Xingyue Han
New York,NY
Summary
Creative and strategic communications professional with a proven track record in media storytelling, data-driven content strategy, and cross-functional collaboration. Formerly with China Central Television (CCTV), where I led high-visibility campaigns and creator partnerships that generated over 50 million views across platforms. At Local Deal Market, I successfully executed go-to-market strategies and offline activations, resulting in a 50% boost in user engagement. Skilled in managing end-to-end social media channels, crafting brand narratives, and translating complex messages into culturally resonant stories. Fluent in English, Mandarin, and Cantonese, with a global lens shaped by professional experiences across Beijing, London, and New York, and a passion for building creator-first narratives that resonate worldwide.
Overview
8
8
years of professional experience
1
1
Certification
Work History
Marketing Analytics Specialist
Local Deal Market
New York
07.2024 - Current
- Marketing Data Analysis: Conducted in-depth performance analysis using SQL and Excel to identify key trends and develop optimization strategies, directly improving marketing performance.
- Go-to-Market Strategy and Collaboration: Designed and launched product go-to-market strategies by aligning with cross-functional teams, ensuring message consistency, and campaign alignment.
- Campaign Optimization: Executed offline events and optimized campaign performance across Instagram, LinkedIn, and WeChat, contributing to a 50% increase in website user engagement.
Media Specialist & Journalist - Digital Media Group
China Central Television
Beijing
12.2020 - 10.2023
- Digital Content Strategy: Led video production and storytelling during major national events, like the Winter Olympics, creating short-form and animated content that amassed over 50M views across social platforms.
- KOL Outreach & Collaboration: Identified and negotiated with high-impact creators—including a rocket-launch content influencer with over 300K followers—for cross-channel projects, successfully securing collaboration under tight budget constraints.
- Cross-Functional Production Leadership: Directed workflows across videographers, editors, and scriptwriters to manage documentary timelines and brand alignment.
- Series & Narrative Development: Co-designed release strategies for cultural and biographical video series, such as "Tea Culture" and "Stephon Marbury in Beijing," ensuring optimal timing, format, and tone for target audiences.
Marketing Strategy and Communications Intern
Ogilvy
Beijing
11.2019 - 01.2020
- Speaker and Event Outreach: Secured high-profile speakers (e.g., BADI, Prof.). Xiaoqun Wang for a tech client’s product launch event successfully finalized outreach and contracts without a dedicated budget.
- Content & White Paper Localization: Translated and refined bilingual strategic documents and business plans, contributing to effective communication with both ministry and executive stakeholders.
- Public Sector Engagement: Supported a government-facing wine industry campaign by presenting branding strategy and visual design proposals to local firms—proposals were recognized and endorsed by officials, opening doors for future collaboration.
Digital Media Editor Intern
China Central Television
Beijing
07.2018 - 10.2018
- Crisis Coordination & Communication: Served as part of the emergency response team, handling cross-functional collaboration with PR and tech departments to resolve platform issues quickly and efficiently.
- Workshop Facilitation: Organized and hosted an internal workshop titled “Drafting Better News Titles”, which was adopted as an ongoing practice and led to at least 50% increase in daily viewership.
Marketing and PR Assistant Intern
Cubic Original Ltd
London
09.2017 - 05.2018
- Social Media Growth: Managed Instagram content strategy, increasing followers from under 100 to over 3,000 in six months by designing visuals, writing captions, and engaging with a Gen Z audience.
- Content Creation and Scheduling: Produced and published weekly branded posts; led visual and editorial direction for fashion campaign storytelling.
- Trend Research & Campaign Development: Conducted market research to support the creative concept of 'normcore' and 'minimalism' for the 2018 AW collection.
- Event Promotion: Played a key role in securing the brand’s participation in Shanghai Fashion Week 2018, aligning campaign visuals with industry trends.
Education
Masters - Applied Analytics
Columbia University
New York05.2025
Masters - Digital Media
University College London
London06.2020
Bachelors - Magazine Journalism and Publishing
University of The Arts London
London06.2019
Skills
Tableau
SQL
R
Python
MS Office
Canva
Final Cut Pro
Digital content creation
Data analysis
Creative storytelling
Cross-functional collaboration
Project management
Marketing strategy
Skills Certifications Others
Tableau, SQL, R, Python, MS Office, Canva, FinalCutPro, Mandarin, Native, English, Business Proficiency, Cantonese, Business Proficiency, Create video content, Writing
Languages
English
Full Professional
Chinese (Mandarin)
Native/ Bilingual
Chinese (Cantonese)
Native/ Bilingual
Certification
- National Professional Qualification for Journalists (China)
Government-verified certification issued by the National Radio and Television Administration (NRTA), 2021
Timeline
Marketing Analytics Specialist
Local Deal Market
07.2024 - Current
Media Specialist & Journalist - Digital Media Group
China Central Television
12.2020 - 10.2023
Marketing Strategy and Communications Intern
Ogilvy
11.2019 - 01.2020
Digital Media Editor Intern
China Central Television
07.2018 - 10.2018
Marketing and PR Assistant Intern
Cubic Original Ltd
09.2017 - 05.2018
Masters - Applied Analytics
Columbia University
Masters - Digital Media
University College London
Bachelors - Magazine Journalism and Publishing
University of The Arts London
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