Ruihang "Jennifer" Zhu
Irvine,CA
Summary
Dedicated marketing professional with experiences in leveraging CRM data to develop targeted marketing strategies, optimize customer engagement, and drive brand loyalty. Highly skilled in working under pressure and adapting to new situations and challenges to enhance the organizational brand.
Overview
7
7
years of professional experience
Work History
Technical Product Manager
Yum! Taco Bell
01.2022 - 02.2023
- Owned and Managed Taco Bell’s Customer Data Platform ecosystem that includes in house Taco Bell Customer360 platform and external CDP Amperity.
- Built RFM models to support marketing automations and activations for customer loyalty team.
- Collaborated extensively with cross-functional teams to drive seamless integration efforts for end-to-end system optimization.
- Championed data-driven decision-making by leveraging CDP and ESP tools and tracking relevant metrics.
Service Insights & Analytics Manager
Wayfair.com
06.2021 - 12.2022
- Performed deep-dive analysis on CX metrics like NPS, CSAT and productivity metrics like Adherence and Concurrency for Wayfair digital chat channel to assist with goal setting for digital product team.
- Identified root causes and customer pain points behind the numbers using Google BigQuery and built strategies to improve overall customer journeys.
- Influenced site and channel leaders through in-depth analysis on voice of customers to pinpoint true customers’ needs and test efficiency of new implementations using A/B test methodologies.
Digital Care & Operations Analyst
Samsung Electronics America
11.2019 - 06.2021
- Conducted analyses to quantify impact of online review performance from VoC data; compiled actionable insight reports to track operational KPIs and provide diagnostics to improve care operations processes.
- Assisted operations and marketing teams to report on product ratings, collect data for deeper product analysis and provide advanced analytics support using SQL and Tableau when needed.
- Optimized operational efficiency by analyzing and streamlining processes.
Assistant Manager - Global Customer Analytics
Tiffany & Co.
06.2018 - 10.2019
- Identified growth opportunities through CRM data analysis and predictive analytics to drive customer acquisition and retention efforts for 3 Global Markets - US, EU, JP.
- Evolved and enhanced customer focused reporting & analytics with actionable insights in support of marketing initiatives, digital media activations and new product launches.
- Collaborated with cross-functional teams to understand product strategy, consumer behavior, paid media strategy and defined marketing KPIs and communicated analytics results effectively to senior management.
Assistant Manager - CRM & Digital Marketing
INTERMIX
05.2017 - 06.2018
- Developed and distributed KPI reports to measure performance and track marketing effectiveness.
- Built customer segmentations and dashboards to maximize online and offline engagement.
- Assessed performance of digital acquisition, retention and loyalty programs to optimize strategy on client development and customer lifecycle.
Market Research Analyst - Strategy & Analytics
Macy’s Inc.
01.2016 - 05.2017
- Utilized both primary research and syndicated research data to perform analysis to better understand customer segmentations, loyalty, shopping behaviors and overall retail industry trends
- Performed deep dive analysis on beauty industry trends, accessories, denim and women’s apparel
- Developed cohesive presentations and stories for senior management and provided actionable insights.
Education
Master of Science - Integrated Marketing
New York University
New York, NY05.2015
Bachelor of Science - Business Administration And Management
Northeastern University
Boston, MA12.2012
Skills
- Customer Relationship Management (CRM)
- Marketing campaigns
- Social Media Marketing
- Customer Segmentation
- Product Backlog Management
- KPI Tracking
- Project Planning
- E-commerce Analytics (Shopify, Amazon, TikTok, Etsy)
- SQL Proficiency
- Problem-Solving
- Customer Service
Entrepreneurial Experience
Since 2019, I have launched and grown two online brands with an average annual revenue growth of 50% over three years. I managed daily operations, freelancers, and vendors for creative projects, and executed integrated marketing campaigns across social media, email, Amazon PPC ads, and SEO. My CRM and email strategies boosted customer satisfaction to 4.9/5 with 2,000 organic reviews and increased repeat customers by 25%. Additionally, I managed influencer partnerships, driving a 20% sales increase through campaigns on TikTok and Instagram
Languages
Chinese (Mandarin)
Native or Bilingual
Spanish
Limited Working
Timeline
Technical Product Manager
Yum! Taco Bell
01.2022 - 02.2023
Service Insights & Analytics Manager
Wayfair.com
06.2021 - 12.2022
Digital Care & Operations Analyst
Samsung Electronics America
11.2019 - 06.2021
Assistant Manager - Global Customer Analytics
Tiffany & Co.
06.2018 - 10.2019
Assistant Manager - CRM & Digital Marketing
INTERMIX
05.2017 - 06.2018
Market Research Analyst - Strategy & Analytics
Macy’s Inc.
01.2016 - 05.2017
Master of Science - Integrated Marketing
New York University
Bachelor of Science - Business Administration And Management
Northeastern University
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