I’m a strategic integrated marketing leader with 9 years APAC experience in go-to-market strategies, international market expansion, influencer content management, product marketing and event planning. I translate complex brand and product capabilities into clear, benefit-led storytelling that drives engagement, adoption, and revenue. I thrive working cross-functionally with Product, Sales, Analytics, and Creative teams to build scalable GTM activations. In my roles across Changi Airport Group and TikTok Singapore, I’ve led multi-million-dollar campaigns, built new product launches (like the iShopChangi WeChat Mini Program), and steered high-impact partnerships and sponsorships. I’m passionate about turning data into actionable narratives and partnering with diverse teams to deliver measurable business outcomes.…

Moli Liang XiaoWen

I’m a strategic integrated marketing leader with 9 years APAC experience in go-to-market strategies, international market expansion, influencer content management, product marketing and event planning. I translate complex brand and product capabilities into clear, benefit-led storytelling that drives engagement, adoption, and revenue. I thrive working cross-functionally with Product, Sales, Analytics, and Creative teams to build scalable GTM activations. In my roles across Changi Airport Group and TikTok Singapore, I’ve led multi-million-dollar campaigns, built new product launches (like the iShopChangi WeChat Mini Program), and steered high-impact partnerships and sponsorships. I’m passionate about turning data into actionable narratives and partnering with diverse teams to deliver measurable business outcomes.…

Available to hire

I’m a strategic integrated marketing leader with 9 years APAC experience in go-to-market strategies, international market expansion, influencer content management, product marketing and event planning. I translate complex brand and product capabilities into clear, benefit-led storytelling that drives engagement, adoption, and revenue. I thrive working cross-functionally with Product, Sales, Analytics, and Creative teams to build scalable GTM activations.

In my roles across Changi Airport Group and TikTok Singapore, I’ve led multi-million-dollar campaigns, built new product launches (like the iShopChangi WeChat Mini Program), and steered high-impact partnerships and sponsorships. I’m passionate about turning data into actionable narratives and partnering with diverse teams to deliver measurable business outcomes.

