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Mel Xia

Available to hire

Hi, I’m Mel Xia, a Chinese Digital Marketing & Social Media Specialist with over 10 years of experience helping universities and organizations reach Chinese audiences through WeChat, Douyin, Xiaohongshu, and more.

About

Hi, I’m Mel Xia, a Chinese Digital Marketing & Social Media Specialist with over 10 years of experience helping universities and organizations reach Chinese audiences through WeChat, Douyin, Xiaohongshu, and more. I design and implement marketing campaigns, create engaging content, manage budgets, and analyze data to drive partnerships and growth.

I’m passionate about cross-cultural collaboration and international partnerships. I enjoy delivering clear, compelling content across platforms and guiding teams to connect with Chinese audiences while mentoring colleagues and sharing insights on digital marketing strategies.

  • Joined September 2025

Languages

  • ChineseFluent
  • EnglishFluent

Industry experience

  • Education
  • Media & Entertainment
  • Professional Services
  • Non-Profit Organization
  • Government

More experts in Lincoln, United Kingdom

Projects · 1

Work experience

Translator · Licheng Consulting LTDJan 2022 – Present · 4 yrs 11 mos

Translated important documents and articles between English and Chinese; covered finance, academic research, recreation and other contents.

Chinese Marketing and Social Media Coordinator · University of MelbourneJan 2018 – Dec 2023 · 6 yrs

1. Responsible for all Chinese social media platforms (WeChat, Weibo, Douyin, Xiaohongshu, Youku, live streaming). 2. Created digital marketing materials targeting Chinese audiences (texts, images, videos, short videos). Planned marketing campaigns, managed budgets, organized digital campaigns and analyzed data for the Chinese market. Built social media partnerships with universities, enterprises and governments. Awarded the Golden Star Award Employee.

Chief Marketing Officer · Shunxi Investment GroupJan 2015 – Dec 2017 · 3 yrs

Created digital marketing contents in various formats to promote the company in the Chinese market via WeChat, Weibo, etc.

Education

Master of Global Media Communication · University of Melbourne2012 – 2014
Bachelor of Journalism (Digital Media) · Lanzhou University2008 – 2012
Exchange Program · Washburn University2011 – 2012

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