Marketing & Social Media Portfolio
Gloria Guan
Bilingual marketing and social media professional building community-first content and campaigns across the UK and China.
Bilingual marketing and social media professional building community-first content and campaigns across the UK and China.
Gloria moved from China to the UK to study, completing a Master's in Media and Public Relations at Newcastle University. Since then she's built hands-on marketing and social media experience on two continents: running day-to-day content, campaigns and community engagement for a UK organisation, and earlier, marketing and analytics work for a media agency in Beijing. She's bilingual in English and Chinese, and brings a genuinely cross-cultural eye to every campaign she works on - from how a message lands with different audiences to coordinating teams spread across time zones.
Gloria has kept working part-time in hospitality throughout - at Splendid Hospitality until early 2025, then Starbucks since April 2025 - while she focuses on landing her next marketing or social media role. Continuous work, not a step away from marketing.
A queer-led community and mental health support organisation. Gloria owned social media and content end-to-end for around nine months, across a fully remote team spanning multiple countries.
Situation Fighting Fear is a fully remote, volunteer-supported community organisation running its own social channels, content and events.
Action Gloria owned the content calendar and posting schedule end-to-end across Instagram and LinkedIn, publishing around 4 posts a week, recruited and trained a team of around 5 volunteers who ran day-to-day social operations, and led a market analysis exercise with a wider cross-functional group of 15+.
Outcome 21% growth in social media followers and stronger audience engagement.
Gloria's role: as the organisation's Social Media & Marketing Volunteer, she owned day-to-day execution and reporting. The 15+ figure reflects the wider cross-functional group - including those volunteers and other departments - she coordinated with specifically on this market analysis.
Situation The community relied on a regular newsletter to stay updated on board news, member resources and upcoming events.
Action Gloria wrote and designed the newsletter end-to-end, sent to the Fighting Fear community and shared across social channels.
Situation Fighting Fear ran in-person fundraiser events, including the Kiki Kitschn Drag Brunch, that typically drew between 20 and 50 attendees and depended on social promotion to drive that turnout.
Action Gloria identified and engaged potential attendees on social media to market and promote the event.
Outcome 18% increase in ticket sales.
From the Kiki Kitschn Drag Brunch fundraiser (30 April 2023) - one of the in-person events Gloria helped market and promote through Fighting Fear's social channels.
The team worked fully remotely across time zones worldwide, which made things slow whenever problems came up. Gloria mapped everyone's working hours to find a shared window when the whole team was free, and set up a daily issues log so problems got raised and solved in one place instead of scattered across time zones.
Coordinating Fighting Fear's distributed team, including colleagues in Thailand and the Netherlands
A media and marketing agency in Beijing. Gloria worked directly on client accounts, creating and localising content across Chinese and English - one of the clearest examples of the bilingual, cross-cultural marketing that sets her apart.
About the company (北京博雅天下传媒文化发展有限公司): a Beijing media and cultural development company founded in 2008, known for its magazines - 人物 (Renwu), 财经天下 (Caijing Tianxia) and 博客天下 (Boke Tianxia) - alongside digital media brands including 每日人物.
Situation Client campaigns needed ongoing performance monitoring to guide strategy and prove value.
Action Gloria monitored social media analytics to gather insights and shape future marketing strategy.
Outcome 23% increase in ROI.
Situation Campaigns needed to land with both Chinese and English-speaking audiences without losing meaning or tone.
Action Gloria created content for client accounts across Instagram and TikTok, and translated and localised marketing materials between Chinese and English.
Outcome 16% follower growth and a 24% boost in engagement.
Situation The agency ran multiple concurrent client accounts, each with its own expectations and deliverables.
Action Gloria worked directly with external client accounts, managing relationships and expectations across roughly 5 concurrent campaigns.