Resume of Richard Ying

Internet and Mobile Product Management, Social media, UI Design, Blogging, Photography

portrait de Richard Ying

Objectives

Social media or online product managing position in an organization that offers to develop my experience in international and multicultural environments, using my software and marketing skills.


Profile

Graduated in Political and Social Science, in Communication Sciences, and in Digital applications. I have worked in many types of organisations in various positions, reaching and exceeding my goals. My appraisals during those different experiences, show my versatility and adaptability in digital communications and marketing.

  • Web and Mobile project management
  • Content management
  • Mobile application marketing
  • Online Advertising
  • French Media Law and Digital policies
  • Strategic Planning
  • Community Management
  • Blogger and Online Public Relations
  • Search Engine Optimization and Advertising
  • Technology watch

Work Experience


11/2015
05/2011

Publications Metro France (Metro International, TF1 Group)

Internet and Mobile Product Manager

First published in 1995, Metro was the first free daily newspaper concept in Sweden, later launched in 2002 in France.
In 2015, Metronews was the 8th most read news brand, and the 3rd most read news application brand in France.

  • Product owner of 6 mobile/tablet apps and 2 websites: coordinated website/apps developments in Agile/Scrum environments, adservers and third-party SDK integrations, Quality Assurance.
  • UX and UI Design: wireframes, user flow diagrams, prototypes, etc. acknowledging Product Requirements Documents and OS specific design guidelines.
  • Web and mobile analytics: monitoring KPIs and optimizing funnels on a weekly basis.
  • Editorial policy: reviewed contents relevance and performance vs readers' expectations, recommended content and push notification policies.
  • Social media policy: launched metronews.fr social media presence on Facebook, Twitter and Google+.
  • Partnerships development: content partnerships in France with leading devices manufacturers (Samsung, Nokia, HTC,…), services providers (Microsoft, Apple, Google, News Republic,…) and mobile carriers (Orange, Bouygues Telecom, Free).
  • Apps marketing and promotion: marketing strategy and plans ; drove traffic and installs through SEO, SEM, mobile ads and social media marketing.
  • Customer support: impulsed users feedbacks in 2011 (first among French media apps, now mimicked by most competitors), answers to user reviews, run beta-testing programs.
  • Liaised with Metro International English-speaking teams (located in Sweden, Chili, India, Denmark, and Czech Republic) on a daily basis.
    Achievements
  • Metronews was elected Best News Application 2014 by French mobile Apps Industry (Trophées des Apps NPA 2014).
  • iOS apps featured in App Store when major versions were launched in February 2012, November/December 2013.
  • Successful migration of identity and platforms from metrofrance.com to metronews.fr in May 2013.
  • Web Traffic +385% (2011/11 vs 2015/09, MNR)
  • Successful applications launches on 7 distinct platforms with major versions every 18 months.
  • Monthly Unique Visitors on Apps x15 (2011/05 vs 2015/10), Metronews was in average the 3rd most read news apps brand in France over 2015 (MNR)
  • 3,3 million downloads (figures in October 2015, with above-average overtime retention rate)
  • Apps ratings raised from 2.5/5 to 3.7/5
  • Social media presence: +820k Facebook fans (x7.8 between 2013/05 and 2015/11), Facebook Reach x37.3 and +140k Twitter followers (x4.5 between 2012/02 and 2015/11)
2015
2012

Université Paris Descartes (Paris 5)

Lecturer

With its 10 departments, Paris Descartes University encompasses all the fields of knowledge of human and health sciences. The Information and Communication Sciences departement at the Institute of Technology is among the leading career-oriented communication trainings in France.

Lectures about digital communications and online advertising
– Essay Jury

2013
2011

Université Paris Panthéon-Assas (Paris 2)

Lecturer

Panthéon-Assas University is often considered as the top French university in Economics, Management, Law and Political Sciences. It offers trainings in the areas of marketing and business communications.

Lectures about mobile product management

05/2011
01/2011

Be Angels

Community Manager

Formerly named "BlogAngels", Be Angels is an independent digital marketing agency, specialized in social media.

