Available to hire
Hi, I’m Jin Ke—a lifecycle marketing leader who specializes in CRM and end-to-end lifecycle strategies across fintech, retail, e-commerce, and B2B. Over 15+ years, I’ve driven activation, retention, reactivation, loyalty, and sales; I’ve tripled active user bases, boosted retention by over 10%, and increased lead conversions by about 70% through data-driven growth programs. I thrive on turning insights into actionable campaigns and scalable programs that deliver measurable business impact.
I’m skilled at building and optimizing CRM ecosystems (CDPs, marketing automation, analytics), leading cross-functional teams in Agile environments, and turning behavioral data into actionable growth. I enjoy partnering with Product, Tech, UX, and Data teams to scale personalized omnichannel experiences across email, SMS, web, and in-app channels.
Experience Level
Expert
Expert
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Expert
Intermediate
Intermediate
Beginner
Beginner
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Work Experience
Growth Marketing Strategist – Buyer Marketing DPT at Shanghai Jiao Tong University Education Group
May 1, 2025 - September 13, 2025Developed insight-led dual-channel marketing strategies across public and private domains to drive sales lead conversion for education programs; generated 3,000+ MQLs per month by optimizing segmented campaigns; improved SQL conversion by 30% and landing page performance by 40% through A/B testing, behavioral analysis, and funnel refinement; leveraged CAC, CPL, and ROI metrics to guide data-informed spend, achieving an A/S ratio 50% below the industry average.
Customer Data Manager - MarTech and Program DPT at Moneris Solutions
December 31, 2023 - September 13, 2025Designed and implemented data-driven personalization algorithms to optimize the sales pipeline—boosting lead generation, conversion rates, and user engagement across channels. Leveraged advanced analytics and Salesforce Interaction Studio to refine segmentation strategies, optimize user journeys, and deliver dynamic content in real time. Partnered cross-functionally with Product, IT, and Marketing to ensure scalable, insight-led campaign execution. Selected accomplishments include a 70% increase in lead generation within 6 months; omnichannel optimization; and a 4x lift in lead conversion through a gift card propensity model. Built a personalization CDP boosting web visitor identification from 30% to 90%.
CRM Marketing Strategist - Business Analysis DPT at CM2 Solutions Inc. at General Motors of Canada Ltd.
December 31, 2022 - September 13, 2025Supported CRM implementation focusing on direct-to-consumer marketing strategies to enhance customer lifecycle engagement and sales retention. Transformed Voice of Customer (VoC) into growth opportunities and actionable recommendations; built scalable reporting systems; developed BRDs to guide cross-functional campaign implementation.
Senior Online Buyer Marketing Manager – Buyer Marketing DPT at Alipay.com Co. Ltd. (Member of Alibaba.com Group)
December 31, 2011 - September 13, 2025Directed CRM and performance marketing strategy for a 300M+ online shopper base, leveraging data-driven personalization and cross-functional collaboration to drive customer acquisition, retention, and product-market fit. Achievements included tripling active users (9.7M → 27M), streamlined payment UX increasing new user conversions by 25% and retention by 15%, redesigned signup flow tripling registration rate from 10% to 30%, and data-driven marketing innovations powering heightened engagement.
Email Marketing Manager – Integrated Buyer Marketing DPT at EBAY EachNet Network Information Services Co. Ltd. (eBay China)
December 31, 2007 - September 13, 2025Led email lifecycle campaigns for 20M buyers, collaborating with BI, tech, and U.S. teams; maintained high deliverability (~98%) and optimized journeys through lifecycle insights; measured performance by open/click rates, sales conversion, and revenue, continuously improving targeting and content.
CRM & Demand Generation Manager – Buyer Marketing DPT at Shanghai Jiao Tong University Education Group, Shanghai, China
May 1, 2025 - September 13, 2025Led CRM-driven demand generation to convert top-funnel leads into qualified sales opportunities. Generated 3,000+ MQLs/month through segmented campaigns and personalized email/SMS nurture tracks. Improved SQL conversion by 30% and engagement by 40% through journey optimization, content testing, and trigger-based automation. Reduced A/S ratio by 50% vs. industry average using CAC/CPL modeling and ROI-driven budget reallocation.
