YINING LI
Content Marketer & Creator
Medill School of Journalism, Northwestern University
Phone: 617-513-4618
Yining Li (Laura)
Passionate Marketer and Content Creator
I'm a passionate storyteller with a unique blend of creative and marketing expertise. My journey began at Boston University, where I immersed myself in the world of Film and Television, honing my skills in crafting captivating narratives. Building on this foundation, I pursued a Master's degree in Integrated Marketing Communications at Northwestern University, equipping me with the strategic insights and tools needed to marry the art of storytelling with the science of marketing.
My career goal is to create and market content that resonates with audiences on a profound level. I'm committed to leveraging my diverse experiences to bridge the gap between content creation and marketing. Whether on-screen or behind the scenes, I'm dedicated to bringing stories to life and ensuring they reach the hearts and minds of a global audience.
Education
Sep 2022 - Dec 2023
Northwestern University
Medill School of Journalism, Media and Integrated Marketing Communications
Master of Science in Integrated Marketing Communications
Related Courses: Consumer Insights, Marketing Strategy, Market Research, Content Strategy, Branding, Creative Strategy, Data Analysis, Machine Learning
Sep 2017 - May 2020
Boston University
College of Communication
Bachelor of Science in Film and Television
Related Courses: Film Production, Directing, Screenwriting, Production Design, TV Studio Production, Writing for Comm, Intro to PR, Media Business
MY EXPERIENCE
Professional Experience
PRUDENTIAL FINANCIAL
June 2023 - August 2023
Graduate Marketing Consultant
-
Conducted in-depth industry research to identify effective social media strategies and potential opportunities.
-
Analyzed social media to understand and engage young consumers, resulting in targeted marketing strategies.
-
Spearheaded the search for 40+ financial influencers on TikTok as a key strategy to attract younger demographics.
IQIYI INC.
May 2021 - October 2021
User Growth Intern
-
Collaborated with the design department to create compelling creatives to expand the user market for iQIYI's international app in SEA countries, the Middle East, and North America.
-
Managed ad campaigns on Google, Facebook, and TikTok for user growth and content promotion.
-
Conducted data analysis and A/B testing to optimize project performance and propose strategic improvements.
-
Launched and managed a TikTok account in Vietnam, amassing over 10K followers and 300K+ video views.
-
Supported technicians in automating ad buying procedures using Python.
CYBER FRIENDS PRODUCTION STUDIO
May 2020 - May 2021
Executive Manager, Producer, Assistant Director
-
Oversaw company financial records, contract signings, film admission applications, and patent registrations, fostering partnerships in over 10 projects.
-
Managed budgets, schedules, and crew hiring while maintaining effective on-set communication.
-
Led a variety of projects, including TikTok shorts, JD.com television commercials, and theatrical-release film productions.
-
Space Homecoming, screenplay patented as writer, theatrical-release production in progress.
-
The Fireworks of Transience, first PGC film on UGC platform Kwai, web-released in July 2021.
-
The Mermaid, web-released in September 2021 on Tencent.
-
HOOLI HOMES BOSTON
September 2019 - May 2020
Marketing Intern
-
Produced promotional videos and authored articles to raise brand awareness on social media platforms, achieving over 1.5K readings.
-
Successfully organized offline events to connect with local students, generating profits exceeding $2,000.
NEWTV/ICNTV
July 2019 - August 2019
Content Strategist Intern
-
Facilitated production of children education shows “Beta Magic World”.
-
Revised edited clips and provided feedback to accord the marketing plan to the targeted audience.
MY EXPERIENCE
Other Experience
FOX SPORTS UNIVERSITY PROJECT
March 2020 - June 2020
Member of the Winner Team "Discover"
-
Developed an integrated content strategy plan to propose Discover Credit Card as the sponsor for Big Noon Kickoff during the upcoming college football season.
-
Conducted marketing research to pitch the effectiveness of the partnership between Discover and Big Noon Kickoff.
HOTHOUSE PRODUCTIONS
January 2020 - May 2020
Producer
-
Coproduced a 45 minutes TV show about sustainable fashion as a student-run production company.
-
Researched and reached out to possible businesses for branded items in the show.
-
Reached out and casted possible contestants for the show.
BUTV10
March 2018 - May 2020
Reporter
Interviewed Lingzi Foundation members for 2018 Boston Marathon Package and aired on “Amber” Channel.
Wrote article about 2018 Boston Marathon and published on WeChat public account
Cinematographer
Filmed interviews and short movie for several packages and aired on “Amber” Channel.
Studio Production Member
Filmed the show twice a month and aired on “Amber” Channel.
Managed backstage work for studio production to increase the efficiency of filming.
BLACK PIG ELF FILM STUDIO
July 2016 - July 2018
Script Supervisor
Maintained record of all the shots and takes on set to provide post-production a detailed guide.
Director Assistant
Communicated between departments on set to increase the efficiency of filming.
Kept track of time and equipment on set to protect all the properties.
Assisted the director when rehearsing to improve the performance of actors.
HOLLISTER CO.
June 2018 - August 2018
Brand Representative
Promoted products to customers to increase sale and was awarded “Hollistar” (Best Performance)
SPECIAL A IVY LEAGUE SUMMER SCHOOL
July 2017 - August 2017
Professor Assistant
Organized discussion and homework for a month to a class of 50 to provide the best explanation toward class content
