Henglei Ma

Was in charge of incubating commerce consulting and services to help small and medium-sized brands enter China.

• Performed research on current status and trends of Chinese food market, and collected and analyzed data on sales of competitors.
• Established operation of Chinese e-commerce channels (Taobao, Tmall, JD.com) for Korean brands in charge.
• Responsible for communication and management of local partners/customers in China.
• Performed popular SNS channels (XiaoHongshu, Weibo, TikTok) in China (was in charge of marketing content and customer comments).
• Responsible for live stream influencer management.

Was in charge of Digital Marketing and SNS channels.

• Conducted popular SNS channels (XiaoHongshu, Weibo, TikTok) in China (was in charge of marketing content and customer comments).
• Responsible for live stream influencer management.
• Support marketing-related tasks such as translation, research, and content creation.
• Worked as coordinator responsible for customer consultation and medical treatment process management.

Led a team of 5 teachers, and was responsible for academy management, curriculum design & consultation, employee recruiting & training, and Chinese lectures (English as a medium language for teaching). Also was in charge of curriculum marketing campaigns targeted at Korean students interested in Chinese universities or learning Chinese there.

• Conducted marketing campaigns for "Study in China" program to increase academy awareness and generate leads.
• Was in charge of curriculum design, consultation, and marketing led to 10% student growth on average per month.
• Was responsible for Chinese lecture content development, and customized teaching approaches to meet needs of each individual student.
• Was responsible for academy management, employee recruiting & training.
• Was lecturer in "Study in China" program, guided students in preparation for college entrance examination and taught them main subjects of the first year of admission.
• Was Chinese lecturer at LG Chemistry (English as medium language for teaching).

Worked with Director of Marketing to coordinate and execute marketing campaigns to maximize branch stores' turnover. Once contributed to a 5% increase in monthly sales.

• Performed in-depth market research of catering industry including consumer structure and preference, marketing and promotion channels, business circle, and competitors.
• Produced market research reports, marketing initiatives (including offline and online), and marketing budgets.
• Forecasted, tracked, and reported marketing campaign KPI for effectiveness to Director of Marketing and provided action plans for improvement.
• Worked with the third party to operate and maintain digital marketing channels.
• Increased brand awareness through settlement of client inquiries and social media marketing.
• Coordinated marketing and promotion plans in different regions.
• Supported branch stores' marketing-related operations.
• Worked with PR department to enhance brand image by maintaining media relationships.
• Responsible for developing new menu mix.

Led a team of 10 people to provide professional support for business department on C&B management, recruitment, and ER.

• Worked with Financial Team and was responsible for internal and external audits, which included payroll, insurance, and welfare data.
• Performed labor efficiency and legitimate compliance assessment, responding to audits by government and external auditors.
• Generated annual personnel budget and personnel audit report.
• Responsible for a Compensation & Benefit data system, worked with the third party to fulfill function design, database building, test, user manual, and training.
• Proceeded with monitoring of labor efficiency of branch stores and derived solutions to improve labor efficiency and reduce labor costs.
• Conducted in-depth salary competitiveness survey every year to keep salary competitiveness.
• Established effective interview process and training sessions for each position.
• Responsible for various welfare systems and in-house event plans.
• Responsible for external vendor management.

• Performed insurance policies audit and insurance mortgage risk assessment.
• During this period passed certification examination issued by Life Office Management Association (LOMA).

• Responsible for global money transaction telegraph documents and SWIFT code checking.
• In charge of administrative expenses of president.
• Worked with loan team, responsible for meeting arrangement, loan document sorting, and loan evaluation report writing.
• Responsible for monthly reports related to each department.