Integrated Marketer & Storyteller
Digital Marketing
Marketing Analytics
SEO & SEM
Paid Search
ABOUT
During my dynamic 4-year career in Digital Marketing, Marketing Analytics, SEO & SEM, and Paid Search, I've cultivated invaluable insights and hands-on proficiency across diverse real-world contexts. As a seasoned marketer and committed storyteller, I aim to leverage this wealth of expertise to skillfully craft unique narratives, illuminating profound perspectives that deeply connect with a global audience.
EDUCATION
Aug 2022 - May 2024
University of Southern California
Master of Science in Digital Social Media (STEM）​
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GPA: 3.7
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Relevant Courses: Technologies for Interactive Marketing, Information Management: Analysis and Visualization, Decision Making Using Marketing Analytics, Website Strategies for Organizations
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Sep 2017 - Jun 2021
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Beijing Technology and Business University
Bachelor of Arts in Advertising
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GPA: 3.56
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Academics: Excellent Graduate, First-class Scholarship (Top 5/80), Academic Progress Award
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Advertising Competition Awards: 1st Prize & Award of Excellence in National College Student Advertising Art Contest, Finalist in RHA at Cannes, Finalist in the Panasonic Dentsu Training Camp, etc.
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Relevant Courses: Marketing Principles, Integrated Marketing Communication, Advertising Media Strategy
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WORK EXPERIENCE
Jun 2020 - Dec 2020
Public Relations Intern
Beijing, China
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• Conceptualized and executed a brand marketing campaign, resulting in an impressive reach of over 70 million views
• Designed and implemented 3 UGC campaigns, amassing a total reach of over 100 million views
• Actively cultivated and maintained relationships with influencers, leading to successful partnerships with 7 key influencers
Jul 2019 - Sep 2019
Media Executive Intern
Beijing, China
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​• Designed and implemented 3 integrated marketing campaigns for BMW 3 Series, and performed in-depth data analysis measuring marketing campaign effectiveness
• Leveraged PivotTables and Excel VLOOKUP to analyze media buying and performance data, culminating in a 3,000-word assessment report
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SEO Intern
Los Angeles, CA, USA
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• Analyzed search volumes and PR buzz, refining on-page SEO elements including title tags, meta descriptions, and URL structures, and resulted in elevating click-through rates by 15.8%, from 2.8% to 4.4% in 3 months
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• Monitored website metrics using Google Analytics and SEMrush, managed content with WordPress and published 30+ blog posts, enhanced web presence and audience engagement through consistent, analytical content management in Excel
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• Diagnosed and resolved technical SEO issues by analyzing 2000+ rows of crawl data, identifying and addressing broken links, and improving organic search performance by ensuring users and search engines access key pages effectively, which reduced bounce rate by 15%, from 38% to 23%
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• Tracked daily organic search traffic with Google Search Console and Trends, identifying patterns and anomalies, which pinpointed opportunities for strategic improvements to SEO team, and enhanced 13.6% content views
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• Conducted keyword research to discover topical opportunities for the IZEA blog, aligning with copywriters to craft SEO-friendly content, and identified high-potential keywords and performed quality assurance on blogs, ensuring content uniformity and maximizing SEO potential
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Sep 2023 - Dec 2023
May 2023 - Sep 2023
Digital Marketing Intern
Culver City, CA, USA
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• Conducted a competitor analysis and researched social media trends to identify engaging content themes, implementing comprehensive marketing strategies across 3+ channels, and garnered 50K+ views and enhanced online presence
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• Managed 5+ key social media platforms by implementing analytical approaches via Facebook Business Manager, which launched the Threads social media account with inventive content strategies, and achieved a 15.9% increase in overall reach
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• Applied A/B testing using Facebook Business Manager to fine-tune Ad copy and creative elements for enhanced audience appeal, and boosted views by 15% on Facebook, optimizing promotional outreach and viewer engagement
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Jan 2023 - May 2023
Digital Marketing & SEO Specialist
Los Angeles, CA, USA
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• Led exhaustive SEO audits in Screaming Frog and SEMrush, targeting and rectifying NeoReach’s web issues—page speed, mobile usability, and broken links, and decreased 17.4% bounce rates by enhancing site speed, resolving 404 errors, and improving mobile friendliness
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• Executed backlink analysis using SEMrush and Ahrefs, driving a strategic outreach that netted 10+ high-caliber backlinks through guest posts and partnerships, which elevated search visibility, evidenced by an 8.6% uplift in SERP click-through rates
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• Tracked and analyzed KPIs with Excel Vlookup and Pivot Table function, providing data-driven insights for company’s weekly strategy optimizations, and enabled swift tactical shifts in content distribution and SEO
• Developed and implemented a robust content marketing plan across 3+ channels, informed by thorough keyword and audience analysis, and increased 13.7% audience engagement in social media followers and increased content interaction
Dec 2020 - May 2021
Entertainment Marketing Intern
Beijing, China
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• Successfully forged partnerships with multiple brands, obtaining funding for over 20 live-streaming projects, resulting in a 24.3% increase in company revenue
• Developed and implemented innovative marketing strategies for a TikTok variety show, resulting in 864 million views
• Analyzed marketing campaign performance with Excel, deriving actionable insights for strategic marketing planning
• Produced 7 detailed reports on celebrity-driven business models, guiding future entertainment marketing strategies
May 2019 - Jul 2019
Media Planning Intern
Beijing, China
• Conducted comprehensive analysis of 13 media platforms, yielding 3 detailed reports to inform and enhance media buying strategies
• Created and executed a digital marketing campaign, resulting in a 35.7% increase in conversion rate
Marketing Analyst Intern
Los Angeles, CA, USA
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• Conducted segmentation analysis in Excel based on 500+ rows of sales data, segmenting customers based on 10+ demographics and purchasing behaviors, which optimized marketing and paid media strategies by calculating CTR and CPC, achieving a 20% increase in campaign reach
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• Extracted 5+ paid campaign metrics to identify ad performance strengths and weaknesses, guiding budget reallocation for optimal efficiency, which enhanced customer interactions by 20% through precise performance adjustments, from 15% to 35%
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• Segmented 1000+ rows of newsletter subscriber data for personalized marketing, implementing A/B testing on email templates using Klaviyo, enhancing customer engagement metrics by 12%, from 7% to 19%
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• Analyzed 10+ website performance metrics, conducting competitor analysis in Excel with SUMIF function, which advocated for UX enhancements, and led UX strategy redesign with cross-functional teams, culminating in a 13% improvement in website conversion rates, from 7% to 20%
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• Managed website content through Shopify, publishing 20+ blog posts to maintain brand consistency and relevancy, which contributed to the comprehensive content strategy that supported an uplift in user engagement and conversion metrics
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Feb 2024 - Present
CERTIFICATIONS
Google Analytics Certification
Google Ads Search Certification
Search Ads 360 Certification
Hootsuite Platform Certification
Tableau Essential Training
Programmatic Advertising Foundations
Excel Essentials for Data Analytics
Intermediate SQL
SKILLS & EXPERTISE
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Digital Marketing (Facebook Ads, Hootsuite, HubSpot)
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SEO (Moz, SEMRush, Ahrefs, Screaming Frog, Google Keyword Planner)
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Marketing Analytics (Advanced Excel, Tableau, SQL, RapidMiner)
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Paid Search (Search Ads 360, Google Ads, GA4, Google Search Console)
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UX Design (Adobe After Effects, Figma)
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Website Design & Development (Shopify, WordPress)