Sales Digital Marketing

LICY WANG

https://www.linkedin.com/in/licywenwang/ • 949-***-**** • ******@***.***

2017.07 - 2018.07 Master of Science in Business Analytics University of California Irvine, Irvine, CA

Admission Scholarship Winner, Student Mentor

2011.09 - 2015.07 Bachelor in International Business and Event Management (Sino-German Dual Program) Shanghai University of International Business and Economics (SUIBE) & Hochschule Osnabrueck No.1 GPA (3.9/4.0), Exchange student to Germany, National Scholarship, DAAD Scholarship, Outstanding Graduate Award 2018.05 - 2018.07 Product Analyst Intern

MENTORX, Irvine, CA

Optimized product portfolios to cover a full spectrum of segmented customers by merging two similar categories and developing a new one after qualitative and quantitative research Reorganized web page logic and visual elements, and revised content to decrease negative user friction by analyzing web traffic data and user behavior preferences

2016.11 - 2017.07 Business Analyst

KINGPOINT CONSULTING & INVESTMENT (China Headquarters), Shanghai, China Fully in charge of planning a mortgage transaction website from scratch for DZB Internet startup team Researched internal company strategy and external trend and compliance to accurate website product positioning Collected, analyzed and prioritized business and technical requirements, clarified workflow and page logic in Visio, designed database schema in MySQL, drew prototype on Axure and led SDLC Agile development Performed focus group interviews and A/B Testing for user experience enhancement in the pilot test period Developed performance metrics and analyzed data collected to generate tracking reports and to guide website iteration 2015.08 - 2016.09 Marketing and Product Specialist TRIUMPH INTERNATIONAL (China Headquarters), Shanghai, China Responsible for branding and managing Triumph product lines (over 60% sales of the whole group in China) Highly contributed to advancement in digital marketing (6% PV increase) and e-commerce channel (1% sales growth) by optimizing page layout and introducing product bundle based on basket analysis Served as the key analyst, using SQL, EXCEL, R and Tableau to extract, consolidate, analyze and visualize sales data from multiple sources (Oracle, POS tracking ]and inner reports) to prepare sales dashboards and revenue reports Built dynamic forecasting models in EXCEL for order management and price adjustment Managed product lifecycles, including generating seasonal input from research, coordinating production, distribution, visual plan and training, and adjusting promotion strategies based on 3-month SKU sales performance 2014.12 - 2015.04 Marketing Intern

GENERAL MILLS (China Headquarters), Shanghai, China Responsible for marketing work in Wan Chai Ferry Team Idealized new product line Vege-Plus by conducting qualitative market research and suggested four flavors by analyzing data collected from tasting experiments

Consolidated and analyzed sales data in comparison with the sales performance of similar SKUs from competitors, identified opportunities and gaps and made recommendations to 4 sales regions on a weekly basis. Led cross-department digital marketing campaigns such as the 2015 Chinese-New-Year project on YiHaoDian 2018.02 - 2018.05 Experian Predictive Modeling Capstone Project, Student Analyst Experian data science team supposed that there remains room for improving the existing bankruptcy prediction model. On the encrypted sample data of 400 variables and over 1M records provided by Experian, we used machine learning techniques (lasso regression model, etc) in Python, trying to outperform the existing model. 2017.10 - 2017.12 Coca-Cola Meal Plan Optimization Project, Student Analyst The project focused on augmenting the sales performance of Coca-Cola in meal plans at grocery stores. As student researchers, we conducted desktop and field research, developed metrics, segmented customers and visualized traffic patterns based on sample data collected to finally present recommendations such as offering breakfast and bundling. 2012.09 - 2013.06 Marketing Campaign for Students' Motivational Center of SUIBE, Branding Manager As a sophomore student, I managed a team with 11 student employees. In 2 semesters, we successfully organized 3 offline branding campaigns and acquired over 600 followers in a delicately designed digital marketing campaign. EXCEL (VBA), SQL(database), Tableau, R, Mode Analytics, Python, Hadoop, Hive, SPSS, Alteryx, SAS, Visio, Axure, AWS, Google Analytics Education

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