1. XUAN ZHU
CONSUMER INSIGHTS 217-418-8259
MEDIA ANALYTICS XUANZHU89@GMAIL.COM
STRATEGIC PLANNING WWW.XUANZHU89.WORDPRESS.COM
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PERSONAL STATEMENT
“ + Hands-on experience in consumer research and advertising strategic planning
+ Solid understanding of quantitative and qualitative research techniques and methodologies
+ Intermediate level knowledge of statistics; Familiar with data analysis and visualization
”
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EDUCATION & PROJECTS Publicity Coordinator | Fall 2011-Present
University of Illinois at Urbana-Champaign Mithya - Indian Dramatics Society at UIUC
2012 + Developed & executed publicity campaigns
MS in Advertising | May 2012 | GPA: 3.77/4.0
+ Created publicity materials
S. Watson and Elizabeth S. Dunn Fellowship . The play “30 Days in September” was house-full
Tablet Consumer & Advertising Insight Project for all three shows at the Armory Free Theatre
Client: VivaKi, Publicis Groupe
Conference Paper: “How Current Behavior Influences
+ Conducted in-depth interviews regarding tablet use Perceptions of Realism and Behavioral Intent for PSAs”
+ Coded and analyzed qualitative data
+ Developed effective tablet advertising model + Completed data entry & error correction
+ Drafted project report & presentation for clients + Drafted research methodologies
+ Performed statistical analysis using SPSS
Social Media Marketing Strategy & Research Project 2011 + Co-authored & presented the research paper at
American Academy of Advertising 2012 Conference
Client: Wavespot, Pronto Networks
+ Performed secondary research regarding social media Meal-Time Minutes Project
marketing’s role in small businesses Client: University of Illinois Family Resiliency Center
+ Developed creative brief, media plan & executions
for Wavespot product based on research insights + Conducted online survey & in-depth interviews
+ Analyzed quantitative data using SPSS
Xi’an International Studies University, China + Coded & analyzed qualitative data
+ Drafted creative brief and media plan
BA in Advertising | July 2010 | GPA: 3.68/4.0 + Presented FRC PSA copytesting report to client
Outstanding Graduate (Top 2%)
Scholarship for Outstanding Students (Top 5%) 2010
Product Innovation Research Lab Project
..................................................................................... Clients: MCS Industries Inc., the Coleman Company Inc.
INTERNSHIP EXPERIENCE + Conducted survey & in-depth interviews
+ Performed ethnographic research in retail stores
Marketing Intern | 03/2010-06/2010 + Analyzed primary & secondary data
Shaanxi Publishing Group, Xi’an, China 2009 + Developed marketing strategies for new product launch
Creative Intern | 11/2009-02/2010 ........................................................................................
Baoxuan Advertising Ltd. Co., Shenzhen, China LANGUAGES
Marketing Intern | 08/2008-09/2008 Chinese English German
www.soufun.com, Nanchang, China Native
Fluent
Advertising Dept. Intern | 07/2008-08/2008 2008 Basic
Word
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Photoshop
Jiangnan City Daily, Nanchang, China
+ Conducted a focus-group & in-depth interviews
MEMBERSHIP
Pow
Exc
+ Conceptualized & designed marketing materials American Academy of
erPo
el
+ Developed & executed marketing tactics Advertising
i nt
+ Managed online forum; Planned online & offline events
Illustr
+ Designed internet & newspaper advertisements
SKILLS
HTM
ator
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L
AWARDS
CSS
SPS
S >
. iGoogle China University Student Innovation & Design Contest|Finalist|11/2009 5
. The 2nd “Star of Western China” Design Contest|Finalist|08/2009 Stata
4
. Shenzhen Universiade Poster Design Contest|Finalist|01/2008 3
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INTERESTS R 1
Chinese Checkers, Painting, Sketching, Photography & Harmonica < Proficiency