Yu Ma
中文

About

  • Self-driven
  • Mission-oriented
  • Long-term
  • Consistency
  • Influence
  • Lifelong learning

For more than ten years I have worked in marketing and communication across higher education and culture — in China, Denmark, the United States, the United Kingdom, Australia, Canada and New Zealand.

The through-line is brand, project leadership, and evidence that can survive a serious room: strategy a stakeholder can argue with, then a team can actually run. That has meant faculty, staff and students, cross-border collaborators, and, more recently, bringing AI into how an institution speaks and learns.

Selected achievements

  1. 01Tianjin JuilliardDigital marketing lead since 2022. Strategy across China, the United States and South Korea; bilingual website, SEO/SEM, brand and generative-engine visibility, Google and Baidu analytics, WeCom, and social on Douyin, LinkedIn and Bilibili — held in line with Juilliard New York.
  2. 02AI inside the institutionSecretary and member of the AI Sub-committee since February 2025. Institutional research, policy development, and practical use of AI in marketing and education.
  3. 03On the recordChair and speaker, AI+Communication, United Nations University AI Conference, Macao, 2025. Speaker at the QS Higher Education Asia Pacific Summit, Macao, 2024, on cross-cultural marketing in higher education.
  4. 04Six universitiesLead Digital Marketing Officer at Grok Global Service, 2020–2022. Digital programmes for six QS Top 1000 universities recruiting in Asia, from research through to monthly and annual reporting.
  5. 05Twelve million viewsFounded Quellimax Studio. Four short films and more than twenty advertising videos. Double Bind, Withered Daisy and Desire & Delusion together passed twelve million views in China.
  6. 06ICA 2019Top Poster Award and travel grant, International Communication Association, Washington, D.C., for the paper Film Aesthetics of Circular Frame.

Skills

  • Branding
  • Project management
  • Data analysis and visualisation
  • AI and digital experience
  • Strategic research
  • Cross-cultural communication
  • Public speaking
  • Stakeholder management

Interests follow the same line: AI and marketing, cross-cultural communication, brand storytelling.

Experience

  1. Digital Marketing Manager

    June 2022 — present

    The Tianjin Juilliard School · Tianjin, China

    • Digital strategy for institutional visibility across China, the United States, South Korea and other regions.
    • Bilingual website: content, SEO/SEM, brand GEO, and Google / Baidu Analytics.
    • Quarterly analytical reports and data visualisation for multiple stakeholders.
    • Brand management with the Juilliard New York team.
    • Social and paid campaigns on Douyin, LinkedIn and Bilibili.
    • Budget, procurement and vendor negotiations. Institutional WeCom and newsletter support.

    Also at the school

    • Instructor, Course Collaboration and Interpretation
    • Mentor, Social Media Workshop
    • Title IX Deputy Coordinator

  2. AI Sub-committee Secretary & Member

    February 2025 — present

    The Tianjin Juilliard School · Tianjin, China

    • Supports research on AI applications and the development of AI policy.
    • Works with faculty and administrators to bring AI tools into marketing and educational initiatives.

  3. Lead Digital Marketing Officer

    June 2020 — May 2022

    Grok Global Service · Beijing, China

    • Managed digital marketing for six QS Top 1000 universities recruiting in Asia.
    • Market and competitor research turned into marketing goals and workable plans.
    • Content for social, university websites and offline events.
    • Monthly and annual performance reports with data visualisations for university clients.

  4. Media & Marketing Associate, part-time

    2018 — 2019

    Nordgreen · Copenhagen, Denmark

  5. Social Media Freelancer

    2017 — 2018

    Ministry of Foreign Affairs of Denmark · Copenhagen, Denmark

  6. IELTS Teacher

    July 2015 — August 2016

    New Oriental Education & Technology Group · Datong, China

Studios and brands

  • Quellimax Studio 极致传媒工作室

    2013 — 2018

    Founded and led a studio across film, exhibition design and FMCG marketing. Four short films, twenty-plus advertising videos. Double Bind, Withered Daisy and Desire & Delusion together passed twelve million views.

  • Academic English 学术英语

    2017 — 2022

    A teaching brand on WeChat. Course development and distribution on Tencent Education, plus the digital marketing around it.

  • NordiCinema 北欧电影

    Copenhagen

    A channel from the Denmark years, made to carry Nordic film culture toward Chinese audiences.

Speaking and events

  • United Nations University AI Conference

    October 2025 · Macao

    Chair of the AI+Communication session, and speaker.

  • QS Higher Education Asia Pacific Summit

    November 2024 · Macao

    Speaker. “Cross-Cultural Marketing in Higher Education.”

  • Fudan University Summer School

    July 2021 · Shanghai

  • International Communication Association

    May 2019 · Washington, D.C.

    Speaker. Top Poster Award and travel grant for Film Aesthetics of Circular Frame.

Education

  • MA in Film and Media Studies

    University of Copenhagen

    2016 — 2019 · Copenhagen

  • BA in Drama, Film and Television Literature

    China University of Labor Relations

    2011 — 2015 · Beijing

  • BBA in Financial Management

    China University of Labor Relations

    2012 — 2015 · Beijing

Certifications

  • Leadership Skills Enhancement2025 · LinkedIn Learning
  • Generative AI for Learning and Development2024 · LinkedIn Learning
  • Career Essentials in Project Management2024 · Microsoft
  • Digital Marketing & E-Commerce2023 · Coursera
  • Data Analytics2023 · Google