Overview

Directed a comprehensive B2B web content and inbound marketing strategy for VINK Planet, an innovative platform bridging top-tier musical artists with enterprise gaming publishers (e.g., PUBG, Fortnite). Tasked with establishing a strong digital presence, I led a cross-functional team to architect a data-driven conversion funnel that firmly positioned VINK’s virtual events as the premier solution for UN Sustainable Development Goal (SDG) 12: Responsible Consumption and Production.

Presentation

Key Contributions & Technical Execution

Market Intelligence & Data-Backed Storytelling: Synthesized complex market data to define the B2B target audience and build a compelling business case. Leveraged key industry metrics—including the $114B virtual events market cap and youth gaming demographic trends—to validate the platform's value proposition.
B2B Inbound Marketing & Funnel Architecture: Architected an end-to-end inbound marketing strategy and conversion funnel. Engineered SEO-optimized web copy and targeted social media campaigns designed to capture and nurture high-value leads within the gaming industry.
Strategic ESG Positioning: Redefined the brand’s core messaging to highlight severe industry pain points (e.g., physical music festivals generating 106+ tons of waste daily). Successfully aligned VINK's virtual concert offerings with SDG 12, creating a powerful, eco-conscious narrative for prospective partners.
Crisis Management & Governance: Developed a comprehensive Crisis Management Plan and standardized Tone of Voice guidelines, ensuring brand resilience and consistent corporate communications across all digital touchpoints.

Business Impact & ROI

Established a Scalable Inbound Engine: Transformed a fragmented web presence into a streamlined, user-friendly digital ecosystem, providing a clear pathway for lead generation and B2B client acquisition.
Elevated Brand Authority: Successfully positioned VINK not just as a technology vendor, but as a strategic ESG partner capable of helping global gaming companies drastically reduce their carbon footprints while increasing Gen-Z user engagement.
Cross-Functional Leadership: Spearheaded collaboration across a 5-person specialist team, translating raw market research into a cohesive, actionable, and executive-ready digital marketing roadmap.

Team

CHO Yena
DU Chengfeng
HENG Valerie
JIN Kaidi
MATHUR Nimish

Credits: emlyon business school

B2B Digital Strategy & ESG-Aligned Content Marketing