Wendy (Zihan) LIU

Conducted market research and developed strategic communication networks to enhance client influence and optimize PR campaigns for cryptocurrency and credit rating clients.

• Collaborated with the media team to provide bi-weekly reports on regulatory shifts, price trends, and innovations for cryptocurrency and credit rating clients, calibrating media strategies to amplify clients' influence and visibility.
• Developed and expanded a database of 300+ crypto KOLs and journalists, leveraging sentiment analysis and engagement metrics to optimize client outreach and strengthen PR campaigns.

Led a 5-person team to analyze digital channel performance and competitor strategies, identifying high-potential segments to boost user retention and conversion rates.

• Drove a team of 5 to analyze Schneider Electric USA's 4 digital channels' performance and conducted comprehensive competitor research.
• Identified high-potential segments and suggested strategic actions to boost user retention and deal conversion rates, enhancing digital marketing effectiveness.

Led digital transformation initiatives and e-commerce strategy for L'Oreal, driving significant performance improvements and market growth across multiple brands and regions.

• Initiated a Generative AI translation pilot, optimizing e-commerce workflows, cutting localization costs by 40%, and enhancing data-driven operational efficiency.
• Led B2C E-commerce digital solution deployment for 3 brands across 5 markets, achieving a 20% average performance improvement and 15% boost in sales conversion through customer-focused feature optimization and SEO/UX enhancements.
• Designed a 30-page omnichannel marketing strategy for L'Oreal Men Expert, contributing to 15% category growth by conducting comprehensive market analysis and identifying key growth drivers.
• Developed an APAC-wide intranet to streamline workflows and operations, co-organizing the annual ZONE IT Summit, which achieved record attendance of 200+ by leveraging Metaverse and gamification.

Spearheaded cloud migration and developed data visualization tools to enhance financial operational efficiency and support strategic decision-making.

• Spearheaded a cloud migration for finance workflows and designed a real-time monitoring and progress visualization dashboard using PowerBI.
• Developed 5 bi-weekly interactive performance reports, enabling C-suite strategic decision-making through enhanced data insights and operational transparency.

Managed social media strategy and content creation for a 500k follower podcast, driving engagement and securing strategic partnerships.

• Managed social media strategy for a 500k followers podcast, leveraging episode performance analytics to shape high-impact content and improve engagement.
• Contributed to a partnership with Nestle China, yielding over 4 million plays, significantly expanding content reach and brand visibility.

Published an abstract at the International Conference on E-Business and Marketing (ICEBM) in 2020, demonstrating early academic engagement and research capabilities.