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Work Background
Piece of FaceProducer & Event Host
Mar. 2025Shanghai, ChinaLaunched and scaled a creative lifestyle community focused on music, art, and culture for Shanghai’s next-gen professionals. Blended experiential marketing with bilingual event programming to drive brand affinity and cultural engagement. Hosted 10+ themed lifestyle music events targeting 25–35 year olds, including at WeWork China and Fotografiska Museum; top events drew 80+ attendees. Negotiated and managed partnerships with venues and F&B/CPG brands (e.g. Stecco Natura, Instashake, ELECTRO-X). Led end-to-end event execution: concept, programming, promotion, content capture, and community engagement. Created event content with 10K+ views, strengthening brand identity and community loyalty.
AMA好玩Co-Founder
Jul. 2024Built and led a bilingual social club and content channel targeting young professionals in Shanghai. Focused on community-driven experiences, content virality, and brand integration. Led a 7-person content and operations team to grow the Rednote channel to 49K followers and 3M+ annual reach, with 7–9% engagement rates. Designed and hosted offline events—bilingual speed dating nights, mixers, and parties—for urban professionals. Largest events reached 90+ attendees. Partnered with major consumer brands including Chow Tai Fook, Chagee, Vedett, and Sierra Tequila to co-launch branded activations and UGC campaigns. Bridged content and experience by aligning short-form video production with IRL events to build community and deepen engagement.
Self-employedContent Creator | @hellomatthew Lifestyle Guides, Street Interviews, Talkshows, Short Films, Vlogs
May. 2023Shanghai, ChinaBuilt a bilingual creator brand focused on cultural storytelling, music, and lifestyle for a Gen Z/young millennial audience. Combined creator strategy with performance marketing to scale growth and secure brand partnerships. Grew personal channel to 46K+ followers and 2M+ annual views with 5–7% engagement rates. Produced viral content series such as DJ in 5 Days, My Life in China, and TikTok Refugee. Top posts reached 448K, 398K, and 340K views. Managed brand deals with Adidas, MINISO, and % ARABICA, leading strategy, creative direction, and content production. Optimized thumbnails, captions, and CTAs using data analytics to drive higher click-through rates and user retention. Created educational and emotional content that bridges East/West culture and resonates with international Chinese audiences.
WattpadIP Marketing Coordinator
Jul. 2021 - Mar. 2023Drove multi-language IP marketing campaigns for digital fiction titles and adaptations across NAM, LATAM, SEA, and EU. Owned cross-functional initiatives in storytelling, creative production, and performance tracking. Managed the launch of top-performing IP titles through global campaigns spanning in-app, social, and community channels. Directed the creation of 1,000+ visual assets for the YONDER platform, coordinating 15+ freelancers and agency partners under tight launch deadlines. Created story metric dashboards in Redash to align stakeholders across Studios, Marketing, and Content Ops. Ran Firebase marketing experiments that improved Qualified User Reads (QUR) by 335% MoM for 17 key titles. Delivered wrap reports and campaign post-mortems used as case studies across teams. Launched MILO into Paid Stories, driving 7,400+ unit sales in 6 months—ranking in Top 5 for English content.
tentreeMarketing Intern
May. 2019 - Aug. 2019Vancouver, Canada AreaContributed to community-centric brand campaigns for a B-Corp apparel brand focused on sustainability and impact. Co-led the strategy and operations for a seasonal pop-up warehouse sale; exceeded revenue targets by 30% and drove 25% ROI. Coordinated with offline media and campus ambassadors to drive foot traffic and brand storytelling. Strengthened brand’s community roots through local event activation and sustainability messaging.
Mako Design + InventBusiness Development Intern
May. 2017 - Aug. 2017Toronto, Canada AreaBuilt brand partnerships with American media channels and industry organizations during Austin Design Week; provided brand exposure to 90M US households through TV placements. Designed media projects using Adobe Suite and wrote blogs using SEO tactics.
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