Kevin Yu

• Led end-to-end project execution and multi-channel marketing campaigns, monitored project KPIs, timelines, budget, deliverables. • Orchestrated digital campaigns, leveraging SEO, analytics, and A/B testing, increased engagement on social media by 35%, boosted e-commerce sales over 50% in 3 months. • Managed 15+ partnerships programs with influencers and key partnering brands. • Manage Budgeted campaigns tailored to different media outlets by channeling internal communication for cross-function teams • Directed over 50 original short-form promotional videos, gaining 500K views online.

- Provided highest-quality media coverage for the Wake Forest Demon Deacons, captured student-athletes’ best winning moments - Managed media relations with Sports & Affairs to brand 75+ Wake Forest events to students, faculty, and staff throughout campus - Partnered with 20+ groups and organizations across campus to produce quality media, footage, photos, podcasts, and TikTok - Served as the global reach in the only student-run department at WFU; Recruited over 70 student employees

• Advocated to WFU Information Systems department for the integration of Adobe Suite within classrooms and staff members • Led social media campaigns on Instagram and Discord to enhance engagement on campus, increased over 2,000 active users • Coordinated 20+ on-site events on campus, such as pop-up booths, to promote Adobe Creative Cloud software • Devised and reported post-event consumer analysis, supervised marketing materials, vendor management and logistics planning • Directed production of 40+ short videos, 20+ print ads, and a TVC on 6+ social media platforms, achieved 100 Million views

• Integral member of a three-person team that refined marketing budget strategies, effectively negotiating contracts with two new top-tier commercial production agencies for long-term partnerships. • Optimized publicity strategy by shifting focus from traditional advertising methods to signing contracts with social media platforms for market promotion, saving 65K dollars in campaign budgets. • Directed and oversaw production of over 40 short videos, 20+ print ads, and a TVC on different social media platforms, achieving an estimated 100 million views. • Designed new membership strategies that garnered 2 million new members over the 4-day Mid-Autumn Festival holiday, leading the growth of 42 million dollars in sales after new campaigns went live in September. • Facilitated the success of on-ground events, which ranged from store openings to consumer-focused events for experiential retail. My role was critical in the pre-planning stages and post event consumer response analysis, including supervising the print/video marketing materials, product selection, and logistical planning.

• Directed two TV variety shows, National Treasure, and Kaimendaji; facilitated transporting collections with The Palace Museum • Co-authored 3 episodes end-to-end and supervised visual designs, talent acquisition, commercials, sponsorship, and final editing • Designed a shooting plan with diverse casting choices and new game rules for KMDJ, led to an estimated 6% increase in viewership • Branded National Treasure before premiere of new season in social media, traditional, and alternative markets; edited8 episodes • Initiated marketing communication strategies for the show, overseeing all written marketing content slated for online distribution

• Published a blog-style website that aims to be an all-in-one platform for international students at Wake Forest to learn about course registration, housing, meal plan, activities, and student VISA. The Wakers also allows students and parents to share their insights on these topics in our online forum. • Achieved 200+ daily active users and a total of 1100+ registered users by the end of 2020. • Navigated the complexities of finance, marketing, and operations. Driving growth through strategic fundraising, sales initiatives, and operational optimization. Led the design of the website during its early stages.

• One of the twelve Chinese joint-stock commercial bank • Ranked in 162nd in Forbes Global publicly held companies(2021) • Received training for basic banking operations and supported the banking operations as an intern.

Served as Chairman, Vice President, and Head of Media Production of the only student-run department at Wake Forest University. Worked closely with administrators and served as a bridge between the administration and the student body.

Co-founded the only computer science organization in the school's history. The club launched a mobile APP called Spartapp which is a scheduling program that makes students' and teachers' lives easier. - Spartapp becomes the exclusive platform for student government elections. And Spartapp delivers the school's morning news and serves as the distribution channel for announcements from the principal's office. - In May 2018, Spartapp expanded its service to provide support for Beijing International School and the Western Academy of Beijing., Led the studio in photoshoots and video projects Host workshops, meetings, and training sessions as Chief Designer of the student newspaper. Deliver over 20 pages of designs for the newspaper every month.