my marketing journey
On this page, you’ll get to know more about me, a dedicated and passionate digital media marketer. Learn about my career journey as digital marketer, my motivation, and what I believe sets me apart in marketing world.
My First Marketing Journey
Born in Hankou, China—a bustling commercial hub rich in trading history—I grew up among a myriad of shops selling everything from clothes and bags to accessories and toys. While formal education was a rarity among the local merchants, they had a contagious enthusiasm for embracing new ideas. This thirst for innovation was their stepping-stone, enabling them to sell their goods nationwide, even globally.
In 2005, a fresh wave of opportunity swept in—the internet. Many traders were eager to explore, yet they lacked the necessary skills. Recognizing this gap, my parents stepped in, opening a computer school. The curriculum was diverse, covering basic skills like typing and the use of Office Suite, as well as advanced topics such as photo editing, website creation, and running online stores. The computer school thrived, consistently running at full capacity, thanks to three fundamental tenets: delivering services customized to the needs of intended students, investing substantial efforts in student retention, and efficiently spreading flyers.
You might have guessed already, my first marketing “job” was helping my parents distribute those flyers. This was no mere errand but was a lesson in marketing strategy. We carefully selected areas within a walkable distance from our computer school for distribution. We targeted ambitious, curious individuals aged 16-45, eager to learn and adopt new things. We even factored in the best times—preferably leisurely lunch hours or post-work periods, avoiding the morning rush. While handing out flyers, I’d engage in conversations, encouraging people to visit our school. I’d share insights like, “Computers are now used for everything from movies to making friends. It’s free to try in our school!” or “Are you interested in the internet? It’s now trendy to run online stores. You might want to explore that!”
Seeing those individuals, who were once just faces in the crowd, later in our computer school, learning and embracing the digital world, held deeper significance for me than simply helping my parents and earning pocket money—it filled me with a sense of accomplishment. It was a confirmation that I could spark a change, no matter how small, in someone’s life. This early experience formed the bedrock of my marketing career. A journey not just about selling products or services, but about connecting people with possibilities they never knew existed.
From Music to Marketing: My Unique Career Journey
My passion for music, creativity, and innovation led me to study music composition in college. Yet, I was confronted with a persistent question—how could new composers like me stand out in a talent-filled industry? I recognized that creating compelling music was just like making top-notch products, but the real challenge was marketing these to the right audience through deep, repeatable, and widespread connections.
Fueled by a desire to understand the plight of fellow composers, I shifted my gaze to a broader view of the music industry, focusing specifically on the intricacies of music production and distribution. These areas were historically daunting due to high costs and record companies’ monopoly over vital resources. However, the past two decades saw a shift. Computer-based music creation democratized production, while new distribution channels like streaming platforms and algorithmic recommendations offered hidden talents a way to connect with audiences. The smartphone revolution encouraged active music discovery, adding complexity to the industry.
This shift transformed musicians into entrepreneurs, their roles extending beyond music creation to include audience analysis, brand building, and fan engagement. They’re now responsible for promoting their work and adapting to ever-evolving platforms like YouTube, Spotify, and Instagram. Achieving musical success is less about ‘been discovered by A&R’ now but more like a comprehensive business venture involving market analysis, product creation, marketing, and sales.
I was drawn to unravel the secrets behind a musician’s success in the contemporary industry. I voraciously consumed music business reviews and articles, engaged in forums, volunteered at festivals, attended industry summits, and interned at music streaming platforms. These endeavors broadened my perspective, enabling me to understand the commercial interplay between composers and the industry. As I delved deeper into these facets, I had an epiphany—I was intrigued by the workings of the music industry even more than the creation of music. Understanding why certain songs resonated with the audience and why listeners paid for specific experiences was an exciting puzzle for me. More than that, I wanted to use these insights to influence listeners’ behavior. When the opportunity came to join the marketing department of a leading music technology company, it felt like the perfect stage for my passion for the music industry.
