LEAD GENERATION SPECIALIST | MARKETING | BUSINESS DEVELOPMENT
Wei Lian's Portfolio
About Me
A seasoned professional with 6 years of experience building brands and businesses from the ground up across diverse industries, I have honed my marketing expertise, creativity, and business acumen, driven by tenacity and an unwavering pursuit of impactful results.
Top Achievements
These top 3 achievements, chosen for their significant scale and impact in building brands and companies, represent only a portion of my success—refer to my portfolio below for achievements across all aspects of marketing.
Fitness Startup Case Study #1:
Launching a Fitness Studio from Scratch in a Post-Pandemic Market
Elin Dance Studio launched a new sport – Bungee Fitness – in Singapore at a studio next to King Albert Park MRT in 2021
Challenge
To help a brand-new, unfunded startup establish and grow a new sport during one of the most challenging periods for the industry — after COVID, in a highly competitive market and where Bungee Fitness studios had previously failed
My Strategy
I spearheaded a comprehensive marketing and business development strategy.
Market Research & Segmentation: Conducted in-depth market research and identifed key viable target audiences, namely early adopters who are willing to try a new sport, affluent residents living nearby, families with young kids who will send their kids for enrichment in the same building, analyse competitor offerings, and identify unique selling propositions for the studio.
Customer Journey Mapping: Defined the entire customer journey, from initial awareness to long-term loyalty, to identify key touchpoints and opportunities for engagement.
- Lead Generation Campaigns through designing a streamlined customer journey using paid advertising, Website and SEO
- Traditional Paid Media targeted at nearby residents on public displays with high traffic
- Social Media Marketing targeted to early adopters of this new sport
Impact
- Successfully launched the fitness studio and achieved significant membership growth within the first two years, contributing to close to $1 million of revenue for the studio
- Established a strong brand presence and attracted PR Opportunities from organisations such as Mediacorp, Samaritans of Singapore, etc.
- High Customer Satisfaction: Cultivated a loyal customer base that generated significant word-of-mouth referrals
Key Takeaways
This project demonstrates my ability to formulate and lead a team to implement a comprehensive marketing strategy to establish a thriving business from the ground up, even in a post-COVID, highly competitive market.
- Crafting the Right Marketing Mix: Selecting and harmonising the most effective marketing tools is essential for creating a competitive edge. By leveraging the strengths of each channel, businesses can drive impactful and sustainable growth
- Adaptability in Competitive Markets: Conducting competitor research to identify successful strategies provides a foundation to build upon. Adding a unique touch of creativity, personality, and appeal ensures campaigns stand out and resonate with the target audience
Fitness Startup Case Study #2:
Adapting a Fitness Studio’s Marketing Strategy to Engage New Audience After Relocation
Elin Dance Studio relocated to Alexandra Road in 2023 after 2 years of operations
Challenge
To attract and engage an entirely new audience group, create awareness in the new location, and maintain or exceed the studio’s previous revenue levels in an extremely competitive fitness market
My Strategy
I led research into the new audience demographics, and implemented a multi-faceted strategy to attract new audience and re-target the original audience group.
Targeted Advertising: Launched a series of both digital and print marketing campaigns aimed at the surrounding demographics and in the same building.
Designed and placed eye-catching stickers and posters at high-traffic locations near lift lobbies, building windows facing bus stops, targeting nearby commuters passing through the area while leveraging on the spaces that we have available at zero to low costs
Building Partnerships: Collaborated with neighbouring businesses, including an insurance company. Tapped on their agents’ database while offering a unique space for networking and deepening client relations
Impact
- 12% Increase in average monthly revenue compared to the previous location
- 59% Increase in average monthly leads generated attributed to both online and offline efforts
Strengthened community presence through strategic partnerships, resulting in recurring referrals and increased brand visibility
Key Takeaways
This project demonstrates my ability to creatively solve complex problems using both traditional and digital marketing methods. By combining data-driven strategies with on-the-ground initiatives and collaborations, I successfully adapted the marketing approach to a new audience set and exceeded revenue estimates.
- Understand Target Audience: Thorough market research is crucial for identifying the needs and preferences of the target audience.
- Think Outside the Box: Explore both creative, unconventional approaches and proven traditional methods to effectively reach the target audience.
- Leverage Strategic Partnerships: Collaborate with other businesses to easily expand reach and build mutually beneficial relationships.
- Data-Driven Decision Making: Continuously analyse data to refine and adapt strategies to changing market needs.
