Hello，欢迎来到 Faye 的个人主页Hello — welcome to Faye's corner

AI 时代下，
一个人，
有没有可能
就是一个市场部？ In the AI era,
could one person
actually be an
entire marketing team?

从策略、创意、BD、到执行全链路闭环。
一个人就是一个市场部，这件事我已经做了五年。
感谢你能点开这个页面、并有兴趣认识我，我想向你展示 Marketing 全栈的一种可能！ Strategy, creative, BD, delivery — the full chain, closed.
One person, one marketing team — I've been doing this for five years.
Thanks for opening this page. I'd love to show you one version of what full-stack marketing can look like.

看我的项目See my work → 聊一聊Let's talk

✦ 出海市场Global Markets ✦ 整合营销Integrated ✦ AI 全栈AI Full-Stack

年市场工作经验Years in marketing

40+

个百万级 CampaignMillion-scale campaigns

$1M+

商业化 BD 量级In BD deals closed

CN×UK

海内外双市场经验Both markets, hands-on

关于我About

很高兴认识你！我是李卓菲（Faye），现任阿里巴巴速卖通英国站品牌市场负责人。今年是我做 marketing 的第七年。 Nice to meet you. I'm Faye Li (李卓菲), currently UK Brand Marketing Lead at Alibaba's AliExpress. This is my seventh year in marketing.

我想先和你分享一下我的职业履历——我不是一个爱走直线的人。最开始我在优酷做剧集宣发和品牌营销，娱乐行业把我的内容 sense 练了出来：什么话题会火、明星资源怎么谈、热点怎么借。后来加入淘宝负责创新 APP 态棒的品牌市场，那两年我跟着一个创业团队经历了一个想法从 PPT 提案开始，到 APP 真正上架，我从频道运营、到用户增长、电商营销完整走完了整个电商运营体系。2023 年我加入出海大军，恰逢 AliExpress 新开英国站，我在英国站点负责了三年本地市场，完成了从 0 到 1。 A little context on my path — I've never been a straight-line person. I started at Youku running drama launches and brand campaigns; entertainment sharpened my content instinct — what catches fire, how to negotiate with talent, how to ride a trend. Then I joined Taobao to lead brand marketing for Taibang, an in-house startup app: over two years I rode a team all the way from a pitch deck to the app actually shipping, running the full e-commerce ops stack — channel operations, growth, commerce marketing. In 2023 I joined the overseas cohort just as AliExpress was launching its UK site, and spent the next three years building UK local marketing from zero to one.

回顾下来，有三件事值得说说：Looking back, three things worth sharing:

一个人就是一个市场部，这件事我已经做了五年。Being a one-person marketing team — I've been doing it for five years.

我有很多段从 0 到 1 的经验。创业团队里往往不需要太多"会花钱"的人，所以我有长达五年的时间一直处于"一个人就是一个市场部"的状态：同时负责品牌营销、红人、社媒、活动、投放，甚至后来还做商业化。我始终相信市场的精髓在于"创造"、"分配"和"连接"——好的市场人能通过高效的资源管理产生复利，让 0 到 1 变成一种可能。I've stacked a lot of zero-to-one work. Startup teams don't really need more people who are good at spending money — so for five straight years I've operated as a marketing team of one: brand, creators, social, events, paid, later also commercialisation, all at once. To me, marketing comes down to three verbs — create, allocate, connect. Good marketers make resources compound, and that's what turns zero-to-one from a slogan into an outcome.

我不只是会花钱的市场人，也是会赚钱的市场人。Not just the marketer who spends the money — the one who brings it in, too.

当前大环境下，市场岗并不好过：预算缩减、投放下降。很多人对市场的理解还停留在"全公司最会花钱的人"，而我认为这不够——我想同时做"最会赚钱的人"。市场作为渠道的一种，本身就可以通过创意和营销去打通不同的资源。过去一年，我累计 BD 到的渠道营销预算已经超过 1M+ 美金。好的创意，本身就能创造不可估量的价值。In this climate, marketing isn't an easy seat: budgets shrink, spend gets cut. Many still think of marketing as the department that spends the most — I want to also be the department that brings the most in. Marketing is itself a channel; the right creative can plug into and unlock other channels. In the past year alone, I've closed over $1M in BD-driven channel budget. Good creative isn't a cost — it's leverage.

