Yiting Chen Email & Phone Number

San Diego, CA, US

United States

• Benchmarked +10 restaurant operators, harvesting actionable insights from qualitative research leading to key brand positioning enhancements
• Booted a new vertical strategy plan to reposition brand from a financing partner to a marketing platform for restaurant businesses, aiming to generate incremental revenue through ad sales and fees
• Propelled a 67% increase in restaurant partnerships, securing +400 new restaurant leads through the "Make Every Night Count" Paid Social Campaign to support a new business vertical
• Led the design and integration of inKind’s pilot website off-peak traffic calculator to help restaurant operators project monthly revenue growth
• Created inKind’s 1st restaurant acquisition strategy playbook projected to increase lead conversion by 40% YoY through tactics on Digital Strategy and Commercial activation

United States

• Designed a social listening research plan to investigate bystander’s perspective on online incivility, cyberbullying, and social media behavior
• Programmed and optimized +220 Qualtrics surveys to capture user responses, implementing advanced validation techniques to ensure high data accuracy and reliability
• Synthesized findings from 50+ articles and multiple databases, developing a scaled behavioral analysis report and crafting bystander-centric strategies to mitigate online incivility

• Spearheaded Dove’s body scrub Always-On campaign on social media channels TikTok, Red Book, Weibo, aimed at increasing positive sentiment and customer engagement among consumers
• Boosted social media engagement by +25% by crafted 3 product seeding campaigns for Lux’s new hair care product launch campaign on social media channels
• Leveraged +10,000 data points based on social sentiment from digital channels, running a data scraping and topic modeling analysis to uncover insights into the hair care category
• Attained a +16% social following growth MoM by promoting creative content across social media platforms, exceeding campaign benchmarks in the Hair Care, Personal Care, and Men’s Grooming category in China
• Optimized social media strategies leading to a +31% increase in click-through rates (CTR) by conducting a Paid Social and Organic Social performance analysis on brand’s Always-On campaigns

• Directed market research studies and project aiming to enhance the employer brand strategy, providing insights that refined company’s talent acquisition strategy
• Enhanced the communication and messaging strategy for the company’s end-to-end recruitment process, boosting the brand’s value proposition and aiming to find the best candidate fit for the employer brand
• Surpassed recruitment KPIs by 180% through the new employer brand messaging and campaign, leading to the onboarding of +45 new employees in 4 months

Master'S Degree, Integrated Marketing Communication

Bachelor Of Arts - Ba, Communication

Education record

High School Diploma