Graduate with a strong foundation in marketing and human resources, experienced in academic research, digital content creation, and practical applications in dynamic environments. Certified by LVMH and proficient in English, with IELTS 6.5 (Writing: 7). Proven ability to develop and execute marketing strategies, with a focus on consumer engagement and data-driven decision-making. Seeking a marketing position within the FMCG or internet industry to leverage my skills in digital marketing, campaign management, and consumer behavior analysis.
Yue Yu(Yumi)
Graduates
Summary
Education
University of Sydney, Australia, Sydney
Marketing - Master of Commerce
2023 - 2024
Key Projects:
Marketing Capstone Project: Developed a promotional strategy and video campaign for OzHarvest, which earned commendation and additional credit from course organizers.
York University, Canada, Toronto
Human Resources Management - Bachelor of Human Resources Management with Honour
2018 - 2022
Work Experience
Meimeiyugong Information Technology Co., Ltd., Shanghai
E-commerce Operation Position
November 2023 - January 2024
· Data Analysis: Used SPSS for in-depth analysis of e-commerce performance, identifying key trends and metrics. Developed targeted marketing campaigns that boosted conversion rates by 3%.
· Marketing Strategy: Identified issues with previous marketing strategies and promotional platforms. Analyzed historical sales data and competitor activities to address unclear objectives and ineffective platforms. Redesigned promotional strategies to better align with post-pandemic online purchasing behaviors and optimized platform selection, resulting in improved campaign performance.
· TikTok Channel: Led the launch of the brand’s TikTok live streaming channel. Utilized social media analytics to plan visual content and select effective KOC and KOL partners, increasing channel engagement by 25%.
Cooper Vision, Shanghai
Customer Support - Shopping Festival Event
June 2023 - July 2023
• KOL Collaboration: Strategically partnered with Key Opinion Leaders (KOLs) to design and execute promotional campaigns. Utilized market analysis tools to optimize campaign elements, resulting in a 8% increase in online sales.
• Follower Growth: Implemented real-time engagement strategies on WeChat, tracking follower growth using analytics. Achieved a 2,000+ increase in followers within three days through effective consumer engagement and interactive content.
• Feedback Integration: Analyzed customer feedback with survey tools to refine marketing tactics, improving campaign effectiveness and customer satisfaction.
DIGITAL MARKETING EXPERIENCE
Personal Social Media Account Management
September 2020 - December 2022
• Operate an astrology-focused account with over 3,000 followers, using content marketing and community engagement strategies.
• Grew a cross-platform audience to over 20,000 followers, applying analytics to optimize content and increase follower engagement.
Fairmont Peace Hotel, Shanghai
Receptionist
July 2019 - August 2019
• Managed guest inquiries and ensured high-quality customer service.
Projects
Research Project: Organizational Behavior in Chinese Enterprises-October 2022 - December 2022
The Hong Kong University of Science and Technology, Hong Kong
• Conducted an in-depth analysis of Starbucks’ strategies in China, utilizing SWOT analysis and organizational behavior theory to propose solutions for improving corporate culture, team learning, and employee incentives.
• Published research findings in a peer-reviewed journal, earning an A grade and providing actionable insights for transnational corporations to optimize organizational models in the Chinese market.
Skills
Software
Excel, SPSS, PowerPoint, Social Media Management
Digital Marketing
Digital Marketing Strategy, LVMH Certificate in Luxury Brand Management and Marketing Strategies
Language Proficiency
IELTS Overall 6.5 (Writing 7), Multilingual (English, Mandarin, Cantonese)
Soft Skills
Teamwork, Negotiation, Analysis