Experience

Experience: Projects

Digital Crew: Digital Marketing Specialist

Build websites, set up Google Analytics, goals
Setup WeChat account, WeChat ads. Come up with proper creative direction of content to post on WeChat
Account management: communicate with clients, understand their needs and feedback, and maintain relationships with clients
Project management: supervise the progress of projects and assure tasks are finished on time
Influencer marketing: reach out and communicate with influencers. Come up with proper solutions that meet KPIs
Email marketing: Use Mailchimp to build newsletter, test it and launch on a proper day and time.
Reporting: Generate detailed reports to help clients get insights into each campaign and make feasible recommendations to improve campaign performance

Help Marketing team do company research to analyze potential clients in Canada and find contacts to help build direct connection with directors, managers and C-level executives
Collaborated with the Sales, Marketing and Content departments and support campaigns with design solutions
Devised solutions to organize and manage data in Excel and generated reports to supervisor

Lead a team of 7 to conduct data analysis and secondary research. Designed initiative to solve DISCOVERY’s problems on how to boost user engagement and create competitive original social media content.
Planned and coordinated weekly meeting to understand DISCOVERY’s latest needs and reported progress of project
Utilized SQL to select and filter data out from dataset with records for 100,000 most popular videos on social media platforms (YouTube, Instagram, Facebook, etc.). Then used Ascribe Intelligence to find out 20 most valuable keywords on video titles
Used Excel to draw trendline for these keywords to see engagements over last 18 months. Finally, gave out recommendations for DISCOVERY to create original content in those categories to attract more audience to engage on Facebook
Constructed SAS code to build new key metrics in dataset to measure user engagement trend. The dataset had 6,000 records and recorded performance of each post on Facebook for DISCOVERY
Constructed SAS code to run regression analysis and give out recommendations on video length, posting time, what emotional elements should video include and so on to increase user engagement

Analyzed various Google Analytics reports (Audience, Acquisition, Behavior, and Conversions) to address decisions for top management, marketing manager, product manager, and web manager
Compared and contrasted various attribution model (first interaction, last interaction, linear interaction) and evaluated most appropriate model for business
Developed and updated a blog on Blogger
Executed an AdWords campaign using 100+ keywords
Improved Average Quality Score and reach a highest Click-through-Rate of 4.65% for one of Ad groups

Led a team of 3 to conduct background research and SWOT analysis to identify problem IKEA facing
Ran SPSS to aggregate raw transactional data file to form customer records. The data comprised over 226,000 transactional records, reflecting over 137,000 orders from 100,000 customers
Conducted a hybrid of Hierarchical and K-Means Cluster Analysis using SPSS and identified meaningful segments of customers through a discovery approach
Presented detail of characteristics of each segment and designed out 3 customized marketing strategies
Ran SPSS to do Multiple Linear Regression to develop predictive models for future customer behavior, predicting 36% of variation in profit
Proposed managerial recommendation regarding how to target each group with appropriate marketing offering

"The best way to predict the future is to create it"

Experience: Quote