👋🏼 Hello, I'm Kayi Xiang
Multi-facade MarCom Conceptualizer & Doer
🌍 kayi.me
LinkedIn
About Me
I'm a marketing communication professional with years of experience studying and working in the Middle East.
I have a postgraduate degree in marketing management and a strong understanding of various marketing communication approaches to drive business growth and enhance brand awareness.
My expertise lies in delivering highly integrated and compelling marketing communication efforts while bridging different cultural contexts. I'm passionate about creative solutions that resonate with diverse audiences.
Chinese,📍 Dubai, UAE.
What I Do
Marcom Strategy Conceptualizing
Turn business problems into compelling marcom strategies, deliver value precisely to the audience to enhance memories and trigger actions.
Project & Team Management
Ideate and materialize strategy into concrete project plans. Past experiences have enabled me to grasp the full picture and milestones of the project execution, while being meticulous about key details to ensure successful delivery at high quality. I am sensitive to dependancies and opt for non-linear thinking when necessary.
Contents Creation
Creating is my passion. I tend to turn cold product knowledge into vivid and fun media contents to impress the viewers.
My Experience
Hikvision 2018.5-2024.8
Marcom Manager of MEA 2023.3-2024.8 Dubai, UAE
Lead a Marcom team of 13 across MEA.
  • Drive Business Growth
In defined periods, aiming at maximized results, translate and convey the value of company offerings, then capture, nurture, and convert customers' awareness to inquiries and intentions of trials and purchases by hybrids of interactive digital and physical marketing campaigns.
  • Build Brand Asset
Influence customers' minds to form strong brand associations in different product lines: an increasing mind share in a fast-moving market and a perpetuating brand premium in the upscale vertical market of megaprojects via third-party exhibitions and summits, self-organized events, tailored educative media content, vertical case studies sharing, local ESG initiatives, and so on.
  • Community Nurturing
Promote and operate the company's private domain portal: Hik-Partner Pro app, where gather the front-tire installers and SMB clients, using engaging activities and content to achieve organic user growth and form a loyal and active community that boosts channel sales and feeds back to the brand.
  • Partners Empowerment
Systematically educate and guide business partners implementing Hikvision branding & marketing elements, including store & showroom display presentation, events organization, digital marketing, and so on.
Marcom Sepcialist for MEA 2018.5-2023.2 Dubai, UAE
*Reference letter upon request

Marketing Sepcialist 2016.4-2018.4 Dubai, UAE
Corporate image building and promoting; plan and organize marketing campaigns and events; market research and reports for decision making; coordinate for company pre-qualification process on clients’ online vendor portal and support the bidding procedure; organize new contract evaluation and negotiation
PR Coordinator 2012.7-2016.3 Iraq
Local PR management and daily operation coordination; arrange and interpret for the management in various commercial activities; translate documents between Chinese, English, and Arabic.

Intership Beijing, China
Worked as an intern in an Arabic TV program, "Learn with Me" ,which introduces traditional Chinese craft and culture to the Arab world; responsible for ensuring seamless communication between the production team and Arab guests during video shooting.

Education
Master of Business Management, Marketing
2017 - 2019, Dubai, UAE
Exchange Study
2010-2011, Alexandria, Egypt
Bachelor of Arabic Language and International Studies
2008-2012, Chongqing, China
My Portfolio
Unless otherwise mentioned, I acted as the sole campaign owner or chief organizer for all listed portfolio works, from conceptualizing, content ideation and execution.
Events
Create experiences that last and influence

Ecosystem Alliance Event for Hikvision

The two-day event has brought Hikvision's versatile AIOT solutions to the public that benefit and digitalize different vertical industries. The event has furthur enhanced end users' perceptions on Hikvision capbilities, meanwhile elevated the overall relationships between Hikvision and all its attending partners. The subsequent media publication has boosted the brand image in different spectrums. Event Page Ecosystem Alliance Event Photo Gallery Event Video Ecosystem Alliance Event, July 2022 Media Coverage Hikvision MEA on LinkedIn: #hikvision #hikvisionmena #eaeevent Hikvision Ecosystem Alliance Event 2022 returns to Dubai - Security Middle East Magazine Hikvision to announce latest innovations at Ecosystem Alliance Event 2022 - TECHx Media Hikvision to host its annual Ecosystem Alliance Event 2022 - Channel Post MEA

