Master of Business Analytics turning customer data into focused, practical marketing decisions.
About
Internationally educated professional with an interdisciplinary background in Business Analytics, Marketing, and Communication. Highly sensitive to consumer needs and market trends, with the ability to derive actionable insights from data, user feedback, and content performance, and translate them into practical marketing and user engagement strategies. Strong capabilities in content development, cross-functional communication, and project coordination, with the ability to tailor communication to different target audiences and deliver effectively in fast-paced, multi-tasking environments.
Alumni Relations & Development (ARD) · Auckland, New Zealand
User Insights & Marketing Strategy Project
Marketing Project Coordination & ManagementCoordinated team responsibilities and project timelines around the goal of improving alumni email engagement. Estimated workloads across data cleaning, modelling, analysis, and strategy development, dynamically adjusted project plans, and communicated weekly with project stakeholders to align on progress, business requirements, and analytical priorities.
Customer & Marketing Data InsightsContributed to the analysis of 3.83 million alumni email interaction records. Used SQL for data cleaning, deduplication, and standardisation, and applied regression-based predictive modelling in R to evaluate how user characteristics, engagement behaviour, send timing, and email domains influenced open and engagement rates, identifying key drivers of audience engagement.
Audience Segmentation & Engagement StrategyTranslated analytical findings into four actionable marketing recommendations covering send-time optimisation, behavioural targeting, email-domain segmentation, and delayed-engagement triggers. Validated strategy effectiveness using historical data, converted complex analytical results into accessible marketing insights for non-technical stakeholders, and presented recommendations through PowerPoint. The recommendations were adopted by the team, with the project forecasting a 25%–30% improvement in alumni email engagement.
Email interactions analysed
3.83M
Marketing recommendations
4
Forecast engagement lift
25%–30%
Student Recruitment Operations & Course Tutor
HD Education · Auckland, New Zealand · Part-time
Student Recruitment & ConversionSupported pre-course student recruitment and promotion by communicating the organisation’s value proposition, highlighting key course benefits, and developing targeted messaging for prospective students. Adapted communication strategies based on students’ learning needs, motivations, and enrolment concerns to support conversion from initial enquiry and trial-class experience to formal enrolment.
Course Experience & User EngagementProvided English-language content explanation, academic writing support, and learning guidance for foundation-level courses including Art History. Adapted course content and communication approaches based on students’ academic backgrounds, feedback, and learning preferences. Continuously collected post-class feedback on course content, teaching methods, and the overall learning experience to optimise future course design and service delivery.
Recruitment & Tutor CoordinationIndependently supported tutor recruitment through candidate screening and interviews, interviewing 300+ candidates and supporting the hiring of 100+ qualified tutors. Assessed candidates based on course requirements, teaching capability, and student fit to support stable course delivery and student recruitment operations.
Candidates interviewed
300+
Qualified tutors hired
100+
Journalism Intern
Jiaxing Radio & Television · Jiaxing, Zhejiang, China
News & General Channel
Digital Content OperationsManaged daily content publishing for the organisation’s official website and WeChat Official Account. Independently formatted, proofread, and published news content based on trending topics and audience interests, producing 1–6 articles per day, with the highest-performing article generating 10,000+ views.
Content Production & MultimediaAssisted with more than 10 lifestyle-news interviews, including interview material collection, content organisation, and preliminary short-form video editing. Supported the end-to-end content workflow from information gathering and production to publication under tight deadlines while ensuring accuracy, readability, and content quality.
Articles published per day
1–6
Highest article views
10,000+
Interviews supported
10+
Education
Master of Business Analytics (Marketing)
University of Auckland
Bachelor of Arts (Communication & Media, Film and Television)
University of Auckland
Distinction in Business Statistics (2024) · Distinction in Applied Mathematics (2021)
Skills
Marketing, analytics, and communication capabilities used to turn customer behaviour into focused campaigns and measurable decisions.
Marketing Analytics
Customer Segmentation
Audience Insights
Campaign Optimisation
Content Strategy
R
SQL
Power BI
Excel
Python
PowerPoint
CapCut
Work that moved the numbers
A closer look at the audience insight, marketing strategy, and content performance behind the CV.
Email engagement strategy
Turned large-scale behavioural data into targeting, timing, segmentation, and re-engagement recommendations adopted by the University of Auckland ARD team.
3.83M interactions
4 strategies
25%–30% forecast lift
Audience-led recruitment
Tailored value propositions and enrolment messaging to prospective students’ needs, motivations, and concerns across the recruitment journey.
Conversion
Targeted messaging
Customer insight
Experience optimisation
Used learner feedback and behavioural signals to adapt course communication, strengthen engagement, and inform future service delivery.
Voice of customer
Engagement
Service design
Digital content performance
Matched daily website and WeChat content to trending topics and audience interests, taking stories from research through publication.
10K+ views
1–6 articles/day
Short-form video
Languages
EnglishIELTS 7.0 · Professional working proficiency
