Summary
Overview
Work History
Education
Skills
Timeline
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MENGCHAN LI

284a,Villawood,NSW

Summary

Creative and hardworking Marketing Executive with more than 3 years of marketing experience and 4 years in retail sales. Demonstrated success in developing marketing materials, coordinating events, and conducting market research. Experienced in creating engaging online content and managing social media to enhance brand image. Proficient in optimizing marketing strategies to align with budget constraints and market trends, effectively maximizing resource allocation and driving sales.

Overview

8
8
years of professional experience

Work History

Marketing Executive

Ettason Pty Ltd
08.2024 - Current
  • Managed marketing initiatives for over 10 brands across diverse product categories—including Amoy, Hongkong Meixin, Chacha, Imei, and Wumu—supporting product launches, brand promotions, and seasonal campaigns in collaboration with the Sales & Marketing team, contributing to increased brand visibility and sales performance
  • Identified and implemented advertising and in-store promotional opportunities, coordinating and managing marketing activities such as food shows, media announcements, festivals, and product demonstrations.
  • Independently managed end-to-end promotional events including offline tasting activations—overseeing staffing, training, execution, and post-event reporting—which resulted in a 15% uplift in sales.
  • Created and distributed marketing materials including brochures, point-of-sale displays, print advertisements, and digital assets using Adobe Photoshop and Canva, ensuring adherence to brand guidelines and visual consistency.
  • Liaised with printers, media outlets, and suppliers to produce advertising artwork and execute campaigns efficiently and within budget.
  • Conducted post-campaign evaluations, compiling data-driven insights and recommendations to refine future promotional strategies and improve marketing ROI.
  • Managed supplier relationships and oversaw promotional competitions and lucky draw campaigns from ideation to execution, including creative development and coordination with external stakeholders.
  • Performed in-depth market research and analysis on consumer behavior, competitor activities, and emerging industry trends to support strategic decision-making and identify growth opportunities.
  • Designed and conducted marketing surveys to gain insights into consumer preferences, which directly informed product development and positioning strategies.
  • Conducted regular store visits to both ethnic and mainstream supermarkets—including Costco and Coles—for product performance reviews and merchandising feedback.
  • Maintained Ettason company website and developed internal marketing databases to support campaign tracking and reporting.
  • Delivered monthly sales performance reports, highlighting key findings and growth opportunities through clear and concise data interpretation.
  • Assisted with customer inquiries and telephone support, ensuring accurate communication of product information and maintaining high service standards.
  • Strengthened online presence by planning and publishing engaging content on Instagram, Facebook, and Red Note, tailored to individual brand identities and consumer demographics.
  • Provided general administrative support to the marketing department, including record keeping, internal documentation, and coordination with other departments as required.

Marketing Assistant

Ettason Pty Ltd
06.2022 - 08.2024
  • Assisted in managing well-known Asian brands like Amoy, Hong Kong Mei Xin, Chacha, Torto, Imei, Sun Rice, and Aroy-d. Achieved a 10% increase in brand awareness and annual revenue growth between 7% and 10%.
  • Successfully organized and managed various marketing initiatives, such as food exhibitions, festival activities, media conferences, and product demos.
  • Independently planned and executed offline tasting events, boosting sales by 15%.
  • Developed and distributed various marketing and sales materials such as advertisements, marketing brochures, and promotional materials.
  • Adjusted marketing strategies based on AP budget, effectively allocating resources for both online and offline marketing activities.
  • Conducted market research daily and provided insights on market trends, new products, and industry developments
  • Conducted competitor and consumer analysis leading to product line advancements
  • Ensured all content on the company's website and social media accounts was consistently updated, resulting in a noteworthy 30% boost in user engagement.
  • Utilized appropriate marketing reports to present monthly brand sales performance, identifying growth opportunities (managed P&L), leading to an annual growth of over 10% for key brands
  • Executed clerical and administrative support tasks in the department, ensuring efficient filing of documents and maintenance of records to boost office productivity by 15%.
  • Acted as the primary contact for most print and cable TV marketing, including newspapers, magazines, and TVBJ.

Client Advisor

Salvatore Ferragamo
02.2022 - 06.2022
  • Provided customer service by greeting and assisting customers, efficiently locating requested items and carrying merchandise to checkout line
  • Developed compelling visual aids for sales pitches, utilizing platforms such as Wechat and Whatsapp.
  • Provided excellent customer service and effortlessly resolved challenging situations
  • Carried out day-to-day duties accurately and efficiently.

Retail Marketing / Sales Manager

Phoenix Beauty
12.2020 - 05.2022
  • Boosted Phoenix beauty over 20 brand products' awareness and generated leads while managing internal and external marketing sales programs, like creating 'beauty packages'.
  • Maintained relationships with over 3000 active or new customers and found new ones by identifying needs and offering appropriate products ( Wechat tags identify)
  • Monitored customer buying trends, market price and competitor actions to developed different pricing structures and marketing promotion events( Sea cucumber tasting activities, VIP event) and achieve in-store sales goals
  • Managed workflow between staff, coordinating documents, planning, and posting ads on social media like WeChat and Redbook.

Retail Sales Associate

Phoenix Beauty
12.2017 - 12.2020
  • Completed sales both in-store and online channel, and introducing promotions and opportunities to customers,cross-selling products to increase purchase amounts
  • Developed ideas, produced and edited small various product video and posted on social media ( New product introduction )
  • Conducted consumer surveys and gathered data on purchasing habits for use in branding efforts
  • Assisted marketing manager to wrote and edited high-quality content and visually impactful programs on wechat
  • ( Covid-19 and our health products, father's day gifts topics)
  • Assisted company to development of health product strategies and tactical plans to promote accomplishment of marketing goals.

Education

MBA - Marketing

Western Sydney University
11.2020

Diploma - Accounting And Auditing

Southwestern University of Finance And Economics Tianfu
Mianyang, China
06-2017

Skills

  • Event Planning
  • Digital Marketing
  • Data Analysis
  • Budget Management
  • Social Media Engagement
  • Go-to-market strategy development
  • English and Mandarin speaking

Timeline

Marketing Executive

Ettason Pty Ltd
08.2024 - Current

Marketing Assistant

Ettason Pty Ltd
06.2022 - 08.2024

Client Advisor

Salvatore Ferragamo
02.2022 - 06.2022

Retail Marketing / Sales Manager

Phoenix Beauty
12.2020 - 05.2022

Retail Sales Associate

Phoenix Beauty
12.2017 - 12.2020

MBA - Marketing

Western Sydney University

Diploma - Accounting And Auditing

Southwestern University of Finance And Economics Tianfu

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