Marketing specialistLondonUK · Asia · Middle East

Hi, I’mJess.

I am a marketing specialist in London. I run integrated campaigns end to end, from building brands from zero and launching new products to growth and creator partnerships, with audiences in the UK, Asia and the Middle East.

See my workGet in touch →
Jess at a restaurant table, film photo
Hidden EastUKLASHBon BaoThe EightSan HaoDozoShan Shui SocialYiqiGouqiYeo’sSHEINMopakHunan TVHidden EastUKLASHBon BaoThe EightSan HaoDozoShan Shui SocialYiqiGouqiYeo’sSHEINMopakHunan TV
About me

My first creative job was in TV production at Hunan TV, planning episodes of Time Concert S2 around the audience and the artists. After a master’s at the LSE, I moved into marketing.

EducationMSc Human Resource Management, LSE (Merit). BA, Wuhan University of Technology.
  • 10+Brands I have worked with, from restaurants and retail to beauty and fashion
  • 1,000+Creators worked with in total, on Instagram, TikTok and RedNote
  • 3Markets I have run campaigns in: the UK, Asia and the Middle East
Career
  1. Mar 2025 – nowDustyjamMarketing specialist. Integrated marketing for restaurant and retail brands: branding, social, creators, PR and growth.
  2. Oct 2024 – Dec 2025MopakFreelance marketing coordinator. Product launch across three café pop-ups.
  3. Jun – Oct 2024SHEINMarketing intern, Shenzhen. Influencer management, Middle East.
  4. 2023 – 2024London School of EconomicsMSc Human Resource Management.
  5. Nov 2022 – Feb 2023Hunan TV, Time Concert S2Director team, Changsha. Wrote episode 5.
Selected work

Campaigns, shows and shoots

← All work
Brand & social · Chinatown

The Eight八大八小

A Hong Kong-style cha chaan teng on Shaftesbury Avenue. The feed has to make a plate of baked rice look like an event.

My part
The “Horse Drawing” campaign, the seasonal campaign calendar and social content for the account.
Results
+30%visits
1,000+new followers
Where
Chinatown
Char siu rice, a chilli prawn dish and a mint cooler on a terrace table
Char siu rice with a fried egg on a blue-rimmed plate
A table of Hong Kong café dishes seen from above
Curry fish balls in a handled bowl
A pineapple bun burger with a curry side
Baked toast being cut with a knife and fork
Baked rice in a cheese sauce with dipping sauces
← All work
Retail & partnerships · UK retail

Yeo’s Europe

Singapore drinks and sauces with a story that goes back to 1900, now on UK shelves and in restaurants.

My part
Led retail activation and secured the new listings with local retail and restaurant partners.
Results
4supermarket chains
7restaurant partners
Where
UK retail
A restaurant front with a chalkboard menu
Yeo's canned drinks on a picnic table with sweets
Green Singapulah Sweep scratch cards
A burger and fries with Yeo's tomato ketchup
Halloween nachos with a jar of Yeo's sauce
Holding a bottle of Yeo's sauce on a London street
← All work
Brand & PR · Trafalgar Square

Gouqi

An award-winning Chinese fine dining restaurant led by Chef Tong Chee Hwee. The brief is to look as premium as the room feels.

My part
Led the full marketing scope, including chef-led content strategy and PR.
Type
Brand & PR
Where
Trafalgar Square
Gouqi dining room with golden fringe lamps and a marigold wall
A chef in whites carving roast duck
Steaming dumplings in a bamboo basket
Restaurant bar with warm pendant lights
A dim sum spread on a dark marble table
Sliced roast duck on a white plate over marble
Chef holding a bowl in the kitchen
← All work
Brand & social · Gerrard Street

San Hao叁號

A noodle bar in Chinatown where every bowl is shot like a poster. A new opening that needed an audience from day one.

My part
Led the opening and look after the account.
Type
Brand & social
Where
Gerrard Street
Paper lanterns above a carved lattice screen at San Hao
Golden roe chilli crab noodle poster
Flames from a wok with the words Order Up
Hakka Berkshire pork noodle poster
Truffle porcini duck broth noodles in an orange broth
BBQ chicken thigh noodle poster
Close-up of sliced beef over noodles
← All work
Brand & social · Victoria

Shan Shui Social小山水

A Cantonese and Sichuan restaurant and bar with a 1920s Shanghai mood. The feed has to carry the dark room, the glossy duck and the cocktails.

My part
Looked after the account: social content and creator partnerships.
Type
Brand & social
Where
Victoria
Roast duck over rice with greens on a green marble table
Roast duck with egg noodles and greens on a white plate
Shan Shui Social dishes with a bottle and tea set on a dark table
A hand reaching into an overhead spread of Sichuan dishes
The dining room with a long table under amber pendant lamps
A pink cocktail on a dark bar top
Three stoneware bowls of braised beef, cucumber and a tofu dish
Dried red chillies on a slate plate
The hanging Shan Shui Social sign outside the restaurant
The shopfront of Shan Shui Social on a Victoria street
← All work
Brand & social · Chinatown

Yiqi

A pan-Asian restaurant in Chinatown. Warm, close-up food on blue-speckled plates, so the feed feels like sitting at the table.