Partner Summits for Hikvision

Channel partners are the cornerstones of Hikvision's global network. Every year, we take them to a new destination, recapping the past year's performance, appreciating their effort and setting a blueprint and action plan for the next year. Through the event, we fostered cohesion and bonded our partners as a big family. They themselves also enjoyed networking with their peers. They left with satisfaction and clear strategies for the coming year. I have directed four editions of Hikvision MEA Channel Partner Summits. Below are some event memories. 2022 - Abu Dhabi, UAE Photo Gallery Event Video ND Summit 2022 Recap 2023 - Hangzhou, China Photo Gallery Video Recap 2023 ND Summit Recap 2024 - Mauritius Photo Gallery Video Recap ND Summit 2024 Recap

Exhibitions for Hikvision

The industry exhibition plays a pivotal role in showcasing Hikvision's new products, as most of them require physical demonstration to impress potential buyers intuitively. This presents a challenging task to design a platform within limited space to incorporate the key products from numerous lines while catering to aesthetics, functionality, and practicability. I have directed a number of exhibition participations for Hikvision, from product and solution mix, booth design and build-up, and full-chain logistics coordination for the event. Below are the examples for the industry's most important show - Intersec in Dubai. INTERSEC 2023 The booth design https://cdn.gamma.app/c0haf1ufqrt68cz/abfaf0048ceb44b8a46a3f20b85f44ec/original/12-23-2.pdf Event recap video 2023 INTERSEC Recap Hikvision INTERSEC 2024 Photo gallery The booth design booth design intersec Dubai 2024.pdf The event recap video Intersec 2024 Recap for Hikvision Media Coverage Intersec 2024 Recap: Hikvision kickstarts the New Year with innovations

End User Trips to HQ for Hikvision

Seeing is believing. We regularly take decision makers from end users to the company HQ in China. The activities include an experience center & factory visit, a seminar with HQ experts, and most importantly, a project case visit to see how Hikvision technologies are implemented in reality. Most of the guests were convinced by the scale, efficiency, and added value of Hikvision systems. After the HQ visits, the pipeline projects and business opportunities were evidently boosted to fruition. Below is an example of an End User trip to Hangzhou in 2023.

Contents Creation
Memorable, thought provoking and actions calling

Periodical: Hik-Insight for Hikvision

The regional corporate magazine connects with clients, sharing company dynamics with them to make them feel a part of the family. Often, the magazines sit on the tables of their offices, further enhancing brand presence. I have chief-edited three issues of the magazine, curated the then latest product contents, conducted interviews, and drafted the articles. HIK INSIGHT Q4 2018.pdf HIK INSIGHT Q1 2019.pdf HIK INSIGHT Q3 2019.pdf

Video Shooting: Green Office Solutions by Hikvision

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Video Shooting: Experience Center Tour in Hikvision Dubai Regional HQ

The video takes the audience on a tour of the newly established experience center at Hikvision's regional headquarters in Dubai. The experience center features the latest Hikvision 3D naked-eye LED screen as the starting point, and it showcases Hikvision's cutting-edge IoT sensing, big data governance and AI capabilities. Hikvision Dubai Experience Center - AR/EN

Digital Community
Users acquisition and retention

#hiktechstar Campaign for Hikvision

The SMB owners and installers who purchase Hikvision products for smaller projects are the unsung heroes for the business. They are the major force that drives Hikvision's local growth and acting as brand ambassadors to the general end users. The #hiktechstar campaign was designed to encourage UGC (user generated content) video clips from these SMB owners and installers, allowing them to showcase their expertise and creativity via social media. This is a fun and intuitive way to spread product know-how while boosting their own digital presence. Final winners will be awarded with a China HQ FAM trip and Gala Dinner Night, thus further deepening brand loyalty and a sense of community. Below is a glimpse of the campaign. Introduction Social Media Promotion We are on the hunt for creative geniuses, who excel in innovation in daily work. 💯 The hashtag#hiktechstar show is a great opportunity for you to share the moments of tech doing better! 🌟 Stay tuned on May 16th of Hikvision HikTech Star Show, get ready to shine and demonstrate your special talents! 🚀 #hikvision #hikvisionmea #installers #securitycamera Promotional Videos from Hikvsion Employees 😱 The #hiktechstar Show's 1st Round ended on June 18th. The winners will be announced in Early July. Stay tuned! 🧐Missed the close day? No worry. Today is the start of 2nd Round! Everyone can join, just upload your creative video about any Hikvision products and win a chance to go to China! Read the campaign details to make sure the contents are aligned👇 https://bit.ly/3RoY30x 🧐#hiktechstar campaign has been launched for a while already, how are our hik heros. preparation going on? We have already received dozens of creative videos and the 1st 10 winners of Round 1 will be annouced on 16th Jun!!✨ 😍Hurry up and send yours with hashtag #hiktechstar and mention @hikvisionoverseas @hikvisionmea Videos collected from contestants HIKVISION solar panel camera 🔥💥🔥💥⚡️⚡️✨ #lexpertino #hiktechstar #hikvision #cctv #fyp #fypシ #foryou #security #hikvisionmea @hikvisionmea @HIKVISION #ortechgüvenlik #zayıfakım #proje #hıkvısıon #hiktechstar #hikvisionmea #HQ @hikvisionmea Check the #hiktechstar videos received from Hik fans! Send yours and be one of them😍 Recap the campaign rules here 👇 https://gamma.app/docs/Hiktechstar-Show-MEA-Rules-kfppaztkr06ene1 #hikvision #hikvisionmea #securityprofessionals #securityinstallers #securitycameras #camerainstallers #cctvinstallation

