Hongyi Chen

Summary

Brand Communication and Digital Marketing Specialist with expertise in art, culture, and fashion. Developed and executed social media strategies across platforms including RED, Weibo, LinkedIn, TikTok, and Douyin, enhancing content engagement and brand visibility through targeted design and analytics. Engaged cross-cultural audiences in China, Japan, and Korea by delivering trend-driven content that fosters connection and growth.

Overview

years of professional experience

Work History

Part-Time Social Media Specialist

NationalAssociation of Asian American Professional

Chicago

01.2026 - Current

Supported content creation and campaign promotion across Facebook, Instagram, and LinkedIn, enhancing brand visibility and engagement.
Collaborated with teams to align on event details, extracted key insights, and created promotional materials and tailored content for target audiences.
Promoted online career development events through social media, driving participation and contributing to growth in followers across platforms.

Digital Marketing Intern

Gusto Collective

Shanghai

07.2025 - 09.2025

Managed end-to-end social media operations for El Corte Inglés Department Store and Marvis across platforms such as RED and WeChat Official, including content and visual planning, publishing, and community engagement; achieved ~7% growth in El Corte Inglés' RED account
Planned and executed a Chinese Valentine Festival digital marketing campaign, coordinating with design and channel teams from launch to post-campaign analysis; delivered 2 campaigns with an over 85% member engagement rate
Produced weekly and monthly performance reports, including operational metrics and competitor analysis (10 weekly, 3 monthly), delivering data-driven insights that informed content and media strategies
Managed KOL collaborations, including influencer sourcing, outreach, product seeding, and performance tracking.

Documentary Operations Intern

Beijing Lezheng Culture Communication

Beijing

07.2024 - 08.2024

Created and edited 15+ promotional and explainer videos independently, leading one video to achieve 12K views.
Managed WeChat and Douyin accounts, updating content regularly, engaging with comments, and driving interactions to enhance audience retention.

Education

Bachelor of Arts - Communication

University of Washington

Seattle, WA

06-2027

Skills

Social Media: Content planning, analytics, and optimization across platforms, including WeChat Official Accounts, RED, Weibo, Instagram, LinkedIn and TikTok
Design & Tools: Canva, Figma, Adobe Photoshop, Adobe Illustrator, SQL, Xiumi, 135 Editor

Languages: Mandarin (Native), English (Fluent), Spanish (Fluent), Japanese (Basic)

Affiliations

University of Washington Chinese Theatre Club
Director | Head of Finance | Planning Committee Member
- Led a 40+ member team to deliver the Winter 2026 production, sold 185 tickets
- Drove multi-channel promotion, increasing audience attendance by 340%, top post reached 700+ views
University of Washington Board Games Club
Publicity Team Member
- Wrote and published 5 promotional posts across channels up to 400 views each
- Managed WeChat platforms, increasing event participation from 20 to 84 attendees

Timeline