My part
Looked after the account: social content and creator partnerships.
Type
Brand & social
Where
Chinatown
A spread of Southeast Asian dishes with Yiqi beer bottles on an orange wood table
A mountain of pink shaved ice beside curry dishes
Yiqi new dishes poster: Singapore chilli seafood, mee goreng and pork slices
Sliced steak on a wooden board with dipping sauces
A green table with stir-fried greens, braised pork and a lime drink
Clams in broth in a stoneware bowl
A glazed pork dish on a blue speckled plate
Chopsticks dipping a piece of beef into sauce beside a yellow curry
Three Yiqi bottles with iced drinks on a green mat
← All work
Brand & social · Soho

Dozo

A Japanese restaurant in Soho. The feed has to make sushi, a clay pot of beef nabe and a quiet room worth a trip.

My part
Looked after the account: social content and creator partnerships.
Type
Brand & social
Where
Soho
The wall mural of a woman in a kimono above low dark tables set for dinner
Beef nabe in a black clay pot on a patterned plate
A bowl of ramen with a fish cake, egg and spring onion
Sashimi on ice in a stone bowl beside a bento box
Spicy crispy soft-shell crab on a slate plate
A platter of torched and filled sushi in dark boats
A sushi roll topped with prawn and tobiko on a blue-and-white plate
Nigiri, maki and grilled yakitori skewers
Steaming beef nabe in a clay pot with a wooden ladle
← All work
Shoot & build · Self-made

Photography

Street, documentary, indoor and still life, shot on iPhone, Sony and Canon in London, Lisbon, Paris, Amsterdam and Prague.

My part
Shot by me, series by series.
Series
8series
Where
London, Lisbon, Paris, Amsterdam, Prague, Shiyan
01

Serene Blue

Street · iPhone 14 Pro · Lisbon & Madrid
A fisherman with a long rod on the Lisbon waterfront, the 25 de Abril Bridge behind him
People lying on a grassy bank by the water with a dog
A man leaning on a railing at dusk beside a parked truck
02

Sky’s Edge

Street · iPhone 14 Pro · Lisbon & London
A stone monument statue leaning out against a blue sky in Lisbon
Dusk over a lit riverside walkway in London
The London Eye lit pink at night over the Thames
03

Life Journey

Documentary · iPhone 14 Pro · London & Lisbon
Two people sitting on the waterfront steps in the sun
Two older women talking on a park bench under a tree
Children playing around a giant globe sculpture
04

Crimson Hues

Documentary · iPhone 14 Pro · London & Prague
A wedding couple kissing in an ornate stairwell hall
Two cherry tomatoes on a plate in warm light
A white cat sitting on a wooden floor in front of a red wall
05

Descent of the Gods

Indoor · Sony W230 & iPhone 14 Pro · Paris & Amsterdam
Visitors crowding around a white marble statue in a Paris museum
Visitors standing before a large Old Master painting in Amsterdam
06

Mopak pop-up

Indoor · iPhone 14 Pro · London
A Mopak newspaper handout beside a latte
A café window with a bag, a newspaper and a red bus outside
A man sitting at a café counter with a latte and a Mopak coaster
07

Dessert Moments

Still life · Canon EOS 850D · Shiyan, CN
A hand with colourful rings above a dessert
Tiramisu pastries wrapped in paper
A slice of cake with rosemary and a pink glaze
08

Food & Drink

Still life · Restaurant
A red cocktail with a pressed flower petal on a marble bar top
← All work
Influencer · Online + Offline · Middle East

SHEIN Back to School

SHEIN’s 2024 Back to School campaign for the Middle East. An integrated online and offline campaign: a month of on-site offers, a creator programme across four platforms, dorm-room unboxing creators to drive sales, and a three-day pop-up store in Sharjah.

Five creators posing together inside the SHEIN pop-up store in Sharjah
My part
Led the whole campaign, online and offline: plan and budget, product selection, creator selection, invitations and briefs, posting schedule, tracking and the wrap-up report.
Channels
SHEIN website, Instagram, TikTok, YouTube, Snapchat, pop-up store
Where
UAE · pop-up at City Centre Al Zahia, Sharjah, 6–8 September 2024
01

Online

About a month of website offers, supported by a creator programme (posting window 29 July to 11 August) and a separate batch of university dorm unboxing creators, whose content was built to drive sales on the site.

  • 22MTracked exposure across Instagram, TikTok, YouTube and Snapchat
  • ~50Creators briefed, tracked and reported on, plus the dorm unboxing batch
  • 7xAverage ROI on tracked sales
02

Pop-up store

The offline side of the same campaign: three days at City Centre Al Zahia, Sharjah, announced and amplified by local creators. These are the posts that travelled furthest.