Private Domain APP Operations: Hik-Partner Pro (HPP)

The Hik-Partner Pro (HPP) app is Hikvision's ongoing effort to form its own private domain. Previously, the brand's SMBs and installers were primarily discussing and exchanging product information and technical know-how in self-organized Facebook or WhatsApp groups. Now, thanks to the app, we have gathered them here exclusively and officially. They can use the app to browse daily updated product trends, watch how-to videos, and even discuss technical topics in the embedded forum. What's more, the app itself is also a system configuration and diagnosis portal which is a must-have daliy tool for them. The goal of the app is to foster an active user base, create a sense of community among the users, achieving both acquisition and retention, and ultimately bond them to the brand and achieve sales goals. The MarCom team is responsible for content updates, forum operations, and periodic interactive online activities to maintain a high DAU (daily active users) rate. Below is the app intro and some examples of the daily operations. About the App Hik-Partner Pro App Interface Daily Operation: Contents Localization into Arabic Original content made by Hikvision HQ, adapted locally Discover E Signing with HPP Benfits - AR Hikvision's Student Pick-up Solution (Arabic Subtitle) Daily Operation: Mini Forum Daily Operation: LIVE Game Room The APP also has a website version. You can view the content on a browser even without installing the app itself. Check out the rule page below.👇🏼 Hik-Partner Pro Social Media promotions 😍New Activity Coming on HPP Download and win points! Search Hik-Partner Pro on Apple Store or Google Play #hpp #hik-partnerpro #hikvision #hikvisionmea

Branding
Focus on promoting social good

An ESG Story: Hikvsion collaborates with Riyadh Animal Shelter to solve its challenges

Demonstrating the social responsibility of a brand is ever critical nowadays, the company needs to fulfil the call for common good since it's part of the society, meanwhile once done properly, from an utiliterian view, it boosts the brand reputation and brings more business as a side benefit. During the pandemic, I noticed a non-profit animal shelter that adopts abandoned home cats and dogs in Riyadh was facing challenges of the aging security systems: it was unable to meet the increasing complex demand from the daily operations of the shelter, for example, if someone randomly drops animals at the shelter gate at night (which is illegal, but still happens as regular animal rehoming takes time, some people don't want to wait), the behavior cannot be detected, the shelter has to continuously cope with the increasingly abandoned animals. Considering the budget constraint of the shelter, Hikvision volunteeringly contributed to upgrade the whole security system of the shelter with 32 new cameras and corresponding NVRs and softwares, including the intellegent behavior recognition alarming function to prevent such incidents happen. Meanwhile blind areas of the shelter have been covered to enable the shelter admin run the facilities effortlessly, giving them more time to care for the animals. The touching story went online to inspire more people. Find more details from below. Onsite installation photos Media Coverage How Riyadh Animal Shelter solves its security challenges with Hikvision Shelter's Endorsement Riyadh Animal Shelter on Instagram‎: "نقدم الشكر الجزيل لشركة @hikvisionmena لدعمها النظام الأمني في ملجأ الرياض للحيوانات وتطويره بالكاميرات بتقنية الحساسات والكاميرات الملونة عالية الجودة تضمن تطبيق أعلى وأحدث معايير الأنظمة الأمنية للحفاظ على سلامة مراجعين عيادة ملجأ الرياض وتوفير بيئة أمنه لجميع الحيوانات التي تم إيوائها. We would like to thank @hikvisionmena for their dedication and support in the installation of Riyadh Shelter’s new state of the art security system comprising Cameras with ColorVu and Accusense Technologies, the highest and most up to date standards of security technology available today. Thank you for enabling us to maintain a safe environment for both staff, visitors and animals alike. #cooltech"‎

Programs
MS 365
Proficient
Notion
Proficient
Mailchimp
Proficient
HubSpot
Proficient
Gamma
Proficient
Figma
Elementary (developing)

Certifications

Languages
Chinese
Native
English
Working Proficiency
Arabic
Limited Working Proficiency
Let's Get in Touch!
🌍 kayi.me
2024 All Rights Reserved by Kayi Xiang