AI 时代下，市场反而很难被替代——但全栈 Marketing 已经到来。In the AI era, marketing is hard to replace — and full-stack marketing has arrived.

在这个人人焦虑的时代，我常想 Marketing 会去向何方。我的结论有点反直觉——Marketing 可能是最不容易被 AI 替代的工种之一。好的创意、能串起来的资源、真实世界里的执行、资深的判断，这些 AI 现在还接不住。AI 给的是更快的工具，不是替代。In an anxious era, I keep asking where marketing goes next. My answer is counterintuitive: marketing may be one of the hardest jobs for AI to replace. Real creative, resources you can actually string together, execution in the physical world, senior judgement — AI can't carry those yet. What it gives us is speed, not a substitute.

我相信你能感受到我对营销的热爱。坚持做热爱的事情，一定会收获正反馈。 I hope you can feel how much I love this work. Keep doing what you love, and it pays back.

能力图谱Capabilities

八项能力，一个人调度Eight capabilities, one operator

不是"管过"，是自己下手做过。每张卡都对应下面能翻出来的项目。Not "oversaw" — actually did. Every card below maps to a project you can scroll to.

整合营销Integrated

海内外全案，线上线下整合营销，全案 Campaign 数量 30+。Full-funnel integrated campaigns across CN & UK. 30+ campaigns delivered.

CN×UK

渠道拓展Channel BD

异业合作、渠道谈判，撬动预算，累计 BD 商业化投资 100w 美金+。Cross-industry BD and channel negotiation. Over $1M in commercial investment closed.

$1M+

用户增长Growth

互动裂变、小成本破圈，曾做出分享回流率 50% 的爆款产品。Interactive mechanics and low-cost breakout — once built a product with a 50% share-return rate.

100M+

社媒营销Social

本地化叙事，6 个月实现海外社媒粉丝 5 倍增长。Localised narratives — 5× overseas social followers in six months.

5× fans

效果投放广告投放

多平台投放操盘，转化效率提升，历史最低 CPC 0.07。Cross-platform paid media — lifted conversion, all-time-low CPC of 0.07.

CPC 0.07

明星 & 红人Talent & KOL

海内外艺人 & KOL 一手资源，横跨多个品类。A first-hand talent & KOL roster spanning multiple verticals.

100+ pool

活动策划Events

线下事件独立操盘，20+ 病毒事件策划。20+ viral offline events planned and delivered solo.

20+ viral

AI 工具链AI Workflow

内容、分析、优化——一人产能，自建红人、营销、社媒运营多个 Agent 协同提效。Content, analysis, optimisation — team output solo. Built multiple AI agents for creator, marketing and social ops.

Full-stack

精选项目Selected Work

三条线，向你展示我的营销案例Three tracks that walk you through my work

品牌营销、互动增长、内容营销。我想和你分享我的思路，以及我们跑出来的结果。Brand marketing, interactive growth, content marketing. I'll walk you through the thinking — and what we shipped.

01 品牌营销Brand Marketing AliExpress 英国站 · 2025—2026AliExpress UK · 2025—2026

2026.06全权负责 · 策略到落地Full ownership · strategy to delivery

没有 FIFA 官方授权，世界杯这波热点，品牌怎么"蹭"个大的？No official FIFA licence. With the World Cup buzz in the air, how does a brand still own the moment?

本地趋势营销 · 世界杯品牌主题派对Trend-jacking · World Cup Brand House Party

明星酒吧派对、连锁酒吧联动、伦敦裸眼 3D 大屏足球互动——整个世界杯期间，我们用三波线下势能把这个 IP 蹭出了花。A celebrity's private bar, a pub-chain tie-up, a naked-eye 3D screen in central London. Across the tournament we built three waves of offline momentum and made the IP ours without paying for it.

