Xing Ge
Portrait of Xing Ge
Online Business & Marketing

Xing Ge

Master’s graduate in Online Business and Marketing with hands-on experience across digital marketing, premium retail, e-commerce operations, and brand communication. I bring together a strategic marketing mindset, strong execution, and a customer-first understanding shaped by both academic research and real business practice.

As a recent Master’s graduate in Switzerland, I am eligible to work under Art. 21 para. 3 FNIA.

LinkedIn

Marketing Campaign

Campaigns developed from insight to execution - combining storytelling, customer understanding, and measurable impact.

Case Study

Abito Allora

Turning a boutique into a more connected digital experience

A Zurich-based second-hand luxury boutique case study focused on e-commerce optimisation, trust-building, integrated campaigns, and customer journey design.

Role: Store & Digital Marketing Manager Scope: Website, Campaigns, Content, Analytics Tools: Squarespace, Instagram, Meta Business Suite, Email Marketing

Business

Second-hand luxury boutique in Zurich

Challenge

Trust barriers, fragmented journey, one-of-a-kind inventory

Role

Store & Digital Marketing Manager

Scope

Website, campaigns, content, analytics

The Challenge

Abito Allora operates in a non-standardised e-commerce environment where each item is unique. Unlike traditional retail, customers require a higher level of trust, clarity, and reassurance before making a purchase or consigning items.

  • Non-scalable, one-of-a-kind inventory
  • Trust barriers around authenticity, condition, and pricing
  • Disconnected online and offline customer experience
  • Limited marketing resources requiring high-impact execution

Results & Impact

Email

60% open rate
5% CTR
~500 recipients

Website

+29% new users
1.8K visits
70% mobile users

SEO

+43% clicks
33K impressions
Avg position 12

Social

123K views
+37% reach
+41 followers

My Approach

1. E-commerce & Website Transformation

I led a full optimisation of the Squarespace website to improve usability, trust, and accessibility across both desktop and mobile experiences.

  • Redesigned layout for mobile and desktop usability
  • Introduced multilingual functionality and user login features
  • Optimised landing page navigation and product discoverability
  • Developed "Who we are" and brand positioning to build trust
  • Created transparent "Sell with us" journey with pricing clarity
  • Implemented SEO improvements to enhance discoverability

Focus: reducing uncertainty and building trust through clarity and transparency

Website Visuals
Abito Allora homepage redesign screenshot

Homepage redesign

Updated navigation, cleaner visual hierarchy, and a stronger premium brand presentation on desktop.

Abito Allora sell with us process screenshot

Sell with us journey

Clear pricing, step-by-step process explanation, and stronger reassurance for consignors.

2. Campaign & Content Execution (Christmas Campaign)

I designed and executed a daily Advent Calendar campaign across Instagram and Facebook, aligned with customer behaviour and seasonal engagement patterns.

  • Created daily interactive Stories, Reels, and campaign content
  • Analysed engagement and reach to optimise content performance
  • Connected campaign across website, newsletter, social, and in-store
  • Ensured consistent messaging across all touchpoints
  • Created in-store content to loop engagement back to digital

Focus: building continuous engagement loops rather than one-time campaigns

Christmas Campaign
Christmas campaign collage for Abito Allora

Christmas Campaign Execution

I designed and executed a daily Advent Calendar campaign across Instagram and Facebook, supported by in-store communication and digital storytelling to create repeated engagement throughout the festive period.

Newsletter as a Supporting Traffic Channel

The newsletter supported the campaign by driving attention toward social and website touchpoints, helping connect channels rather than acting as a standalone destination.

Newsletter screenshot from Abito Allora Christmas campaign

Newsletter as a Supporting Traffic Channel

The newsletter supported the campaign by driving attention toward social and website touchpoints, helping connect channels rather than acting as a standalone destination.

3. Customer Journey Design

I shifted the marketing approach from isolated actions to a more connected system, linking digital and physical touchpoints to reinforce familiarity, trust, and repeated engagement over time.

  • Linked email, website, Instagram, Facebook, and in-store communication into one connected flow
  • Aligned messaging across platforms to create a more consistent customer experience
  • Used repeated exposure rather than one-time interaction to support engagement

Cross-Channel Customer Journey

Newsletter → Website → Instagram / Facebook → In-Store Experience → Back to Digital Engagement

Rather than treating each channel separately, I used them as connected touchpoints: email introduced the campaign, the website supported validation, social drove daily interaction, and in-store activity reinforced the overall experience.

