Xinchang Zhang
Brand Strategist | Photographer | Multimedia Designer | Multipotentialite
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About me
Accomplished marketing and branding professional with over 3 years of diverse industry experience. Proven proficiency in cultivating strong brand identities, navigating cultural nuances, and establishing authentic connections between individuals and brands.
Driven by a passion for innovation, I bring a creative flair to my strategic approach, integrating both artistic elements and analytical insights. My collaborative nature has allowed me to effectively work with cross-functional teams, ensuring seamless execution of branding initiatives and marketing campaigns. Proficient in the latest industry trends and technologies, I am dedicated to staying ahead of the curve and implementing cutting-edge strategies that resonate with diverse audiences. Ready to bring my unique blend of creativity and strategic thinking to elevate brands and foster meaningful connections in the ever-evolving landscape of marketing and branding.
My Journey
Aug 2022 - May 2024
May 2023 - Aug 2023
Jan 2022 - Feb 2023
April 2021 - Dec 2021
May2019 - August 2019
Master, Integrated Marketing Communication
Georgetown University, Washington DC
Internship, National Field Marketing
Starbucks China, Beijing, China
During my internship with the National Field Marketing team at Starbucks China, I had the privilege of being part of a vital team that served as a bridge between the campaign team and the operation team. This team played a crucial role in connecting the company at both the national and regional levels. Our primary objective was to break down the overarching creative ideas from a national perspective into actionable plans that could be implemented at the regional level, considering the unique characteristics of each region.
In addition to our role as facilitators, we were responsible for integrating and analyzing data from the sales team and regional operational team. This data allowed us to gain valuable insights into market trends and consumer behavior. By leveraging this information, we were able to provide strategic recommendations to the executive level, enabling them to make informed adjustments and refine their overall strategies.
Marketing and Branding Coordinator
Urbanis LLC, Albany, NY
I initially joined as a Marketing Intern responsible for video/image editing intern. However, I quickly recognized the need for a comprehensive communication and marketing plan with a strong branding system and storytelling framework that would resonate with our target audience. I proactively proposed to the CEO that we conduct a competitor environment analysis and collected stories and feedback from the team to better understand Urbanis's identity. As a result, I was promoted to Marketing and Branding Coordinator.
In my new role, I developed a comprehensive marketing strategy and recognizable branding system based on the storytelling framework. I redesigned the company's website to be more user-friendly and introduced a blog section to encourage discussions on important minority community news, ensuring that every voice was heard. Additionally, I reorganized and redesigned the investor pitch deck, leading to a second-place win in a competition and attracting million-level investment. I also played a key role in social media content creation and management, resulting in a remarkable 1300% growth. Collaborating with the sales and tech teams, I ensured smooth execution and supported events such as the Juneteenth celebration, fostering relationships with existing vendors and converting new vendors to our platform.
Master, Fashion Brand Management
POLIMODA, Florence, Italy
Internship, Commercial Operation Team
Beijing Yifengge Garment Co.Ltd.
Working with the Commercial Operations team in the fashion retail business gave me a chance to know how retail stores work, what should a manager be like, and how to motivate fellow colleagues in order to improve the sale of the store.
Oct 2023 - Current
Social Media Strategist
OSMO Media
In my role as a Social Media Coordinator at OSMO Media, I spearheaded various initiatives to amplify brand visibility and engagement across digital platforms. This included strategically identifying and collaborating with influencers across diverse social channels, effectively expanding brand reach and fostering meaningful connections with our target audience. Leveraging tools like Buffer, I efficiently managed day-to-day social media operations for multiple brands, ensuring consistent delivery of engaging content aligned with overarching brand objectives. Moreover, I conducted in-depth competitor analyses, identifying strategic opportunities and setting benchmarks to drive successful social media performance.
January 2021 - April 2021
Internship, Marketing Department
Wanda Commercial Management Group, Beijing, China
Market research and analysis, commercial center positioning and planning.
Digital Media Arts----Multi-Media Production
Duquesne University, Pittsburgh, PA
During 2018-2019, I served as the president of CSSA (Chinese Students and Scholars Association) at Duquesne University. I had successfully planned and executed 4 campus-only events, each with over 100 participants. Collaborated with 2 other local colleges to plan and execute 2 cross-university events, each with over 300 participants. Proactively communicated with local sponsors, raising over $2000 in funding.