Chia-Ching Yeh

Project | i Compatriot Card System Development and Maintenance (2022–2025)

Website: https://icard.taiwan-world.net/tw/index
Client: Overseas Community Affairs Council
System Architecture: Spring MVC · MSSQL · Redis (Session Storage) · Windows Server (Application Deployment)
Role: System Analyst & Software Engineer

Key Contributions:

• Acted as the main contact for daily project coordination. Responsible for system analysis, feature design, development, and maintenance for annual enhancement tasks. Delivered regular security patching (OWASP Top 10), training, and project completion reports.
• Optimized the OAuth2 third-party authorization flow by introducing hybrid encryption—combining AES for data confidentiality and RSA for secure key exchange—within the existing framework. This significantly enhanced the security of sensitive data transmission and improved the reliability of cross-platform API integration. Successfully integrated with 7 external platforms (e.g., 104 Job Bank, SME e-Learning Portal, Global Chinese Language Network) to support member login and secure data authorization services.
• Since 2024, responsible for onboarding and mentoring new hires, accelerating their understanding of the system architecture and business logic, thereby improving overall team productivity and reducing onboarding time.

Project | MOTC Global Information Website Maintenance and Revamp (2022–2024)

Website: https://www.motc.gov.tw/ch/index
Client: Ministry of Transportation and Communications
System Architecture:

• Legacy: Servlet · JSP · MSSQL · Linux Server
• Revamped: Spring MVC · MSSQL · Linux Server

Role: System Analyst & Software Engineer

Key Contributions:

• Served as the primary contact for system maintenance in 2023. Led requirement interviews, development, OWASP Top 10 vulnerability remediation, training, and report delivery.
• Participated in a ministry-wide organizational revamp. Coordinated with the PM to consolidate stakeholder needs and led the structural and content reorganization of the main site and 27 subsites.
• Defined data transformation rules, created mapping tables, scheduled rollout workflows, and coordinated synchronized deployments across all subsites—ensuring minimal downtime and data integrity.

Project | Taoyuan E-Service Platform Development (2024–2025)

Client: Taoyuan City Government
System Architecture: Spring Boot · Angular · MySQL · Azure · Linux Server
Role: System Analyst & Software Engineer

Key Contributions:

• Participated in the development of a front-end/back-end decoupled architecture. Designed specifications for course registration and online application modules, covering C4 architecture, data flow, and storage strategies.
• Integrated Angular frontend with Spring Boot backend APIs.
• Created cross-agency requirement surveys and interview decks. Participated in district office briefings to facilitate requirement clarification and task breakdown.

Project | NCC Global Information Website and Internal System Expansion (2024)

Client: National Communications Commission
System Architecture: Spring Boot · Angular · MySQL · AWS · Linux Server
Role: Software Engineer

Key Contributions:

• Designed and implemented data migration tools between legacy and new platforms.
• Developed modules to interface with the National Development Council’s OPEN DATA datasets.
• Supported government staff with content uploading, workflow approvals, data syncing, and error handling to ensure system stability during platform migration.

Project | Hsinchu City Global Website Maintenance (2023)

Client: Hsinchu City Government
System Architecture: Servlet · JSP · MSSQL · Linux Server
Role: Software Engineer

Key Contributions:

• Handled day-to-day maintenance, security patching, staff training, and delivery documentation.
• Ensured stable operations and compliance with cybersecurity standards.

Project | Taoyuan Agricultural Platform (2023)

Website: https://taoyuanleisureagriculturefanpage.tycg.gov.tw/
Client: Taoyuan City Government
System Architecture: Spring MVC · MSSQL · Linux Server
Role: Software Engineer

Key Contributions:

• Oversaw development planning for the Taoyuan Agricultural Experience and Leisure Farming websites.
• Assisted in managing delivery schedules and personnel allocation.

Project | HsinchuPass Bidding Support (2024)

Client: Hsinchu City Government
Role: Proposal Contributor

Key Contributions:

• Supported the proposal and bidding process for the HsinchuPass platform project.
• Assisted in drafting bid proposals and preparing presentation materials, collaborating closely with the project manager throughout the tender submission process.