4. Analytics & Behavioural Insights

I used cross-platform data to understand user behaviour and guide optimisation decisions.

  • Instagram and Meta Business Suite: engagement and reach
  • Squarespace analytics: traffic and behaviour
  • Newsletter performance: CTR and interaction
  • Traffic sources: Direct vs Google

Focus: using behavioural data to inform decisions rather than assumptions

Insights from Data

  • Email acted as a bridge to social platforms rather than a conversion endpoint
  • The website functioned as a validation tool rather than a browsing destination
  • Mobile-first behaviour dominated user interaction
  • Instagram Stories drove the highest engagement at 73.8%
  • SEO improved discovery, but CTR optimisation remains an opportunity

Key Learnings

  • Trust is built through clarity, detail, and transparency
  • Consistency across touchpoints strengthens engagement
  • Customer journeys are non-linear and require repeated exposure
  • Small structural improvements can significantly impact user experience

What I Would Do Next

  • Strengthen cross-channel tracking and attribution
  • Develop repeatable content frameworks
  • Expand SEO strategy for non-brand keywords
  • Enhance trust signals with reviews and authentication storytelling

This project shaped how I approach marketing today, not as isolated outputs, but as a connected system where trust, clarity, and repeated interaction drive behaviour.

Profile Overview

About

From here onward, the focus shifts from project work to my profile, strengths, and the skills I bring to marketing and digital business roles.

My work sits at the intersection of strategy and execution. I enjoy turning ideas into something tangible: a clearer message, a better customer journey, a stronger brand presence, or a more organised digital process.

Through my academic background in online business and marketing, I developed a strong foundation in digital strategy, consumer behaviour, content marketing, and research. At the same time, my experience in luxury retail and second-hand fashion gave me a practical understanding of customers, storytelling, service quality, and how brand perception is built in everyday interactions.

I am especially strong in environments where attention to detail, adaptability, and thoughtful communication matter. I bring a calm, structured way of working, but I also enjoy creative problem-solving and finding ways to make marketing more effective and more human.

Expertise

Core strengths developed through academic work, digital projects, and customer-facing roles.

Digital Marketing & Content

Content creation, campaign coordination, social media communication, brand storytelling, newsletter support, and clear messaging tailored to audience needs.

E-commerce Operations

Website management, product listing, merchandising support, customer journey improvements, and practical work with online shop systems and digital touchpoints.

Customer & Brand Understanding

Strong sensitivity for premium positioning, customer expectations, service excellence, and the details that shape trust and brand experience.

Research & Strategic Thinking

Experience in academic research, qualitative analysis, consumer insight generation, and translating findings into practical marketing recommendations.

Tools & Skills

Selected tools and working capabilities I use across digital and marketing-related tasks.

Squarespace Canva CapCut Google Analytics Meta Business Suite Content Writing Brand Communication Campaign Support E-commerce Coordination Consumer Research Qualitative Analysis Cross-functional Collaboration

Experience

A snapshot of the environments and roles that have shaped my professional perspective.

Recent

Store & Digital Marketing Manager · Abito Allora

Supporting both store operations and digital marketing for a luxury second-hand boutique in Zurich, with responsibilities across website management, product presentation, campaign execution, and online brand communication.

Previous

Luxury Fashion Retail Experience

Background in premium retail environments, combining client service, product knowledge, in-store coordination, and a strong eye for presentation, quality, and relationship building.

Ongoing

Academic & Applied Marketing Projects

Developed research-based and practical projects in digital business, content marketing, consumer behaviour, and strategic marketing, including thesis work focused on Gen Z and digital fashion communication.

Education

Academic foundation with a strong interest in turning theory into practical business value.

Master’s Degree in Online Business and Marketing
Lucerne University of Applied Sciences and Arts (HSLU)

My academic work focused on digital marketing, online business models, consumer insight, and strategy. A key area of my research explored how Generation Z perceives relevance, creativity, authenticity, and trust in digital fashion advertising.

Working Style

How I approach collaboration, communication, and execution in professional settings.

I am thoughtful, reliable, and detail-oriented. I care about clarity, consistency, and delivering work that feels both well-structured and well-considered.

I work best in teams that value ownership, communication, and continuous improvement. I am comfortable supporting operations, managing details, and contributing ideas, especially in roles where marketing, customer experience, and brand presentation come together.