Open to opportunities

Katherine Peng

@katherinepeng

Message

Global branding and marketing professional with 9 years of experience.

China

Message

What I'm looking for

I am looking for a role that fosters creativity and innovation, with opportunities for professional growth and collaboration in a dynamic team environment.

I am a seasoned global branding and marketing professional with over 9 years of experience in both agency and client-side roles. My journey has taken me from leading the corporate travel brand launch at Trip.com Group to managing integrated marketing strategies for luxury brands. I thrive in dynamic environments where I can leverage my expertise in international PR, cross-border go-to-market strategies, and key account management.

At Trip.com Group, I spearheaded a brand strategy that successfully entered 150 countries within six months, driving a remarkable 300% organic traffic growth through a multilingual website. My ability to craft compelling narratives has resulted in over 10 million media impressions annually, positioning our leadership as industry thought leaders. I am passionate about data-driven growth and have a proven track record of enhancing brand authority through strategic partnerships and high-impact marketing campaigns.

With a strong foundation in team management and a commitment to continuous growth, I have consistently achieved significant revenue increases and client satisfaction across various projects. I am eager to bring my global perspective and marketing acumen to a forward-thinking organization that values innovation and collaboration.

Experience

Work history, roles, and key accomplishments

Current

B2B International Marketing Manager

Current

Trip.com Group Business Travel

Jul 2023 - Present (1 year 11 months)

Spearheaded brand strategy approved by C-suite, resulting in market entry to 150 countries within 6 months. Built multilingual website architecture driving 300% organic traffic growth and 100% lead acquisition increase in 2 months. Authored and distributed 10+ multilingual PR articles for major events, generating 10M+ media impressions annually.

Brand Strategy PR Crisis Management GTM Event Marketing Product Marketing Sales Enablement Content Marketing Social Media

Integrated Marketing Manager

Hollantex

Aug 2022 - Jul 2023 (11 months)

Defined brand positioning and strategy, gaining internal and distributor recognition within 1 month. Developed regional strategies, managed budgets, and led social media/PR/channel campaigns. Boosted brand awareness and sales through omnichannel campaigns.

Brand Strategy Integrated Marketing Team Management Social Media PR

Key Account & Marketing Manager

Cimpress China

Sep 2019 - Aug 2022 (2 years 11 months)

Led brand customization projects across multi-functional teams, managing customer day-to-day communication. Maintained key accounts, achieving 200% revenue growth and 100% client satisfaction. Achieved a 100% increase in order growth through data analysis, user segmentation, and targeted marketing strategies.

Key Account Management Project Management Marketing Strategy Sales Growth Digital Marketing Influencer Marketing

Account Manager

BBDO

Jul 2018 - Jul 2019 (1 year)

Maintained key accounts including Master Kong's, McDonald's, and Tmall. Led strategy, packaging, and launch campaigns for Master Kong’s premium product line. Directed Master Kong’s Swiss Train Noodle House campaign, generating 700M+ impressions and 11.83M RMB PR value.

Account Management Project Management Product Management Marketing Event Marketing PR

Senior Account Executive

Verawom- Isobar

Jan 2016 - Jun 2018 (2 years 5 months)

Maintained key clients to drive advertising spending for various brands. Executed TVC campaigns with budgets exceeding 10 million, ensuring progress control and effective coordination among stakeholders. Conducted marketing planning, project management, and maintained customer relationships, achieving profit margins exceeding 40% on executed projects.

Account Management Project Management Marketing Planning Client Relationship Management TVC Campaigns

Education

Degrees, certifications, and relevant coursework

Fujian Normal University

Master of Arts, Radio and Television

Grade: Guaranteed

Pursued a Master's degree in Radio and Television, deepening knowledge in media production and broadcasting. Focused on advanced topics and research within the field.

Fujian Normal University

Bachelor of Arts, Radio and Television Journalism + Financial Management

Completed a dual Bachelor's degree in Radio and Television Journalism and Financial Management. Gained comprehensive understanding of media communication and financial principles.