“Hey, I’m Willow
Yes! The one obsessing over why you clicked that button.”
Bridging the gap between Interaction Design and Performance Marketing. I apply human-centered logic to drive measurable growth—without sacrificing user experience.
HIGHLIGHTS
+230%
Search Impressions
SEO
Resulting in 2x organic traffic growth for a local business client.
-25%
CPA Reduction
Paid Ads
Optimized ad spend by aligning visual messaging with user intent.
+22%
CVR Increase
CRO
A/B tested key interaction points to reduce friction and bounce rates.
+50k
Revenue Generated
Campaign
A successful product launch strategy driven by integrated marketing.
My Toolkit
Growth & Acquisition
UIUX & Creative Design
Web & E-commerce
Analytics & Retention
Education
The University of Queensland
Jul 2022 – Jun 2024
Master’s Degree in Interaction Design
Shanghai University of Sports
Sep 2018 – Jul 2022
Bachelor’s Degree in Business Administration
Certification
✅Google Digital Marketing & E-commerce Certification
✅Google Analytics Certification
✅Google Ads Measurement Certification
✅HubSpot Inbound Marketing Certification
Feature Professional Experience
A selection of strategy-driven projects—from SEO and landing pages to social design and email campaigns. Each built to solve real marketing problems and drive user action.
⚠️ All project data and visuals presented here have been adapted, anonymized, or reconstructed to respect company confidentiality agreements. Metrics are indicative and used to demonstrate design and strategy thinking.
Paid Ads - Meta
🧠 Skills
- Seasonal Strategy: Planning visual themes for major peaks like Black Friday, Christmas, and New Year.
- Creative Strategy: Designing high-converting layouts highlighting “Price Match” and “Free Site Visits.”
- Competitor Analysis: Identifying top-performing hooks and visual styles that resonate with homeowners.
- Data Optimization: Monitoring CTR & CPA to refine audience targeting and creative rotation for ROI.
🛠️ Tools Used
- Meta Ad Library – Competitor research and industry trend analysis.
- Pinterest – Visual inspiration and interior styling aesthetics.
- Meta Ads Manager – Campaign setup, A/B testing, and tracking.
- Canva – Seasonal ad design and creative iterations.
2 Technical SEO & Blog
🧠 Skills
- AI-Centric Writing: Crafting content optimized for LLMs and AI Agents.
- GEO Strategy: Structuring articles to win citations in AI answers.
- Semantic Authority: Using Semrush to build deep topic clusters.
- Verifiable Trust: Enhancing E-E-A-T with data-backed, factual insights.
🛠️ Tools Used
- Semrush: Semantic research and content gap analysis.
- GSC & GA4: Tracking visibility in AI-driven search.
- Perplexity/SGE: Benchmarking brand mentions in AI responses.
- Structured Data: Implementing Schema for agent readability.
Creative Design
🧠 Skills
- Visual Branding: Crafting monthly social creatives to maintain brand consistency.
- Promotional Design: Developing high-impact posters for “Magic Monday” and “Early Bird” deals.
- Content Scheduling: Managing content calendars for consistent FB/IG presence.
- Community Engagement: Handling customer inquiries and interactions to boost loyalty.
Email Automation: Setting up Mailchimp workflows for welcome series and seasonal greetings.
🛠️ Tools Used
- Canva: Designing high-impact social visuals and promotional graphics.
- Meta Business Suite: Scheduling content and managing inbox/comments efficiently.[2]
- Mailchimp: Automated email campaigns and lifecycle marketing for local customers.
- CapCut: Creating engaging video ads and Reels to drive social reach.
Landing Page Design & CMS Restructure
🧠 Skills
- CRO & UX: Restructuring menus and content for better user flow and conversion.
- Behavior Tracking: Deploying GTM & UTM to monitor precise consumer actions.
- Ads Integration: Connecting Meta Ads data to optimize landing page performance.Site Restructure: Enhancing site navigation to reduce friction and bounce rates.
🛠️ Tools Used
- WordPress: Core CMS optimization and content restructuring.
- GTM: Implementing event tracking and campaign attribution.
- GA4: Analyzing user behavior and conversion funnels.
- Meta Ads: Leveraging data for full-funnel optimization.
Instagram and Tiktok Video Edit
🛠️ Tools Used
- Video Production: Editing high-engagement Reels & TikToks to drive viral reach.
- Metric Analysis: Tracking views, likes, and shares using Metricool dashboards.
- Data Visualization: Building custom performance reports in Looker Studio.
- Insight-Driven Strategy: Refining content hooks and posting times based on data.
🧠 Skills
- Metricool: Comprehensive social media analytics and cross-platform tracking.
- Google Looker Studio: Creating integrated dashboards for deep-dive analysis.
- CapCut: Dynamic video editing tailored for social media trends.
- Meta Insights: Monitoring audience demographics and organic reach.
