Professional Experience
Branding Manager
2025 - Current
Shall See Theater
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Executed digital go-to-market strategy, driving audience acquisition and engagement for an off-off-Broadway production targeting niche NYC audiences
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Increased short-form video impressions by 6–7× (to 7,000+) through iterative content testing and cross-platform distribution
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Managed and optimized multi-channel campaigns (Instagram, Xiaohongshu), analyzing engagement and performance metrics to improve reach efficiency
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Conducted audience segmentation and behavioral analysis to refine targeting and messaging strategy
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Launched and optimized paid acquisition campaigns (Meta Ads), using performance data (CTR, engagement) to refine creative and audience targeting
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Analyzed funnel performance to identify drop-offs and friction points, adjusting messaging and distribution strategy to improve user activation and engagement
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Translated performance data into repeatable optimization frameworks for content and audience targeting
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Coordinated production and delivery of marketing assets, aligning creative output with performance insights and channel requirements
Project Experience
Growth Marketer
Paid Acquisition Experiment — Job Match Tool
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Executed a $70 paid campaign generating 7,000+ impressions and 346 clicks (2.16% CTR), validating initial demand for the value proposition
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Built and launched an end-to-end acquisition funnel (Meta Ads → landing page → form → conversion)
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Implemented tracking infrastructure using GA4 and Meta Pixel to monitor user behavior across funnel stages
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Analyzed funnel performance to identify drop-offs and friction points, improving user activation and engagement through messaging and distribution adjustments
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Identified trust friction (resume upload) as a key barrier to user activation and improved onboarding flow through iteration on messaging and CTA structure
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Improved campaign efficiency through iterative testing of messaging and audience segmentation
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Demonstrated how trust and perceived friction impact user conversion and activation behavior
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Documented insights to inform future user acquisition and onboarding optimization
Education
2022-2026
New York University
Bachelor's of Fine Arts in Theater & Media, Culture, and Communication
Developed a strong foundation in storytelling, audience analysis, communication strategy, and research through interdisciplinary training in theatre and media studies. Coursework and creative projects strengthened my skills in project management, public speaking, cross-functional collaboration, content development, and presenting complex ideas to diverse audiences. My academic experience emphasized understanding audience behavior, cultural trends, and media ecosystems, while balancing creative problem-solving with analytical thinking.
Skills
Analytics & Tools: GA4, Meta Ads, Excel (Pivot Tables, Dashboards), SQL (basic), WordPress
Growth & Strategy: Funnel Analysis, Conversion Optimization, A/B Testing, Audience Segmentation
Execution: Paid Acquisition, Campaign Execution, Landing Page Optimization, Content Distribution
