Yaying Han Email & Phone Number

Montreal, Qc, Ca

Montreal, Qc, Ca

Montreal, Quebec, Canada

Montreal, Quebec, Canada

Montreal, Quebec, Canada

• Data Collection: Utilized qualitative research to analyze business behaviors of leading virtual influencers on social media like YouTube, Instagram, and Facebook. Summarized cooperating brands, post content, audience response and engagement metrics to understand the pattern of collaboration between brands and virtual influencer. Provided valuable insights for hypothesis testing.• Data Analysis: Established a research database in Excel, examined demographics, economics, passenger traffic data and Baidu Index for 20 cities from 2011 to 2016 to create visual trend charts and to understand the impact of Uber’s entry on taxi industry.

Boston (Remote), Massachusetts, United States

• Market Research & User Insights: Devised a detailed questionnaire targeting university students to ascertain educational and career guidance services demand. Analyzed over 500 responses using SPSS, crafting visual user personas and market insights.• Product Development & Visual Design: Collaborated with the founder on a user-centric product development strategy. Influenced by Douban, advocated for the creation of a course information platform with integrated community features, targeting enrollment periods to capture initial user interest. Utilized Canva to redesign product logic flowcharts and interface mock-ups.• Content Management: Led team in the strategic development and creation of content for WeChat and Zhihu, ensuring alignment with the platform's mission and user needs. Oversaw the entire content lifecycle, from conceptualization to publication review.

Guangzhou, Guangdong, China

• E-commerce Strategy: Led the planning and execution of the "Match Shopping" promotion during L’Oréal Paris "6·18 campaign" (China’s largest online shopping festival), which yielded a remarkable 200%+ increase in average transaction value.• Data-Driven Market Analysis: Compiled a comprehensive market analysis for the 6·18 campaign, scrutinizing overall sales data of Taobao official shop, and dissecting major competitors' pricing strategies. Integrated marketing insights into strategic product curation, optimized ad bidding, and effective traffic distribution to improve conversion rate with cost-effective ad cost.• Sales Support: Leveraged analytics tools to track daily sales data like GMV, CVR, and traffic channels, refining promotional tactics and page layouts for products with strong revenue and market share potential, thereby enhancing overall sales performance.•Cross-Functional Collaboration: Collaborated with CRM, Events, and Design teams, bolstering daily operations. Orchestrated coordinated campaigns for coupon release, sample distribution and ad placements to increase brand engagement and sales.

Guiyang, Guizhou, China

• Business Development: Formulated and implemented integrated marketing plans that established collaborations with 6 top-tier enterprises in Guizhou province, including a landmark product launch event for Guizhou Salt Group. Served diverse cross-industry B2B clients, ensuring seamless daily communication and execution of advertising and social media management.• Influencer Marketing & Paid Media Strategy: Spearheaded a full-scale digital marketing campaign for Ahsilisi Resort, accruing over 11.7 million exposures within a month through collaborations with OTAs, influencer partnerships, and sponsored content across mainstream social platforms like Weibo, TikTok, and WeChat, significantly boosting the resort's digital footprint.

Nanjing, Jiangsu, China

• Campaign Strategy & Customization: Developed compelling sponsorship proposals for high-profile clients, including Toyota and Robam, enhancing brand integration through customized segment sponsorships, interactive guest features, and creative content insertions, ensuring client objectives were met with high-impact brand placements and audience engagement initiatives.• Project Management: Contributed to 3 renowned TV shows, including ‘Super Brain (Top 1 TV show)’, by delivering service packages to sponsor brands, Haitian, Toyota, Dedao App, encompassing creative integration, logo placement, and on-air execution.

Master Of Science - Ms, Marketing, Gpa 3.71

John Molson School of Business 3.71 GPA, A+ in Statistics and Linear Regression, A- in Branding Management RA of Prof. SunAh in research.

Bachelor Of Arts - Ba, Journalism