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Umi Jiang

@umijiang

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I’m a product marketing leader driving data-driven GTM and audience growth across digital channels.

Hong Kong

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What I'm looking for

I’m looking for a product marketing role where I can own full-funnel GTM, build scalable channel programs, and use analytics to drive measurable growth—collaborating with PMs and data to turn insights into action.

I’m a product marketing professional with 9+ years driving channel strategy, full-funnel GTM campaigns, and data-driven growth across China’s digital landscape. I specialize in audience segmentation and professional-audience content distribution, translating analytics into measurable business outcomes.

At LinkedIn China, I owned end-to-end channel strategy and content marketing for professional audiences—building channels from scratch across WeChat video, RED, podcasts, and PGC. I scaled new channels rapidly (including 1.49M total views and 5K+ followers on RED within 6 months, plus 329K podcast plays), while leading GTM and brand campaigns that delivered 2.35M+ impressions at 27% below the cost benchmark and 4.34% CTR. I also worked closely with PMs, Sales, agencies, and partners, using full-funnel signup tracking to guide forward-looking recommendations for senior leadership.

Across operations and consulting, I’ve built scalable marketing mechanisms—designing content distribution frameworks and audience segmentation logic, running A/B testing, and onboarding 300+ high-profile influencers as an always-on acquisition engine. As a self-employed marketing consultant, I advise tech and agency clients with channel strategy, content programs, and AI-industry analysis, including publishing research that generated 100K+ views and driving 20% media coverage lift for an O2O client.

Experience

Work history, roles, and key accomplishments

Current

Individual Marketing Consultant

Current

Self Employed

Jul 2023 - Present (2 years 11 months)

Advised tech and agency clients on channel strategy, content programs, and AI industry analysis for professional business audiences, publishing research that generated 100K+ views. Increased an O2O brand’s media coverage by 20% through targeted earned media planning and developed audience-specific campaign frameworks for multiple Chinese digital platforms.

Channel Strategy Audience Segmentation Earned Media AI Industry Marketing Analytics Professional Audience Content

Senior Content Marketing Manager

Feb 2022 - Jun 2023 (1 year 4 months)

Owned end-to-end content and channel strategy for LinkedIn China across professional audiences, building channels from scratch and scaling new formats rapidly (1.49M views and 5K+ followers on RED in 6 months; 329K podcast plays). Drove full-funnel awareness-to-signup performance with 2.35M+ impressions at 27% below benchmark cost, delivering 4.34% CTR and presenting channel analytics to senior le

Content Marketing Channel Strategy RED & WeChat Video CTR Optimization Funnel Analytics

Senior Operations Manager

Feb 2020 - Feb 2022 (2 years)

Designed a full content distribution framework and topic system for LinkedIn China, defining channel priorities, OKRs, and audience segmentation logic; used A/B testing to build repeatable mechanisms driving ~15% average QoQ engagement growth. Built a creator-tier segmentation model and onboarded 300+ influencers, and managed vendor/agency partners end-to-end to support cross-functional online and

Audience Segmentation OKRs A B Testing Influencer Management Creator Acquisition

Editor

Feb 2018 - Aug 2020 (2 years 6 months)

Co-owned GTM strategy for the Salary Insights MVP with Product and Data Science teams by identifying user needs, shaping positioning and messaging, and improving click performance (50% higher CTR vs. comparable features). Published 90+ industry-focused articles and interactive formats, and bridged global and China editorial teams to localize product strategy for successful China-market execution.

GTM Strategy Product Positioning Audience Research Editorial Planning Localization CTR Optimization Cross Functional Collaboration Content Production

Reporter

Beijing Business Today

Aug 2014 - Aug 2017 (3 years)

Produced in-depth high-tech industry analysis and B2B reports at ~2x peer output, earning five group-wide Best Article Awards. Coordinated coverage for industry summits of 300+ attendees, boosting media coverage by 30% and maintaining 85% attendee satisfaction through cross-functional execution.

Industry Research High Tech Analysis Editorial Writing Summit Coverage Coordination Stakeholder Management Cross Functional Collaboration Performance Improvement

Education

Degrees, certifications, and relevant coursework

Hong Kong Polytechnic University

Master of Business Administration (MBA), Business Administration

2025 -

Pursuing a Master of Business Administration (MBA) at Hong Kong Polytechnic University from September 2025 to October 2026.

Communication University of China

Master's in Teaching Chinese to Speakers of Other Languages, Teaching Chinese to Speakers of Other Languages

2012 - 2014

Completed a master's program in Teaching Chinese to Speakers of Other Languages at Communication University of China from September 2012 to July 2014.