Tony Shu Email and Phone Number

• Developed an interactive Tableau dashboard by integrating six datasets, leading an adjustment in Aramco’s sponsorship strategy, and resulting in a 11.2% increase in media value and improved ROI by uncovering a higher audience engagement in regional broadcasts than national broadcasts with under-optimized media value.• Innovated a Python pipeline using Selenium and OpenPyXL to automate viewership data extraction from TikTok clips for media engagement tracking, covering 10.1k videos and reducing manual tracking time by 70%.• Optimized data processing workflows in R by cleaning and transforming 7000+ records of rare television data with regex, dplyr and tidyr, directly reducing 38% of the time required to accurately calculate the media value of Aramco’s sponsorship.

• Personnel recruitment: Responsible for 2022 fall media recruitment, interviewing and selecting 33 new students to join NYU.LIVE.• Performance management: Responsible for managing and reviewing the KPI and attendance of 42 editorial department team members, selecting members who do not meet the requirements, and optimizing the overall personnel organization structure by 27%.• Communication training: Successfully linked communication between team members and group leaders, organized training for new editorial department team members, and average training time of 3h/week for members.

NYU.LIVE HR TeamNYU.LIVE Content Specialist Intern.• Search for and edit news around NYU students.• Responsible for weekly newsletter post about campus news and international student affairs.

Assisted MSL's Senior Vice President (VP) with ESG marketing projects.• Improved customer segmentation and ESG campaign effectiveness by 17.2% using ML implementation of Gradient Boosting. Performed 5-fold cross-validation with Grid Search for optimization, achieving a 12.3% accuracy improvement over baseline.Independently accomplished client-assigned projects.• Enhanced data-driven decision-making for stakeholders through SQL to analyze competitor databases for Kantar, identifying gaps in brand perception that informed the shift from a consumer-oriented to a business-oriented brand.• Helped stakeholders track up-to-date progress of PR retainers by presenting weekly data analysis and research for Budweiser water project and Organon female healthcare. Regularly met with clients to discuss and implement necessary adjustments.

• Increased customer retention rate by 8.7%, validated through A/B testing, by analyzing state-owned enterprise (SOE) customer behavior during the pandemic using Python, leveraging pandas for data manipulation and Random Forest for prediction.• Developed and deployed a data mining model using XGBoost to assess the impact of SOE reform policies on sales, producing actionable insights and identifying inefficiencies, leading to the elimination of redundant processes.• Improved lead conversion rates by 11.7% by supervising telecom provider projects, utilizing Salesforce CRM to track customer interactions and sales data, and identifying new opportunities aligned with infrastructure incentive policies.

• Improved brand impression by 34% by using Python (pandas, SciPy) to identify peak viewer engagement during competitive scenes in a 7-UP sponsorship campaign for a reality show. Achieved a 9.2% increase in conversion rate by conducting A/B testing to measure the impact of ad placement change on product sales.• Managed social media accounts and constructed 7 monitoring reports by tracking media trends and equity snapshot.• Conducted 7-UP year-end audit, processing 4 years of data and 97,000+ records. Improved data processing with Excel VBA, reducing processing time from 7 days to 2 days.

• Organized and planned the promotion of the Tencent agency's switch game Just Dance in the Greater China region. Detailed analysis was conducted on the points worth promoting for the game, focusing on the consumption points of the student group and finalizing the key marketing keywords. Organized NYU students to record promotional videos based on keywords. The promotional video was published on the WeChat video channel and the distribution path was optimized based on volume. It was then published on Little Red Book(similar to Twitter). A total of 2300+ views were gained.• Responsible for conceiving the overall filming idea for the video to help present the team's output video.• Established the Tencent Penguin Film Club and organized more than 200 people from Northwestern University and NYU to watch and review the film "Wish Dragon" and selected 34 excellent film reviews.

• Made "trial-to-paid" marketing plan for egg-shaped AI huts.• Made SWOT analysis and earning forecast for it.• 70% of my plan has been adopted & launched.