Experience

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  Boston University

  • United States
  • Higher Education
  • 700 & Above Employee

  • External Affairs Learning, Education, and Development (LED) Subcommittee, Co-Lead

    • Jan 2024 - Present

  • Senior Social Media Specialist, International

    • Sep 2023 - Present

    - Oversee Boston University's Chinese social media program to foster connections with Chinese-speaking communities, increase brand visibility, and enhance the global reputation of the institution as a leading research institution. Develop social media strategies targeting Chinese students, parents, and alumni across platforms including Weibo, WeChat, Red (Xiaohongshu, also known as Little Red Book), and Zhihu. - Act as a key connector across various departments within External Affairs, including the social, editorial, and video production teams, to develop creative narratives that promote cultural awareness through storytelling. Supervise interns, freelancers, and external vendors to create, translate, and adapt content tailored to Chinese audiences. - Serve as a trusted advisor to the team and University leadership on communication strategies geared toward international students and their families. Offer strategic direction for communication initiatives targeting Chinese audiences, as well as broader international demographics, to various departments, schools, and colleges within Boston University. - Employ a data-driven approach to evaluate and optimize content and channel performance, aiding the team in achieving overarching institutional goals. Stay abreast of emerging trends, platforms, and tools to bring big ideas to life. - Assist with media outreach and news monitoring as necessary.

  • External Affairs Steering DEI Committee Co-Lead

    • Mar 2022 - Nov 2023

    - Developed and implemented diversity, equity & inclusion (DEI) initiatives and programs aiming to build a more inclusive workplace culture. - Served as a primary advisor to the senior vice president of External Affairs and senior leadership team on matters involving DEI and how those initiatives are being incorporated into the policies and practices of the department.- Cultivated relationships with stakeholders to foster transparent communication and collaborative culture.- Communicated with all EA employees about the status of DEI efforts and the Steering Committee’s ongoing work.

  • International Social Media Specialist

    • Jan 2018 - Aug 2023

    - Led the development and implementation of Boston University’s social media communication strategy on Chinese social media. - Tracked, translated, created and managed social media content on multiple Chinese social channels including Weibo, WeChat, Zhihu, and Guokr. - Served as a primary resource to the team and Boston University’s leadership for crisis communication targeting international students. - Cultivated relationships with Chinese media outlets to promote Boston University’s research and thought leadership. - Collaborated with social media communicators at schools and colleges to develop communication strategies to promote their academic programs and recruit students.- Supervised Chinese social media intern to create engaging original content for Chinese audiences.

  • International Social Media Assistant

    • Aug 2014 - Dec 2017

    - Tracked, created and managed social media content on multiple Chinese social channels including Weibo, WeChat, and RenRen.- Supervised graphic design intern to create graphics for social media consumption. - Collaborated with the Editorial team and web producers to develop SEO strategy and conducted keyword research for alumni publications.

  • Part-Time Social Media Assistant

    • Nov 2013 - Jul 2014

    - Launched and managed the University’s official accounts on Chinese social media platforms including Weibo, RenRen, and Youku.- Translated editorial content and created social posts to increase community engagement and foster online conversations.

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  Newell Public Relations

  • Beijing, China

  • Account Coordinator

    • Jul 2010 - Jun 2011
    • Beijing, China

    - Drafted reports, marketing plans, newsletters, features and press releases in Chinese and English for South African Tourism (SAT). - Built and maintained relationships with over 50 media outlets, including press, TV networks and social websites.- Planned and organized the Indaba Competition, an event for front-line tourism operators to present their ideas about promoting South Africa. - Monitored online conversations and translated product reviews for Seagate PR Project Group.

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  Beijing Star Brand Building Materials Co., Ltd

  • Beijing City, China

  • Administrative Assistant

    • Sep 2009 - Jun 2010
    • Beijing City, China

    - Scheduled and coordinated meetings, appointments and travel arrangements for supervisors and managers- Drafted and translated documents, product brochures, and new releases