Personalization Manager – Online Marketing at Moneris Solutions, Etobicoke, ON
December 31, 2023 - September 13, 2025Implemented lifecycle personalization using real-time behavioral data and Salesforce Interaction Studio to increase upsell, cross-sell, and optimize omnichannel experience. Collaborated with Product, Tech, UX, Channel, and Data teams to test hypotheses, scale engagement, and improve lead quality and pipeline growth. Boosted lead generation by 70% within six months; improved onboarding content and targeted homepage interventions, reducing exit rate by 20% and lifting lead gen by 10%. Collaborated with Data Science on a gift card propensity model that quadrupled lead conversion. Developed Personalization CDP to increase web visitor identification from 30% to 90%. Established dashboards and workflows to ensure data integrity, streamline reporting, and support scalable analytics.
CRM Marketing Strategist – Business Analysis DPT. at CM2 Solutions Inc. at General Motors of Canada Ltd., Oshawa, ON
December 31, 2022 - September 13, 2025Supported CRM initiatives for a 1M+ customer database, developing, executing, and measuring direct-to-consumer lifecycle campaigns to improve sales retention and customer engagement. Identified cross-sell/upsell opportunities and refined loyalty strategies through VoC, behavior, and campaign analysis. Built dashboards and reporting systems; partnered with Product, Marketing, Operations, and Tech to align strategy and execution.
Senior Online Buyer Marketing Manager – Buyer Marketing DPT. at Alipay Co. Ltd. (Member of Alibaba.com Group), Hangzhou, Zhejiang, China
December 31, 2011 - September 13, 2025Owned CRM strategy for 300M+ digital payment users, driving engagement, retention, and product adoption through targeted omnichannel personalization, predictive modeling, and UX optimization. Built CRM programs and segmentation frameworks to scale performance and retention operations. Tripled active users (9.7M→27M); increased sign-up conversion from 10% to 30%; boosted DAU by 50%; improved retention by 10% via RFM-based reactivation; 60% VIP loyalty adoption. Implemented CDP and marketing automation to enable real-time personalization.
Email Marketing Manager – Integrated Buyer Marketing DPT. at eBay Eachnet Network Information Services Co. Ltd. (eBay China), Shanghai, China
December 31, 2007 - September 13, 2025Managed email CRM strategy for 20M+ online shoppers, delivering segmented lifecycle campaigns to drive engagement and sales. Led content, operations and creative teams; achieved 98% delivery rate; improved engagement and conversion via A/B testing and behavioral segmentation; collaborated with global teams to align CRM practices and implement best-in-class standards.
Assistant Marketing Manager / CRM Marketing Analyst at Shanghai Mecoxlane International Mail Order Co. Ltd.
December 31, 2006 - September 13, 2025Implemented CRM strategy to drive acquisition and retention for a 1M+ retail customer base across catalog and print channels. Achievements include maintaining A/S ratio <30% through targeted offers; sustained 2.5%+ response rates with predictive targeting models for cross/upsell catalogue mailings; reduced attrition by 15% via segmentation and targeted campaigns; built KPI dashboards and reporting to guide marketing, customer service, product, and operations.
CRM & Demand Generation Manager – Buyer Marketing Dept at Shanghai Jiao Tong University Education Group
May 1, 2025 - September 13, 2025Led CRM-driven demand generation to convert top-funnel leads into qualified sales opportunities. Generated 3,000+ MQLs/month through segmented campaigns and personalized email/SMS nurture tracks. Improved SQL conversion by 30% and engagement by 40% through journey optimization, content testing, and trigger-based automation. Reduced A/S ratio by 50% vs. industry average using CAC/CPL modeling and ROI-driven budget reallocation.
Personalization Manager – Online Marketing at Moneris Solutions
January 1, 2023 - September 13, 2025Implemented lifecycle personalization using real-time behavioral data and Salesforce Interaction Studio to increase upsell, cross-sell, and optimize the omnichannel experience. Collaborated with Product, Tech, UX, Channel, and Data teams to test hypotheses, scale engagement, and improve lead quality and pipeline growth. Notable outcomes included a 70% increase in lead generation within six months, onboarding improvements reducing exit rate by 20%, and a 10% lift in lead gen. Developed a gift card propensity model that quadrupled lead conversion and established a Personalization CDP to increase web visitor identification from 30% to 90%. Established dashboards and workflows to ensure data integrity, streamline reporting, and support scalable analytics.
