Résumé

Curriculum Vitae

Serena Shi

Digital Marketing Specialist · M.S. Digital Marketing Candidate
serenashi772010@gmail.com · +1 415-699-8698 · Pomona, CA · U.S. Work Authorization

Summary

Graduate digital marketing candidate transitioning from hands-on content and growth marketing into data-driven strategy. Experienced in social media management, influencer partnerships, and SEO coordination, with a strong foundation in campaign execution and performance optimization. Bilingual in English and Mandarin — offering unique insight into both Western and Chinese digital markets. Passionate about turning customer behavior insights into smarter targeting, messaging, and conversion-focused marketing.

Education

2024 – 2026
M.S. Digital Marketing (STEM-Designated)
California State Polytechnic University, Pomona — Singelyn Graduate School of Business
  • Concentration in data-driven marketing strategy, analytics, and campaign measurement
  • Graduate Capstone: AI-Powered Email Personalization for MEin3D
  • Tools: R, Quarto, GA4, BigQuery, Tableau, SQL
2022 – 2024
B.A. Music Industry Studies
California State Polytechnic University, Pomona
  • Foundation in entertainment marketing, audience engagement, and creative brand storytelling

Work Experience

2025 – Present
Digital Marketing & Analytics Lead
MEin3D · University-Sponsored Capstone Project
  • Initiated and led a university-sponsored capstone to diagnose website conversion issues, conducting funnel analysis to identify drop-offs and design a strategy to improve form submission rates
  • Implemented foundational analytics infrastructure — supporting GA4 setup, performance tracking, and basic data analysis to prepare the company for scalable, insight-driven growth
  • Designed AI-powered email personalization framework using behavioral segmentation to increase appointment conversions
  • Supported pop-up activations at Ontario Mills and LA Comic Con (10,000+ attendees), aligning digital tracking strategy with in-person customer acquisition
  • Led content production, including filming and editing branded social media assets to support product launches and campaigns
2021 – Present
Digital Marketing Specialist
Miraco Beauty (Startup) · miracobeauty.com
  • Managed Instagram and TikTok strategy — content calendars, engagement, and audience growth aligned with campaign objectives
  • Led and collaborated on content production, including filming and editing branded social media assets to support product launches and promotional campaigns
  • Executed influencer and brand partnership campaigns from outreach to performance monitoring, expanding brand visibility and customer acquisition
  • Coordinated with an external SEO agency to improve website optimization, oversee content updates, and enhance overall user experience
  • Supported paid social and email initiatives, contributing to campaign optimization and cross-channel growth strategy
2021 – 2022
Social Media & Email Marketing Coordinator
Suntisfy Inc (Popfun)
  • Wrote and built promotional email campaigns supporting product launches and seasonal sales, contributing to consistent revenue lift
  • Conducted A/B testing on subject lines and messaging, optimizing campaigns based on open and click-through performance
  • Managed daily Instagram content publishing and engagement, aligning social promotions with email campaigns to drive cross-channel traffic

Technical Skills

Analytics & Data
GA4 · Meta Analytics · SQL · BigQuery · R · Tableau · Funnel Analysis · A/B Testing
Advertising & Growth
Meta Ads Manager · Google Ads · Campaign Optimization · Conversion Strategy
Email & CRM
Email Campaign Development · Segmentation · A/B Testing · Performance Tracking
Social & Content
Instagram · TikTok · Xiaohongshu (RED) · Influencer Campaigns · Video Production & Editing
SEO & Web
On-Page SEO · Blog SEO Coordination · Website Optimization · UX Collaboration
Languages
English (Fluent) · Mandarin Chinese (Native)

Additional

  • Content Creator — Xiaohongshu (RED): Lifestyle and beauty content for Chinese-speaking audiences
  • Part-time Barista — Boba tea craftsmanship and customer experience
  • U.S. Work Authorization — Eligible to work in the United States