Yitian Ma

• Content Strategy & Creation

Executed a multi-channel content strategy, producing consistent messaging (videos, graphics, short posts, blogs, and articles) related to accounting news and industry policies. Content was used across social media, email campaigns, and websites to boost client acquisition and brand loyalty.

• Social Media Management & Growth

Expanded the firm's presence on platforms including TikTok, Meta Business Suite (Facebook & Instagram), LinkedIn, Twitter, Redbook, Google My Business, and WeChat. Leveraged IG/FB Stories and Reels to enhance follower engagement and community growth.

• Cross-Functional Collaboration

Worked with internal teams and external partners to manage marketing calendars and budgets. Supported client touchpoints to foster loyalty and repeat business. Partnered with the national marketing team to create content for the PKF intranet, following brand guidelines for tone and style consistency.

• Campaign Execution & Performance

Assisted in delivering integrated marketing campaigns, contributing to a 20% increase in digital audience engagement. Monitored social media analytics and user interactions to create data-driven reports and refine strategy.

• Email Marketing (EDM) Management

Used BOMA and Mailchimp to create and optimise newsletters, templates, and campaigns. Conducted email list segmentation, defined campaign goals, scheduled optimal send times, and followed up with clients, prospects, and stakeholders.

• Website Content Management & SEO

Managed websites via WordPress and Umbraco, ensuring functionality of links/forms/buttons. Updated SEO metadata, refreshed content (blogs, banners, pages), and implemented on-page SEO strategies such as keyword optimisation, content auditing, and internal linking.

• Marketing Reporting & Analytics

Compiled comprehensive monthly reports by analysing data from social media, websites, Google Analytics, Google Search Console, and Google My Business. Delivered marketing situation analyses with actionable recommendations.

• Graphic Design & Brand Consistency

Designed print (brochures, flyers, posters, banners) and digital materials (social media graphics, web banners, emails) using Adobe Photoshop and Canva. Maintained visual consistency across channels in line with brand identity and marketing strategy.

• Multi-Channel Campaign Development

Planned and executed marketing campaigns across digital and offline channels including social media, email, telemarketing, and events. Created strategic messaging tailored for each platform to maximise reach and impact.

• Social Media & Content Creation

Built a strong presence on Facebook, Instagram, LinkedIn, and Twitter through article posting, activity sharing, and visual storytelling. Applied video production and editing skills to boost brand engagement and elevate online narratives.

• Email Marketing & CRM Engagement

Used Mailchimp and CRM tools to design, segment, and launch targeted email and push notification campaigns. Grew subscriber base through integrated digital strategies and in-person promotions. Managed email databases and coordinated with internal and external stakeholders to enhance retention and engagement.

• SEO & Digital Analytics

Led the planning and execution of SEO strategies by conducting keyword research, monitoring KPIs (click-through, bounce rate, redirects), and identifying client personas. Analysed performance metrics via tools like Google Analytics and Meta Insights to refine content and campaign strategies.

• Graphic Design & Marketing Collateral Production

Designed a wide range of marketing assets including blogs, newsletters, logos, banners, brochures, flyers, posters, business cards, and email templates. Created video content and print materials to support business development and branding efforts.

• Stakeholder & Team Collaboration

Worked cross-functionally with internal teams and collaborated with external stakeholders such as event organisers, student associations, creative agencies, and vendors. Supported product launches and marketing initiatives through coordinated communications and creative development.

• Event Planning & Execution

Coordinated workshops, career expos, job fairs, and seminars—managing logistics, promotional material production, booth setup, and photography. Delivered professional consultations to attendees and collected visitor data to drive future engagement and conversions.

• Brand Development & Customer Retention

Enhanced brand image through consistent messaging across digital and traditional platforms. Implemented brand loyalty strategies, followed up with past clients, offered value-added services like career webinars, and helped reduce churn while increasing customer satisfaction.

• Attended briefings and meetings about research projects, approach potential respondents, and explain the purpose of the research to encourage participation. Conduct interviews in various formats—face-to-face (e.g., on the street, at home, or at work), by telephone, or via email.

• Asked scripted questions to gauge public attitudes toward specific products, services, or issues, and collect research materials such as questionnaires, diaries, or follow-up interview data.

• Recorded interview progress through notes, questionnaires, audio/visual recordings, or digital input, and review collected data to compile detailed reports for the commissioning organisation or individual.

• Company Overview: Erent Group is a company that primarily provides renting and cleaning services.
• Managed marketing campaigns by creating strategies, analysing sales forecasts, organising promotional presentations, wrote digital content tailored to target audiences, and running social media accounts (WeChat, Weibo, Facebook, LinkedIn, Instagram, Email, Twitter) to improving campaign effectiveness and sales enablement.
• Researched and tracked performance, including competitive analysis (market share, pricing, advertising), maintaining databases, and preparing reports with sales and cost data.
• Supported marketing operations by working with design teams, managing stock and orders, assisting sales with insights, tracking budgets, and helping plan meetings and trade shows. Supported partnership activations for VIP clients, enhancing brand value and increasing high-value client’s retention.

• Promoted brand awareness through online platforms (Weibo, WeChat, TikTok, live streaming apps) and offline channels like outdoor ads, conferences, and exhibitions to expand audience engagement.
• Supported the Mizone energy drink project by working with the corporate development team to apply marketing strategies that boosted market share and profits.
• Developed integrated marketing plans by meeting with stakeholders, analysing market trends and competition, and sharing product and market insights with the design team.