Collectibles Case Study #3:
Crafting a Winning Marketing Strategy for a Collectibles company specialising in Pokémon cards
Skylightz Collectibles, a collectibles store that has operations online (Live on Twitch and Tik Tok) and also a physical breaking place, launched a new membership in the form of NFT that came with physical benefits
Challenge
To create significant buzz around the NFT collection and the membership programme while standing out in a highly competitive collectibles market
My Strategy
I developed a multi-phase social media campaign to generate excitement and drive membership sign-ups.
Live Session with Exclusive Giveaways: Rare opening of a vintage sealed Pokémon box to reward members and increase membership. Offering 12 rare Pokémon Base Set packs to be given away exclusively for members, and 1 pack for non-members. This scarcity-driven approach incentivised people to become members before the event to maximise their chances of winning.
Instagram Giveaway Campaign: Rather than a single giveaway post, five separate posts were created leading up to the event. Based on my experience, single giveaway posts tend to lose traction after a few days. By spreading out posts over time, I maximised organic reach while bulding anticipation.
Data-Driven Content Strategy: Leveraged historical data and audience engagement analysis to identify high-performing content formats. This analysis revealed that posts featuring authenticated, high-value Pokémon cards (e.g., Charizard, Pikachu) consistently generated high engagement.
Impact
- Successfully attracted 18% more members
- Achieved an exceptionally high engagement rate at 21.38% compared to the average posts’ engagement rate of 1.67%
Key Takeaways
This case study demonstrates my creativity, strategic thinking, and ability to achieve significant results through data-driven and engaging social media campaigns.
- Data-Driven Decision Making: Utilising data to inform marketing strategy is crucial for maximising engagement and achieving marketing goals even for giveaways
- Engaging Storytelling: Creating compelling narratives around high-value collectibles such as the vintage Pokémon base set to effectively capture audience attention and drive excitement to membership programme
My Skills
Performance Marketing
Lead Generation
Developed and implemented strategies that consistently delivered a strong pipeline of qualified leads for business growth.
Notable Achievements:
Lead Generation through Facebook Ads, Website SEO, Instagram Stories, Tik Tok Live, Google Maps | Elin Dance Studio
Formulated and successfully integrated a unique mix of marketing tools tailored to the studio’s needs and marketing budget
- Brought in close to $1 million of revenue for the studio
- Generated on average 3,200-4,000 leads every year solely from Facebook advertising; not including other channels and campaigns
Sales and Business Development
Innovated new product lines and strategies that expanded the customer base and increased revenue streams
Notable Achievements:
Corporate Fitness Classes | Elin Dance Studio
Launched a brand new product line that targeted a different set of audience.
- Generated an additional $16,000 in revenue within the first year
- Acquired more than 500 additional participants and leads
Client Appreciation Fitness Classes | Elin Dance Studio
Leveraged the unique co-location with an insurance company to innovate new product offerings
- Acquired more than 200 additional participants and leads in just 6 months
Kids Bungee | Elin Dance Studio
Developed and launched a highly popular 4-week Kids Bungee programme with consistently high demand
- Established a consistent revenue stream, maintaining an average of 90% capacity and a steady flow of new registrations.
- Acquired more than 50 kids for a 4-week bungee programme over just 4 months
Branding
Established a distinctive and memorable brand identity, making us the go-to choice for customers wanting to try bungee fitness
Notable Achievements:
Singapore’s Most Popular Bungee Fitness Studio | Elin Dance Studio
Successfully created a strong marketing strategy and branding in Singapore
- Appointed as the Bungee Fitness training provider for the Mediacorp President’s Star Charity 2022 Show
- Chosen by Singapore Influence @debbwie (484K Followers on IG)
- Interviewed by Mediacorp Channel 8, Timeout Magazine, Asiaone, Confirm Good
Campaign Creation
Designed well-thought-out campaigns leveraging company resources and unique opportunities, such as tapping into customer networks, to generate additional leads and maximise growth potential
Notable Achievements:
4+1 Squad Promo | Elin Dance Studio
A referral marketing strategy that tapped on the networks of customers to generate leads
- Lowered lead acquisition cost per participant by 80%
- Increased 213.7% in bungee participants, growing from 116 bungee participants in April 2024 to 248 in May 2024
Second Launch of Membership NFT through a Giveaway Campaign | Skylightz Collectibles
A five-part social media campaign generated one of the top engagement rates and drove excitement for the membership NFT launch
- Achieved an exceptionally high engagement rate at 21.38% compared to the average posts’ engagement rate of 1.67%
Digital Marketing
Website Design & SEO
WordPress
Wix
Google Search Console
Google Analytics
Google Trends
Built and optimised websites to enhance user experience and improve search engine rankings, driving organic traffic and conversions.
