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, VIC01.2016
Bachelor of Pharmacy - undefined
Monash University
Melbourne, VIC01.2015
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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