第一波WAVE 1

赛前造势Pre-tournament buzz

借英国明星 Stormzy 的私人酒吧办世界杯前置派对；宇树人形机器人首次英国露出，在牛津街当街热舞吸引 2K+ 围观；泡泡玛特 Labubu × FIFA 官方联名款做成 INS 打卡点。A pre-tournament party at UK star Stormzy's private bar. A Unitree humanoid robot made its UK debut dancing on Oxford Street, pulling a 2K+ crowd. POP MART's Labubu × FIFA collab became the Instagram photo spot.

第二波WAVE 2

赛中渗透In-tournament penetration

联合英国两大连锁酒吧集团，覆盖 6 家门店做打卡赠饮，把世界杯主题商品铺进本地消费者真实的生活场景。Partnered two major UK pub groups across 6 venues — check in, get a drink, and find World Cup products sitting inside a place people already go.

第三波WAVE 3

决赛引爆Final-day peak

决赛日在伦敦市中心裸眼 3D 大屏办品牌 pop-up，联动 AI 美图软件让用户在大屏上虚拟穿戴李宁等足球产品，生成可分享的球星卡做社媒裂变。On final day, a pop-up at a central London naked-eye 3D screen. An AI imaging tool let people virtually wear LI-NING football gear on the big screen and walk away with a shareable player card.

100K+

当日曝光人次Day-one reach

500+

UGC 自然内容Organic UGC posts

2K+

牛津街街头围观Oxford St crowd

连锁酒吧门店Pub venues

左上：宇树人形机器人首次英国露出。下排：Labubu × FIFA 打卡点、互动转盘、酒吧派对现场。Top: the Unitree robot's UK debut. Below: Labubu × FIFA photo spot, prize wheel, and the bar party.

2026.03全权负责 · 策略 · BD · 执行Full ownership · strategy · BD · delivery

中国品牌出海怎么玩？一家势单力薄，10 家铸就规模。How do Chinese brands go overseas? One brand is a whisper; ten together are a scale event.

跨界联名营销 · BYD × 速卖通伦敦品牌巡游Cross-brand collab · BYD × AliExpress London Parade

用一次静态广告的预算，我们联动 BYD 及 10 大中国品牌，做成了一场城市级的动态营销事件。For the price tag of one static OOH campaign, we ran a city-scale dynamic event powered by BYD and ten top Chinese brands.

2025 年 AliExpress 周年庆，我改变了过往单纯投线下广告的思路。在英国谈下 BYD 出资赞助一组中国品牌车队——由 BYD 提供车，再反向 BD 10+ 中国一线品牌：李宁、小米、海底捞等联合出资，做主题化涂装。这组品牌涂装车队浩浩荡荡巡游了伦敦大本钟等所有明星地标，同步在 King's Cross 落地快闪，最终收获多条海外社媒 10w+ 爆款以及 400+ UGC 内容。For AliExpress's 2025 anniversary I ditched the "just buy more OOH" playbook. I closed a deal in the UK where BYD funded a fleet for Chinese brands — they provided the cars, and I reverse-BD'd 10+ leading Chinese brands — LI-NING, Xiaomi, Haidilao and others — to co-fund the thematic liveries. The convoy rolled past every iconic London landmark including Big Ben, with a King's Cross pop-up alongside. The outcome: multiple 100K+ overseas social hits and 400+ pieces of UGC.

一次静态广告预算，变成了一场城市级的动态营销事件。对参与品牌来说，成本被摊薄；对平台来说，拿到了单个品牌买不到的声量。One static media budget became a city-scale live event. Each brand paid a fraction; the platform got visibility no single brand could have bought.

300K

线下深度触达Offline reach

30M+

全网传播量Total online spread

现场互动转化率On-site conversion

400+

原生传播内容Organic posts

10 大中国品牌联合涂装车队，巡游威斯敏斯特桥、摄政街、伦敦眼等核心地标。A co-branded fleet of 10 Chinese brands crossing Westminster Bridge, Regent Street and the London Eye.

