Digital Marketing Data Science

NINA YINXUAN WU

****.**@****.*** • 984-***-**** • Durham, NC • LinkedIn/Nina-wu

EDUCATION

DUKE UNIVERSITY, The Fuqua School of Business

Master of Science in Quantitative Management: Business Analytics, Marketing Track Data Science Coursework: Data Science for Business, Decision Analytics & Modeling, Data Visualization Domain Coursework: Digital Marketing, Customer Relationship Management, Marketing Intelligence Durham, NC

May 2025

FASHION INSTITUTE OF TECHNOLOGY (SUNY)

B.S. in Fashion Business Management (Minor in Mathematics) GPA 3.96 (Graduated with Summa Cum Laude)

New York, NY

Aug 2020 – May 2024

EXPERIENCE

BANZAI LIVING INC.

Digital Marketing and Social Media Specialist

• Developed and executed targeted digital marketing campaigns using Shopify and email marketing strategies, incorporating A/B testing to optimize messaging and visuals. Achieved a click-through rate (CTR) increase of 7% and contributed to 30-40% of total sales

• Implemented SEO strategies by conducting keyword research using Ahrefs and Google Keyword Planner to identify professional skincare terms. Leveraged A/B testing to refine messaging and structure. Achieved an 11% increase in organic traffic and improved keyword rankings

• Expanded brand reach by implementing strategic social media marketing campaigns across Instagram, TikTok, and Facebook, increased engagement by 14% New York, NY

Feb 2024 − May 2024

FARFETCH

Business Analytics Intern

• Tracked and filtered over 20,000 customer data sets, analyzing purchase frequency and average transaction value to assess Customer Lifetime Value (CLV). Generated retention reports for marketing and e-commerce. Forecasted purchasing trends to guide strategic decisions

• Utilized Python, SQL, and Excel to analyze and filter sales data for over 3,000 brands on the Farfetch platform by incorporating user segmentation, purchase frequency, and product preferences to assess consumer purchasing patterns

• Gathered sales data and competitor information using a web crawler and deployed Looker BI and Tableau to create visual comparisons in order to inform strategic planning Shanghai, China

Jun 2023 − Aug 2023

SHANGHAI SHIZHUANG INFORMATION TECHNOLOGY CO, LTD. (DEWU) Data Analytics Intern

• Built a predictive model to forecast the probability of users' purchasing behavior during their initial website visit, ranked the importance of feature variables, and provided an initial assessment of more advanced machine learning models

Shanghai, China

May 2023 − Jun 2023

THE ESTÉE LAUDER COMPANIES, Estée Lauder Skincare

Marketing Intern

• Contributed to new product development and launch by conceptualizing selling points and crafting creative campaigns

• Utilized data visualization techniques using Tableau and Excel to present sales data and competitor insights for informed decision-making

Shanghai, China

Jan 2023 − May 2023

SELECTED PROJECTS

Retail Analysis(Tableau). Used Tableau prep to clean and understand datasets; used Tableau to conduct data profiling and patient profiling; Built a Tableau story to present patterns in datasets and provide ‘retail managers’ with operational strategies. Machine Learning (R). Conducted NLP on 50,000 Twitter reviews to visualize sentiment trends; built and fine-tuned a gradient boosting model to predict wine ratings from scraped data, applying regression, CART, and sentiment analysis techniques. TECHNICAL CAPABILITIES

R, SQL, Tableau, Python, Advanced Excel (Crystal ball, Pivot tools, Vlookup, TreePlan)

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