Kaili Z

Led China market marketing strategy and account delivery for 10+ international brands and institutions, providing cross-cultural insights and localized go-to-market solutions across Chinese digital ecosystems. Planned and executed China social media campaigns primarily on Xiaohongshu (RED), adapting English content into culturally relevant Chinese messaging; 70%+ of managed accounts exceeded 1,000 followers within 2 months. Supported online and offline China-focused campaigns and events, including the University of Birmingham Shanghai Employability Event, delivering content localisation, on-site filming and post event analysis; 500+ attendees and 100,000+ social impressions. Built and operated "FunC伯明翰" , an international student-focused Chinese social media community, producing street-interview content showcasing UK–China cultural perspectives; grew the account to nearly 10,000 followers within one year. Coordinated with designers, creators and clients to deliver localized branding identity and digital assets, driving an average product sales uplift of 37% through content and visual localisation.

Led China-facing marketing and account execution for PBSA brands including IQ Student Accommodation and Student Luxe, driving awareness, enquiries and bookings from Chinese and international students. Delivered platform-native Chinese content, community management and Mandarin-language enquiry handling, managing 30+ student enquiries per day and converting leads into confirmed reservations; during peak periods, averaged 10+ successful bookings per day. Supported end-to-end PBSA campaign delivery across digital and offline touchpoints, including content localisation, posting schedules and collaboration with PR teams on student onboarding and move-in events.