2025.11全权负责 · 招商到投放Full ownership · merchant recruitment to media

海外谁在乎"双十一"？换个思路，让双十一去抢英国人的钱包。Nobody in the UK cares about "11.11". So I made it mean something they already believe in.

全案整合营销 · 2025 双 11 & 黑五 Angel NumberIntegrated campaign · 2025 11.11 & Black Friday, Angel Number

英国人听不懂"双十一"，但欧美年轻人都在聊 Angel Number（天使数字）。我把 1111 直接化用成幸运的代名词，再签下"显化女王"Gemma Collins 当幸运代言人，把这个本土化概念推出圈。"11.11" means nothing in the UK. But Angel Numbers are everywhere in Western youth culture. So 1111 became a luck signal — and I signed manifestation icon Gemma Collins as the campaign's lucky charm to push the idea past our own audience.

同时联动小米、泡泡玛特、Magcubic、博坦、HIFIMan 五大核心品牌商家，把代言人营销、伦敦线下快闪、全域投放打成一套组合拳。Alongside it, I brought in five anchor merchants — Xiaomi, POP MART, Magcubic, Botan and HIFIMAN — and ran talent, a London pop-up and full-funnel media as one system.

投放效率MEDIA

全域品牌曝光 5.91 亿，CPM 降至 2，投放成本较 2024 双 11 优化 40%，投放 ROI 2.3。591M impressions, CPM down to 2 — 40% more efficient than 2024's 11.11. Media ROI 2.3.

代言人破圈TALENT

Gemma 真实的用户人设带来 40+ 自发媒体报道、7 场广播专访触达 1500 万+ 受众；代言人素材 CTR 高于常规素材 50%，CPM 低至 0.16。Her genuine persona triggered 40+ unpaid press pickups and 7 national radio interviews reaching 15M+. Her creative outperformed standard assets by 50% on CTR, at a CPM of 0.16.

线下闭环OFFLINE

伦敦快闪店联动头部网红直播，1100+ 消费者现场参与，97% 表达购买意向、89% 实现品类认知升级，补上了线上信任的短板。A London pop-up with top-creator livestreams drew 1,100+ shoppers: 97% stated purchase intent and 89% shifted their category perception — closing the trust gap online can't.

社媒超产SOCIAL

实际内容产出超计划 289%（33 条 INS + 2 条 TikTok），总播放破 110 万，账号涨粉超 200%。Content delivery hit 289% of plan (33 IG + 2 TikTok), 1.1M+ views, and the account grew 200%+.

Google Trends · UK · "AliExpress"Google Trends · UK · "AliExpress"

11 月英国区搜索指数创 2024 年以来峰值。UK search interest hit its highest point since 2024.

100峰值Peak

+30%环比 10 月MoM

+40%同比 2024 双 11YoY

591M

全域曝光Impressions

CPM 2

同比优化 40%40% more efficient YoY

2.3

投放 ROIMedia ROI

+40%

搜索指数同比Search index YoY

左上：伦敦双层巴士 Gemma Collins 车身广告。右上：牛津街快闪店门口的排队。左下：Gemma Collins 代言人 KV。右下：Reuters《Labubu craze hits London on Singles' Day with AliExpress》报道。Bus ad · Oxford St pop-up queue · Gemma Collins KV · Reuters coverage

02 互动增长Interactive Growth AliExpress + 淘宝 · 2021—2025AliExpress + Taobao · 2021—2025

2023 — 2025产品运营 + 营销推广负责人Product ops + marketing owner

Shake AliExpress, Win Millions of Surprises！用互动玩法做营销，拉新和热点一箭双雕。Shake AliExpress, win millions of surprises. One mechanic that does acquisition and buzz at the same time.

互动增长 · 速卖通摇一摇 Shake & WinGrowth mechanic · AliExpress Shake & Win

从 0 打造 Shake & Win 互动产品，负责英国及全球的产品运营和营销推广。大促会场超 40% 的流量来自摇一摇，最终把它孵化成各国大促期间稳定的流量分发场。I built Shake & Win from scratch and owned both product ops and marketing for the UK and globally. Over 40% of campaign-hub traffic came through it, and it grew into a reliable traffic engine across markets during sale periods.

