTok, Google, and WeChat with consistent 4-6x ROAS.
  • - Personally supervised and trained 10+ junior marketers, including Lucy, developing her from coordinator to marketing specialist level under structured KPI mentorship.
  • - Pioneered localisation campaigns targeting Chinese-Australian communities, leveraging bilingual assets and culturally tailored promotions.
  • - Partnered with government energy rebate programs to integrate compliance messaging into brand campaigns, driving public-private trust.

Marketing Associate

Contony Fashion
03.2016 - 12.2018
  • - Supported eCommerce and seasonal campaign rollouts across fashion lines.
  • - Managed social media content calendars and coordinated influencer collaborations.
  • - Liaised with photographers, stylists, and designers to ensure consistent branding across platforms.
  • - Conducted performance reporting and proposed improvements for email and paid ad campaigns.

Education

Master of Marketing -

The University of Melbourne
Melbourne, VIC
01.2016

Bachelor of Pharmacy - undefined

Monash University
Melbourne, VIC
01.2015

Skills

  • - Strategic Marketing Leadership

  • - Digital & Performance Marketing (Meta, TikTok, Google, WeChat)

  • Campaign & Brand Management

  • Retail Promotions & Experiential Marketing

  • Customer Journey Mapping & CRM Optimisation

  • Cross-Cultural Marketing & APAC Growth Strategy

  • Talent Development & Team Mentorship

  • Budget Ownership ($5M annual marketing spend)

  • Fluent in English & Mandarin; Deep China Market Insight

Accomplishments

  • Used Microsoft Excel to develop inventory tracking spreadsheets.
  • Resolved product issue through consumer testing.
  • Supervised team of 200+ staff members.

Certification

  • - Meta Ads Manager Advanced Certification
  • - TikTok for Business - Creative Strategy Mastery
  • - Google Analytics & Data Studio Certified
  • - Working with Children Check (Victoria)

Languages

English
Full Professional
Chinese
Full Professional

Interests

  • Graphic Design
  • Horseback Riding
  • Backpacking and Hiking
  • Artificial Intelligence (AI) and Machine Learning
  • Swimming

Timeline

Marketing Director

Astep Group
01.2019 - Current

Marketing Associate

Contony Fashion
03.2016 - 12.2018

Bachelor of Pharmacy - undefined

Monash University

Master of Marketing -

The University of Melbourne

SUPERVISORY & TRAINING CREDENTIALS

  • - Direct Supervisor of Lucy [Full Name], nominated for Employer-Sponsored Training Visa (Marketing)
  • - Responsible for her training plan, mentorship, KPI development, campaign review, and weekly performance coaching
  • - Experienced in talent acceleration, skills matrix assessment, and onboarding international staff into Australian marketing frameworks

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JOANNE GUO