Available to hire
Hi, I’m Xueting Zhou, a results-driven marketing strategist with over five years of experience delivering multi-million-dollar growth for leading brands in China through integrated digital campaigns. I specialize in influencer marketing, content strategy, and e-commerce growth across platforms like Douyin (TikTok) and Xiaohongshu, as well as product launches on TMall and Amazon. I excel at leading cross-functional teams, translating data into actionable strategies, and driving cross-channel campaigns that elevate brand performance.
I’m currently seeking U.S.-based marketing roles to bring a global perspective and execution strength to fast-moving teams. In my most recent role at Miaoyan Club / Sephora China, I led campaigns that grew followers, sales, and impressions. Earlier experiences include internships at Meituan-Dianping, Ogilvy, and China Radio International where I honed content creation, storytelling, and media research. I hold a Master’s from King’s College London and a Bachelor’s from Hunan Normal University, with certifications in digital marketing and content marketing.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Language
English
Fluent
Chinese
Fluent
Work Experience
Marketing Manager at KANS Beauty, Shanghai Chicmax
July 1, 2022 - April 30, 2024Oversaw an annual e-commerce business exceeding $420M across multiple channels including Douyin, Tmall, and JD.com. Directed integrated campaigns with celebrities, influencers, and livestreaming, including a Chinese New Year campaign generating $56M in sales and 2B+ impressions. Launched successful influencer projects and led anniversary campaigns achieving significant brand engagement. Managed budgets, assets, timelines, and creative development with internal and external teams.
Marketing Planning at Lianwei Data Tech
March 31, 2020 - June 29, 2022Managed marketing initiatives for both Tmall Global’s flagship beauty store Miaoyan Club and Sephora China, delivering strong results in branding, engagement, and sales.
*Miaoyan Club (Tmall Global flagship beauty store)
Joined as a core project member and promoted to Activity PM within two weeks, leading the launch and scaling of monthly campaigns, achieving an 'A' rating.
Spearheaded seasonal campaigns (e.g., 618, Double 11), resulting in a 34% YoY sales lift, 100M+ impressions, and 2,000+ community members.
Repositioned brand identity (“Miaoyan Knows Best”) and upgraded visual system, gaining strong client recognition. Launched gift box series and optimized homepage UX, increasing visits to 150K and driving $82K+ in sales.
*Sephora China (via Lianwei Data)
Managed Sephora’s Taobao flagship (similar to Amazon Storefront + Instagram), growing it to 2.7M+ followers. Created a content strategy that surpassed KPIs with 130%+ page view growth and 120% rise in unique visitors.
Led influencer strategy and agency coordination, achieving 180%+ YoY engagement growth; 10K+ views per influencer post within a week.
Refined product messaging, promo content, and guided campaign strategy through data insights and competitive analysis.
Marketing Planning at Sephora China (via Lianwei Data)
March 1, 2019 - February 29, 2020Managed Sephora’s official Taobao brand account growing followers to 2.7M and exceeding engagement KPIs. Developed influencer marketing strategies, managed agencies and budgets, and refined product messaging to improve content alignment and channel strategy.
Account Executive at Bluefocus-Otype CRM Consulting Service — L’ORÉAL LANCOME TEAM
March 31, 2019 - February 28, 2020L’ORÉAL LANCOME TEAM
Managed Lancôme’s million-member CRM system, leading lifecycle campaigns like 618, VVIP, and Member Festival with targeted strategies, content creation, and segmentation to improve loyalty and engagement.
Created SMS-based lifecycle communication strategy for loyalty and VIP campaigns—writing personalized messages around key promotions to improve retention and drive repeat sales.
Provided customer tagging & analytics support for offline sales teams.
Content Specialist Intern at Meituan-Dianping
January 31, 2019 - September 18, 2025Curated influencer and trending store content strategy to improve engagement. Analyzed platform performance and supported seasonal content campaigns aligned with trending topics and user insights.
Account Executive Intern at Ogilvy
November 30, 2018 - September 18, 2025Supported bilingual client communication, project brief writing, and competitive market research for international campaigns. Created dual-language brand presentations and reports; assisted with translation and copy formatting.
