How did Yi Ling find herself at TRAction?
Before TRAction, Yi Ling was the managing marketing for a restaurant holding company in New Zealand, coordinating and executing activity for two franchise brands and their stores across the country.
“I’ve always had an interest in finance with my background in economics, and have always wanted to explore marketing from the business-to-business (B2B) perspective, so when I saw the opportunity at TRAction come up, it felt like a natural next step in my move to Sydney!”
Yi Ling’s responsibilities in her role…
As part of TRAction’s marketing team, Yi Ling plays a pivotal role in making sure that both current and prospective clients have access to up-to-date industry information, regulatory resources and have knowledge about TRAction’s services to help strengthen, support and meet their trade reporting obligations.
“My responsibilities range from content development, execution, performance analysis and channel maintenance across social media, website, EDM, search and paid ads, ensuring our marketing reflects a brand presence that is current, informative and easy to access and consume for our clients.”
What are the most enjoyable aspects of Yi Ling’s role?
Yi Ling has two aspects of her role which she most enjoys, the first being the creativity that comes with transforming complicated, and often times confusing, regulatory information into content that is easier to digest for our clients and educative.
“It’s a great exercise in thinking outside the box to get the messaging across correctly and meeting customers where they are, with the right information, in a way that is easy to consume.”
Yi Ling also adds, “Secondly, I enjoy seeing the connections between our activity and outcomes play out in reporting. Tracking the metrics, seeing what performs well or discovering where things break, then learning and applying those findings to optimise moving forward!”
If given the opportunity to go anywhere in the world, Yi Ling would…
Yi Ling would love to go to Kyrgyzstan. “Nomadic heritage, horse riding among wild animals, and sleeping in fields between gorgeous mountain ranges and lakes? That sounds like the perfect recipe for a great adventure!”
Fun facts about Yi Ling and her hobbies
A fun fact about Yi Ling and one of her main hobbies is that she is an Advanced Open Water scuba diver, certified to go 30 meters deep!
Yi Ling describes, “The ability to explore the world underwater is one I never take for granted and highly recommend anyone to try it. Seeing how the ocean lives and moves, unbothered in harmony, makes you gain such an appreciation for nature and makes you realise how important it is to protect.”
Favourite quote or advice?
Yi Ling’s favourite quote is “Live life like the gate is open.”
“A friend of mine actually made this up! You have to think as if you’re a farm animal and all you know is that square of paddock and eating grass. One day you notice the gate has been left open… what do you do?
… you get out there, explore the world further than what you know!”
