Rita Lin Email & Phone Number

Shanghai, China

Providing Advanced Analytics solutions like Marketing Mix Modeling (MMM) to leading international companies in APAC

Shanghai City, China

1) Managed all Marketing Mix Modeling (MMM) projects in Mindshare China, in charge of proposal writing, data collection, model adjustments, simulation, report writing and presentation 2) Served as champion for media planning tools of Growth Toolkits in China, and helped media teams set media budget and optimize media plans3) Led eCommerce competitive SOV projects in Mindshare China, responsible for data collection, modeling, benchmarking and reporting4) Led OTV competitive SOV projects in Mindshare China, responsible for data cleaning, outlier treatment, spending estimation and reporting

Beijing City, China

1) Provided advanced analytical consulting services including marketing mix models, pricing & promotion models, assortment models, etc. to clients, quantifying the impact of marketing activities, pricing and average items on sales, calculating KPIs such as marketing ROIs, price elasticities, promotion effectiveness and incrementality, optimizing marketing resource allocation, pricing & promotion strategies and assortment strategies, thereby helping clients increase sales and achieve sales targets2) Liaised with Indian modeling hub, so as to ensure accuracy of data processing and make sure modeling and deep dive analysis convey more business insights3) Wrote proposals and bid for new analytical consulting projects

Beijing

1) Provided China market entry consulting services to leading international companies, ranging from China market research & analysis, marketing strategy formulation, China partner search, mergers & acquisitions, joint venture setup and management, and international supply chain management2) Provided consulting services for international companies regarding asset disposal and investment advisory services for Chinese investors regarding foreign investment

Beijing

1) Conducted both primary and secondary research on conferencing service market in China, so as to understand market trends and competition, and identify high potential industries and companies2) Conducted regular surveys on customer satisfaction, usages & attitudes, etc.3) Provided teleconferencing-related consulting services to customers4) Wrote benchmarking case studies5) Participated in marketing communication and marketing promotion

1) Provided strategic advices and accurate sales forecast recommendations to help identify the best opportunities for site acquisition2) Provided insights to help meet the long-term plan and deliver the right format of stores in the right locations to meet customer needs.3) Monitored competitor development and updated databases

Provided strategic market information and analysis on product, pricing, promotion and distribution to leading international FMCG manufacturers, and thus helped them understand category trends, competition and own brands’ market performances, pinpoint areas for further improvements, identify new growth opportunities and fine-tune marketing and corporate strategies in both the short term and the long run

Provided strategic market information and analysis on product, pricing, promotion and distribution to leading international FMCG manufacturers, and thus helped them understand category trends, competition and own brands’ market performances, pinpoint areas for further improvements, identify new growth opportunities and fine-tune marketing and corporate strategies in both the short term and the long run

Conducted in-depth market analyses on category trends, competition and key brands’ market performances to leading international FMCG manufacturers

Master Of Science - Ms, Data Science

Master Of Business Administration (M.B.A.), Business Administration And Management, General

Phd Candidate, Marketing

Bachaler Of Economics, International Business Management