Intern Editor at China Radio International
November 30, 2016 - September 18, 2025Intern Editor, 'Foreign Highlights' Edited and curated international news content for global broadcast; conducted research on foreign affairs to support story telling.
Marketing Manager at Sephora China (via Li Anwei Data)
April 1, 2024 - September 18, 2025Marketing lead for Sephora Taobao flagship store, growing followers to 2.7M; created content strategy, influencer coordination, and campaign planning; led seasonal campaigns (618, Double 11), drove 34% YoY sales lift, 100M+ impressions; repositioned brand identity and upgraded visual system; launched gift-box series and optimized homepage UX; led launch and scaling of monthly campaigns and influenced CRM-style loyalty programs.
Intern - Content Specialist at Meituan-Dianping
January 1, 2019 - September 18, 2025Curated influencer and trending store content; organized data-backed content strategies to improve engagement; analyzed platform performance; supported seasonal content campaigns aligned with trending topics and user insights.
Account Executive Intern at Ogilvy
November 1, 2018 - September 18, 2025Supported bilingual client communications; prepared project briefs; conducted competitive market research for international campaigns.
Intern Editor, Foreign Highlights at China Radio International
October 30, 2016 - September 16, 2025Edited and curated international news content for global broadcasts; conducted research on foreign affairs to support stories.
Marketing Manager at SepHora China (via Liangwei Data)
April 30, 2024 - September 18, 2025Led SepHora China’s TMall flagship beauty stores’ marketing efforts, including Miaoyan Club. Directed the launch and scaling of monthly campaigns, including 618 and Double 11, driving 100M+ impressions and elevating brand engagement and sales. Spearheaded influencer lifecycle, agency coordination, and cross-channel promotions; refined brand identity and visual system, resulting in strong client recognition. Launched gift-box series and optimized home-page UX, contributing to 150K visits and 82K+ in sales.
CRM & Retention Marketing (SMS) at Lancôme (BlueFocus CRM Consulting Service)
June 30, 2022 - September 18, 2025Managed Lancôme’s CRM lifecycle campaigns (618, VIP, and Member events) with targeted strategies to enhance retention and drive repeat purchases. Created customer tagging and analytics for offline sales collaboration. Coordinated cross-functional teams to maintain consistent brand messaging and optimize campaign performance.
Content Specialist Intern at Meituan-Dianping
January 31, 2019 - September 18, 2025Curated and supported influencer and campaign content; analyzed platform performance and aligned seasonal content with trending topics to boost engagement and reach.
Account Executive Intern at Ogilvy
November 30, 2018 - September 18, 2025Supported client campaigns with internal communications, project briefs, and competitive market research; assisted in campaign planning and reporting to stakeholders.
Intern Editor at China Radio International
November 30, 2016 - September 18, 2025Edited and curated international news content for global broadcasts; conducted research on foreign affairs to support news reports.
Marketing Manager at Sephora China (via Lianwei Data)
April 1, 2024 - September 18, 2025Led Sephora China's Taobao flagship store and related flagship channels (TMall, Instagram); grew to 2.7M+ followers; created content strategy with 130%+ page-view growth and 120% rise in unique visitors; directed influencer and cross-platform campaigns; refined CRM/retention messaging; optimized campaign assets and messaging; achieved 100M+ impressions; launched seasonal campaigns (618, Double 11) and improved homepage UX, contributing to $82K+ in recorded sales.
Marketing Manager at Miaoyan Club (TMall Global flagship beauty stores)
June 30, 2022 - September 18, 2025Joined as a core project member and promoted to Activation PM within two weeks; led launch and scaling of monthly campaigns; spearheaded seasonal campaigns (618, Double 11) with a 34% YoY sales lift, 100M+ impressions, and 2,000+ community members; repositioned brand identity ('Miaoyan Knows Best') and upgraded visual system; launched gift box series and optimized homepage UX to boost visits to 150K and drive $82K+ in sales.
Account Executive Intern at Ogilvy
November 1, 2018 - September 18, 2025Supported bilingual client communications, drafted project briefs, and conducted competitive market research for international campaigns; created bilingual brand presentations; assisted with translations and copy formatting.
