Yuqing (Jessie) Shi
Summary
- Data-informed audience engagement specialist with expertise in email growth, lead generation, and audience development
- Digital strategist skilled in growing and managing large email lists through multi-channel acquisition tactics
- Metrics-focused professional with experience in A/B testing, list segmentation and performance optimization
- Collaborative team player partnering with editorial, analytics, and paid media teams to drive quality leads
- Strategic thinker balancing aggressive growth targets with subscriber engagement and list hygiene best practices
- Let’s build, grow, and engage audiences through powerful email growth strategies!
Overview
5
5
years of professional experience
Work History
Social Media and Audience Engagement Editor
MarketWatch
09.2021 - 08.2023
Built and engaged off-platform audiences for a leading financial news site amid rate hikes and an uncertain economy. Duties and accomplishments:
- Collaborated with reporters and editors on crafting content for Facebook, LinkedIn, Twitter and Instagram for daily and enterprise stories
- Grew total organic reaches of the established Facebook page by 3% and followers by 7%
- Produced 45% of the top 100 most engaged organic Facebook posts, the highest percentage of all the social editors
- Crafted organic LinkedIn posts that triggered 8% more average engagements per post than the average of the rest of the team
- Grew organic followers of the Twitter account by 11%
- Maintained editorial partnerships with LinkedIn by writing, coordinating and pitching posts to LinkedIn editors
- Maintained editorial partnerships with Apple News and Flipboard by selecting and pitching stories to both platforms
- Drew actionable insights from social media metrics and sent newsletters about the best social media practices to the entire newsroom
- Compiled more than a year of important news events into the content calendar to help with social content planning
- Built 5 metrics reports in collaboration with the data and audience teams to track stories that drove the most subscription conversions, stories that had the highest social traffic, the most visited Google Web Stories, the most visited stock quote pages and the most visited stories by authors
- Detected, reported bugs in metrics reports and assisted the data and engineering teams in investigating and resolving them
- Guided the newsroom on the best editorial search engine optimization (SEO) practices, including researching trending search queries, helping edit SEO headlines and teaching colleagues how to use Google Trends
Social Media Editor
San Antonio Express-News
01.2020 - 08.2021
Boosted the organic social audiences of a major newspaper in Texas — as the only social media editor during the COVID pandemic, the 2020 Elections and winter storm Uri in 2021. Promoted stories won numerous awards in the Texas Associated Press Managing Editors contest. Duties and accomplishments:
• Created and scheduled posts for Facebook, Twitter, Instagram and other social media platforms
• Grew visits from social media to the website by 80%: Facebook by 93%, Twitter by 95%, LinkedIn by 80%, Instagram by 365%
• Grew organic net social media followers by 29%: Facebook by 26%, Twitter by 22%, LinkedIn by 59%, Instagram by 31%
• Tracked social media metrics and drew data insights to build an off-platform audience
• Worked with producers, editors and writers on innovative packages and new ways of storytelling
• Coached reporters and editors in social storytelling techniques and social media policy
• Moderated comments during Facebook Live and forwarded readers’ questions to newsroom staff
• Collaborated with marketing and advertising on creating and scheduling paid social ads
Audience Engagement Fellow
Barron's
10.2018 - 02.2019
Helped Barron’s, the world's prime investing publication, debut its presence on Reddit and strategize the platform — all from scratch. Duties and accomplishments:
- Researched Reddit strategies and best practices of publishers
- Helped build Barron’s Reddit profile
- Monitored trending conversations on Reddit with CrowdTangle for new opportunities to engage users
- Participated in relevant and viral conversations on Reddit
- Brainstormed measurements of successful audience engagement on Reddit
- Communicated with Reddit’s News & Journalism Partnerships team
- Developed a comprehensive strategy to move forward on Reddit
Education
Master of Science - Project Management
Harrisburg University
06-2026
Graduate Certificate - Digital Audience Strategy
Arizona State University
Master of Arts - Digital Journalism Innovation
New York University
Bachelor of Science - Newspaper And Online Journalism
Syracuse University
Skills
- Social Media:
- Twitter/X
- Threads
- YouTube
- TikTok
- SocialFlow
- Later
- TweetDeck
- Video Production:
- DSLR camera
- Adobe Premiere
- Final Cut Pro
- iMovie
- Mobile storytelling
- Social videos
- Visual Design:
- Adobe Photoshop
- Adobe Illustrator
- Adobe InDesign
- Adobe Lightroom
- Adobe Spark
- Canva
- Infogram
- Editorials:
- AP style
- Reporting
- Fact-checking
- Copy-editing
- Metrics and Analytics:
- Chartbeat
- Parsely
- Google Analytics (Certified)
- Spreadsheets
- Looker Studio
- Adobe Analytics
- Search Engine Optimization (SEO):
- Semrush (Certified)
- Google Trends
- On-page SEO (Certified)
- Keyword Research (Certified)
- Artificial Intelligence (AI):
- Prompt writing skills on ChatGPT, Claude, Monica, Gemini and Copilot
- Utilize CustomGPT: Social Listening Specialist to spot trending topics on social media and top-performing social content
Timeline
Social Media and Audience Engagement Editor
MarketWatch
09.2021 - 08.2023
Social Media Editor
San Antonio Express-News
01.2020 - 08.2021
Audience Engagement Fellow
Barron's
10.2018 - 02.2019
Master of Science - Project Management
Harrisburg University
Graduate Certificate - Digital Audience Strategy
Arizona State University
Master of Arts - Digital Journalism Innovation
New York University
Bachelor of Science - Newspaper And Online Journalism
Syracuse University
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