Personal Experience Essay: A Marketing Professional's Career Journey

This essay presents a detailed account of Yuan Li's professional journey in marketing, spanning eight years of experience in the Asian economy. Starting with a founding role at Spring Airlines Japan Co., Ltd., the essay highlights responsibilities in brand concept identification, design management, market trend analysis, and product launches. Key achievements include significant increases in direct booking conversion rates, sales growth through seasonal marketing campaigns, and enhanced social media engagement. The narrative then shifts to Mystays Hotel Management Co., Ltd., where the author contributed to branding and marketing efforts, developed leadership skills, and managed promotional alliances. The current role involves the implementation of a CRM system across multiple hotels, customer data migration, and global email marketing campaigns. The essay underscores the development of skills in brand promotion, customer attraction, leadership, and problem-solving, reflecting a career trajectory aimed towards an executive position in marketing.

Running head: PERSONAL EXPERIENCE ESSAY
PERSONAL EXPERIENCE ESSAY
Name of the Student
Name of the University
Author note

1PERSONAL EXPERIENCE ESSAY
In this essay I am going to outline my professional experience as well as career
progression till this date. This essay will primarily focus on my past experience in working in
offices as well as certain skills and attributes that I would have gathered over the years.
My name is Yuan Li and currently I am a Global Marketing Specialist with 8 years of
professional experience in the Asian economy. I am currently looking forward to an
executive career in marketing. Starting from my earliest professional experience, I have been
one of the founding members of Spring Airlines Japan Co., Ltd. And I was with the company
from 2011 to 2016. Throughout I was responsible for not only identifying the brand concept
and managing major design undertakings, I was also efficiently managing multiple other
projects as well. I identified market trends and user needs for airline, managed key product
launch programs, as well as vastly improved social media visibility. Due to my new creative
and scheduled AB test on YDN, the average CVR for direct booking was increased by over
10%. I also created a seasonal marketing campaign that increased sales by 300% Conversion.
I successfully boosted brand loyalty by adding more than 120,000 social media followers and
also subsequently improved CPA on Facebook ads by almost 30%.
From 2016 to this date, I have been working at Mystays Hotel Management Co., Ltd.,
as a part of the Branding team under the Marketing Advertising Division until 2018. During
that period, I aided our brand strategist in creating and managing printed marketing and
promotional material. That period also made me develop my leadership and management
skills when I negotiated and managed a promotional alliance between our organization and a
card company in Taiwan, earning more than 700 million JPY annually. I also led a team that
developed the EDM and landing page for a Taiwanese customer promotion campaign. I was
also responsible for creating and promoting new branded products for guests and also
planned and led branding events to attract international tourists in Taiwan.

2PERSONAL EXPERIENCE ESSAY
Since 2018, I have been an associate in the Customer Relations Management Team
where currently, I am implementing a CRM system for 90 hotels across six different brands
in Japan while also managing the migration of customer data to the new system designed to
help us segment our customer and develop tailored e-mail marketing campaigns and loyalty
programs. On the global front I am also handling effective communication among the team
members in different countries in order to improve programming processing efficacy and
achieve faster product output. Apart from that I am also managing a global email marketing
campaign that is targeting 200,000 subscribers in 5 languages.
I therefore have demonstrated ability of brand promotion, customer attraction and
management, leadership and effective working skills as well as developed problem solving
and reasoning skills. My experience has given me ample skills and attributes that I extremely
value in my profession and hope to make even better use for them in the future.