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En AO/Michelle AO

Sr. Marketing Manager, Tapjoy APAC


Not gilded with splendid educational crown, but deep down born with a curious, adventurous, tech-savvy and energetic heart. Passionate about mobile marketing/games, innovation, start-up, outdoor activities and culture. Nearly 4 years' work experience in the mobile advertising/gaming industry, and aiming  a marketing position in the same field. A highly motivated doer and thinker with entrepreneurial spirit highlighted in the following specialties.

  • Fluent in English and Chinese; multiple multi-cultural/oversea work/travel experience; essential understandings of APAC and western cultures.
  • Solid business relationship with the leading mobile gaming/tech media channels such as Sina, Tencent,etc. and close relationship with mobile advertising and 3rd party tracking platforms.
  • Proven track record of results, demonstrated accountability of achieving  marketing goals for the current employer. Some references as below.
    • Plan and (co)organized 30+ domestic and oversea marketing events/campaigns for the current employer in CN and APAC regions to develop new markets. Plan and conduct 6 touring seminars in 6 cities of China in 1.5 month.
    • Establish an EDM data base with 10k+ recipients; generate min. 50 effective new leads per quarter.
    • Conducted 3 advertorials in 3 weeks with >542,068,000 viewership on web end, and >50,000 viewership on Wechat end.
    • Established and raised Tapjoy Wechat followers into >20,000  within 1 year.
  • Active in mobile game/marketing communities; owned and engaged in a number of communicational groups. 10,000+ business threads generated during the pass years.
  • Ability to turn ideas into actions quickly and proven ability to target and reach high standards.

Work History

Nov 2012Present

Senior Marketing Manager/Principal of Marketing

Tapjoy APAC
  • Manage marketing and PR communication functions with marketing campaigns, trade shows, brand positioning, PR communication, media relations, advertising, sales collaterals and product launches. 
    • Direct Marketing: Leads generation & nurturing, email.
    • Digital Marketing: Wechat account operation, website development and content management.
    • Sales Enablement: sales collateral, research.
    • Product Marketing: GTM strategy and planning.
    • Internal Marketing: lead the internal APAC marketing committee, plan and execute a 4-day internal APAC Summit in Thailand.
    • Content Marketing: content strategy, copywriting, editing.
  • Develop the vision of the overall marketing mission and brand position.
  • Create and execute marketing plans to facilitate the business goals, leveraging multiple internal and external resources and strategies across all essential local and global functions.
  • Oversee marketing budget  while ensuring highest ROI on both finance and team involvement to maximize the effectiveness.
  • Act as the primary liaison with Tapjoy's global marketing team-rolling out marketing materials and positioning documents while providing insights to corporate team to help shape/improve product positioning. Transmit the latest local market trend.
Aug 2011Nov 2012

Regional Manager of City Planning

Tencent-Groupon China (eCommerce)
  • Support sales team to achieve gross billing and gross revenue target of Northern China region.
  • Analyze past and daily data to understand market pattern and customers' buying preferences.
  • Build marketing strategy based on market pattern and customers' buying behavior.
  • Plan deal calendar/deal commitment and determine the right deal supplies  without jeopardizing operations lead time.
  • Deal structure optimization in terms of price point, margin, capacity to devise best offers for company, customers & partners.
  • Project leader of Groupon page, QQ page, JHS(ju. page, involving communication, coordination, negotiation, deal evaluation in both product deals and service deals.
Feb 2011Aug 2011

Regional Manager of Partner Management

Tencent-Groupon China (eCommerce)

Michelle led her team the top 1 out of seven competitive teams with the highest performance rating. Recommendation from her previous boss is available.

  • Manage a team of 5 Partner Managers looking after high revenue accounts across Northern China region.
  • Communicate Groupon's capabilities, achievements, products and services to build preference with partners, customers and other stakeholders. 
  • Development and management of channel partners, formulation and executing business strategies.
  • Ensure merchants are logistically and operationally ready, opportunities and risks are assessed at an early stage, mitigated or leveraged, and integrated into business plans.
  • Developed and maintained business relationships with the local partners. Liaised with all departments to ensure all interactions were smoothly managed and external partner satisfaction was guaranteed.
Jul 2010Feb 2011

Head & Trainer of Educational Dept.

Ritz Kids Education 
  • Lead the team of 6 local and foreign teachers to provide bilingual lessons to the customers with Montessori and localized teaching theory with various curriculums including mm, mf, sports, gym, dance and art.
  • Staff training, lesson planning/adjustment, class scheduling, teaching material designing, classroom management, etc.
  • Ensure the customer satisfaction and teaching quality by setting monthly KPI and internal competition mechanism after evaluating the other competitors' performance and customer feedbacks.
  • Purchase teaching equipments and props in terms of various levels of students categorized by ages.
  • Engaged in a series of interactive marketing events to help attract more potential customers.
Aug 2008Sep 2010


Nana's Café

Co-Founder of Nana's Café in Wudaokou, BJ. Majorly in charge of marketing function which is to raise brand exposure in the neighborhood and attract potential customers with promotions, advertising, and field marketing activities in the community/universities around.

Jul 2007Jul 2010

Senior Consultant

Gymboree China (Early childhood education) 
  • Manage and conduct bilingual lessons to children categorized by different ages with their parent(s) in an American mindset of early childhood education theory.
  • Lesson planning/optimization, classroom management, students' performance review and feedbacks, ensure the customer satisfaction, teaching equipment and material preparation and purchase.
  • Enhance customers' knowledge towards early childhood education by giving additional monthly speeches and seminars.
  • Help drive monthly sales goals by coordinating with the Sales and Marketing Department in various marketing activities.
  • Act as the lead consultant in team's marketing events and monthly birthday parties for the children to further customer relationship.



BA, English and American & English Culture

Beijing Union University

English qualification:  TEM-Band 8