Proficient in Microsoft Office software, Adobe series (PS, AI, PR)

Yujia Zhang

Mobile: 156******** Email: ***********@***.***

Education

University of Bristol (QS: 51), Master of Creative Innovation and Entrepreneurship Bristol, UK Sep 2024 – Jan 2026 Courses: User Research, Innovation Methods and Tools, Customer-Oriented Project Development, Project Management, From Innovation to Practice, Innovation Project Implementation, etc. Beijing Normal University (985/211/Double First-Class), Bachelor of Journalism and Communication

Beijing, China Sep 2015 – Jun 2019

Courses: Advertising Creativity and Planning, Audience Analysis, Media Management, New Media Communication, Communication Economics, History of Chinese and Foreign Animation Films, etc. Personal Profile

Project Collaboration: Familiar with the full process of internet industry and 3C digital brand communication projects, skilled in resource coordination, project control and milestone tracking, experienced in multi-party coordination and cross-team collaboration, facilitating project advancement;

Content & Communication Planning: Develop content strategies based on brand and event characteristics, skilled in creative copywriting and planning, familiar with mainstream new media platform content operation mechanisms, proficient in data review and content optimization logic;

Industry Core Knowledge: Master user segmentation characteristics and content preferences in pan-entertainment and new cultural IP fields, create IP cross-border cooperation and brand linkage strategies, with hands-on experience in building integrated marketing solutions from 0 to 1;

Comprehensive Soft Skills: Possess stress resistance, efficient communication and overall project coordination capabilities, with outstanding execution and problem-solving abilities. Work Experience

Kaiyuan Group, Game & Animation Business Marketing Department, Account Manager Dec 2020 – Jan 2023

- Core Overview: Fully responsible for top game and animation IP coordination, brand client marketing planning, full-process project management and data review optimization during tenure, led multiple benchmark cross-border marketing and IP cooperation projects, as follows;

- OnePlus 9RT Genshin Impact Limited Gift Box Full Marketing (0-1 Setup): Responsible for coordinating with top game IP miHoYo Genshin Impact team, completed cooperation authorization negotiation and schedule coordination, simultaneously coordinated with brand OnePlus, deeply explored product and young user scenario demands, customized annual cross-border integrated marketing solution; managed full process of IP coordination, gift box creative design, material production, and omni-channel media placement, managed multiple supplier progress, coordinated internal and external teams to closely monitor milestone delivery; monitored communication data throughout, gift box sold out in 3 seconds after project launch, created Genshin Impact's first custom PV with over 3 million views, total exposure exceeded 30 million, won 2022 Extraordinary Award 'Best Mobile Industry Game Marketing Award', subsequently maintained IP cooperation relationship, participated in OnePlus Hu Tao custom phone creative co-creation and execution, promoting long-term deep binding between both parties;

- OnePlus Bilibili Official Account Operations: Coordinated with OnePlus brand core needs to develop a Gen Z-targeted communication strategy and account operation plan. Built and managed the content operation team, overseeing the full account operation process. Created a brand-specific persona through long-term column cultivation and short-term hotspot planning. Monitored real-time account data, delivered operation review reports, and optimized content direction. Helped the brand effectively break through circles and build highly sticky fans. The team was awarded OPPO Group 2021 Outstanding Supplier.

- Multi-Category Cross-Border Co-Branding Integration Projects: Coordinated with Tencent and NetEase's top IPs including Honor of Kings, QQ Dazzle Dance, and PUBG Mobile, completed authorization negotiation and resource coordination, simultaneously served brand clients including Nivea Men, Relentless, and Forever Bicycles, precisely matched brand tone with IP characteristics, customized fast cross-border marketing solutions; managed full process of creative planning, supplier management, and implementation execution for each project, controlled execution quality and progress, efficiently completed marketing implementation of multiple products including custom gift boxes, custom cans, and co-branded mountain bikes, leveraged IP resources to help brands reach young consumer groups, regularly reviewed project effectiveness to optimize subsequent cooperation directions;

- Esports Team and Event Cooperation Projects: Responsible for coordinating with League of Legends official events, SN Esports team, and brand clients Harbin Beer and OnePlus, completed cooperation rights negotiation, resource scheduling and solution planning; managed event cooperation rights implementation and full team cooperation process execution, managed external partner progress, coordinated various resources to ensure execution implementation; tracked cooperation communication data throughout, ensured brand rights were precisely implemented, amplified brand voice through esports traffic, simultaneously maintained long-term cooperation relationships between IP parties and brand parties, updated IP resource library to reserve resources for subsequent cooperation.

