A content-first marketer drawn to the places where brands earn trust one honest detail at a time. Currently reading for a Master at the University of Melbourne.
I grew up in a small city in central China, studied finance because it felt sensible, and slowly realised the work I was drawn to lives somewhere else. The shift to Marketing Communications was not a clean pivot. It came from noticing, one internship at a time, that I was happiest when a piece of writing, a poster, or a guest experience came together in a way that felt true to the brand.
I care about the craft end of marketing. Writing that has a voice. Social content that earns its reach through taste and timing, not frequency. Retail moments that feel considered from the shop floor to the receipt. I am most useful in roles that sit where brand, content, and customer meet, particularly for lifestyle and retail brands that treat storytelling as a form of respect for their audience.
Outside of work, I run a small personal publication called Ria, Roaming, take pictures when I travel, and believe a good cup of coffee and a thoughtful playlist can make almost any Monday workable.
A full strategic brief responding to the 2024 to 2025 trust collapse that made Woolworths Australia's most distrusted brand. Grounded in Roy Morgan data, CHOICE pricing reports, and behavioural evidence from Reddit and TikTok. The proposition, You decide what is worth it, reframes a return to Woolworths as an act of consumer judgment rather than a request for renewed loyalty.
The launch feature for Chef Cielo Liu's new a la carte menu at GIADA Garden, Beijing. The piece opens on the chef herself before the food, using her training and point of view as the frame through which each signature dish is introduced. Written for a reader who treats a good menu as a reason to book rather than a detail to skim.
An announcement piece for GIADA Garden's third anniversary, a four hands collaboration between Chef Marino and Chef Zhang Yifeng. Built around the backgrounds of both chefs and the shared theme of their collaboration, the piece treats the event as a cultural exchange rather than a dinner service, and reads like an invitation you do not want to refuse.
A travel essay written after a visit to a friend's hometown in Guangxi, structured in three movements: the generosity of the family table, an afternoon of shared memories with my friend and her old classmates, and the quiet warmth I found in the shops and side streets of the city. The account's top-performing piece, reaching 800 plus reads on an audience base of 173.
A year end review built as a mock awards ceremony, with categories for study, work, family, friends, relationship, growth, and travel. The format turns a familiar genre into something with a little more fun and a little more honesty, and gives each part of the year its own moment on stage. A small exercise in making self reflection feel like a format worth opening.
Shop floor work during the Christmas peak at a luxury handbag brand. Read customer behaviour in real time, gave personalised recommendations, and contributed to 100 plus handbag sales across the trading period.
Own end to end content across WeChat and Xiaohongshu. Published 50 plus posts, grew WeChat following by 2,000 plus, with standout pieces reaching 3 to 5 times the account average. Remote since Jul 2025.
Internal comms at one of China's largest tech companies. Partnered with 10 plus teams on 40 plus posters, 10 plus videos, and 10 plus scripts, and designed 6 feature push articles reaching 10,000 plus employees.
Designed long form posters and event recap content for 10 plus NIO House owner events, and moderated 4 community groups of 300 plus members for a premium EV brand known for its community led retail model.