Sophia Li

• Selected by a former senior manager to support the launch of a new trading firm, contributing as one of the first team members to establish and build the Melbourne office from the ground up.
• In the early stage, oversaw all office setup and administration responsibilities including lease negotiations, IT infrastructure, vendor sourcing, budgeting, and day-to-day operations, ensuring smooth company launch.
• As the business model mirrored the Asia Desk operation at ForexCT, continued to lead Mandarin-focused marketing initiatives targeting the Chinese-speaking market in Australia.
• After the marketing team downsized, took over full marketing responsibilities: campaign planning and execution, social media management, bilingual content creation, webinar coordination, event marketing, and media partnerships.
• Successfully launched several promotional events, including a grand opening with 400+ attendees and wide coverage by Chinese-language media, increasing early brand visibility.
• Left the workforce temporarily to focus on family and raising young children

Key Achievements:

• Seamlessly transitioned from operational management into full marketing ownership during a critical business phase.
• Maintained brand consistency and campaign performance while navigating resource constraints.
• Applied six years of prior Forex marketing experience in a new startup environment with high adaptability and leadership.

• Led marketing efforts targeting the Chinese-speaking community in Australia as part of the localised Asia Desk, tailoring strategies specifically to this segment.
• Developed and executed digital marketing strategies across web and social media platforms, focusing on content, SEO, and paid acquisition campaigns.
• Managed the company’s Chinese-language social media accounts, including regular content publishing, follower engagement, and performance monitoring.
• Maintained and updated website content and landing pages to enhance user experience, improve conversion rates, and support SEO performance.
• Launched email marketing campaigns via Mailchimp, delivering newsletters and promotional content to targeted client segments.
• Created and managed monthly advertising budgets, ensuring efficient allocation of spend across media channels.
• Assessed campaign effectiveness by tracking lead sources through the CRM platform and evaluating which channels drove the highest-quality conversions.
• Coordinated the design and production of marketing collateral including brochures, flyers, and digital ads, ensuring alignment with brand guidelines.
• Planned and executed events across Australia and abroad, including webinars and finance expos, handling logistics, branding, and customer engagement.