Marketing

Lan (Claudia) Wu

adjrnm@r.postjobfree.com +1-510-***-**** California

EDUCATION BACKGROUND

UC Berkeley, Haas School of Business, Berkeley Haas Global Access Program CA 2020/01-2020/12

·Honors: Defining Principles Scholarship (4 applicants only); Global Ambassador

·Related courses: High Technology Marketing Management, The Business of AI, FinTech, Blockchain, Negotiation Capital University of Economics and Business, Bachelor of Business Administration Beijing 2016/09-2020/01

·Average score: 93.76/100; GPA: 3.94/4; Rank: 1/28

·Honors: Chinese National Scholarship; Merit Student of Beijing; Excellent Scholarship of Beijing; Outstanding Graduate Student of Beijing; Mitsubishi Tokyo Bank Scholarship; Chancellor Scholarship; Dean Medal; First Class Study Scholarship; First Class Research Scholarship; First Class Alumni Scholarship, etc.

·Awards: National Second Prize in Global Management Challenge; National Second Prize in Enterprise Simulation Competition; National Silver Prize in Hotel Management Competition; National Third Prize in Negotiation Competition, etc. Master’s degree offers: Duke University; New York University; Edinburgh University; Sydney University PROFESSIONAL EXPERIENCE

Harmony Plus, Social Media Intern CA 2020/09-2020/12

·Promoted online courses on multiple platforms (YouTube, LinkedIn, Facebook, WeChat); Gained over 1000+ target audience. 36Kr, PE/VC Industry Research Intern Remote 2020/06-2020/08

·Conducted in-depth consumer goods industry researches and published several articles on leading vertical media in China. Nielsen, Digital Ad Rating Team & Media Customized Research Team, Intern Beijing 2019/09-2020/01

·Built an evaluation model for the ad campaigns of China’s two largest telecom companies by analyzing more than 30 comprehensive metrics, including unique reach, age and geographic penetration, and return on investment.

·Optimized Huawei’s subway advertising strategy by conducting a dynamic survey on brand perception and ad recall based on Nielsen’s media database; provided suggestions on future media channels and creative choices. Tencent, Cloud and Smart Industries Group, Marketing Intern Remote 2019/07-2019/08

·Promoted an online education guidance program by analyzing the pain points of high school students; reached more than two thousand potential users and achieved a 35% conversion rate through community operations on social platforms. Ernst & Young, Financial Services Office, Marketing Analytics Intern Beijing 2019/06-2019/10

·Engaged in 5 of EY’s financial industry white papers: Global FinTech Adoption Index, Listed banks in China: 2018 review and outlook, and others; published more than 20 insight articles through EY’s social media network.

·Executed an integrated marketing campaign for EY’s 2019 Finance, Risk and Actuarial Changes Forum. Ogilvy Public Relations Worldwide, Public Relations Intern Beijing 2017/11-2018/02

·Built a content marketing plan from scratch for a leading kitchen appliance brand in China; composed 30+ influential news releases covering 8 national events on multiple information channels.

·Designed integrated marketing plans for the 2017 B2B Procurement Exhibition; Successfully encouraged 200+ real estate developers, 80+ building material suppliers, and 500+ related experts to attend the event. RESEARCH EXPERIENCE

China Consumer Data Research Institute, Member Beijing 2019/05-2020/01

·Studied Chinese private brands: lead 10+ retailer focus groups and monitor five competitor benchmarks to analyze market potential; designed a retailer survey and analyze its data using SPSS and Python to develop a growth strategy.

·Finished the white paper and present in 2019 National Private Brands Conference to over 2,000 retailing leaders. Research on Family Consumption, Peking University, Member Beijing 2019/08-2019/10 Research Papers

·The Moderating Role of Environmental Uncertainty in the Relationship between Boardroom Human Capital and the International Performance of SMEs; received the Beijing Excellent Graduation Thesis award.

·Research Trends and Frontiers on Immigrant Entrepreneurship: Bibliometric Analysis Based on SSCI Papers LEADERSHIP ACTIVITIES

AIESEC, National Youth Marketing Manager & National Partnership Delivery Director Beijing 2017/09-2019/01

·Publicized PwC’s You Plus Anchor program, obtaining 30k+ page views; compiled business plans with 5 companies. Entrepreneurial Team, Marketing Manager Beijing 2019/06-Present

·Set up a photographing platform connecting 190+ shutterbugs and 500+ college students; won the Third Prize in China

“Internet+” Innovation and Entrepreneurship Competition of Beijing. LANGUAGES & SKILLS

· Languages: Chinese (native), English (proficient, IELTS:7 scores)

· Technical: Microsoft Office Suite (NCRE Level-2); Google Doc tool suite; Adobe Suite; Python, SPSS, STATA, EViews

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