Digital Marketing

Xin Lu

******@***.*** 603-***-**** LinkedIn: https://linkedin.com/in/xin-lucas-lu/

PROFESSIONAL EXPERIENCE

Never Ending Cycle Personal travel blog Remote

SEO & Email Marketing Analyst July 2020 - Present

Developed a 3-month plan to drive traffic to the blog, including creating keyword lists for 5 pages, integrating keywords into content, and measuring keyword performance based on metrics

Conducted monthly site audits through SEMrush to evaluate keywords’ effectiveness and find optimization opportunities

Discovered 21 keywords based on a combination of search volumes and competition on Google Keyword Planner and related & rising queries and seasonality on Google Trends; added keywords to 5 pages and meta titles & descriptions

Measured keyword performance based on the numbers and duration of sessions and bounce rates on Google Analytics

Distributed surveys regarding newsletter content ideas and collected 48 responses in one week; based on the survey results, determined 16 potential ideas and drafted 2 newsletters on Mailchimp Elsevier Global publishing and information analytics company New York, NY B2B Customer Marketing Assistant (Contract) Feb - Aug 2020

Built Tableau dashboards to report on the target customers’ usage data of free resources and presented leads’ performance in front of the Sales team

Compiled customer data from multiple sources using Excel and Salesforce and built full customer profiles on Salesforce

Created 3 reports on post-event survey results and provided customers’ feedback to the Event Planning team FCB Global advertising agency network owned by IPG New York, NY Marketing Campaign Planning Practicum (View Project) Jan - May 2020 Client: AB InBev

Developed and presented an omni-channel marketing campaign proposal to drive the awareness of AB InBev’s RITAS margarita, including Facebook and Instagram ads, a video ad, and an event partnership with NYC Pride

Researched and analyzed the industry and market segments; conducted audience analysis and segmented re-targeting audiences based on demographic and geographic data on Hitwise, Simmons, and Mintel

Conducted competitive analysis to determine competitors’ strengths and weaknesses relative to RITAS Sadden Brothers Winery Boutique distillery New York, NY SEO & Paid Search Intern (View Project) Sept - Dec 2019

Developed a 17-page plan entailing how to use SEO & SEM to drive online sales for Sadden’s brandy

Discovered 5 SEO keywords based on a combination of search volumes and competition on Google Keyword Planner and page and domain authority from Moz

Used SEO keywords to draft a blog post including recipes for brandy cocktails and an introduction of Sadden’s brandy

Discovered 2 SEM keywords based on a combination of commercial intent, search volumes, competition, and CPCs from Google Keyword Planner; drafted 4 ad copies using keywords

Ran an SEM campaign on the post with $100, monitored performance, and retained keywords that generated high CTRs

In 2 weeks, achieved a 5.7% CTR for the post which beat the benchmark by 137% Emma Worldwide Marketing agency serving clients globally New York, NY Social Media Strategy Intern (View Project) Jun - Aug 2019 Client: China Southern Airlines

Analyzed client’s Instagram and Facebook engagement data on Agorapulse and compiled monthly and quarterly reports

Developed and executed strategies related to content themes, posting schedules, and KPI setting, increasing Instagram followers by 4% and total engagement by 14% in one month

Planned promotions for Instagram posts with high engagements and determined target audience for those promotions SKILLS

Business Intelligence: Excel (PivotTables, VLOOKUP); Tableau (basic); SPSS (basic) SEO/ PPC: Google Analytics; Google Ads; Google Keyword Planner; Search Console; SEMrush; Moz; Ubersuggest Digital Marketing: Facebook Ads (basic); Hootsuite; Instagram; Twitter; WordPress; Mailchimp; Salesforce; Qualtrics EDUCATION

New York University

M.S. in Integrated Marketing, Concentration in Digital & Analytics; GPA: 3.87 Expected December 2020 Boston College

B.A. in Communication, Coursework in Graphic Design & Film May 2018

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