I'm Lisa (Zihan) Yu
Strategic Thinker
Brand Builder
Connection Creator
Welcome to my digital playground!
I’m Zihan (Lisa) Yu, a passionate marketer navigating the exciting realms of Digital Marketing and Brand Management. Currently pursuing my Master of Science in Communication at Northwestern University.
This website is my canvas, where I blend my professional journey with the little quirks that make me unique.
From spearheading digital strategies that catapulted products into the top ranks on Amazon to crafting influencer campaigns that have sparked hundreds of orders, I thrive on transforming ideas into reality.
But it’s not just about the numbers for me. My background in advertising, along with a passion for relationship management, fuels my drive to build meaningful connections - I love bringing people together.
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With a Bachelor's in Sociology and Communication from Northeastern University, I’m passionate about sustainability and committed to making it a way of life for brands and consumers.
When I’m not immersed in marketing, you can find me exploring the world of music. Vinyl records and concerts are my sanctuary. For me, music is the ultimate form of expression, capturing emotions that words often can’t convey.
So, dive in!
01 MY PROFESSION
MY EXPERTISE
STRATEGIC PLANNING
PUBLIC RELATIONS
INFLUENCER MARKET
BRAND DEVELOPMENT
CUSTOMER RELATION MANAGEMENT
EVENT PLANNING
TECHNICAL SKILLS
Search Engine Optimization
Search Engine Marketing
SEO & SEM
Copy-Writing
Content Creation
Microsoft Suit
Excel, Power BI, PowerPoint
Social Media Management
Instagram, Facebook, Twitter, YouTube
Google Workspace
Analytics, Ads
Graphic Design
Adobe Illustrator, Premiere, Photoshop, Canva
02 WORK SAMPLE
03 MY WRITING
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04 MY CREATIVE
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05 EXPERIENCE
May 2024 - September 2024
Marchoose
Digital Marketing Specialist
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Conducted digital marketing content analysis, collaborating with product and merchandising teams to improve rankings, resulting in a top 15 Amazon ranking within 3 months.
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Supported cross-channel digital marketing efforts including A/B testing and content strategy, resulting in a 300% surge in TikTok Shop sales.
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Tracked high-traffic search terms using Google Analytics, developed targeted content strategies, and executed on-page SEO optimization, leading the Shopify website's organic traffic to rise by 40%.
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Led an influencer affiliate marketing outreach campaign through demographic analysis, resulting in 30+ collaborations and over 500 orders from a single campaign.
SEM & SEO
Social Media Management
Microsoft Excel & Power BI
May 2023 - August 2023
McCann Worldgroup
Brand Development
Influencer Marketing
Account Executive Intern
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Analyzed social media presence opportunities, resulting in a 50% increase in TikTok live stream conversion rates.
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Facilitated the launch of 5 new products by refining marketing strategies, resulting in a surge of organic UGC and an average of 10,000 sales per product on e-commerce channels.
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Coordinated with production houses, PR teams, and clients using Microsoft Project to develop 8 point-of-sale display posters and TVCs, ensuring strategic alignment and timely launch across 300 local stores.
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Synthesized data-driven marketing research into actionable campaign proposals, ensuring successful implementation with client goals, achieving a 20% increase in campaign effectiveness.
Customer Relation Management
Cross-functional Collaboration
Negotiation
Microsoft Excel
Microsoft Project
September 2022 - February 2023
Sexual Violence Prevention Association
Communication Advocacy Intern
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Managed multi-channel posts using Meta Business Suite, resulting in a 10+ week streak of follower growth and averaging an increase of 3 direct messages per day.
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Developed an Instagram boosting strategy and guided poster graphics design by conducting interest mapping, increasing Instagram Story views from single digits to 200.
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Published 5 blog posts with the advocacy team, utilizing Google Ads campaigns to drive up to 300 daily website visits.
Meta Business
Graphic Design
Copy-writing
Media Relation
Public Relation
May 2021 - August 2021
GroupM
E-Commerce Promotion Intern
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Visualized campaign performance data using Excel, tracked key performance metrics to identified areas for budget optimization, resulting in a 15% cost-per-click reduction.
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Implemented media plans across 3+ e-commerce platforms, optimizing ad placements to maximize ROI, achieving a 10% increase in conversion rates for Wall’s ice cream product.
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Compiled competitive analysis reports to identify market trends, contributed to a successful celebrity endorsement in TV shows, resulting in a 30% organic awareness increase for newly launched products.
Data Visualization
Budget Optimization
Strategic Planing
Campaign Execution