Service Scope
Focused on multi-brand digital media operations and performance optimization. Developed tailored advertising strategies based on industry-specific needs and executed campaigns across platforms including Google Ads, Meta Ads, and LINE Ads. Specialized in data-driven approaches to improve advertising effectiveness and reduce costs.

Key Contributions

1. Digital Media Strategy Planning & Execution

• Developed media strategies aligned with each brand’s marketing objectives, including audience insights, channel selection, keyword recommendations, and ad format planning (Search, Display, Video).
• Proficient in managing Google Ads, Meta Ads, and LINE Ads campaigns independently, consistently improving click-through rates (CTR) and conversion rates (CVR) through hands-on optimization.

2. Performance Analysis & Optimization Recommendations

• Delivered weekly media reports tracking KPIs such as impressions, clicks, views, engagement, and conversions.
• Conducted comparative analyses of ad creatives to provide data-driven improvement suggestions.
• Assisted in drafting final campaign reports to summarize performance and inform future brand strategies.

3. Media Scheduling & Budget Management

• Oversaw campaign timelines and budget pacing.
• Adjusted budget allocation in real-time based on performance to maintain exposure rhythm and cost-efficiency.

Managed Brands & Achievements

1. HEARTS ON FIRE (Luxury Goods)

• Campaign Type: Keyword planning & display ads
• Contribution: Targeted high-end audiences using remarketing lists, resulting in improved CTR and increased website traffic and brand attention.

2. Formosa Optical (Retail)

• Campaign Type: Integrated Search, Display, and Video ads
• Contribution: Adjusted ad strategy according to product launch cycles, enhancing brand visibility and CTR. Wrote conversion-focused ad copy for e-commerce categories including eyeglasses, sunglasses, and contact lenses.

3. LINE TV / LINE MUSIC / LINE TAIWAN (Digital Content Platforms)

• Campaign Type: Search, Display, and Video ads
• Contribution: Drove traffic to LINE’s product and app download pages. Achieved higher CTRs and conversion rates to support user growth and promotional goals.

4. Taiwan Warrants Association (Finance)

• Campaign Type: Display ads
• Contribution: Targeted finance-related audiences with issue-based messaging. Focused on maximizing participation in web campaigns at the lowest possible cost by refining bid strategies to reduce average conversion cost.

Client
L'Oréal Paris (Skincare, Haircare, Men’s Care, Makeup)

Service Scope
Managed annual marketing campaigns across all L'Oréal Paris product lines, including skincare, haircare, men’s grooming, and cosmetics. Supported the planning and execution of integrated online and offline media strategies.

Key Contributions

1. Cross-Line Campaign Management

• Served as the primary day-to-day contact for the L'Oréal Paris client, responsible for end-to-end execution and coordination of campaigns across all product lines.
• Collaborated closely with four product managers from the client side to translate marketing goals and timelines into actionable media plans.

2. Media Strategy Development and Performance Analysis

• Co-developed media strategy proposals aligned with brand objectives, including audience insights and multi-channel media planning (Meta Ads, Google Ads, KOL partnerships, TV commercials).
• Participated in client-facing presentations to communicate strategic plans and expected results.
• Produced regular media performance reports tracking KPIs such as impressions, clicks, video views, and engagement, offering optimization suggestions.
• Supported the creation of post-campaign review reports to assess effectiveness and provide insights for future planning.

3. Cross-Functional Coordination and Communication

• Coordinated with internal buying teams (digital and TV) and third-party media vendors to ensure timely and spec-compliant delivery of ad materials.
• Acted as a liaison between client stakeholders and internal technical teams, facilitating mutual understanding and reducing communication friction.

4. Timeline and Budget Management

• Oversaw campaign scheduling and monitored implementation to ensure synchronized launches across media channels.
• Maintained up-to-date media spending reports and performed cost-efficiency analysis to help clients track performance against budgets.