Professional experience and qualifications in digital communication, multimedia storytelling, and community engagement.
Emerson College
Sep 2022 – Aug 2024
Master's Degree in Digital Communication and Multimedia
Boston, MA
Harbin Engineering University (HRBEU)
Sep 2012 – Jul 2016
Bachelor's degree in Prelaw
Harbin, China
National Programs Communications and Outreach Assistant
Dec 2024 – Present
New Entry Sustainable Farming Project, Tufts University
Beverly, MA
- Manage FIELD Network's digital communications, including email newsletters, listserv engagement, and social media outreach, to strengthen community connections.
- Develop and analyze performance metrics for communication channels, optimizing engagement strategies based on data insights.
- Produce multimedia content, including video storytelling and sponsorship materials, to enhance program visibility and fundraising efforts.
Strategic Marketing Assistant
Jun 2023 – Aug 2023, Oct 2023 – Dec 2023
Downtown Boston Business Improvement District (BID)
Boston, MA
- Supported marketing team, produced event materials and social media content, spanning photos, posters, flyers, and short videos.
- Conducted a competitive analysis across BIDs within the US, resulting in a strategic plan for augmenting BID's social media growth.
- Leveraged Constant Contact and Salesforce data for in-depth subscriber research and audience segmentation, crafting an initial questionnaire to refine engagement strategies further.
- Managed event tracking in the Downtown Boston area and spearheaded website updates to increase engagement.
News Reporter & Media Strategist
Feb 2017 – Jun 2022
China Youth Daily, China Food Newspaper, Hangzhou Daily
China (Beijing, Hangzhou)
- Reported on local government affairs, collaborating with various bureaus to cover policy developments and public initiatives.
- Led a 5-member reporting team focused on the food industry in Zhejiang, planning and executing events on Safe Consumption in partnership with local authorities.
- Co-founded and developed the news short video brand "Green Hornet," producing high-impact news content with over one million hits.
- Managed digital content strategy, including SEO optimization, headline crafting, and video editing, to enhance audience engagement.
FIELD Network Engagement & Growth Initiative
New Entry Sustainable Farming Project
- Designed and executed a strategic evaluation of FIELD Network's listserv, using historical data to develop benchmarks and metrics.
- Led an audience expansion campaign, growing FIELD Network's presence by engaging relevant organizations on LinkedIn and Instagram.
- Developed a multimedia sponsorship toolkit, including a testimonial video, to support FIELD School scholarship fundraising.
Green Hornet – News Video Brand
News Reporter at China Youth Daily
- Co-founded and developed the short video brand "Green Hornet" under China News Network, focusing on trending news through high-engagement social media content.
- Spearheaded content strategy, growing the platform's following from zero to millions.
Social Media Analysis for Downtown Boston BID
Strategic Marketing Assistant at Downtown Boston BID
- Analyzed nationwide BID social media accounts, selecting the top five performers across Instagram, LinkedIn, Facebook, and X.
- Conducted quantitative and qualitative analysis of metrics like follower count and engagement rate, identifying successful content strategies.
- Developed a targeted growth plan for Downtown BID's social media, resulting in a doubled average engagement rate within two months.
ChatGPT Public Sentiment Research
Graduate Student at Emerson College
- Conducted a research study on public perceptions of ChatGPT, presenting findings that validated user concerns and influenced communication strategies.
- Utilized quantitative analysis tools and presented findings at the Blanquerna-Emerson Global Communication Summit, with results aligning with Pew Research's insights.
Technical: Microsoft Office, Adobe Creative Suite, Canva, Google Analytics, Google Ads, Constant Contact, Salesforce
Creative: Photography, Digital Marketing, Content Creation, Event Planning
Administrative: Project Management, Data Maintenance, Financial Management
