Chien-Yu (Devon) Lai Email & Phone Number

Taiwan

Taichung City, Taiwan

• Leads the digital marketing project, including building official website (zcfoods.co), launching social media accounts, designing corporate identity, planning and executing digital marketing campaigns, which aligned with offline sales to create synergy of business, resulting in a 20%+ of sales increase from both B2B and B2C via online platforms.• Co-founds private brand targeting end-customer market. • Leads the ERP system implementation project, working closely with CEO & IT to collect inventory and sales data by building up ERP system and training 50+ employees to use the system, resulting in a 30% increasing in efficacy of workflow and production.• Leads the inventory APP development project, defining goal and needs, working on UX & interface design with engineers by collecting feedback from employees, resulting in a 20% time cost saving and increasing the accuracy rate of inventory to 99%. • Provides administrative and business support to the CEO of 10M mid-size food product company and assists in supervising 100+ employees of a manufacturing factory and a retail store.

=Business Issue Diagnosis & Analysis=• Diagnose clients’ business problems with advanced analysis on sales data such as price tier analysis, promotion effectiveness analysis, white space analysis, etc, aligned with consumer insights, shopper trend and media information, providing industry overviews, competitive landscape analysis and actionable plans based on data.=Project Management=• Work as project coordinator to initiate new projects from issue diagnosis by discussing with clients, arrange internal meetings with related departments to evaluate the feasibility, and then work on customized research methods or reports. Monitor the project activities and report to the clients regularly. =Client Service=• Provide professional services for 8+ high-revenue clients from FMCG, Tobacco, Liquor and Pharmaceutical industries with regular reports, ad-hoc requests and on-site presentations, resulting in high satisfaction rate with an average score of 9+ from clients and million$-worth contracts extension.

Greater New York City Area

=Web Analytics=• Lead the digital measurement for one of Entertainment group’s Network - TV Land (http://www.tvland.com/) across multiple platforms (desktop, mobile devices, game console, etc.) • Compile digital performance reports and conducts competitive landscape analysis on website traffic, visitor demographic, content strategy, community management using ComScore and Nielsen data. • Work closely with Programming, Marketing, Ad Sales and Mobile teams for Ad-Hoc requests, derived audience insights that facilitates content creation decision and optimizes the effectiveness of marketing efforts, CRM emails and paid search campaigns. =Digital Media & Social Analytics=• Monitor social conversation, tests the effectiveness of social campaigns in terms of content engagement and click-thrus, and measures social engagement and sentiment via social listening tools (Radian 6, SocialGuide, Sysomos, Facebook Insights, Union Metrics, Adobe Social) to optimize content strategy and community management.• Conduct viewership behavioral analysis for the streaming platforms (YouTube, Hulu, Netflix, Amazon Prime) to support with content selection and ads buy strategies.• Identify the demographics of social fans with digital marketing team and content managers, building strategies to attract the awareness, generate social buzz and amplify the effect of marketing campaigns.=Mobile App Analytics=• Define measurement strategy and KPIs for the engagement of Comedy Central TV Everywhere app.• Collaborate with developers for the settings of implementation, testing the accuracy and debugging the issues.• Conduct app marketing / campaign analysis for acquisition and retention strategies.

Greater Denver Area

• Informed the future targeting of the brand through sophisticated segmentation methodologies and data mining resulting in the identification of 13 market segments• Created a selection funnel to choose key targets by considering customers needs aligned with Cricket’s value propositions and finalized the customer profile down to 5 profitable segments • Calculated customers’ lifetime value and unearthed insights from customer database to suggest the future marketing direction for Cricket• Managed and analyzed data by using professional analytics software such as Excel, SPSS and SAS program

Taiwan

• Served sports clients, managed and analyzed Client’s social media platforms and reported to clients weekly • Held campaigns on Facebook to get fans engaged with and measured the campaign effectiveness to adjust the content of the post• Assisted in NIKE’s NBA player (LeBron James) event as a media receptionist and dealt with thousand of fans and several media, bringing NIKE large media exposures in Taiwan

Taiwan

• Served clients like CHT, the largest telecom company in Taiwan and HTC, the worldwide smartphone manufacturer.• Conducted daily media monitor service, analyzed trend and competition and presented reports to clients• Undertook digital analytics and content analysis, and then helped client interact with online customers via popular online forums to increase brand awareness and likeability • Planned and executed the celebrity endorsement for IPhone3G Launch Campaign in Taiwan

Master Of Science, Integrated Marketing Communications

Activities and Societies: Taiwanese Student Association at Northwestern University* Concentrate on Marketing Analytics & Brand Strategy *.

Bachelor Of Arts (B.A.), Political Science

* Applied Statistics, Methodology of Social Science, Microeconomics, Marketing Communications couses * Point Guard, basketball team.