A creative, analytical, and empathetic communication graduate.
I think of creative solutions for problems; I make structures and make sense of complex evidence and data; I have an empathetic mindset that can understand the customers' point of view.
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Professional Experience
Three internships across digital marketing, customer insight analytics, and PR communication have given me a strong foundation in applying communication theories to real business challenges.
Analysed customer behavioural and transactional data, executed paid media campaigns, and collaborated with influencers to support data-driven decisions.
Customer data analysisTikTok paid mediaInfluencer collaboration
Shanghai Shengyu Technology & Trade
Sep 2021 – Feb 2022 · Shanghai, CN
Corporate Consultant Intern
Edelman Public Relations Worldwide (China)
Conducted field research and surveys, managed digital content assets, and drafted published copy for corporate and media touchpoints.
Internal PRUI designingCopy writing
Academic Experience
Education and research experience across two universities in the Netherlands and China.
2022 – 2026 · Amsterdam, NL
University of Amsterdam
+ Amsterdam School of Communication Research
Jan 2024 – Jan 2026 · GPA 7.73/10
Research Master of Communication Science
Sep 2022 – Jan 2024 · GPA 8.37/10
Short-track Bachelor of Communication Science
Oct 2024 – Feb 2025 · Research role
Research Assistant – ASCoR
Tremendous training in applying quantitative methodologies with predictive analytics to study marketing and human behaviors.
Quantitative & qualitative methodsApplied ML in PythonExplainable AI
Examined how personalized advertising from different types of organizations and platforms influences perceived surveillance and customer responses toward the organizations, using a 2×2 between-subjects experiment design, and analyzed the data of 300 participants using R and SPSS.
Developed a successful integrated marketing campaign for ASICS and presented in front of industry leaders at Publicis, GroupM and PHD Media.
Campaign strategyBrand communicationPublicis · GroupM · PHD Media
MACHINE LEARNING
ML Classification & Decision Tree Models
Used Python to train classification and regression models for research on YouTube marketing videos for NGOs, and applied a decision tree model to visualize and interpret customers’ behavior with inferential statistics.
