Social Media Marketing

Yawen “Mia” Gan

*****.***@*.************.*** • www.linkedin.com/in/yawengan • 312-***-****

Digital Marketing Social Media Analytics Business Analytics EDUCATION

• Northwestern University, Graduated December 2016

• Master of Science, Integrated Marketing Communications (IMC), specialize in Digital Marketing and Analytics, GPA:3.8/4.0

• Course highlights: Technology and Innovation, Media Economics and Technology, Digital Marketing Analytics, Advanced Marketing Modeling, Segmentation and Lifetime Value, Digital, Social and Mobile Marketing, Consumer Insights, Social Media, Marketing Management

• Global Brand Management Program in London: Developed strong foundation in the commercial, social, financial and legal issues around global brands September-October 2016 Sun Yat-sen University, Business School, Graduated June 2015

• Bachelor of Science in Business Administration GPA:3.8/4.0

• Exchange program in Catholic University of Eichstätt-Ingolstadt, Germany, GPA:3.9/4.0 October 2013- February 2014 PROFESSIONAL EXPERIENCE

Starcom Mediavest Group, Data Analyst Intern June 2016-August 2016

• Built a new digital brand health measurement model for The North Face and improved the accuracy of measuring and predicting digital content consumption and audience engagement 150%.

• Conducted comprehensive digital analytics on three years of social conversations and search data, examined 200 content pieces and identified 20+ metrics for digital brand health based on Facebook Insights, YouTube Analytics and Twitter API.

• Applied Tableau and other data visualization tools to storytelling and strategic insights communications. Ipsos, Quantitative marketing Research Intern November 2014-December 2014

• Conducted quantitative researches on customer experience, satisfaction and loyalty for five largest real estate companies.

• Tested and improved surveys that cover more than 20 cities. Monitored the execution of 50 researchers. Reviewed and generated consumer insights from 100 research videos and led to 80% increase of customer satisfaction. Anheuser-Busch InBev, Planning and Performance Management Intern January 2015-April 2015

• Consolidated and analyzed three years of sales data for eight cities, evaluated sales performance and prepared annual budget which contributed to the 10% sales increase in 2015.

• Responsible for new arrivals pricing, feasibility analysis and price adjustments of ten brands and more than 30 products. PROJECTS

VSCO, Mobile User Experience Research Tableau/R/Excel/ PowerPoint September 2016-December 2016

• Delivered onsite recommendations to optimize Vsco product, drive community growth and improve overall user experience.

• Collaborated with a team of four to design and implement qualitative and quantitative research for 30 million VSCO users.

• Conducted 3 in-depth interviews over 270 minutes to understand needs and behavior traits of end users. Medill Facebook Page, Digital Marketing Analysis Project Tableau/R/Excel March 2016-June 2016

• Provided 20 pages of recommendation about increasing engagement, brand awareness and content attractiveness based on digital data analysis and led to 30% increase of Medill Facebook Page followers.

• Leveraged Tableau, Tegxedo and R to analyze three years of Facebook channel data and visualize results.

• Executed social listening audit and engagement text analysis to 400 data points and generated insights from sentiment, hashtags, influencers and keyword groups.

General Mills, Platform Engagement Analysis R/SAS March 2016-June 2016

• Identified engaged customers’ characteristics and consumption preferences and provided an integrated marketing campaign strategy to increase brand awareness and purchase propensity 15%.

• Restructured and analyzed more than six million customer data points to develop marketing strategy recommendations.

• Constructed and validated engagement prediction model by using the Multiple Linear Regression, Random Forest, Regression Tree, Spline Regression, Factor Analysis and Cluster Analysis models. Social Media Strategy Planning for Lydia Home Association (NGO) Social Mention Radian 6 February 2016- June 2016

• Developed specific SEO and A/B testing plan across multiply social media platforms for Lydia Home.

• Evaluated Lydia Home’s current social media performance, conducted content analysis, imposter analysis and platform strategy analysis to provide recommendations on social media strategy planning. Digital and Social Marketing Plan for MOOC Social Mention Radian 6 Klout September 2015- December 2015

• Designed a comprehensive digital marketing strategy based on digital planning, social media monitoring and A/B Testing

• Leveraged web analytics and social listening tools including Radian 6, Social Mention, Klout to track and analysis current audience of “Medill Digital MOOC” on Coursera.

SKILLS, ACTIVITIES AND INTERESTS

• Certification: Google Analytics Certificate, SAS Certified Advanced Programmer, Real-time advertising fundamental, SQL certificate from Stanford University

• Languages: Mandarin (native), Cantonese (native), English (fluent), German (Intermediate)

• Data Analytics Tools: SAS, SQL, R, SPSS, EXCEL (including pivot table & Vlookup), Tableau

• Digital Marketing: Google Analytics, A/B testing, SEO, SEM, Radian6, Social Mention, Kloud, Crimson Hexagon

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