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EDUCATIONNorthwestern University Evanston, ILMaster of Science in Integrated Marketing Communications, Majored in Branding & Analytics Street Address /2023 - 12/2024Cumulative GPA: 3.Street Address /4.00Relevant Coursework: Consumer Insight, Social Network, Consumer Value Innovation, Marketing Metrics, Data Management and Visualization (SQL & R), Marketing Strategy, Brand Management, Data Science, Market Research Chinese University of Hong Kong Hong Kong SARBachelor of Business Administration, Majored in Marketing & Business Analytics Street Address /2018 - 07/2023Major GPA: 3.68/4.00 (Top 15%)Honors: First Class Honor of Graduation Degree (Top 15%), Honors at Entrance (Top 10%)Relevant Coursework: Digital Marketing, Consumer Behaviour, Strategic Marketing, Statistical Analysis PROFESSIONAL EXPERIENCEQIAGEN Healthcare Technology Company Germantown, MD Digital Marketing Intern (Content Creation & Social Media Track) 06/2024 - 08/2024Employed Sprinklr for daily marketing campaign posts and user engagement on LinkedIn and Facebook, resulting in a 40% increase in engagement and a 25% rise in followersExecuted 2 global and 3 regional (EU and North America) marketing campaigns like webinars and social media polls on LinkedIn and company websites, boosting product visibility to B2B customers by 120%Analyzed 2,000+ metrics (CPC, CLV, ROI) from Salesforce to develop targeted messaging and content, increasing awareness by 150% and product adoption by 30%Leveraged Tableau for data visualization and storytelling to inform marketing strategies during client meetings The Volunteer Center Community-based Non-Profit Organization Winnetka, IL Digital Marketing Analyst Intern (Web-analytics & SEO/SEM Team) 03/2024 - 06/2024Enhanced 10+ SEO and SEM keyword optimization using Semrush and Google AdWords, boosting search rankings and increasing views by 10,000+Analyzed 15,000 user behavior data points with Google Analytics 4, identifying key customer segments for retargeting that increased click-through rates (CTR) and customer lifetime value (CLV) by 50%Conducted 5 A/B testing and updated corresponding sections on Google Analytics and Google Ads dashboards LOral China Consumer Beauty Products Company Shanghai, China Customer Relationship Management (CRM) Intern 12/2022-06/2023Designed and launched three targeted seasonal promotion campaigns on Shopify, incorporating seasonal offers and loyalty rewards, resulting in a 25% increase in customer retention rateAnalyzed a total of 2M customer data points with Python and PowerBI to segment key demographics and behaviors, then executed 20+ weekly personalized email campaigns through Mailchimp, boosting average order value by 20%Designed a marketing automation plan through Salesforce for annual e-commercial sales, resulting in over 6,000 new brand members for Krastase and LOral, while reducing Customer Acquisition Cost (CAC) by 20% PROJECT EXPERIENCESemantic Network Analysis Project for LEGO Brand Analyst 03/2024-06/2024Analyzed 200,000 online data points through semantic network analysis using WORDij and Gephi to identify key sentiment trends and emotional associations on LEGOs websitesUtilized data filtering and visualization techniques to analyze over 100,000+ consumer perceptions, enabling customer segmentation and informing targeted marketing strategies to enhance turnover rates throughout the customer journey Air France Branded Campaign Evaluation Project Marketing Consultant 09/2023-12/2023Extracted 30+ Air France campaigns and 120,000+ consumer behavior logs across Google, Instagram, and Facebook by country using SQL and visualized key metrics like CPC, ROI, and booking rates through Power BI and LookerIdentified the top three high-performing strategies and developed actionable tactics to enhance visibility and conversion rates of current Google campaigns in the US market SKILLS& INTERESTSTechnical: R, Python, SQL, Tableau, Power BI, Looker, SPSS, Stata, Gephi, Qualtrics, Advance Exce, Photoshop Marketing Expertise: Google Analytics, Google Ads, LinkedIn Ads, Shopify, HubSpot, MailChimp, SEMRrush, Sprinklr, Salesforce, MarketoLanguages: Fluent in English, Native in Chinese Mandarin, and Intermediate in Chinese Cantonese Interests: Volleyball (Regional Top Ranked Player), Squash, Hiking, Baking (Proficient in 20+ recipes) Hongyi (Joyce) Jiang(PHONE NUMBER AVAILABLE EMAIL AVAILABLE Evanston, IL, 60201 (Open to Relocate)