Jiani Chen Email & Phone Number

United States, New York, New York City

• Assisted L'Oréal in promoting and increasing user growth for the hair learning management platform, L'Oréal ACCESS. •Conducted various market research, including quantitative surveys, focus groups, in-depth interviews, and desk research to gather consumer data. •Concluded important insights regarding the hair styling industry and target customers through extensive data analysis based on research results.•Generated a 50-page marketing and communication plan and presented it to key stakeholders.

Shanghai, China

Analyzed Chinese coffee brands using social media and consumer feedback, and built data visualization and data analysis models to ascertain strategy impact.• Identified market trends and consumer insights through the use of key data models and metrics, including social media buzz, net sentiment rate, e-commerce share of voice, brand EC reviews ranking, and brand EC buzz contribution by product sub-category, to enable an F&B client to measure the impact of marketing campaigns in the previous quarter.

Haikou, Hainan, China

• Incorporated integrated marketing which includes new business models, strategic business partnerships with suppliers and MCN companies, livestream selling on TikTok, and product placement strategies.• Built brand communities and conducted marketing campaigns to maintain customer relationships and engagement.

Storrs, Connecticut, United States

• Tracked and analyzed online browsing behavior via TAWK to customize educational consulting services.• Designed and facilitated a focus group to gather qualitative data from the target audience, and effectively addressed 5 pre-identified communication barriers.

Storrs, Connecticut, United States

• Analyzed the number of visits and clicks, pageviews, bounce rate, and average visit duration as displayed on the back database of the WeChat applet to personalize offers, coupons, and discounts based on behavioral targeting.• Implemented a cost-effective marketing channel on WeChat using in-house content to build brand loyalty and sway consumer preference for potential customers to make purchases, completing deals amounted to 300,000 RMB.• Facilitated timely customer communication and online communities via WeChat group chat to build trust among mentees and mentors for reducing customer churn, fostering customer engagement, to achieve a 100% customer retention rate.

China

•Conducted market analysis for gym market in China and business fundamental analysis for the top ten market players, and independently generated 16-pages case report;•Performed business analysis for LEFIT company, including future trends, competitor analysis, value proposition analysis, strategic planning, etc., and assessed the main challenges and opportunities through an in-depth study on 30+ research reports from both primary and secondary resources.

Suzhou, Jiangsu, China

• Executed reporting and analysis on real estate market around Shanghai area. Conducted marketing researches on the property’s and performed competitive analysis on local market, and created customer profile based on demographics, geographic, psychographic, and socio-economic factors. • Conducted reports on consumer purchasing behavior and analyses in several domestic and international real estate residential projects to assist leadership and marketing and operations teams with understanding the latest market trends and buyers’ moves.• Developed executive-level materials on marketing campaign and business cooperation with nearby hotel to build brand awareness, and assisted with marketing team in developing and executing brand marketing strategy across all platforms (digital multimedia, sales materials, promotions, and visual presentations).

United States, New York, New York City

• Delivered speeches on the United Nations Sustainable Development Goals at the United Nations Headquarters in New York as an outstanding youth representative from China.• Organized multiple volunteer projects to help achieve the goals of Quality Education and Sustainable Cities & Communities.

Beijing

Master Of Science - Ms, Strategic Communication

Activities and Societies: Have worked on different group projects, including Make A Wish International Communication Project, Budweiser.

Bachelors Of Science In Business, Major In Marketing (Concentration In Digital Marketing & Analytics), 3.84/4.00

Activities and Societies: Chinese Language and Culture Club, UConn President,and Event Coordinator, 8/18 – 5/21 Bain & Company Case.