Tencent Sports, LPL Brand Marketing & Official Event Content Operations Jul 2020 – Nov 2020

- Assisted in developing content topics, writing promotional scripts, and scheduling overall communication rhythm; participated in LPL league brand content communication promotion, responsible for event-specific release rhythm planning and communication copywriting, coordinated League of Legends Weibo, WeChat and other official account content release strategies, managed external operation teams, coordinated league topic directions and communication milestones, ensuring content consistency across platforms;

- Collaborated with multiple departments including event broadcasting, business, public relations, and design to complete brand communication implementation and team promotional material management, followed up on 2020 League of Legends World Championship special material coordination and multi-department review work, engaged with external suppliers, responsible for brand materials and event-specific material production, review and delivery, strictly controlled material quality to meet official event standards;

- Organized and maintained LPL league brand asset material library, categorized and organized various image, text, and video core materials for league and World Championship, regularly compiled brand account matrix phased operation data, coordinated with Tencent and Riot Games to implement three-party data sharing work, organized effective data to support subsequent content review, effectiveness analysis and communication strategy adjustment. Shanghai Shiquan Culture Communication Co., Ltd., Business Development, Official Business Execution & New Media Operations

Feb 2019 – Jun 2020

- Full-Cycle New Media Matrix Operations: Responsible for daily operations of company's full-platform new media matrix including Weibo, WeChat official account, and live streaming accounts, assisted in planning esports hot content, special tweets and online live events with scheduled releases, targeted account follower growth and engagement improvement, achieved 109% Weibo follower growth and 226% official account follower growth through hands-on operations, completed live streaming account 0-1 setup and subsequent normalized operations, built complete account content output and maintenance system;

- Business Resource Integration and Brand Communication Execution: Customized brand communication plans and creative implementation content based on event milestones, linked with major events including 2019 League of Legends World Championship, Mid-Season Invitational, and League of Legends 8th Anniversary Celebration, completed special material production and omni-channel promotion, deeply participated in brand cross-border marketing projects including Doritos Official Commentator Artists and KFC League of Legends World Championship, assisted in completing brand resource coordination, communication content planning and full-process implementation execution, promoted projects to launch on schedule, effectively enhanced brand voice and user favorability in core esports circles;

- Business Execution and Cross-Team Collaboration: Completed daily communication content review, material coordination and emergency public relations incident handling, ensured safe advancement of various brand linkage projects; followed up on League of Legends 8th Anniversary Celebration and 2019 World Championship related event resource promotion and merchandise sales work, coordinated with business side to complete resource implementation and subsequent review, connected event parties, brand parties and internal team multi-party coordination processes. Internship Experience

Beijing Wanjia Esports, New Media Operations Intern May 2018 – Jan 2019

- Normalized operations of company new media account matrix, including topic planning, copywriting, filming and editing, content publishing, and post-data review, effectively improved account follower growth;

- Combined with event milestones, assisted in resource coordination, topic interviews, content planning and implementation execution, effectively enhanced brand voice and user favorability in esports circles;

- Assisted in following up on 2018 League of Legends World Championship. Campus Experience

Insite, Team Project Jan 2025 – Apr 2025

- Competitive Analysis and Market Research: Focused on core functions, conducted research and market analysis on 6 competitors including Notion, Evernote, and Pipebox, completed comparison of features, pricing, user groups, and usage scenarios;

- User Research and Pain Point Discovery: Conducted one round of internal team testing (4 testers + 1 observer), used stakeholder maps and affinity diagrams to prioritize issues, identified core pain points including no auto-save, UI blocking pages, messy notes, no message notifications, and high learning costs, conducted user observation and in-depth interviews to verify real usage scenarios and needs, output HMW improvement questions and implementation recommendations;

- Project Delivery and Review: Wrote research content for reports, user data and analysis, output professional project results to support solution decisions, accumulated research process and insights, formed complete project research closed loop. Languages & Skills

Languages: Chinese (Native), English (Proficient, TOEFL 109/120); Skills: Proficient in Microsoft Office software, Adobe series (PS, AI, PR); Strengths: Self-operated Bilibili personal account, highest account views exceeded 1 million+.

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