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CVTips

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alleymao

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HKJC

 A degree holder in marketing or digital marketing or related disciplines.

 At least 15 years of experience in building and maintaining digital marketing
channel ecosystems in complex organisations.
 Experience in developing social media strategies and governance
frameworks/guidelines.
 Understanding of user journey design and the impact on user experience.
 Knowledgeable about utilising data and insights to inform the channel setup
and user journeys.
 Experience in paid media planning and management.
 Ability to work with internal and external stakeholders to streamline the
channels offering and ensure consistent branding and communication across
all channels.
 Ability to lead, manage and coordinate the revamp of the corporate website
and the Club-wide social media strategy.
 Ability to grow and strengthen relations with international and Mainland social
media platforms.

 Highlight their degree in marketing or digital marketing or related disciplines,

and their 15 years of experience in building and maintaining digital
marketing channel ecosystems in complex organisations.
 Demonstrate their expertise in developing social media strategies and
governance frameworks/guidelines, and their understanding of user journey
design and the impact on user experience.
 Show their knowledge of utilising data and insights to inform the channel
setup and user journeys, and their experience in paid media planning and
management.
 Provide examples of how they have worked with internal and external
stakeholders to streamline the channels offering and ensure consistent
branding and communication across all channels.
 Explain how they can lead, manage and coordinate the revamp of the
corporate website and the Club-wide social media strategy, and how they
can grow and strengthen relations with international and Mainland social
media platforms.

1. Digital marketing channel ecosystems: The ability to review, streamline,

and build a contemporary channels ecosystem and user journeys.
2. Social media strategy and governance: The ability to develop and shape
a state-of-the-art social media strategy that puts the needs and user
behaviour of the target audiences at the centre.
3. User journey design and user experience: The ability to work with
internal teams to define and evaluate state-of-the-art user journeys, features
and functionalities.
4. Paid media planning and management: The ability to devise a
contemporary, holistic paid media strategy together with the media agency
and the business units.
TRP

 Advertising and brand management: The employer is looking for someone who

1. can manage the strategic development, implementation, and optimization of APAC’s

full funnel advertising & media plan1.
2. can act as the APAC point of contact for brand governance, oversight and ensure
consistency within the region and globally2.

 Omnichannel engagement strategies: The employer is looking for someone who

1. can apply specialist advertising and brand knowledge to recommend campaign

planning and management of omnichannel engagement strategies for local markets
2. can oversee campaign and channel effectiveness analysis and identify new data
sources as part of reporting

 Creative development and media planning: The employer is looking for someone
who

1. can lead the CoE for advertising in APAC and be responsible for all creative/media
briefs, campaign materials, regional creative development, media planning, buying,
transcreation and production agencies
2. can recommend new ways to communicate campaigns to target audiences as
needed

 Ad agency and vendor relationships: The employer is looking for someone who can

1. maintain strong internal, ad agency, and vendor relationships while overseeing

internal and external partnerships to execute program strategy.
2. can negotiate complex ad agency and partnership contracts and ensure the accurate
execution of contracts in compliance with established agreements.

 Highlight Relevant Skills: Make sure your resume and cover letter clearly highlight
the skills mentioned in the job description, such as advertising and brand
management, omnichannel engagement strategies, creative development and media
planning, and ad agency and vendor relationships.
 Showcase Your Experience: Provide examples of your work that demonstrate your
expertise in these areas. This could include successful advertising campaigns you’ve
run, omnichannel engagement strategies you’ve developed, or creative and media
plans you’ve executed.
 Stay Current: Show that you’re up-to-date with the latest trends and technologies in
advertising and brand. This could be through continuous learning, certifications, or
involvement in relevant professional groups.
 Prepare for the Interview: If you get an interview, be prepared to discuss your
experience in detail, including the strategies you used, the results you achieved, and
how you handled any challenges that arose.
 Show Enthusiasm: Employers want to hire people who are passionate about their
work. Show your enthusiasm for advertising and brand and for the company’s
mission in your application and interview.

FXTM
 Social marketing lead for Greater China and Southeast Asia, reporting to the VP of Asia
Brand Marketing on brand social governance, lead generation, customer experience
optimization, social monitoring & analytics, campaign development & measurement,
and budget/resources management
 Implemented growth-centric strategies with day-to-day operations of branded channels
on WeChat ecosystem, YouTube, LINE, Facebook and Telegram, in collaboration with
internal teams (Content, CRM, Mobile, Web, Acquisition) and external agencies
 Optimized social loyalty program engagement via SCRM build-up with a focus on Mini
Programs and online communities
 Propelled omnichannel social video marketing project and KOL partnership across the
region


 Alex Mao’s profile: The document is a LinkedIn profile of Alex Mao, a senior
manager of social media and community marketing at Exinity. It contains
information about his skills, experience, education, publications, and interests.
 Social media expertise: Alex Mao has 12+ years of experience in social
media management consulting and marketing communications across Greater
China and Asia-Pacific. He has worked with global brands in various industries
and led Ogilvy HK’s China-focused social strategy and influencer marketing
team.
 Analytics and digital strategy skills: Alex Mao is also proficient in
analytics and digital strategy, having contributed to the formulation of social
media performance metrics and dashboards for General Motors. He has
certifications from Google, HubSpot, and eMarketing Association.
 Academic background: Alex Mao holds a master’s degree in new media
from The Chinese University of Hong Kong, where he also gave a keynote talk
on transforming brands with social media accelerators. He has published a
paper on the climate of opinion in homogenous groups on social network
sites.

 Madison Avenue attitude + Silicon Valley spirit: Combining the best of

both worlds, I bring a unique blend of creativity and innovation to my work.
 12+ years of experience: With over 12 years of experience in social media
management consulting and marketing communications across Greater China
and Asia-Pacific, I have a deep understanding of the region’s diverse cultures
and business landscapes.
 Proven track record: I have powered global brands across a wide range of
industries, including automotive, financial services, FinTech, hard luxury, real
estate, food & beverage, airline, hospitality, consumer goods, consumer
electronics, and Internet. My expertise in social media strategy, content
creation, community management, and analytics has helped these brands
achieve their business goals.

 Alex Mao at Exinity where he led our social media and community marketing
efforts.

 Alex’s deep understanding of the social media landscape across Greater

China and Asia-Pacific was instrumental in shaping our brand’s online
presence.
 His strategic insights, coupled with his expertise in analytics and advertising,
have significantly boosted our engagement rates and follower count.
 Alex is not just a strategist; he is a doer. His ability to execute campaigns
flawlessly, even under tight deadlines, is commendable. He has a knack for
turning complex data into actionable strategies that drive results.
 Beyond his professional skills, Alex is a joy to work with. He brings a positive
energy to the team and always encourages collaboration and open
communication. His interpersonal and listening skills are top-notch, making
him a valuable team player1.
 I highly recommend Alex for any company seeking a seasoned professional
who can navigate the ever-changing social media landscape with ease and
efficiency.