Yutong Liu

· Utilized analysis tools to gather multi-channel data on 15+ competitors. Monitored dalily TVCs, KOL/KOC collaborations, and IP events. Identified market trends that informed key campaign optimizations and produced 3+ monthly case reports. · Assisted in executing Danone’s campaigns such as the 2024 Danone × Strawberry Music Festival, participating in seeking 8 social media KOLs and planning promotional strategies and contents. Coordinated 50+ advertising material needs (TVC, KV, SV) with media platforms (iQIYI/Bilibili/Tencent), ensuring timely ad placement and driving 1.2M+ impressions. · Monitored KPIs (CPM, SOV, IVT), identifying underperforming channels and reallocating 15% budget to high-engagement platforms, boosting CTR by 8%.

· Conducted online and offline marketing research in the tissue paper industry, analyzed industry status, and pinpointed digital objectives and opportunities for Vinda Group, resulting in a 70-page research report and project planning mind map. · Supported Vinda’s digital strategy by cataloging 50+ SKUs across product lines and sales channels, compiling 10 FMCG case studies, and identifying 3 optimization opportunities through market analysis. · Supported development of a treasury monitoring platform by analyzing 280+ financial indicators (foreign exchange, liquidity risk, etc.) and assisted in system blueprint design for a Guangdong state-owned enterprise.

· Executed end-to-end live-stream operations, coordinated with 15+ brands to obtain product selling points and coupon IDs, managed daily product listings, and created promotional posters/copies/videos across DouYin/Red/Wechat official accounts. · Developed data-driven live-stream strategies by analyzing trending short video data and user demographics (primary audience: women aged 30+), contributing to 20% month-on-month viewership growth (avg. 62,258 viewers). · Assisted in IP campaigns such as “70% OFF MAD RUSH” through precision audience targeting and data-driven content planning. Developed content frameworks (unboxing/comparison/scenario-based) for product seeding videos, and structured live-stream scripts with 5 conversion hooks (price shocks/scarcity alerts/UGC proof), lifting add-to-cart rate by 18%. · Diagnosed a 34% drop in live-stream viewership and sales conversion through funnel analysis, implementing WeChat push notifications and multi-channel reactivation campaigns that restored baseline performance within 2 weeks.

· Wrote multiple event proposals for the SCUT Guitar Association to secure sponsorships from external companies for student activities. Created promotional materials (Tweets/Posters) and coordinated organizational handovers. For example, secured commercial sponsorships totaling ¥10,000 for the “Winter Is Coming” Band Culture Festival in November 2020. · Designed and executed several school-wide events for BBT Student Innovation Center, including “Blind Box Exchange Graduation Event” in June 2021 and the “Carve the Time” Harry Potter-themed event in November 2021. Independently produced multimedia promotional content (5 articles with 7K+ avg. views, 3 viral videos reaching 12K students).