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Jianing Gu
Junior Digital Marketing Specialist specializing in social media growth and performance marketing
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About
Growth-creative marketer with hands-on paid social and short-form video experience across restaurant and beauty (Tom Ford Beauty). Runs structured creative experiments (Meta A/B ad sets, Meta Pixel conversion tracking) and adapts strategy to platform behaviors (TikTok comments vs IG sharing). Has led creators/editors and drove a reported 100% ROAS lift on a Valentine’s Day TikTok ads iteration.
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Key Strengths
- Designed and executed end-to-end growth creative tests on Meta with measurable CPA improvement
- Uses structured A/B testing with conversion tracking via Meta Pixel and CPA calculation from spend/attributed orders
- Platform-native insight: adapted content strategy based on TikTok comment behavior vs Instagram sharing behavior
- Built an organized asset database to enable rapid iteration while maintaining quality control
- Directed editors/creators for Tom Ford Beauty TikTok ads; achieved 100% ROAS lift by moving key CTA/value props (fast delivery, gift box) to the hook
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