Wayne Yan Email & Phone Number

中国 上海市 黄浦区

• Contributed to marketing, branding, strategy consultation w.r.t domestic e-commerce, consumer sector, Apps and Internet sector, provided marketing solutions and strategic feedback based on qualitative and quantitative analysis.• Covered mainstream social media platforms such as WeChat / Weibo / Red / Bilibili / TikTok etc., familiarized with social media marketing across these platforms and formalized content & communication tracking analysis reports on 60+ top tier brands.• Demonstrated strong analytical mindset in conducting marketing insights analysis, peer comparison, data visualization, KOL influencer analysis, Media Impact Value, branding analysis & resources allocation analysis. Composed 50+ analytical reports.• Commanded PR tracking and media SaaS monitoring platform to quantitatively assess marketing & branding weakness, media channel value, marketing event performance, effectiveness of resources allocations and ROI of major peers, delivered 10+ reports.• Developed solid analytical mindset via outlining rationale behind data fluctuations in terms of purchase habit (online/offline purchase, frequency), social media coverage (Average DAU, DAU growth, interactions), conversion rate (duration of first order, repurchase rate), interactions (real-time word pop-ups, sentiment analysis), peer analysis, customer segments / loyalty across platforms, etc.• Proactively engaged clients to understand their internal positioning, branding preference, historical sales records, expected outcome (cost on customer acquisition, coverage exposure, etc.), to formulate initial report, collaborated well with data scientists and experts to structure solutions under various scenarios / resources allocations, to simulate ROI.• Cultivated preliminary management skills through leading 4 junior analysts to deliver report writeups and data analytics reports.

Toronto

• Deeply involved in many effective advertising campaigns raised awareness and brand influence in the local market;• Promoted to the position of content manager including designer and marketing coordinator duty based on theunderstanding of the market and working experience with the developer team;• Coordinated with manager on Ad and graphic design using Photoshop & Canva; Edited video for brand promotion;• Analyzed web traffic and entry channels, formulate digital platform target and improve the user conversion rates;• Extended connections with Social Media platforms including: LinkedIn, Instagram and YouTube.

Shanghai City, China

• Consolidated business requests weekly from Managers, Technical Team and Business Users; experience with V-Lookups, Pivot Tables, using Microsoft Excel;• Prepared and analyzed weekly and quarterly finance and cost management reports at console level, collaborating with global teams to ensure the timeliness and accuracy under time pressure;• Designed forecasting financial models and performed 5 year of cost forecast analysis, presented recommendation to the management on areas of cost reduction; • Improved the quality of financial reports through Excel enhancements and automations using pivot tables and macros; honed various desktop software skills especially the Excel;• Participated in the migration of local financial database, self-learned and documented the new walk-through system process; created various deliverables that are used for structured training material for future employees.

Shanghai City, China

• Responsibilities included but not limited to clerical duties, preparation/marking of classroom assignments, in-class support to teaching staff• Assisted individual students with their questions, took notice of each student’s learning style• Encouraged students with verbal praises while providing clear and consistent behavior expectations