Lela Zhou
Melbourne,VIC
Summary
Experienced marketing and social media professional with a proven track record in developing and implementing effective strategies to enhance brand image and drive sales. Proficient in utilizing SEM, SEO, video content, and live streaming to generate growth in domestic and international markets. Adaptable to evolving market trends through advanced strategic planning, resulting in increased market share and customer engagement. Recognized for exceptional communication skills, creativity, and strategic thinking abilities that consistently deliver impactful results.
Overview
19
19
years of professional experience
Work History
Marketing Manager
AQI Public Relations
08.2018 - Current
- Event Management: Oversaw event coordination, risk and emergency management, OH&S, contract management, staffing, and financial oversight for large-scale events unities
- Brand Management: Led cross-channel content creation and integration for clients across TV, digital media, audio, and activations, managed accounts in average met 90% KPI
- Marketing Campaigns: Collaborated with digital strategy and design teams to optimize digital products and deliver top-tier marketing and PR services
- Digital Marketing: Leveraged AI to drive digital transformation, addressing customer needs and improving outcomes
- Creative Marketing: Pioneered metaverse marketing, utilizing AR/VR/MR for virtual events, NFTs, and live-streaming sales
- Developed and implemented marketing strategies to use for launches, rebranding campaigns and promotions.
- Collaborated with cross-functional teams to ensure consistent branding across all company touchpoints and communications channels.
- Boosted sales performance through the creation of engaging promotional materials and targeted advertising strategies.
- Mentored junior team members, providing guidance and support to foster professional growth and skill development within the marketing department.
- Negotiated partnerships with key influencers, maximizing brand exposure in target markets.
- Managed social media accounts, engaging with followers and creating a loyal brand community.
- Analyzed campaign performance data to adjust tactics and maximize ROI.
- Orchestrated trade shows and corporate events, fostering industry relationships and generating leads.
- Led a team of marketing professionals, offering mentoring and coaching to build knowledge and skills.
Operation & Marketing Manager/Broadcaster
Aus Channel Media
09.2015 - Current
- Industry Experience: 7+ years in digital media and entertainment, with a proven track record in executing successful partnerships
- Operations & Strategy: Managed daily operations, executed strategies, and drove financial plans
- Content Creation: Wrote, edited, and proofread copy for social and digital campaigns across multiple platforms, aligning with marketing strategies
- Creative Collaboration: Worked with production teams, artists, and media partners to develop innovative IP and content
- Project Management: Managed projects including storyboarding, recording, editing, and scripting a weekly series with interviews and analysis
- Performance Analysis: Analyzed performance data, optimized strategies, and recommended improvements, including AI applications
- Digital Community Engagement: Managed WhatsApp and WeChat groups to engage and maintain audience relationships.
- Improved customer loyalty by implementing effective email marketing campaigns and personalized offers.
- Elevated brand visibility by developing and executing comprehensive marketing campaigns across multiple digital platforms.
- Streamlined internal communication processes, ensuring alignment between marketing objectives and organizational goals.
- Led cross-functional teams for product launch events, significantly enhancing market penetration.
- Coordinated with sales teams to align marketing and sales strategies, driving revenue growth.
Business Development Manager
CLG Australia
05.2017 - 08.2018
- Strategic Leadership: Collaborated with cross-functional teams to provide strategic corporate services advice, reporting directly to the CEO
- Planning & KPI Management: Developed mid-to-long-term strategic plans and set annual KPI targets for sales, revenue, and profit
- Team Leadership: Led a team to execute sales and marketing strategies, translating them into actionable goals
- International Forums: Organized more than 1000 investment forums and expos in Asia and Australia, securing partnership deals
- Stakeholder Engagement: Secured funding for property development projects by leveraging external relationships
- Relationship Management: Maintained strong relationships with investors, government bodies, and banks.
- Managed a diverse portfolio of accounts, consistently exceeding revenue targets through upselling strategies and exceptional customer service.
- Generated new business with marketing initiatives and strategic plans.