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Skills

Experience Level

Language

English
Fluent
Chinese
Fluent

Work Experience

Marketing Manager, China Market Lead at Changi Airport Group
December 1, 2023 - Present
Led go-to-market strategy and activations for the China market for iShopChangi. Drove brand awareness in China with 10M+ impressions through social content, KOL content, paid ads, offline activations, and partnerships with WeChat Pay, UnionPay, OTA, and airlines. Directed development and launch of the iShopChangi WeChat Mini Program, driving USD 800K+ in sales and 1500+ new customers. Managed a cross-functional team of 10 across Tech, UI/UX, Promotions, Business Development, and external agencies. Initiated regional partnerships with WeChat Pay, UnionPay, and airlines; led publicity for Traveller campaigns and the Taylor Swift campaign, generating USD 200K+ in sales.
Marketing Communications Manager at TikTok Singapore
November 30, 2023 - October 10, 2025
Led cross-functional team of 7 to launch the industrial education event series TikTok Unboxed in Southeast Asia, with a USD 330K budget. Delivered 270+ offline attendees and 2000+ webinar attendees including C-level clients. Built content hub and educational blog, driving 20,000+ page views. Led production of B2B marketing materials for TikTok Mega Sales, including a hero reel, microsite, and case studies to support sales pitches.
Content Solutions and Sponsorship Manager at TikTok Singapore
February 28, 2022 - October 10, 2025
Orchestrated sponsorship packages, trained sales and marketing teams, conducted direct client pitches, and supervised execution. Achieved over USD 2 million in revenue. Led The Greatest Gamer sponsorship (TikTok’s first e-Sports variety show) and the 2022 MMA Smarties Indonesia Gold Award winner in Gaming & E-sport, securing USD 450K in revenue.
Brand Strategist at TikTok Singapore
April 30, 2021 - October 10, 2025
Planned, coordinated, and executed TikTok campaigns for FMCG clients (Colgate, P&G, Maybelline), including communications strategy, media planning, and creative ideation, securing over USD 2.5 million in revenue. Led development of FMCG, Beauty, and Mom & Baby Narratives with ad solutions and consumer insights, reinforcing long-term client growth. Managed Colgate World Smile Day Global Hashtag Challenge with 2.2B views and 2.2M UGC, contributing to USD 1M+ in revenue.
Digital Planning Manager at TikTok Singapore
February 29, 2020 - October 10, 2025
Directed Douyin campaigns for 10+ key FMCG brands, including P&G and Colgate. Conceptualised and planned sales and marketing strategies to increase client acquisition and retention.
Creative Planner at BrandMAX Guangzhou
November 30, 2018 - October 10, 2025
Served as leading planner in creating integrated marketing plans and public relations event activation plans. Key clients included Colgate, Carlsberg, Budweiser, Watsons. Led a national Carlsberg new product launch campaign, overseeing execution of integrated marketing strategy and winning the annual client pitch.
Strategic Planner at Saatchi & Saatchi Shanghai
February 28, 2018 - October 10, 2025
Developed branding strategies and integrated marketing plans for Coca-Cola, Kraft Heinz, Campbell, Porsche. Supported and won Porsche Taycan global product launch pitch, coordinating with global teams to lead creation of a global User Insight Guidebook.
Marketing Manager, China Market Lead at Changi Airport Group
December 1, 2023 - Present
Led go-to-market strategy and activations of the China market for iShopChangi, driving 10M+ impressions through social content, KOLs, paid media, offline activations, and partnerships with WeChat Pay, UnionPay, OTA, and airlines. Directed the development and launch of the iShopChangi WeChat Mini Program, generating USD 800K+ in sales and 1,500+ new customers, leading a cross-functional team of 10. Initiated regional partnerships with WeChat Pay, UnionPay, China Eastern Airlines, and 99 Old Trees durian to convert Chinese tourists into iShopChangi customers. Managed publicity efforts to launch Traveller campaigns and the iShopChangi Taylor Swift campaign, resulting in USD 200K+ in sales.
Marketing Communications Manager at TikTok Singapore
November 30, 2023 - October 10, 2025
Led a cross-functional team of 7 to launch the industrial education event series TikTok Unboxed in Southeast Asia (USD 330K budget), achieving 270+ offline attendees and 2,000+ webinar attendees including C-level clients. Built a content hub and contributed to industry awareness with 20,000+ page views, collaborating with Campaign Asia and TTG Asia. Directed B2B marketing materials for TikTok Mega Sales campaigns (hero sizzle reel, microsite, case studies) to support the sales team in client pitches.
Content Solutions and Sponsorship Manager at TikTok Singapore
February 28, 2022 - October 10, 2025
Orchestrated sponsorship packages, trained sales and marketing teams, conducted direct client pitches, and supervised execution, delivering over USD 2 million in revenue. Led The Greatest Gamer sponsorship (TikTok’s first e-Sport variety show) and the 2022 MMA Smarties Indonesia Gold Award winner in Gaming & E-sports, securing USD 450K in revenue.
Brand Strategist at TikTok Singapore
April 30, 2021 - October 10, 2025