CRM Marketing Strategist – Business Analysis DPT. at CM2 SOLUTIONS INC. at GENERAL MOTORS of CANADA Ltd.
January 1, 2022 - September 13, 2025Supported CRM initiatives at General Motors Canada, managing a 1M+ customer database to develop, execute, and measure direct-to-consumer lifecycle campaigns that improved sales retention and boosted customer engagement. Identified cross-sell/upsell opportunities and refined loyalty strategies through VoC, behavior, and campaign analysis. Built dashboards and reporting systems; partnered across Product, Marketing, Operations, and Tech to align on strategy and execution.
Senior Online Buyer Marketing Manager – Buyer Marketing Dept. at ALIPAY.COM CO. LTD. (Member of Alibaba.com Group)
January 1, 2011 - September 13, 2025Owned CRM strategy for 300M+ digital payment users, driving engagement, retention, and product adoption through targeted omnichannel personalization, predictive modeling, and UX optimization. Built CRM programs and segmentation frameworks from the ground up to scale performance and streamline retention operations. Notable outcomes included tripling active users (9.7M→27M), increasing sign-up conversion from 10% to 30%, boosting DAU by 50%, and improving retention via RFM-based reactivation. Implemented CDP and marketing automation to enable real-time personalization.
Email Marketing Manager – Integrated Buyer Marketing Dpt. at EBAY EACHNET NETWORK INFORMATION SERVICES CO. LTD. (eBay China)
January 1, 2007 - September 13, 2025Managed email CRM strategy for 20M+ online shoppers, delivering segmented lifecycle campaigns to drive engagement and sales. Led content, operations, and creative teams; achieved 98% delivery rate through ISP relationship management; improved engagement and conversion via A/B testing and behavioral segmentation; collaborated with global teams to align CRM practices and implement U.S. best-in-class standards.
CRM Marketing Analyst / Assistant Marketing Manager at SHANGHAI MECOXLANE INTERNATIONAL MAIL ORDER CO. LTD.
January 1, 2006 - September 13, 2025Implemented CRM strategy to drive acquisition and retention for a 1M+ retail customer base across catalog and print channels. Achieved A/S ratio <30% through targeted acquisition offers and media buying; sustained 2.5%+ response rates with predictive targeting models for cross/upsell catalog mailings; reduced attrition by reactivating high-risk customers through segmentation and targeted campaigns. Built KPI dashboards and reporting to guide cross-functional teams.
Education
MBA at Sobey School of Business, Saint Mary's University
January 1, 2012 - December 31, 2014Bachelor of Science in Statistics at Zhejiang Gongshang University
January 11, 2030 - January 1, 2000MBA at Sobey School of Business, Saint Mary's University, Halifax, NS
January 11, 2030 - January 1, 2014Bachelor of Science in Statistics at Zhejiang Gongshang University, Hangzhou, Zhejiang, China
January 11, 2030 - January 1, 2000Advanced SPSS Analysis Training at SPSS Company, Shanghai, China
January 11, 2030 - September 13, 2025MBA at Sobey School of Business, Saint Mary’s University, Halifax, NS
January 11, 2030 - January 1, 2014Bachelor of Science in Statistics at Zhejiang Gongshang University, Hangzhou, Zhejiang, China
January 11, 2030 - January 1, 2000Qualifications
Advanced SPSS Analysis Training
January 11, 2030 - September 13, 2025Advanced SPSS Analysis Training
January 11, 2030 - September 13, 2025Advanced SPSS Analysis Training
January 11, 2030 - September 13, 2025Member - Direct Marketing Association (US DMA, now ANA Data & Marketing Association)
January 11, 2030 - September 13, 2025Industry Experience
Retail, Software & Internet, Financial Services, Education, Professional Services, Manufacturing, Other, Media & Entertainment
Experience Level
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Beginner
Beginner
Beginner
Beginner
Beginner
Beginner
Beginner
Beginner
Beginner
Beginner
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