日常化ALWAYS-ON

英国做全球先锋试点UK as the global pilot

连续上线 5 个月，以周为单位更新权益和换皮，结合全年促销节点沉淀出一套日常运营 SOP。日均玩法渗透率 5%，月 GMV 贡献 200 万美金起，玩法 ROI 稳定在 25 以上。Five consecutive months live, with weekly reward refreshes and reskins tied to the promo calendar — which became a repeatable ops SOP. 5% daily participation, $2M+ monthly GMV, and ROI holding above 25.

C 端创新CONSUMER

从站内玩法变成流量货币From mechanic to traffic currency

双 11 期间以摇一摇作为市场主玩法，联动 5 大超品品牌及 Klarna 做大规模线下投放。同时率先以摇一摇的站内权益点位向第三方置换流量——和 HelloFresh、Trip、Hungry Panda 换来千万级曝光及权益。At 11.11 it became the campaign's lead mechanic, backed by five hero brands and Klarna in large-scale offline media. I also turned its in-app reward slots into trade currency — swapping with HelloFresh, Trip and Hungry Panda for tens of millions of impressions.

40%+

大促会场流量占比Of campaign-hub traffic

$2M+

月 GMV 贡献Monthly GMV

25+

玩法 ROIMechanic ROI

日均渗透率Daily participation

上排：与 Hungry Panda、Trip.com 的权益置换素材，以及演出门票奖品。下：摇一摇玩法的伦敦交通投放。Top: reward-swap creative with Hungry Panda and Trip.com, plus a concert-ticket prize. Below: Shake & Win on London transit.

2021 — 2023独立市场负责人 · 从 0 到 1Sole marketing lead · zero to one

用游戏做拉新，让产品自己发挥营销能量。Use a game to acquire users — and let the product do the marketing.

零预算病毒增长 · 淘宝态棒 H5 小游戏Zero-budget viral growth · Taobao Taibang H5 games

从 0 到 1 联合产技策划 H5 病毒游戏，整合资源借势热点，0 成本为品牌带来超亿级曝光及百万级拉新。Working with product and engineering, I built H5 viral games from scratch, stacking borrowed cultural moments on top. Zero budget, 100M+ impressions, 1M+ new users.

半年主导超 10 次版本迭代，策划世界杯、《乡村爱情》、《狂飙》、三丽鸥等热点 IP 联名发酵；借异业合作置换超 5000 万唤端引流资源；清华等 100+ 高校大屏拿到品牌曝光。过程中还沉淀了蒙牛、百威等头部商家资源。In six months I ran 10+ iterations, riding IP moments from the World Cup to hit dramas and Sanrio. Cross-industry trades brought in 50M+ in app-open traffic resources, and the brand landed on big screens at 100+ universities including Tsinghua. Along the way I built merchant relationships with Mengniu, Budweiser and others.

100M+

病毒曝光Viral impressions

1M+

新增用户New users

50M+

置换引流资源Traffic swapped

¥0

投放预算Media budget

左：世界杯联名 H5 互动游戏。右：《乡村爱情》IP 联名小游戏。Left: World Cup H5 interactive game. Right: "Country Love" IP collab mini-game.

03 内容营销Content Marketing AliExpress + 优酷 · 2019—2024AliExpress + Youku · 2019—2024

2024创意及赛制策划 · 英国站主导Format design · UK-led

让顶尖时尚媒体帮平台孵化带货红人。Get a top fashion title to incubate your live-commerce creators.

内容生态共建 · Vogue Business 联名主播大赛Creator ecosystem · Vogue Business creator competition

以英国站为核心策划大赛创意及赛制，联合 《Vogue Business》 等全球顶尖时尚媒体共同发起 AE 全球主播大赛。首期撬动英国百名时尚红人参与直播，上翻 AE 3 万+ 优质服饰供给。I designed the format and rules from the UK side, then co-launched a global creator competition with Vogue Business and other leading fashion titles. The first edition brought 100 UK fashion creators into livestreaming and surfaced 30,000+ quality apparel SKUs.

