CV

YUNJIAO(JOANNA) LIU


Yunjiao.Liu@simon.rochester.edu | (585) 734-8950 | linkedin.com/in/yunjiaoliu | https://savoryyogurt.wixsite.com/yunjiao
EDUCATION

Simon Business School, University of Rochester – Rochester, NY
Master of Science in Marketing Analytics – (STEM Certified Program) Dec. 2020
Merit Scholarship recipient, Member-Simon Marketing Association Available for full-time work in June

China Agricultural University – Beijing, China
Bachelor of Management June 2019
University Scholarship; Excellent University Volunteer Award

ANALYTICS PROJECT

  • TURF Analysis: Greek Yogurt Flavor Selection – Rochester, NY Jan. 2020
  • • Wrote SQL queries to extract and merge data from 8 different documents, identified and deleted disturbing profiles, recoded unfinished answers and conducted Chi-Squared Test and T-test for data validity check;
  • • Ran descriptive analysis to compare the current market share of each flavor between regular yogurt and Greek yogurt products using historical sales data covering 6 months, visualized the results in Tableau;
  • • Simulated market scenarios using the disaggregate choice model and used TURF analysis to predict the best set of next flavors to add to the existing product lines in order to achieve the highest reach using 700 rows of data from customer preference survey;
  • Sentiment Analysis: Non-negative Tweet Detection for Airlines – Rochester, NY Nov. 2019 – Dec. 2019
  • • Accessed 3400 tweets related to US airline companies using SQL, made word cloud maps for each airline companies suggesting the top keywords appeared in the collected negative tweets;
  • • Followed the machine learning process using Naïve Bayesian, Support Vector Machine, Maximum Entropy, and Logistic Regression to train the model separately given the sentiment of tweets in the training dataset and did prediction in the test dataset, evaluated the classification using measurements including precision, recall and F1;
  • • Combined the four classification methods together using the method of majority vote as the optimal model, ensuring the final precision rate at 60%.
  • PROFESSIONAL EXPERIENCE
  • Simon Vision Consulting -The Mad Hatter Restaurant & Bakery – Rochester, NY Jan. 2020 – Present
  • Consultant
  • • Conducted interviews with foodservice professionals to understand the industry in the city, understood issues and trends affecting the restaurant including time, costs and competitors.
  • • Designing and giving out surveys to the Mad Hatter dine-in customers and Facebook followers, using principal component and factor analysis to draw the perceptual map to understand the competitive advantage of Mad Hatter and identify the position of its target group;
  • • Evaluating the operations for the Mad Hatter from the sales data of Mad Hatter in the recent 5 years, drilling down to summarize the sales over each month, touching on a pricing strategy for the franchisees based on short-term and long-term profitability.
  • Ernst & Young Advisory Limited – Beijing, China June 2019
  • Finance & IT Advisory Intern
  • • Completed preliminary analysis on feasibility of IPO for the parent company; collected and synthesized 4 financial performance reports from subsidiaries for the last 4 years utilizing Excel functions, Excel VBA and EY Random.
  • • Managed document collection for 7 people cross-functional engagement team focusing on business processes, relevant controls dependent on technology, and made Visio flowchart to illustrate the major links of the pre-analysis phase with the source of error for each link.
  • Tsingtao Brewery Co., Ltd. – Qingdao, China July 2017 – Aug. 2017
  • Overseas Market Intern
  • • Collected market data covering 65 countries in Asia and CEE in order to properly research Tsingtao Beer’s market pattern and development tendency in the Silk Road area; put forward further suggestions for development.
  • • Assisted in the opening ceremony of Tsingtao Beer Festival by arranging the reception of guests from South America and Europe; refined product introduction PowerPoint for a new product press conference for international participants.
  • SKILLS & INTERESTS
  • • Technical Skills: R, SQL, Tableau, Python, SPSS, Microsoft Office(PowerPoint, Excel, Word, Access, Visio)
  • • Interests: Piano player (passed the amateur piano grading test level 10 in China); Photograph (a member of undergraduate school press corps)