COLIN (PENGYU) CHEN
Robert H. Smith School of Business, University of Maryland, College Park, MD May 2017 Master of Science in Marketing Analytics
Technical: R, SQL, SAS, Google Analytics, Google AdWords, Tableau, Python, SPSS, Salesforce, WordPress, Excel
Languages: English, Mandarin Chinese(native), Japanese (basic) Henan University of Technology, Henan, China July 2016 Bachelor of Arts in English Minor in Finance
Received Academic Scholarship, 2014
Sports Association President and soccer team captain of the School of Foreign Languages 2013-2015 EXPERIENCE
Care Systems, Washington D.C. Metro Area, USA Aug 2017-Now Marketing Analyst
Analyzed industry data via R and Tableau, built predictive models, and proposed marketing segmentation, targeting and positioning strategy; designed branding process, conducted market research, and ran customer and product analysis.
Managed database in Microsoft SQL Server, applied Salesforce to retain customer relationship and develop new business, participated in new product development and testing, and reported to CEO and COO about all marketing related work.
Led a team of eight people to execute digital marketing strategy including website optimization, search engine marketing (SEO & PPC), email marketing (HubSpot), and social media marketing (Facebook & LinkedIn); designed new website, managed content via WordPress, tracked website performance by Google Analytics, increasing the traffic on the website by more than 200% and customers by 27%.
Held presentations to potential customers, led a group of 5 people to attend conference events such as ANCC, and managed international business development project, identified more than 50 prospects. English Radio Station of Henan University of Technology, Zhengzhou, China Sept 2013-July 2016 Project Director (on-campus part-time job)
Established the English radio station in Henan University of Technology and produced several shows including Daily News, English Tips, and Festival Specials, attracting more than 2000 regular listeners.
Conducted market research and analyzed feedback from 1000 regular listeners via R and Tableau, and targeted market segments accurately, increasing listeners’ satisfaction by 37%.
Planned integrated marketing strategies featuring social media advertising on WeChat, Weibo, and Baidu Tieba, reaching more than 8000 potential audience.
Zero Dance Studio, Shiyan, China June 2014-Sept 2014 Marketing Analyst Intern (summer intern)
Launched creative marketing strategies and managed digital marketing campaigns, resulting in 32% increase in customers and 43% in revenue in one month.
Conducted market research and analyzed the data of more than 700 customers using R and Excel to identify target customers and conducted digital marketing campaigns focusing on search engine, social media, and email marketing.
Communicated with more than 1000 potential customers, turning 57% of them into customers. Hansoh Pharmaceutical, Shiyan, China June 2013-Sept 2013 Marketing Research Analyst Intern (summer intern)
Conducted market research to identify target customers and collaborated to organize promotion conferences in three top hospitals in Shiyan, increasing revenue by 21% compared to last year. PROJECTS
Robert H. Smith School of Business, University of Maryland, College Park, MD Aug 2016-May 2017
Advanced Marketing Analytics Projects: Built models in R, SAS, Python, SPSS and GLIMMIX and visualized them via Tableau and Excel to analyze advertising effect, new market entry strategy, new product development, or promotion effect for L'Oréal, Whole Foods, Philips, and Tide; determined optimal retail price for Tropicana orange juice.
Marketing Strategy and Forecasting Projects: Led a group of five people to do strategic marketing plan for Beats Electronics’ segmentation, targeting, positioning, and branding; forecasted performance of products in different categories by fitting forecasting models.
Customer Equity Management and Web Analytics Projects: Calculated lifetime value, retention rate, and churn rate of customer for Cell2Cell; analyzed social media by NodeXL; analyzed Netflix’s recommendation system.