As a marketing associate and later as a social media marketing manager, I orchestrated numerous projects that showcased the practical application of my insights. (To get a glimpse of my past work, please click this link.) These experiences highlighted the potent blend of music and marketing, guiding me to the realization that the world of melodies was my stepping stone into digital marketing.
At first glance, music and marketing might seem worlds apart. Yet, they are melodiously interwoven, harmonizing to create a symphony of success for those attuned to its nuances. This symphony guided my transition from music to marketing, a shift that I now eagerly look forward to exploring further, dancing to its future rhythms, and facing its challenges head-on. As I continue to develop and apply my skills, I am excited about the endless possibilities that lie ahead in this harmonious fusion of music and marketing.
Being Professional Digital Marketer
When I first joined Native Instruments as a Product Marketing Associate, my journey in marketing was in its budding stages. Similarly, while Native Instruments had been a torchbearer in the global music industry, they were embarking on a fresh chapter by initiating their first marketing department in China. This presented an exciting opportunity for both of us to learn, adapt, and make our mark in the Chinese landscape.
However, starting from scratch posed a myriad of challenges:
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- Given China’s distinct internet landscape, platforms like YouTube and Instagram are inaccessible. This necessitated the creation of new channels and resources to engage our audience from the ground up.
- The steep learning curve of our software meant educating a new audience would be a lengthy process.
- As a brand specializing in professional software for musicians, we consistently face challenges with piracy, but our approach to combat it must be strategic.
These challenges taught me that marketing technically intricate products isn’t solely about narrating a brand’s story and expanding its reach. Given the distinctive nature of our products and the specific needs of our audience, our approach had to center on cultivating communities, promoting deep user interactions, and inspiring a musical mindset. This journey, though lengthy, bore fruit in the form of loyal customers who often made repeat purchases and advocated for our brand.
When I took charge of NI’s social media in China, our accounts started with virtually no followers and minimal content. With a limited initial budget, I repurposed a wealth of content from our official website. To draw followers, I developed a marketing calendar and localized engaging content to resonate with our target audience. This effort allowed us to grow from zero to 6,000 followers within a year. However, translated content, originally created by German, American, and other international artists, didn’t achieve the expected engagement. This highlighted the importance of genuine localization rather than just direct translation.
Recognizing the need for deeper local engagement, I rallied our team to spearhead interactive campaigns. In partnership with local game developers, we introduced a Music Production Competition, spotlighting local talent. We also rolled out Music Challenges that paired software giveaways with community engagement, promoting the value of genuine software. These initiatives not only gained extensive attention but also brought in a significant number of new clients. Notably, some of these were former users of pirated versions, underscoring the impact of our community-driven approach.
Between 2019 and 2021, our social media following witnessed an impressive surge, jumping from 6,000 to 60,000. (Hooray!) Recognizing the potential of in-person connections, we led the organization of over ten offline events throughout China’s major music hubs between 2020 and 2021. These included workshops, exhibitions, and fan meetups. Organizing these events tasked me with an array of responsibilities: from event design, promotion, venue negotiation, to itinerary drafting and fan engagement. One of the most rewarding aspects was analyzing the feedback, which revealed that over 90% of attendees came away with a heightened brand perception. Additionally, more than 60% considered future product purchases. This positive reception wasn’t just anecdotal—our sales in mainland China substantially surpassed our initial projections.
Throughout the journey, I matured into a seasoned marketer, witnessing firsthand the power of digital marketing. While traditional marketing often casts a wide net, digital marketing requires a laser-focused approach. It’s not just about reaching an audience; it’s about deeply understanding and connecting with the individuals behind each click and like. Realizing this, and fueled by my innate empathy for users, I felt a drive to delve even deeper into this field. This led to my pivotal decision in 2021: to enrich my knowledge and skills by pursuing a degree in Communication in Digital Media at the University of Washington.
Marketing Career Roadmap
2018 – 2019 Marketing Associate at Native Instruments
2019 – 2021 Social Media Marketing Manager at Native Instruments
2022 – 2023 Social Media Manager at Institute of Learning and Brain Science
BRANDS I worked with