A creator choosing clothes in the store, in a two-image post
4,409 likes7 Sep · Shopping-bag post · Instagram ↗
Still from a creator reel inside the pop-up
2,868 likes7 Sep · Creator store tour · Instagram reel ↗
Still from a creator reel at the SHEIN Kids corner
868 likes6 Sep · Creator-led walk-through · Instagram reel ↗
SHEIN pop-up store announcement: one day to go, City Centre Al Zahia, Sharjah, September 6, 7 and 8
The SHEIN pop-up storefront with its pink sign and Arabic logo
Wide view of the SHEIN pop-up storefront
A mother and daughter standing on a SCHOOL floor sticker inside the pop-up
Two shoppers choosing clothes from a rack inside the pop-up
A group of women posing together in the pop-up store
Children beside kids’ clothing displays in the pop-up
A shopper holding a SHEIN bag beside the pop-up counter
A woman browsing floral dresses on a rack in the pop-up
More posts on @shein_ar
03

Beyond this campaign

Back to School is the campaign I led. Alongside it, I ran day-to-day influencer management for SHEIN’s Middle East market: sourcing and vetting 100+ creators with HypeAuditor, outreach and coordination. I also supported these campaigns.

  • SHEIN Riyadh Fashion Show 2024Supported
  • SHEIN Cotton WonderlandSupported
  • SHEIN x HiaMag eventSupported
  • SHEIN Cultural Fusion CollectionSupported
← All work
Content & TV · Hunan TV · Mango TV

Time Concert S2时光音乐会2

An outdoor music “slow variety” show gathering veteran singers, broadcast on Hunan TV and Mango TV. I worked in the director team and co-wrote all 12 episodes, writing the singer A-Du’s (阿杜) storyline in each one.

The cast of Time Concert S2 seated together under a golden ginkgo tree
My part
Director team. Co-wrote all 12 episodes. I was responsible for A-Du’s content in every episode: research, story structure, scripted letters, host cues and discussion prompts.
Show
Outdoor music “slow variety”, Hunan TV and Mango TV, season 2
Watch
Show page on Mango TV ↗
EP05

Seven letters, one life

Episode 5 is built from seven letters, each written to A-Du at a different age. Every letter opens a chapter of his life, then the guests and host take the conversation on from it.

  • 12Episodes co-written
  • 7Letters written for episode 5, from age 26 to 49
  • 4Devices per chapter: letter, host cue, discussion prompt, video message
  1. 261999The audition that changed everythingWent along with a friend to a singer-training audition and was the one picked out of 3,000. By day a construction worker, by night driving a truck to class.
  2. 292002A debut on the brinkTold his label would not release his album. His mentor bought the contract back and released it himself, promoted on a shoestring, until the voice stopped everyone.
  3. 302003The peakThree albums in two years, around five million sold, up to a dozen appearances a day across Asia. His first pay cheque went on a better home for his family.
  4. 352008Six years in, trying everythingAdvertising, his first acting role, stage musicals. Each one outside his comfort zone, each one with someone helping him through.
  5. 382011The low pointA hard night on stage and a record few heard. The chapter turns on how he recovered and the fans who stayed, closed by a message from them.
  6. 432016Marriage and a sonThe letter turns to the partner who stayed with him from his first days as a singer.
  7. 492022Starting againHis young son starts singing his songs. He returns to the screen, with a video message from his son to close the episode.

For each chapter I also tracked what the other singers were doing that year, so the host could connect their stories to his.

What I do

The work behind the feed

Hard skills
01

Brand building and launches

Building brands from zero, launching new products and openings, and growing them through campaigns, creators and retail.

San Hao openingSHEIN Back to SchoolMopak café pop-ups
03

Creator and affiliate programmes

1,000+

creators worked with, and 100+ relationships kept active each month, with budgets and commission structures I am accountable for.

InstagramTikTokRedNote
04

Content and creative direction

Menus, POS, campaign creatives and social content, including chef-led content for Gouqi. I brief creative partners, build mood-boards, support shoots, and shoot and build websites myself.

GouqiPhotography
05

Insight and reporting

Social audits, audience research and competitor analysis from platform data and social listening, turned into campaign decisions and wrap-up reports.

HypeAuditorMeta Ads Manager
How I work
A

Leading a small team

I lead interns and junior team members, who run creator outreach and follow-ups from the templates and workflows I built.

B

Running several accounts at once

I manage multiple brands in parallel, each with its own audience, calendar and client.

C

Working across markets

Campaigns for audiences in the UK, Asia and the Middle East.

D

Keeping things clear

Briefs, trackers and reports that clients, creators and teammates can follow without a meeting.

Tools
Creative
CanvaCapCutGammaPinterest
Ads and analytics
Meta Ads ManagerTikTok AdsHypeAuditor
Workflow
NotionClaude

Get in touch.

I am based in London. If you would like to talk about work or a project, I would love to hear from you.

jingyuliu616@gmail.com LinkedIn