Brenda Xia Email & Phone Number

Toronto, Ontario, Canada

TheApplabb is a design and development agency specialize in mobile apps. The main client I have is Wild Fork Foods, a fast-growing company that aims to deliver the best quality produce and meats to people’s doors. The app lets users purchase their products directly and book the delivery/pickup time. The project included a redesign of an existing app and additional feature roadmapping.● Closely worked with the stakeholders and developers to understand business needs and requirements and technical limitations. ● Identified the key problems on the existing apps and came up with design solutions that will help solve the problems.● Reconstructed information architecture with new features considerations in mind based on business needs and customer journeys.● Assisted on creating design systems for website and mobile app in collaboration with branding and product team.● Created and designed the final UI for the mobile app as per client feedback and accessibility rules.

It is a software ecosystem for the professional Amazon sellers. It includes 10+ tools to help sellers increase efficiency, drive profitability, and scale with intelligence. The scope of this project include overall branding, graphic design, UX research, and UI design for many websites. The project was collaborated with several other designers, developers, and product managers. ● Assisted in creating brand guideline including brand echos, logo, brand colours, typography, photography, icons, illustrations, and more.● Defined the company’s voice and tone guide and have it applied in UX writing.Worked with other copywriters to audit and create the most suitable copy for the contents.● Conducted UX research and created user personas using interviews, focus groups, and surveys.Constructed elaborate information architecture for software application.● Designed UX flows and Hi fidelity UI wireframes for the admin portal & organization platform keeping usability and key features for the platform in mind.● Established visual aesthetic and overall tone of the websites.

Homes by IDG is a short-term vacation rental and property management start-up with business in Greece, Vietnam, and Toronto. The website allows users to make booking directly, as well as shows info to property managers and potential investors. This project include everything from scratch to finish, including branding, design systems, UX research, UX design, UI design, and usability testing.● Defined brand echos(vision and mission, brand personalities, voice and tone) from communication with stakeholders.● Created brand style guide include logo, brand colours, typography, icons, and more.● Owned UX road mapping, strategy and review sessions to align business stakeholder, design and tech decisions. ● Led and executed the end-to-end product design process for a responsive website of 6+ key features, including selecting products, booking reservations, contacting, and more.● Created high-fidelity visuals applying the said brand style guide.● Conducted usability testing to gather feedback for improvements.● Worked closely with developers to review the process and make revisions accordingly.

Toronto, Ontario, Canada

Voyage is Marriott International’s award-winning global leadership development program offering resources and support for future leaders of the company across Marriott’s hotel brands. I was placed at the Sheraton Gateway Hotel at Toronto International Airport, with my main discipline in Food and Beverage. During my program:● Managed daily operations of four venues with 50+ employees, and took part in activities like scheduling, hiring, payroll, profit & loss, etc.● Conducted regular team meetings to encourage staff to share ideas, give feedback, and identify areas where processes can be made more efficient.● Trained staff to understand customer needs by using empathy to offer them better service experiences.

Toronto, Canada Area

Tourism Toronto is the official destination marketing organization for Toronto’s tourism industry. It focuses on promoting and selling the greater Toronto region as a remarkable destination for tourists, convention delegates and business travellers. Throughout my 10-week internship, my duties include:● Shadowing department heads of Global Marketing, Business Events, International Leisure Trade, Brand Content, and Partnership● Deepening knowledge of Toronto's brand positioning, target market, and marketing strategy● Researching on the tourism opportunities and helping with relationship building between Canada and China.● Assisting setup and registration for events such as Tourism Toronto Global Sales and Marketing Summit 2019● Completing a project about the marketing opportunities of TikTok and its influencer and content creation and what it means for Tourism Toronto to promote ourselves.● Collaborated with BIAs, travel agents, media companies, event organizers, hospitality establishments, and entertainment companies.

Toronto, Canada Area

The Ryerson Hospitality and Tourism Student Society (RHTSS) is a student-run organization that represents 700+ students attending the Ted Rogers School of Hospitality and Tourism Management at Ryerson University. RHTSS is strived to promote and strengthen student engagement through academic, professional, and social events.As the Director of Corporate Relations, my job duties include:● Responsible for contacting external organizations throughout the term for RHTSS events,● Creating and maintaining partnerships and sponsorships packages with all internal and external organizations. ● Proactively communicating with students, faculty staff, and other student groups.● Accurately reporting, tracking, and creating metrics on all sponsorships (monetary, in-kind, and other) pursued and/or received.● Coordinating with penal and keynote speakers at Ryerson Hospitality and Tourism Conference.

Kelowna, British Columbia, Canada

Marriott International University Internship Program offers Hospitality Management students on-the-job training and introduction to the brand culture. I participated in Food and Beverage Department at Delta Grand by Marriott Okanagan Resort in Kelowna, British Columbia. Throughout the 12-week program, my accomplishments include:● Gained first-hand experiences in Food and Beverage Department working as Banquet Server and Resturant Server/Hostess.● Handled event directions, programs, and itineraries while complying with client requests to ensure optimal conference experiences.● Certificated "Sprint to Success" for excellent customer service through team spirit.● Completed trainings, webinars and e-lessons by Marriott Internationals to ensure understanding of brand culture and core values.● Supported the hotel's Wildly Important Goals through teamwork and collaboration with all departments.● Oversaw hotel operation in a leadership aspect by shadowing senior management of Sales and Marketing Department.● Participated in Social Media Ambassador Committee Meetings as Restaurant Representative to help facilitate in social media content creation.● Developed a marketing project for the restaurant Oak and Cru through evaluating current social media platforms and creating new marketing campaigns.● Engaged in community events and charity initiatives.

Ryerson Toastmasters is an international certified non-profit organization that focuses on leadership, public speaking, and professional communication.As the Vice President of Marketing, my job duties include:● Creating and implementing a cohesive marketing strategy to increase brand awareness for general membership and the general public.● Providing guidance and coordination to marketing associates, director of graphic design, photographers and videographers while ensuring all of their tasks are completed.● Designing and reviewing marketing budget to maximize efficiency.● Developing social media marketing strategies based on continually evolving metrics and feedback.● Managing all social media platforms through content creation, posting, and communication.● Monitoring all marketing campaigns and improving them when necessary.● Engaging and maintaining relationships with students, Toastmasters International, faculty staff, other student groups, and external organizations.

● Engaged, interacted, and activated customers with high energy to enhance brand awareness.● Educated potential customers through extensive brand and product knowledge.● Experienced in various promotional activations like demos, sampling, events, festivals, etc.

Bachelor Of Commerce (Honours), Hospitality And Tourism Management, Marketing

Activities and Societies: Ryerson Toastmasters, Ryerson Hospitality and Tourism Student Society, Ryerson Women in Leadership

Arts And Sciences, International Relations

Education record