红人影响力覆盖英美澳核心英语区。除了服饰 GMV，这个项目真正的产出是孵化出核心 UK 内容合作机构，并验证了站外引流链路和数据效率——把红人内容能力和引流链路一起沉淀下来。Creator reach spanned the UK, US and Australia. Beyond apparel GMV, the real return was a set of UK content agency partners we incubated, plus a validated off-platform traffic route with measurable efficiency — creator capability and acquisition path banked together.

100

红人入驻目标Creators onboarded

100

场直播专场Livestream sessions

1,000

条推广内容Promo posts

30K+

服饰供给上翻Apparel SKUs surfaced

上：It Girls By AliExpress 大赛主视觉与达人使用素材。下：Vogue Business × AliExpress 官方合作报道。Above: "It Girls By AliExpress" campaign KV and creator content. Below: the Vogue Business × AliExpress editorial partnership.

2019 — 2021剧集主宣推 PMLead campaign PM

30+ 部剧的宣发，练出了内容 sense。30+ drama launches — where I learned content instinct.

内容营销 · 优酷剧集宣发Content marketing · Youku drama launches

在职期间担任《鹤唳华亭》《三千鸦杀》《爱我就别想太多》等 30+ 剧集主宣推 PM，独立策划落地多档百万级品牌联名 Campaign。I was lead campaign PM on 30+ series, including several major Chinese dramas, and independently delivered multiple million-RMB brand collaborations.

这段经历给我两样东西：一是擅长站外热点造势——知道一个话题怎么从无到有被推起来；二是沉淀了丰富的内地明星、艺人经纪、娱乐媒体机构资源。对营销的热爱和源头，是在这里开始被滋养、被激发的。Two things came out of it. First, I got good at manufacturing a trend off-platform — how a topic goes from nothing to everywhere. Second, a deep network across Chinese talent, agencies and entertainment media. This is where my love for the craft was first fed — and lit up.

30+

头部剧集主宣推Series led

¥1M+

级品牌联名 CampaignPer brand collab

侯三迷武汉站巡展现场人群，与《鹤唳华亭》主视觉海报。Crowds at the Wuhan stop of the Hou San Mi city tour, with the Royal Nirvana key visual.

职业轨迹Career

从内容，到增长，到国家市场负责人From content, to growth, to running a country

2023 — 至今NOW

Alibaba · AliExpress

英国品牌市场负责人UK Brand Marketing Lead

独立管理英国全年品牌预算，从 0 建立市场品牌认知。首创品牌共创招商模式、城市级事件营销、国民代言人计划。Owning the full UK brand budget and building awareness from zero. Pioneered the brand co-creation merchant model, city-scale events and a national spokesperson programme.

2021 — 2023

Alibaba · Taobao

创新独立 APP 市场负责人Standalone App Marketing Lead

创新 APP 态棒唯一市场负责人。零预算病毒增长，H5 游戏 + IP 联名做到亿级曝光，同时跑完整套电商运营系统。Sole marketing lead for an in-house startup app. Zero-budget viral growth — H5 games plus IP collabs to 100M+ impressions — while running the full e-commerce ops stack.

2019 — 2021

Alibaba · Youku

内容营销Content Marketing

30+ 头部剧集主宣推 PM，百万级品牌联名 Campaign，积累深厚娱乐行业资源。Lead campaign PM across 30+ major series, million-RMB brand collaborations, and a deep entertainment industry network.

合作伙伴Partners

合作伙伴不完全展示Partners — a partial list

品牌、媒体、支付、渠道、艺人——一路谈下来的人和公司，这里选一些。Brands, media, payments, channels, talent — a selection of people and companies I've worked with along the way.

营销，就是要让好的东西
被全世界看到！Marketing means helping good things
be seen by the world.

我在找下一个能共同成长的搭档，欢迎来找我聊聊！
目前关注方向：出海市场经理、AI 驱动的营销创新等；也欢迎只是一起聊聊想法～I'm looking for the next partner to grow with — say hi anytime.
Currently open to: overseas marketing roles, AI-driven marketing innovation. Also happy just to swap ideas.

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