Rumor Has It Archive                                                                                                                             New York, NY

Founder                                                                                                                                             Oct 2024 - Present

• Launched a vintage brand, conducting market and competitior research and surveys 200+ shoppers to segment audience; developed the brand elements and 20+ branded assets ((logo, colors, packaging) and oversaw logistics, including finances and legal compliance

• Ideated and created digital content, both short video and static content via Canva and Capcut; implemented a social media calendar for teasers and launches utilizing reels, stories, live, and regular static posts to engage followers

• Orchestrated a gifting campaign with 10+ micro-influencer to produce organice content, from identifying to outreaching to performance tracking; maintained a talent contact database with media kits and rate sheets for future campaigns

Starcom Worldwide (Publicis Groupe)                                                                                             New York, NY

Senior Associate & Associate                         Oct 2023 – Aug 2024 & Dec 2022 – Oct 2023

• Conducted strategic media planning and buying for 10+ fragrance brands under the Puig Portfolio, achieving a 22% YoY increase in impressions. Managed RFPs for cross-channel collaborations and optimized media mix with ComScore and Vivvix to boost audience targeting and increase Carolina Herrera Good Girl brand visibility by 3 spots in NPD rankings

• Executed 50+ cross-channel campaigns across social, programmatic, and display, improving CTR by 14% through the introduction of new audience segments (Hispanic Consumer Market and Clean Beauty Audience). Oversaw campaign setup in Mediatool and Prisma, ensuring seamless execution and asset quality control

• Orchestrated high impact quick-turn activations, including a WhoWhatWear podcast sponsorship for Carolina Herrera and an out-of-home placement for Jean Paul Gaultier, boosting brand awareness by 6 points and achieving CPM 15% below benchmarks

• Monitored weekly campaign performance, addressing CTR, VCR, and viewability issues with real-time adjustments via Nielsen DAR and MOAT. Resolved under-delivery and tagging discrepancies, consistently exceeding KPIs

• Delivered 10+ client wrap reports in one month, synthesizing partner data, brand lift studies, and third-party tools (e.g., Macy's Media Network Looker, DV360) to identify optimization opportunities and resolve discrepancies via effective vendor management

• Collaborated with finance to ensure vendor invoice accuracy, implementing real-time budget updates in MBOX. Calculated platform tax, Nielsen, and DCM fees, identifying savings for efficient budget reallocation in future campaigns

The Marketing Store Worldwide                                                                                                                                                               Chicago, IL

Graduate Team Marketing Consultant                                                                                                                                 Jun 2022 - Sept 2022

• Led a team of four in developing and presenting a comprehensive media campaign for McDonald’s e-commerce platform, with the goal of increasing site traffic by 100% and boosting product sell-through by 50%

• Developed and implemented new strategies for McDonald’s e-commerce platform, focusing on UX enhancements and a lifestyle-centric design, leading to a 15% increase in traffic and a 10% rise in brand visibility within three months

• Conducted comprehensive surveys and interviews to identify Gen Z preferences, analyzing Shopify data through Radiant. Utilized insights to reengage the Gen Z audience, proposing an adult Happy Meal concept that aligned with cultural trends and increased brand relevance

Sina Weibo Beijing, China 

Brand Marketing Intern Jul 2020 - Sep 2020

• Repositioned the in-app ad as banner ads for Weibo to generate additional viewable impressions by 50% which led to client acquisition

• Assisted the analytics team on campaign measurement reporting, primarily search rate and CTR for hashtags, and provided regular  insights to keyword optimization for Mac using tools such as UberSuggest, resulting in a 15% increase in traffic to brands’ pages

• Participated in the launch of an omnichannel campaign that emphasizes the platform as user-centric after recommending Weibo to  create a user-generated content section on brands’ account pages to engage consumers 

• Prepared competitive analysis on Weibo, Douyin (TikTok), and Bilibili regarding their intellectual properties’ operation by analyzing  marketing strategies, program highlights, and case results, presenting to the director of brand marketing for insight generations