Content Specialist Intern at Meituan-Dianping
January 31, 2019 - September 18, 2025Created influencer/trend content and organized data-backed content strategies to improve engagement on platform.
Intern Editor at China Radio International
November 1, 2016 - September 18, 2025Intern Editor for 'Foreign Highlights'; curated international news content for global broadcasts; conducted research on foreign affairs to support storytelling.
Marketing Manager at Miaoyan Club (TMall Global flagship beauty store) – Sephora China
April 1, 2024 - September 18, 2025Led brand & performance marketing initiatives for TMall Global flagship beauty store Miaoyan Club and Sephora China; developed localized cross-functional campaigns with content strategy, influencers, live streaming, and cross-channel assets. Spearheaded major campaigns including a Chinese New Year and Double 11 launch, driving significant sales and impressions. Collaborated with top-tier influencers (notably China’s ‘lipstick king’) on cross-platform programs and offline promotions; promoted to core project member within two weeks and led monthly campaign launches with strong KPIs, ultimately growing brand equity and follower engagement.
Content Specialist Intern at Meituan-Dianping
January 1, 2019 - September 18, 2025Curated influencer and trending-store content strategies; organized data-backed content strategies to improve engagement; analyzed platform performance and content effectiveness to support marketing initiatives.
Account Executive Intern at Ogilvy
November 1, 2018 - September 18, 2025Supported bilingual client communications, project briefs, and competitive market research for international campaigns.
Intern Editor at China Radio International
November 1, 2016 - September 18, 2025Edited 'Foreign Highlights' for international broadcasts; conducted research on foreign affairs to support storytelling.
Education
MASTER’S IN CULTURAL & CREATIVE INDUSTRIES at King’s College London, UK
January 1, 2017 - December 31, 2018Graduation paper 73/100(Distinction),Ranked #31 globally, #5 in the UK
BACHELOR’S IN BROADCASTING & HOSTING at Hunan Normal University, China
January 1, 2013 - December 31, 2017Ranked 1st (1/83), Scholarships (2013–2016), Excellent Graduate Intern, 211 Project University
Master of Cultural & Creative Industries at King's College London
January 1, 2017 - December 31, 2018Bachelor's in Broadcasting & Hosting at Hunan Normal University
January 1, 2013 - December 31, 2017Master's in Cultural & Creative Industries at King's College London
January 1, 2017 - January 1, 2018Bachelor's in Broadcasting & Hosting at Hunan Normal University
January 1, 2013 - January 1, 2017Master's in Cultural & Creative Industries at King's College London, UK
January 1, 2017 - December 31, 2018Bachelor's in Broadcasting & Hosting at Hunan Normal University, China
January 1, 2013 - December 31, 2017Qualifications
Google: Digital Marketing & E-commerce (Coursera)
January 1, 2022 - December 31, 2022Digital Marketing & E-commerce (Coursera)
January 11, 2030 - September 18, 2025Google Analytics
January 11, 2030 - September 18, 2025Google Ads
January 11, 2030 - September 18, 2025HubSpot
January 11, 2030 - September 18, 2025Google Analytics
January 11, 2030 - September 18, 2025HubSpot
January 11, 2030 - September 18, 2025Digital Marketing & E-commerce
January 11, 2030 - September 18, 2025SEO Copywriting
January 11, 2030 - September 18, 2025Google Digital Marketing & E-commerce (Coursera)
January 11, 2030 - September 18, 2025SEMrush: Content Marketing Principles
January 11, 2030 - September 18, 2025Google Analytics Certification
January 11, 2030 - September 18, 2025Google Ads Certification
January 11, 2030 - September 18, 2025Google Digital Marketing & E-commerce (Coursera)
January 11, 2030 - September 18, 2025SEMrush: Content Marketing Principles
January 11, 2030 - September 18, 2025Google Analytics
January 11, 2030 - September 18, 2025Google Ads
January 11, 2030 - September 18, 2025HubSpot
January 11, 2030 - September 18, 2025Google Digital Marketing & E-commerce (Coursera)
January 11, 2030 - September 18, 2025SEMRush: Content Marketing Principles
January 11, 2030 - September 18, 2025Industry Experience
Retail, Consumer Goods, Media & Entertainment, Professional Services, Software & Internet, Education
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
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