CV – Ya Liu

Education

EDUCATION
SIMON BUSINESS SCHOOL, University of Rochester Rochester, NY Dec. 2020
Master of Science in Marketing Analytics (A STEM-Certified Program) GPA: 3.66/4.0 Available for full time work in June
Merit Scholarship recipient | Clubs: Simon Marketing Association, Simon Consulting Club.
Relevant coursework: Market Research, Social Media Analytics, Statistics, Predictive Analytics.

BEIJING FOREIGN STUDIES UNIVERSITY Beijing, China June 2019
Bachelor, double major in Finance and Slovakian GPA: 3.95/4.0
Government Scholarship recipient, Outstanding Graduate | Minister of Marketing Department at Student Union.
Relevant coursework: Database Management, Python for Analytics, SPSS and Data Analytics, Calculus.

ANALYTICS PROJECTS
SIMON VISION CONSULTING Rochester, NY Oct. 2019 – Dec. 2019
Digital Marketing Analyst, Project: Wellacopia Product Management
• Designed and visualized 2 prototypes including 26 web pages with HTML to initiate usability test.
• Identified gaps in current user experiences on website by conducting funnel analysis with 2 years’ website data.
• Developed insights for optimization of the registration process by conducting descriptive analysis with 388 rows of user data in R.
• Developed 16 pieces of advice on website design to enhance the website engagement by analyzing competitors’ and clients’ website customer journey.
• Designed 18 questions and conducted user interviews to identify reasons for low user retention rates.

TITANIC MACHINE LEARNING KAGGLE COMPETITION Rochester, NY Aug. 2019 – Sept. 2019
Project Leader, Ranking: Top 1.6%; Model Accuracy: 81%
• Prioritized five out of 12 variables by imputing missing values, plotting11 charts with ggplot package and creating new features.
• Evaluated predictive model with 1309 rows of data by using random forest algorithm and improved model accuracy by tuning multiple parameters and selecting variables.

EXPERIENCE
OLIVER WYMAN Beijing, China Feb. 2019 – Apr. 2019
Consulting Project Assistant, Financial Services and Consumer Goods Team
• Developed two insights on the prestige fragrance industry by collecting 378 prestige fragrance products’ offline in field research and visualizing data with Tableau.
• Calculated 26 European banks’ market share in the consumer loans market by collecting data from their annual reports and government official websites.
• Carried out case studies of historic business and structure changes of 3 benchmark companies.

OGILVY Beijing, China Sept. 2018 – Dec. 2018
Marketing Strategy Consulting Intern, Strategy Department
• Prepared 178-page’s client-facing PowerPoint slides as deliverables on smart wearables, car rental key players and competitors.
• Designed, distributed and collected over 200 questionnaires through the online platform, and presented results by summarizing managers’ in-depth interviews with interviewees to solicit feedback on the client’s pilot products.
• Provided business insights for clients by monitoring news articles on business media and selecting articles that were relevant to clients for the bi-weekly newsletter.
• Helped client with product innovation by supporting design thinking workshops.

SCHNEIDER ELECTRIC Beijing, China June 2018 – Aug. 2018
Marketing Intern, Smart Manufacturing Department
• Amplified brand impact by coordinating with internal and external stakeholders to launch a WeChat mini-program which earned 10,000 clicks.
• Improved the monthly click rate of company official website by 3.5% through optimizing the search engine marketing plan using key measurements like engagement, page views and CTR.
• Launched two advertisements that documented the department’s successful cases and clients’ testimonials by partnering with marketing team.
• Supported development of marketing strategy by conducting secondary market research on “Industry 4.0”.

AHCOF HOLDINGS CO., LTD. Anhui, China June 2017 – Aug. 2017
Sales Analyst Intern, International Trade Department
• Ensured quality assurance of pricing by calculating cost and optimizing price with Excel.
• Created pivot tables with historical sales data in the past 18 months to prepare the half-year report for the manager as a reference.
• Created a slide deck including line charts and pie charts to visualize the sales data.

ASSETS & INTERESTS
• Certificates: Tableau Desktop Specialist, Google Analytics Individual Qualification.
• Technical skills: Excel, R, Python, Google Analytics, SQL, Access, Tableau, JavaScript, PowerPoint, Photoshop.
• Interests: Running. Ranked third in 54th Beijing Students 1500m Race.