Planned, coordinated, and executed TikTok campaigns for FMCG clients (Colgate, P&G, Maybelline), including communication strategy, media planning, and creative ideation. Led the World Smile Day Global Hashtag Challenge Campaign for Colgate, achieving 2.2 billion views and 2.2 million UGC pieces, contributing to USD 1M+ in revenue.
Digital Planning Manager at TikTok Singapore
February 29, 2020 - October 10, 2025
Directed Douyin campaigns for 10+ key FMCG brands and conceptualized sales and marketing strategies to increase client acquisition and retention.
Creative Planner at BrandMax Guangzhou
November 30, 2018 - October 10, 2025
Led integrated marketing plan development and public relations event activation. Worked with major clients including Colgate, Carlsberg, Budweiser, and Watsons; led the national Carlsberg product launch campaign, overseeing execution of integrated marketing strategy and winning the annual client pitch.
Strategic Planner at Saatchi & Saatchi Shanghai
February 28, 2018 - October 10, 2025
Developed branding strategies and integrated marketing plans for Coca-Cola, Kraft Heinz, Campbell, and Porsche through in-depth consumer research and competitive analysis. Supported and contributed to the Porsche Taycan global product launch pitch, coordinating with global teams to lead the creation of the Global User Insight Guidebook.
Marketing Manager, China Market Lead at Changi Airport Group
December 1, 2023 - Present
Led go-to-market strategy and activations for iShopChangi in the China market. Drove brand awareness with 10M+ impressions through social content (XHS, WeChat), KOL collaborations, paid media, offline activations, and partnerships with WeChat Pay, UnionPay, OTA and airlines. Managed cross-functional team of 10 to ensure successful execution and external partnerships.
Marketing Communications Manager at TikTok Singapore
November 30, 2023 - October 10, 2025
Led cross-functional team of 7 to launch the TikTok Unboxed industrial education event series in Southeast Asia, managing a USD 330K budget. Achieved 270+ offline attendees and 2000+ webinar attendees including C-level clients.
Content Solutions and Sponsorship Manager at TikTok Singapore
February 28, 2022 - October 10, 2025
Orchestrated creation and execution of sponsorship packages, trained sales and marketing teams, conducted direct client pitches, and supervised execution. Achieved over USD 2 million in revenue.
Brand Strategist at TikTok Singapore
April 30, 2021 - October 10, 2025
Planned, coordinated, and executed TikTok campaigns for FMCG clients, including communications strategy, media planning, and creative ideation. Secured revenue growth through in-depth ad solutions and user insights; led development of FMCG, Beauty, Mom & Baby Narratives with strong client engagement.
Digital Planning Manager at TikTok Singapore
February 29, 2020 - October 10, 2025
Directed Douyin campaigns for 10+ key FMCG brands including P&G and Colgate. Conceptualised and planned sales and marketing strategies to increase client acquisition and retention.
Creative Planner at BrandMAX Guangzhou
November 30, 2018 - October 10, 2025
Led nationwide Carlsberg new product launch campaign, overseeing integrated marketing strategy and PR/event activation plans; secured annual client pitch wins.
Strategic Planner at Saatchi & Saatchi Shanghai
February 28, 2018 - October 10, 2025
Developed branding strategies and integrated marketing plans for Coca-Cola, Kraft Heinz, Campbell, Porsche; conducted consumer focus groups and competitor analysis; supported and won Porsche Taycan global product launch pitch, coordinating with global teams.
Marketing Manager, China Market and Product Lead at Changi Airport Group
December 1, 2023 - Present
Led go-to-market strategy and activations of China market for iShopChangi, driving brand awareness with 10M+ impressions through social and influencer content, paid ads, online activations, and partnerships with WeChat Pay, UnionPay, Ctrip, Qunar and airlines. Led product development and launch of the iShopChangi WeChat Mini Program, driving USD 800K+ in sales and 1500+ new customers; managed a cross-functional team of 10 including Tech, UI/UX design, Business Development and external agencies. Directed publicity efforts to launch targeted Traveller campaigns in key APAC markets, including the iShopChangi Taylor Swift campaign, generating USD 200K+ in sales.
Marketing Communications Manager at TikTok Singapore, Global Business Marketing
February 1, 2022 - November 1, 2023
Led cross-functional team of 7 to launch the TikTok Unboxed industrial education event series in Southeast Asia (budget USD 330K). Resulted in 270+ offline attendees and 2000+ webinar attendees including C-level clients. Generated 20,000+ page views by supporting the content hub of educational blog articles and collaborating with Campaign Asia and TTG Asia. Led production of B2B marketing materials for TikTok Mega Sales campaign, including a hero sizzle reel, content hub microsite, and case study series to support sales pitches.
Content Solutions and Sponsorship Manager at TikTok Singapore, Global Business Marketing
April 1, 2021 - February 1, 2022
Orchestrated creation and execution of sponsorship packages across APAC markets, training sales and marketing teams, conducting direct client pitches, and supervising execution. Achieved over USD 2 million in revenue. Directed The Greatest Gamer sponsorship package, TikTok’s first e-Sport variety show and 2022 MMA Smarties Indonesia Gold Award winner in Gaming & E-sport, securing USD 450K in revenue through end-to-end sales enablement support, including package creation, content ideation, client pitching and execution coordination.
