Yiran Ma (Errina)

Email: adwcb0@r.postjobfree.com, Mobile: 408-***-****

Website: www.linkedin.com/in/errina-ma

EDUCATION

Georgetown University, Washington D.C., US Sep 2022 - Present Master of Arts and Science in Communication, Culture and Technology (CCT); Expected in May 2024 Relevant Coursework: Sentiment Analysis, Communication Theory and Framework The University of British Columbia (UBC), Vancouver, Canada Aug 2018 - May 2022 Bachelor of Commerce in Marketing; Expected in May 2022 Course Highlights: Introduction to Quantitative Decision Making, Marketing Analysis, Market Research, Applications of Statistics in Business, Logistics and Operations Management WORK EXPERIENCE

Lagardère Travel Retail, Merchandising Department, Shanghai, China May 2021 - Aug 2021

Reported weekly sales in Excel for strategic purchasing decision-making; decisions included historical transitions, sales rankings, and store stock availability for over 40 stores and warehouses

Created brand showcase product charts to help organize products based on categories, prices, and season/product lines, which significantly improved productivity and decision-making processes

Final proof-check orders from various fashion brands on styles, prices, and quantities with different departments to ensure the accuracy of the orders

Illumina, Commercial Operation Department, Shanghai, China May 2020 - Aug 2020

Collaborated with the mass data team to establish a comprehensive customer database containing geographical, departmental, and demographic data of 1000+ hospitals

Participated in group learning sessions with coworkers; delivered innovative, flexible, and scalable solutions to meet customer needs

Translated and prepared over 100 pages of documents and materials for the customer account management training program and the partner portal training program PROJECTS

Battle of the Ads 2021 - Senior Division, Vancouver, Canada Oct 2021

Designed a winning marketing campaign for Jostle, an employee success platform, with a team of three

Conducted a SWOT analysis, provided a competitive analysis, and established a campaign to emphasize positioning statement and comprehensive executive plan to reach target consumers

Developed a creative plan for a new video advertisement for Jostle and produced a 30sec video ad L’Oréal Brandstorm 2021, Shanghai, China Jan 2021 - Mar 2021

Led a 3-member team to design a new product for L’Oréal regarding “Invent the beauty shopping experience through entertainment”

Researched the increasing makeup digital market trends leveraging data from McKinsey’s report on Asia Pacific’s Gen Z shopping perspective

Calculated the product ROI and profitability index based on the total addressable market, serviceable available market, and serviceable obtainable market size during the product launching process 2020 IMPACT Case Competition for Wild Coast Fruit, Vancouver, Canada Jan 2020 - Feb 2020

Collaborated with peers to design a marketing campaign for Vancouver startup Wild Coast Fruit Co.

Analyzed the macro and micro economic environment with a marketing environment analysis framework; examined the company’s internal and external competitive position with SWOT

Inspected the users of different digital platforms, including Instagram, YouTube, Twitter etc. to decide the optimal promotion channels that could reach target customer groups

Pitched the designed campaign, implementation strategy and distribution channel recommendation as a slide, areas covered including competitors, corporate partners, target consumer segments, etc. EXTRACURRICULAR ACTIVITIES

Labelhood, Youtopia PR Member & Retopia Core Member, Shanghai China Jan 2021 - Oct 2021

Designed online promotion schedule and campaigns for Retopia, a new sustainable lifestyle platform

Participated in planning the Taikoo Hui offline second-hand fashion popup store activities; communicated with strategic partners; popup event was reported by the Vogue Business website

Collected and sorted out more than 100 participants who signed up for the popup up-cycling event Shanghai Fashion Week Anno Mundi Show, Volunteer, Shanghai, China Apr 2021 UBC SPARK Orientation, Volunteer, Vancouver, Canada Sep 2019

Planned and led team-building orientation activities and ice-breaking games with over 30 freshmen SKILLS & INTERESTS

Skills: Rstudio, Tableau, Python, BigQuery, Adobe Photoshop, Final Cut Pro, Premiere Languages: English (Proficient), Mandarin (Native), Japanese (Elementary), Korean (Elementary) Interests: UBC Get Thrifty Brand Ambassador, UBC PEAK Events Coordinator, SJTU Movie Club

(Short-movie filming and editing experience)

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