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About Me
Jiahui graduated from Michigan State University in the major of electrical engineering in May 2018, and after that pursued a major in marketing in Fordham University. He learned not only professional knowledge about traditional marketing, but also how to combine traditional marketing with big data, technology, and he believed it is trend of marketing in the future. He had done a marketing intern in company Statista, a marketing research database company and had a chance to work with company Discovery to help their increase engagement on Facebook and identify popular and greatest potential content genre. For his next role, he looks forward to mastering more skills in data analysis and digital economy and being the communication bridge between clients and tech team. I love to thrive with more challenges.
Education
FORDHAM UNIVERSITY, GABELLI SCHOOL OF BUSINESS
08/2018 - 08/2019
MS, Marketing Intelligence
Relevant Coursework: Digital Marketing Analytics, Data-Driven Marketing Decision, Marketing Analytics, Customer-Driven Marketing, Applied CRM, Survey & Questionnaire Design, Consumer Behavior
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MICHIGAN STATE UNIVERSITY
08/2013 - 05/2018
BS, Electrical Engineering
Relevant Coursework: College Algebra, Computer Aided Manufacturing, Differential Equations, Programming in C, Multivariable Calculus, Calculus I&II, Engineering Modeling, Control Systems
Experience
Digital Crew: Digital Marketing Specialist
August 2019 - January 2020
Developed and managed multi-platform advertising campaign for clients. Defined and developed accurate metrics to promotional campaigns in order to analyze performance of campaigns
Content management: Collaborated with production team on copywriting and visual content to be posted on social media
Email marketing: Used Mailchimp to build and launched newsletter, while outperforming competition in engagement metrics
Influencer marketing: Reached out to and communicated with influencers. Identified opportunities and developed actionable plans for clients
Account management: Engaged, negotiated, and communicated with clients. Analyzed clients’ business requirements and feedback and translated them into tangible deliverables to make sure alignment of production team. Maintained good relationships with accounts
Project management: Supervised the progress of projects and ensure tasks were finished on time and met expectations
Reporting: Conducted monthly reports to get insights into performance of each campaign and make feasible recommendations to improve, as well as presenting the valuable insights to clients
Statista: Marketing Intern
March 2019 - June 2019
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
DIscovery: Applied Project
June 2019 - July 2019
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
Digital Marketing Analytics Project
Spring 2019
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
Data-Driven Marketing Decision Project
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
Certifications