  • Social media marketing: managed social media presence on Facebook and Twitter (Yoplait, jeux Asmodée, Mutuelles du Mans Assurances, Orsys…)
  • Corporate blogging: wrote blog posts and stories (Yoplait, Orsys…)
  • Mobile App Install campaigns (Mutuelles du Mans Assurances)
    Achievements
  • Comprehensive photoreporting on Yoplait dairy products production and distribution
  • Designed and launched new blog themes for Yoplait and Orsys
  • Boosted downloads for the launch of Mutuelles du Mans Assurances secured cloud storage iOS app: Top 10 on French App Store for more than 24 hours.
11/2010
01/2010

Unicef France

Mobile Project Manager

Unicef France is the French committee of the United Nations Children's Fund. It serves as an independent Non-Governmental Organization raising funds from the private sector, promoting children’s rights and securing visibility on issues threatening them.

  • Market research on NGO mobile apps and mobile fundraising practices.
  • Project Management: Product Requirements Documents, Quality Assurance, App Submission.
  • iPhone app development (published on 2010 International Children's Rights Day).
  • Mobile marketing strategy and plans, created marketing materials for Unicef France teams.
    Achievements
  • Learned Objective-C and developed an application for iOS 3 with XCode
  • Published the first mobile application for Unicef France
  • Top 20 on French App Store for 48 hours, through PR and bloggers
09/2010
09/2009

électricité de France

Communications Officer, Intranet Editor

Once a French State-owned electric utility company, EDF is now the world's biggest electricity generator, operating in Europe, Americas, Asia, the Middle East and Africa with more than 158,000 employees.

  • Managed the Communications department Intranet accessed by all the decision makers and communication managers of EDF, informing them of any new communication campaign or effort, edited the weekly newsletter to the communication managers, launched the recasting of the Intranet.
  • Contributions to EDF SA and EDF Group Intranets.
  • New corporate identity of EDF Group: worked with the identity agency and the brand manager to define the department's needs.
  • Promoted "Action Planète" program (awareness of energy saving practices among the employees)
  • Created print materials (Diversity Day, London 2012 partnership, International Year of Biodiversity) and helped on communication needs for Open EDF swimming meeting (Web/DTP), EDF parasports meeting (event/DTP/PR/agency), World Water Day (event/DTP/agency)
  • Corporate photography (PR events: launch of "Chine - célébration de la terre" exhibition at EDF Foundation, London 2012 Games partnership, French parasports and swimming federations events…)
    Achievements
  • Successfully adapted the Intranets and newsletters to the new corporate identity.
  • Increased visits +130% on the Communications department Intranet.
07/2009
11/2008

Fred&Farid Group

Digital Account Manager and Communications Officer

Fred&Farid is a French independent communication group based in Paris, Shanghai, Beijing and New York. It won several international awards including Cannes Lions and D&AD Pencils

  • Online media monitoring on the agency's and the clients' brand awareness and public perception (Orangina, Schweppes, Wrangler, 1664, Parfums Diesel, Van Cleef & Arpels, NRJ Mobile…), weekly verbatim report and analysis.
  • Communication strategies recommendations: opportunities and threats detected through the watch.
  • Web and non-media communications: project management and event coordinator (Wrangler, Orangina, NRJ Mobile…)
  • Event blogging (Fruit'n'Form, Wrangler) and Community Management (Wrangler, Orangina…)
    Achievements
  • Launched a post-test policy through online media monitoring
  • Defined the specifications of Schweppes advertising saga: "What did you expect?"
09/2008
06/2008

TBWA\Corporate

Junior Consultant in Online Public Relations (ePR)

TBWA\Corporate is a French corporate communication agency based in Paris. It is a division of TBWA Worldwide, unit of Omnicom Group.

  • Campaign recommendations (fori, blogs, social networks, e-PR)
  • PR events: planning and Press release writing (adidas, SNCF).
  • Blogger management: increasing brand awareness and creating relationships with online opinion leaders (adidas, Gemalto, SNCF…)
  • Desktop publishing on PR materials (adidas, Blédina, Gemalto, OnlyLyon, SNCF, Windows Live Messenger)
    Achievements
  • Created a social media training template to be used by the clients.
06/2007
04/2007

Unicef France

Webmaster
  • A/B Testings on fundraising pages and online shop: recommendations on UI
  • CSS stylesheet implementation on the main website and on the youth volunteers website
  • Writer for the newsletter and the youth volunteers website
  • Brochure showing the ongoing International Developments Projects: design, texts and Desktop Publishing
  • Part of the organization team for General Assembly 2007, photo-reporting during the event
09/2006
08/2006

