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Social media and wine marketing professional with experience at Alibaba and Meituan, plus hands-on leadership of wine-industry growth projects. Skilled in channel strategy, audience research, editorial planning, short-form video, influencer partnerships, performance analysis, and multi-platform operations across TikTok, Instagram, YouTube, Facebook, Xiaohongshu, Douyin, and WeChat ecosystems. I’ve grown owned social audiences to 13,000+ followers by combining storytelling with commercial growth. I focus on reusable content frameworks, conversion pathways, product/operational alignment, and AI-enabled workflows to improve efficiency and performance.…Social media and wine marketing professional with experience at Alibaba and Meituan, plus hands-on leadership of wine-industry growth projects. Skilled in channel strategy, audience research, editorial planning, short-form video, influencer partnerships, performance analysis, and multi-platform operations across TikTok, Instagram, YouTube, Facebook, Xiaohongshu, Douyin, and WeChat ecosystems. I’ve grown owned social audiences to 13,000+ followers by combining storytelling with commercial growth. I focus on reusable content frameworks, conversion pathways, product/operational alignment, and AI-enabled workflows to improve efficiency and performance.

WU JING

Social Media Manager, Content Producer, Marketing Strategist, +2

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Social media and wine marketing professional with experience at Alibaba and Meituan, plus hands-on leadership of wine-industry growth projects. Skilled in channel strategy, audience research, editorial planning, short-form video, influencer partnerships, performance analysis, and multi-platform operations across TikTok, Instagram, YouTube, Facebook, Xiaohongshu, Douyin, and WeChat ecosystems. I’ve grown owned social audiences to 13,000+ followers by combining storytelling with commercial growth. I focus on reusable content frameworks, conversion pathways, product/operational alignment, and AI-enabled workflows to improve efficiency and performance.…Social media and wine marketing professional with experience at Alibaba and Meituan, plus hands-on leadership of wine-industry growth projects. Skilled in channel strategy, audience research, editorial planning, short-form video, influencer partnerships, performance analysis, and multi-platform operations across TikTok, Instagram, YouTube, Facebook, Xiaohongshu, Douyin, and WeChat ecosystems. I’ve grown owned social audiences to 13,000+ followers by combining storytelling with commercial growth. I focus on reusable content frameworks, conversion pathways, product/operational alignment, and AI-enabled workflows to improve efficiency and performance.

Available to hire

Social media and wine marketing professional with experience at Alibaba and Meituan, plus hands-on leadership of wine-industry growth projects. Skilled in channel strategy, audience research, editorial planning, short-form video, influencer partnerships, performance analysis, and multi-platform operations across TikTok, Instagram, YouTube, Facebook, Xiaohongshu, Douyin, and WeChat ecosystems.

I’ve grown owned social audiences to 13,000+ followers by combining storytelling with commercial growth. I focus on reusable content frameworks, conversion pathways, product/operational alignment, and AI-enabled workflows to improve efficiency and performance.

Skills

Experience Level

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Language

Work Experience

AI Applications & Cost-Efficiency Solutions (Independent Project)

May 1, 2026 - June 1, 2026

Applied mainstream AI agents and Codex across 3+ real business projects; independently built a personal knowledge-management system and tailored operating solutions.

International PR & Influencer Marketing (Part-time Brand Project)

February 1, 2026 - May 1, 2026

Researched platform behavior and audience profiles across YouTube, Instagram, TikTok, Facebook, and WhatsApp; sourced, screened, contacted, and coordinated overseas creators. Built a creator-management and evaluation framework using engagement rate, audience fit, content performance, category standing, and growth trajectory, and documented a reusable influencer outreach SOP. Translated brand and product requirements into clear creator briefs, aligned scripts and messaging to each creator’s style, and matched AI tools to campaign needs.

Chain Brand Partnership Operations | Alibaba (Taobao Instant Commerce, Brand Center) at Alibaba - Taobao Instant Commerce, Brand Center

September 1, 2025 - February 1, 2026

Conducted category, brand, consumer preference, and industry research to inform brand communications, content direction, and operating strategy. Built relationships with 100+ national restaurant chains and secured 30+ partnerships. Grew monthly GMV for top existing brands by 15%–35% and launched seven category-leading products. Developed competitor-specific strategies across positioning, packaging, channels, and operations; ranked first on the team for both brand and product-operation performance.

Chain Brand Partnership Operations | Meituan (Food Delivery, Chain Business Unit) at Meituan - Food Delivery, Chain Business Unit

September 1, 2024 - September 1, 2025

Ranked among the national Top 50 in Meituan’s 2025 food-delivery campaign while supporting a monthly GMV portfolio exceeding RMB 20 million and driving 20%–40% monthly growth for partner brands. Designed operating plans across product optimization, platform strategy, demand occasions, traffic growth, and competitive response; launched two high-growth products with peak growth of 167%. Documented 0-to-1 platform setup and brand-promotion SOPs to accelerate onboarding and execution for new team members.

Lead Author, Cloud Textbook: Wine Tasting at Ningxia University

September 1, 2023 - January 1, 2024

Led Chapters 1–9 drafting 200,000 Chinese characters and delivered a 170,000-character final manuscript used in a provincial first-class undergraduate course.

Wine Tourism Route, Product & Content Design (Project) at Beijing Yuanli Wine Culture Co., Ltd.

February 1, 2022 - August 1, 2022

Designed and promoted wine-tourism routes for families, couples, and study groups, attracting 200+ visitors. Won second prize in a Ningxia tourism competition and increased bookings by 40%.

Brand GTM & Social Media Lead | Independent Wine Supply Chain Project at Independent Wine Supply Chain Project

January 1, 2019 - September 1, 2024

Led channel positioning and annual editorial planning for WeChat and Xiaohongshu, growing total owned social audiences to 13,000+ followers through organic content. Reviewed 600+ English-language sources and international market reports; translated insights into 60+ consumer-friendly wine education, brand, and product topics. Aggregated resources from 100+ domestic wine brands and 36 long-term brand partners (including 2,000+ SKUs) to form a reliable content and commerce supply base. Planned and delivered six promotional events (100+ attendees each), increasing brand exposure by 40% and product inquiries by 35% within one week. Developed 10+ brand innovation strategies and 11 high-performing products; sold 8,000+ bottles and supported Mulan Duo increasing market share by 12% in six months.

Independent Social Media Operator | Wine Brand Content Matrix (Project-based) at Wine Brand Content Matrix

January 1, 2019 - September 1, 2024

Built differentiated positioning and multi-platform content plans for Douyin, Xiaohongshu, WeChat Channels, and WeChat Official Accounts covering wine brands, products, winemaker interviews, and winery stories. Owned the end-to-end workflow: topic pipeline and trend tracking, copywriting, short-form video scripts, asset coordination, publishing cadence, comment moderation, and performance reviews. Optimized videos for the first-three-second hook, information density, spoken delivery, engagement prompts, and conversion; applied keyword/cover/headline optimization for Xiaohongshu. Used performance metrics (views, completion rate, engagement, saves, follower growth, and audience feedback) to develop reusable topic frameworks and content templates.