Global Engagement & Intelligence Coordinator
JL Capital Group Pty Ltd
08.2014 - 09.2015
- Visibility Enhancement: Boosted the global partnership network of Australian and New Zealand 30+ educational institutions, highlighting their international research and engagement impact
- Event Coordination: Led preparations for international visits, strategic partnership events, exchange programs, and Senior Executive Missions.
- Collaborated with department heads to develop strategic plans aligning with overall company objectives, fostering a unified approach toward shared goals.
- Prioritized and managed multiple projects simultaneously, ensuring all met their deadlines and objectives without compromising quality.
Sales Executive
World Mark South Pacific Wyndham
12.2012 - 06.2013
- Researched audience and tourist attractions for meetings
- Delivered 90-minute timeshare presentations
- Awarded top salesperson for highest sales volume.
- Achieved sales goals and service targets by cultivating and securing new customer relationships.
Co-Founder & General Manager
iFly Travel Pty Ltd
07.2008 - 09.2010
- Led business operations, including planning, budgeting, and strategy development
- Analyzed financial statements and managed daily operations, ticketing, and tour structures
- Developed sales, marketing strategies, and new products.
Customer Service & Compliance Agent
Menzies Aviation Group
03.2006 - 03.2008
- Managed missing baggage services and arranged compensation for major airlines
- Ensured regulatory compliance and handled payments, logistics, and customer services
- Developed sales and marketing strategies.
Customer Service Airport Supervisor
Air China Airline
05.2005 - 03.2006
- Oversaw airport operations, including customer relations and ticketing
- Supervised customer service agents and monitored FAA compliance
- Represented airport operations at meetings with port and airlines
Education
Graduate Certificate of Health -
Harvard University
01.2020
Master of Business Administration -
La Trobe University
01.2007
Bachelor of Business -
La Trobe University
01.2006
Skills
- Proficient in Microsoft Office, ChatGPT, Midjourney, Google Analytics, SEMrush, Moz, and ecommerce platforms (Shopify, Taobao)
- Skilled in social media platforms: Facebook, Instagram, WeChat, TikTok, Podcasts, Spotify, Snapchat, Opensea
- Experienced with Adobe Creative Suite for video and sound editing
- Marketing campaign development
- Problem-Solving
- Project Management
- Business Development
- Corporate Communications
- Campaign Management
- Partnership Development
- Influencer Marketing
- Marketing and Advertising
Websites
Languages
Chinese (Cantonese)
Native or Bilingual
Chinese (Mandarin)
Native or Bilingual
Status
Australian Citizen
Volunteer
5 years as Secretary, Melbourne Great Ocean Lions Club
Professional Development
- Cert IV in Training & Assessment, RMIT, 07/2023
- Diploma of Public Safety (Community Safety), TAFE Queensland, 03/2006
- Acceptance of Non-Dangerous Goods for Carriage by Air, AITAC, 03/2006
- RG146 Certification, One Step Further Institute of Excellence, 12/2012
- Certificate of Mental Health First Aider, Mental Health First Aid Australia, 2017
- Certificate in Improving Your Business Through a Culture of Health, Harvard University, 2020
- Mental Health First Aid Instructor, Mental Health First Aid Australia, 2022
Referees
Available upon request
Hobbies and Interests
Marathon, Golf, Pilates, Piano, Cello, Travel
Timeline
Marketing Manager
AQI Public Relations
08.2018 - Current
Business Development Manager
CLG Australia
05.2017 - 08.2018
Operation & Marketing Manager/Broadcaster
Aus Channel Media
09.2015 - Current
Global Engagement & Intelligence Coordinator
JL Capital Group Pty Ltd
08.2014 - 09.2015
Sales Executive
World Mark South Pacific Wyndham
12.2012 - 06.2013
Co-Founder & General Manager
iFly Travel Pty Ltd
07.2008 - 09.2010
Customer Service & Compliance Agent
Menzies Aviation Group
03.2006 - 03.2008
Customer Service Airport Supervisor
Air China Airline
05.2005 - 03.2006
Graduate Certificate of Health -
Harvard University
Master of Business Administration -
La Trobe University
Bachelor of Business -
La Trobe University
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