Social Media Marketing

Shuyun Zhang

Phone: 973-***-**** *** Tasman Dr, Sunnyvale CA 94089

https://www.linkedin.com/in/shuyun-zhang-b8765116b/ E-mail: ******.*****@*******.***.*** Education

University of Maryland, Robert H. Smith School of Business College Park, MD, US

● Master of Science, Marketing Analytics, GPA: 3.73/4.00 Aug 2018 – Dec 2019

● Customer Analysis, Data Science, Digital Analytics, Marketing Research University of Sheffield, Management School Sheffield, UK

● Dual degree, Bachelor of Arts, Business Management, 2:1 honors Sep 2016 – Jun 2018

● Business Strategy, Integrated Marketing Communication, Business Intelligence University of Shanghai for Science and Technology, Sino-British College Shanghai, China

● Dual degree, Bachelor of Management, Business Management, GPA: 3.50/4.50 Sep 2014 – Jun 2018

● Chinese National Scholarship of 2017

Technical Skills

● Programming languages: SQL, R, Python

● Data processing tools: SAS, Tableau, SPSS, Glimmix, Unica

● Proficiency: data visualization, data modeling, machine learning, digital marketing, marketing research, data mining, Google Analytics, Google Ads

Work Experience

AARP Washington DC, US.

Marketing Services and Analysis Intern Jun 2019 – Aug 2019

● Imported employer pledger data and 200k prospect employee scores from raw Excel to Tableau, merged them in Tableau and visualized as a dual-axis heatmap at zipcode granularity, helping the internal client examine current and potential employer singers of AARP non-discrimination pledge.

● Created and analyzed webinar registrant profiles based on audience segmentation by topics using statistical indices in Excel, and made recommendations for future marketing campaign design and targeting for clients.

● Automated the dashboard of marketing campaign results and model performance using Unica and Vlookup. The team no longer need to manually log in 1k+ data points, saving 80% of their monthly reporting time. Pentair Water Purification Company Shanghai, China Marketing Intern Jun 2018 – Aug 2018

● Planned the content and managed the official social media account (WeChat), resulting in a 3x increase in total numbers of promotion articles and 2x increase in numbers of reading of each article.

● Analyzed customer data and WeChat follower data using Excel and gained insights of potential improvement of the account to increase brand awareness, e.g. the most effective contents for promotion articles.

● Managed official website by writing articles; examined wording of advertising to avoid legal issues successfully. Selected Projects

Online Shopping Big Data Analysis Jan 2019 – Mar 2019 Group Project

● Wrote and presented a report in a group of six to quantify consumers' characteristics on purchase, and predicted the purchase revenue of some given perspective customers.

● Used Python and R to extract 500k JSON-format session data from excel, and aggregated them to customer level.

● Trained a logistic regression model and a linear regression model to classify and fit customers' purchase behavior, analyzed their purchase incidence pattern from the model coefficients, and made predictions on unknown customers.

● Visualized results using Tableau and excel by creating diagrams and maps. Google Paid Search Keyword Analysis Nov 2019

Group Project

● Optimized net revenue of a paid search campaign for a virtual client utilizing Google Keyword Planner (part of Google Ads) by exploring the best performing potential keywords of the best performing ad group in a group of five.

● Used KPIs (e.g. ROA, CPA, etc.) in pivot table to analyze the performance of current campaign and identified the best performing ad group.

● Used Google Keyword Planner to explore new keywords within the selected ad group and adjusted bid amount to find out the best potential keyword and optimal bid amount that maximize net revenue by forecast. Leadership Experience

Smith Master Student Association, UMD Smith School of Business Ambassador and Vice President of External Relations Sep 2018 – Dec 2019

● Planned and Managed 20 events for 1k+ master students at a budget of $80,000 with 6 other board members.

● Led a team of 6 first year ambassadors to organize field trips and workshops.

● Supported master program office to keep and develop alumni relations by organizing webinars.

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