Musée du quai Branly

Assistant to the Chief Communications Officer
  • Helped on mid-2006 exhibitions press relations (phoning journalists, mailing, e-mailing)
  • Answered to requests for media authorisation and press accreditation

Computer Skills


  • Photoshop
  • Illustrator
  • InDesign
  • Omnigraffle
  • LightRoom
  • DXO Optics
  • Microsoft Office
  • Google Apps for Work
  • HTML5+CSS3
  • PHP/MySQL
  • Wordpress
  • Jira Software

Languages


  • French
  • English
  • Italian
  • Chinese Wenzhou
  • Chinese Mandarin

Education


October 2010

Master's Degree in Political and Social Sciences, concentration in multimedia Communications

Paris Panthéon-Assas University (Paris 2)
2010 Promotion patroned by Laurence Parisot, vice-president of IFOP poll institute, member of EDF and BNP Paribas boards, former head of French MEDEF employers' union
  • Highest honors, Valedictorian
  • Marketing research: study of different positioning strategies on mass consumption goods markets
  • End of studies' project: iPhone application for Unicef France
September 2009

Bachelor's Degree in Digital Communications, concentration in project management and strategic watch

Paris 8 Vincennes—Saint-Denis University
  • High honors, Valedictorian
  • Presentation on the HADOPI Law related to French anti-piracy policies
  • Thesis based on “Online opinion monitoring in post-test processes of advertising campaigns”
  • Semiotic analysis of a French cultural organization website, with advices on its refurbishment
June 2008

Licence Degree in Political and Social Sciences, concentration in Information and Communications sciences

Institut Français de Presse
Paris Panthéon-Assas University (Paris 2)
  • Honors
  • Majors in French media Law, marketing and advertising, and media economy
Juin 2007

Associate Degree in Information and Communications sciences, concentration in Advertising

Institute of Technology
Paris Descartes University (Paris 5)
  • High honors, Valedictorian
  • Presentation on new corporate identity trends
  • Marketing campaign for the commercial launch of a high-speed railway
  • Marketing plan, advertising campaign and media plan for an automotive brand
  • Students' representative and students' website webmaster
April 2005

First year of Licence Degree in Maths and Computer Science

ESIEE Paris engineering school
Marne-la-Vallée University
  • Presentation on Multiple Sclerosis cases related to Hepatitis B vaccines
  • Game concept in Java
July 2004

High School Diploma, concentration in Sciences

Claude Monet High School, Paris
  • High honors
  • Prize of the Mayor of Paris for the most deserving students, 1999 and 2001
  • Presentation on the technical evolutions of the paper making processes and the structural stability of the material across human history

Hobbies


Digital Photography

DSLR user since 2006

  • Travel photography, landscapes, architecture, acquainted with low light conditions…
  • Photography Author under French AGESSA regime, many one-off missions and short assignments
  • Started with a point&shoot camera en 2003, with prior experiences on analog cameras
Social media and geolocation

Early adopter of social networks since 2006

  • Foursquare/SwarmApp Super-User and 4sqDay Paris coorganizer since 2011
  • Foursquare/SwarmApp and Facebook betatester
  • Games based on geolocation
Travels

Many trips and self-organized tours

  • Summer 2015 : Trans-Mongolian and Trans-Siberians by train across China, Mongolia, Russia and Finland
  • Summer 2014 : Northern Italy by train (Turin, Milan, Genoa, Florence, Bologna, Ferrara, Padua, Venice)
  • Summer 2013 : Europe by train (Milan, Florence, Pisa, Rome, Venice, Vienna, Prague, Berlin, Cologne, Amsterdam, Brussels, London)
  • Summer 2012 : Icelandic road-trip (Reykjavik, Reykjanes, Þingvellir, Skógar, Vík, Skaftafell, Jökulsárlón, Landmannalaugar, Mývatn, Húsavík, Akureyri)
  • Spring 2012 : Road-trip from Montréal (Canada) to New York City
  • Summer 2011 : Chinese Imperial capitals from Chengde to Hangzhou
  • Spring 2010 : New York State and City
  • …and many other shorter stays (Spain, Ireland, Belgium, Slovakia, Luxemburg, Switzerland, Sweden, Hong Kong, etc.)
Orienteering races and treasure hunts

Attending in teams since 2000

  • Games and races combining general knowledge, logic, observation and orienteering
  • Former Geocacher

Endorsements and References


Contact


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