Notable Achievements:
Achieved 1.72 Million Impressions and 32,600 Clicks on Google Search in just 1.5 years | MHG Cars
Gained 55,152 unique visitors to the website in just 3 years | Elin Dance Studio
Gained 49,172 unique visitors to the website in just 1.5 years | MHG Cars
Social Media Marketing
Tik Tok
Google My Business
Discord
Youtube
Executed paid and organic campaigns to strengthen online presence, generate leads, and build a cohesive and recognisable brand identity.
Notable Achievements:
One Viral Video that garnered 45,600 views and 226 shares | Elin Dance Studio
To strengthen the branding strategy of positioning the business as people-driven, I leveraged the popularity of the Mamma Mia musical and incorporated videos featuring actual customers to create authentic and relatable content
Instagram Video that garnered 100 Messages Sent | Elin Dance Studio
To strengthen the branding strategy of positioning the business as people-driven, I leveraged the popularity of the Barbie movie and incorporated videos featuring actual customers to create authentic and relatable content
Tik Tok Trends | Elin Dance Studio
To move away from conventional promotional, direct selling, videos that no longer work as well, I crafted an engaging, entertaining content that subtly built awareness of the trainer programme.
Lead Generation Video For Exam Simulation Campaign | Thinker Education
Lead Generation Video For Brain Training | Atlas Brain
Influencer Marketing
Partnered with influencers to amplify brand reach, build credibility, and engage new audiences effectively
Notable Achievements:
Video with Tik Tok Influencer that garnered over 29,700 views on Instagram | Skylightz Collectibles
By strategically leveraging the popularity of the Pokémon 151 series and collaborating with a prominent influencer (150K+ followers), we achieved a synergistic effect that exponentially increased brand awareness and drove significant audience engagement
Video with Singapore Influencer that garnered 89,500 views on Tik Tok | Elin Dance Studio
Collaborated with fitness influencers @thejianhaotan and @Debbwie, showcasing them in a Bungee Fitness class to highlight its accessibility and fun while leveraging a trending music track to amplify the video’s reach and appeal
Content Marketing
Article Writing
Using Google search data to identify trending topics, I crafted compelling, audience-focused copywriting optimised for search engines that drove visibility for the company and meaningful engagement.
Notable Achievements
How To Calculate ARF Article | MHG Cars
Gained a total of 62,000 impressions and 1,370 organic clicks on Google Search in a highly competitive automobile industry
3 Reasons Why You Should Buy a Car or Lease For Your PHV Career | MHG Cars
Gained a total of 13,000 impressions and 503 organic clicks on Google Search
Others
Why People Do Not Want to Be Sold To Anymore | Wei Lian’s Linkedin
Video Editing
Adobe Premiere Pro
Capcut
Established a strong online presence by producing and posting regular, engaging video content across social media platforms while maintaining branding.
Notable Achievements
Studio Introduction feat. a fairy | Elin Dance Studio
Bungee Fitness Introduction | Elin Dance Studio
Humanising the Brand – Founder Introduction | Thinker Education
Coping with PSLE Stress through Brain Training | Atlas Brain
Humanising the Brand – Student Success Story | Thinker Education
New Centre Introduction | Thinker Education
Image Editing
Adobe Illustrator
Canva
Adobe Photoshop
Designed and created content for digital and printed advertisements, price lists, social media, websites, and marketing campaigns, ensuring visually compelling and brand-consistent materials
Notable Achievements
Print Media designed on Adobe Illustrator | Elin Dance Studio
Print Media designed on Canva | Elin Dance Studio
Photo taking and Colour Editing on Adobe Photoshop | Skylightz Collectibles
Print Media designed on Canva | Elin Dance Studio
Print Media designed on Canva | Atlas Brain & Thinker Education
My Favourite Quote
"I am not a product of my circumstances. I am a product of my decisions."
Stephen R. Covey
Contact Me
I don’t just create campaigns; I craft strategies that directly contribute to revenue generation by creating that connection to target audiences, nurture leads, and ultimately convert them into loyal customers.