Social Media Digital Marketing
Resume:
WENHUI (WESLEY) ZHANG
******.*****@*****.*********.*** 585-***-**** www.linkedin.com/in/wenhui-zhang-we
EDUCATION
SIMON BUSINESS SCHOOL, University of Rochester – Rochester, NY December 2019 Master of Science in Marketing Analytics (STEM-Certified) GPA: 3.7 Available for full-time position from June Dean’s List; Whitney Fellow
Core Courses: Marketing Research Using R, Marketing Analytics Using R, Social Media Analytics, Digital Marketing Strategy
KEAN UNIVERSITY – Union, NJ May 2018
Bachelor of Science in Global Business GPA: 3.9
Dean’s Scholarship; Summa cum Laude; Phi Kappa Phi Honor Society; Sigma Beta Delta Honor Society
WORK EXPERIENCE
WARNER SCHOOL OF EDUCATION, University of Rochester – Rochester, NY Alumni Database Analyst, Part-Time Dec. 2018 – Present
• Analyzed 5000+ alumni from the university database with MySQL and Excel PivotTable, determined their patterns based on demographics, educations, and employment, and created 150+ prospect reports for target people.
• Conducted competitive landscape analysis by comparing alumni relation programs and social media performance of 62 top universities in North America, creating two new events to increase alumni engagement.
DEAN’S OFFICE, Kean University – Union, NJ
Data Analyst, Part-Time May 2017 – Jan. 2018
• Forecasted demands and proposed student recruitment strategies for Kean University by researching enrollments, cities, average incomes, and diversity of 50 high schools in New Jersey, increasing applicants of target schools by 23%.
• Utilized Excel PivotTable, VLOOKUP, and advanced formulas to evaluate professors’ performance, calculate grades, and maintain mail and advisement list, leading to a 25% increase in efficiency.
• Reached 100% satisfaction by collaborating with co-workers and assisting 50+ students weekly in various situations.
ZRG PARTNERS – Rochelle Park, NJ
Market Research Intern – Team Leader May 2017 – July 2017
• Investigated 200+ automotive companies to determine industrial manufacturing clusters for targeted markets and presented proposed market segments to Executive Management for implementation.
• Led a team of five to create a 15-page report of the automotive industry in Eastern Europe, identified industry trends of the market, and discovered 23 new opportunities for ZRG Partners.
PROJECT EXPERIENCE
GREATER ROCHESTER CHAMBER OF COMMERCE – Market Analyst
• Evaluated 18 industries in Rochester area with member and census data to assess impacts of industry type and company size on penetration rates and churn rates with regression analysis (logit and MARS model) in R and visualized results with Tableau.
• Conducted competitor analysis to access areas of opportunity and presented outreach strategies (traditional marketing channels and paid search) for target industries to increase brand awareness.
NEXTCORPS – Digital Marketing Strategist
• Proposed SEO and A/B testing strategies by keywords mappings and website audit based on user-centered design rules.
• Improved digital marketing strategy by conducting touchpoint analysis and revealing potential gaps in customer journeys.
• Analyzed customer conversion patterns and examined social media performance with Google Analytics to provide promotion approaches on different channels.
WEGMANS – Marketing Analyst
• Combined 1000+ Greek yogurt survey data with sales data with MySQL, identified customer segmentation with K-means cluster analysis, and determined segment attributes with linear regression model in R.
• Visualized survey results in Tableau with research focuses on flavors, brands, and price and created dashboard to improve Wegmans’ new product launching strategies.
ASSETS & INTERESTS
Analytical Skills: MySQL; Tableau; R Programming; SPSS; Google Analytics; Microsoft Office Suite.
Volunteer: Rochester - East Avenue Grocery Run; Community FoodBank of New Jersey; Adopt-A-Park.
Interest and Hobbies: Traveling (Visited 12 states in the United States, 8 provinces in China, South Korea, and Cambodia), cooking, and hiking.
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