Regional Brand Strategist at TikTok Singapore, Global Business Marketing
February 1, 2020 - April 1, 2021
Planned, coordinated, and executed TikTok Ad campaigns for clients across APAC markets, including communication strategy, media planning and creative ideation. Enabled sales team to secure over USD 2.5 million in revenue. Led development of FMCG, Beauty, Mom & Baby Narratives with in-depth TikTok ad solutions and user insights, presenting at client meetings, C-level workshops and public webinars, contributing to long-term revenue growth. Orchestrated Colgate World Smile Day Global Hashtag Challenge Campaign #WinWithASmile, achieving 2.2 billion views and 2.2 million UGC, generating over USD 1 million in revenue.
Digital Planning Manager at ByteDance (Douyin), Guangzhou
December 1, 2018 - February 1, 2020
Directed Douyin campaigns for 10+ key FMCG brands including P&G and Colgate. Conceptualised and planned sales and marketing strategies to unlock new clients and sustain spending from existing clients.
Creative Planner at BrandMAX, Guangzhou
May 1, 2018 - November 1, 2018
Served as leading planner in creating integrated marketing plans and PR event activation plans. Key clients included Colgate, Carlsberg, Budweiser and Watsons. Led nationwide Carlsberg product launch campaign, overseeing execution of integrated marketing strategy, winning annual client pitch.
Strategic Planner at Saatchi & Saatchi Shanghai
March 1, 2017 - February 1, 2018
Developed branding strategies and integrated marketing plans for Coca-Cola, Kraft Heinz, Campbell, Porsche. Supported and won Porsche Taycan global product launch pitch, coordinating with global teams from Australia, Japan, and Germany to lead creation of global User Insight Guidebook.
Marketing Communications Manager at TikTok Singapore
February 1, 2022 - November 30, 2023
Led cross-functional team of 7 to launch Southeast Asia educational series 'TikTok Unboxed', managing a USD 330K budget. Resulted in 270+ attendee registrations and 2000+ webinar attendees including C-level clients. Translated complex ad formats and measurement capabilities into case studies, narratives, and scalable GTM toolkits to drive adoption. Partnered with Product, Analytics, and Sales to road-test messaging and refine positioning based on performance insights.
Content Solutions and Sponsorship Manager at TikTok Singapore
April 1, 2021 - February 28, 2022
Orchestrated creation and execution of sponsorship packages across APAC markets, training sales and marketing teams, conducting direct client pitches, and supervising execution. Achieved over USD 2 million in revenue. Directed The Greatest Gamer sponsorship package (TikTok’s first esports show) and the 2022 MMA Smarties Indonesia Gold Award winner in Gaming & E-sports, securing USD 450K in revenue through end-to-end sales enablement support, including package creation, content ideation, client pitching and execution coordination.
Regional Brand Strategist at TikTok Singapore
February 1, 2020 - April 1, 2021
Planned, coordinated, and executed TikTok ad campaigns for clients across APAC, including communication strategy, media planning, and creative ideation. Enabled sales team to secure over USD 2.5 million in revenue. Led development of FMCG, Beauty, Mom & Baby narratives with TikTok ad solutions and user insights, presenting in client meetings, C-level workshops, and public webinars. Orchestrated the Colgate World Smile Day Global Hashtag Challenge Campaign #WinWithASmile, reaching 2.2 billion views and 2.2 million UGC posts, generating over USD 1 million in revenue.
Digital Planning Manager at ByteDance Guangzhou
December 1, 2018 - February 1, 2020
Directed Douyin ad campaigns; provided ad solutions, creative and media strategies for 10+ key brands in Southeast China, including P&G and Colgate. Conceptualised and planned sales and marketing strategies to unlock new clients and sustain spend from existing clients.

Education

Master's Degree at University of Manchester, United Kingdom
January 11, 2030 - January 1, 2016
Bachelor's Degree at Guangdong University of Foreign Studies, China
January 11, 2030 - January 1, 2015
Master’s Degree at University of Manchester, United Kingdom
January 11, 2030 - January 1, 2016
Bachelor’s Degree at Guangdong University of Foreign Studies, China
January 11, 2030 - January 1, 2015
Master’s Degree at University of Manchester
January 1, 2016 - October 10, 2025
Bachelor’s Degree in International Journalism & International Relations at Guangdong University of Foreign Studies
January 1, 2015 - October 10, 2025
Master’s Degree at University of Manchester, United Kingdom
January 1, 2016 - January 20, 2026
Bachelor’s Degree at Guangdong University of Foreign Studies, China
January 1, 2015 - January 20, 2026
Master’s Degree at University of Manchester
January 1, 2016 - May 12, 2026
Bachelor’s Degree at Guangdong University of Foreign Studies
January 1, 2015 - May 12, 2026

Qualifications

Add your qualifications or awards here.

Industry Experience

Media & Entertainment, Software & Internet, Travel & Hospitality, Professional Services, Consumer Goods, Education, Retail, Gaming

Skills

Experience Level