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Brand Strategy Portfolio

Clara Xu

Brand Strategy / Digital Marketing / Content Growth

Xiamen, China | 24 | clara.xu@example.com | WeChat: claraxu_demo

Xiamen University M.M. in Marketing with hands-on experience in consumer insight, content growth, cultural tourism branding, and data-informed campaign planning. Skilled in GA4, social media operations, user research, content strategy, and visual storytelling.

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+18%Engagement Lift
12Campaign Assets
4User Studies
6Research Briefs
3Strategy Projects
Profile

Brand-minded digital marketer with Xiamen University graduate training and hands-on consumer insight experience.

NameClara Xu
LocationXiamen, China
Phone+86 000-0000-0000
Emailclara.xu@example.com
WeChatclaraxu_demo
FocusBrand Strategy, Digital Marketing, Content Growth

Clara Xu is a growth marketing and global brand marketing professional with an M.S. in Integrated Marketing from Xiamen University and a B.S. in Business Administration from the Xiamen University.

Her practice covers consumer research, cultural tourism branding, social content planning, campaign asset coordination, and data-informed optimization. Her work spans GA4, social platform analytics, user interviews, survey design, content calendars, short-form video scripts, and integrated brand communication.

Professional Focus

  • Brand Strategy & Positioning
  • Content Growth Planning
  • Research Briefs Optimization
  • Campaign Marketing Analytics
Core Strengths

Brand, content, insight, and measurable communication.

A focused marketing toolkit built around audience understanding, structured content, brand storytelling, and practical campaign analysis.

Brand Strategy & Positioning

Built positioning frameworks for youth lifestyle and cultural tourism scenarios, connecting audience needs with clear brand messages.

Content Growth Planning

Operated TikTok and Instagram content workflows, contributing to +18% follower growth, 12 average engagement, and 4 video completion improvement.

Research Briefs Optimization

Designed interview guides, surveys, and persona maps to translate research findings into actionable campaign decisions.

Campaign Marketing Analytics

Comfortable reading GA4 and social dashboards, turning campaign data into weekly content iteration and reporting decisions.

Skills

A practical toolkit for brand and content growth.

Balanced between market research, content planning, social operations, and data-informed communication decisions.

Marketing Analytics

GA4, Excel, Python, survey analysis, content performance review, campaign reporting

Campaign Planning

Campaign briefs, channel planning, creative testing, keyword research, budget logic, KPI tracking

Social Platforms

TikTok, Instagram, Xiaohongshu, WeChat, social media operations, community interaction

Content Strategy

Short-form video scripts, editorial calendars, KOL/UGC planning, cross-platform distribution

Visual Support

Canva, Figma basics, Adobe Express, visual content adaptation, lightweight brand materials

Experience

Career & experience

Hands-on marketing roles across brand research, content operations, cultural tourism campaigns, and data-informed communication support.

2025.03 - 2025.06

Brand Strategy Intern

JOMMI LIM | Social Growth & Research Briefs
  • Managed TikTok and Instagram social operations and Shopify content optimization; improved brand reach through visual planning, copy optimization, and community engagement, driving +18% follower growth and 12 average post engagement.
  • Coordinated short-video scripts, destination photo prompts, and Xiaohongshu-style note structures for coastline, food, campus, and heritage routes.
  • Built 12 campaign assets across carousel posts, landing-page copy blocks, and creator briefing documents while keeping message consistency across channels.
  • Reviewed GA4 and social analytics after each content wave; summarized topic performance, audience comments, and next-week optimization suggestions.
  • Improved simulated content engagement by 18% through clearer hooks, route-based storytelling, and creator seeding logic.
2024.09 - 2025.01

Marketing Research Assistant

Xiamen University School of Management | Consumer Insight Lab
  • Assisted a graduate research project on youth cultural consumption; conducted desk research, semi-structured interviews, and survey coding for 120+ fictional respondent records.
  • Built four audience personas around motivation, media behavior, travel triggers, and content-sharing needs.
  • Translated research findings into brand message territories, campaign tone, and content topic clusters for academic presentation.
  • Produced six research briefs and visual summary slides for faculty review, supporting clearer insight-to-strategy communication.
  • Supported the launch of the Premium Upgrade Service Package by coordinating 3 marketing assets, including e-commerce PDPs, infographics, POP displays, and short-video scripts.
Selected Project

Xiamen Coastal Cultural Tourism Content Growth Plan

Graduate Marketing Strategy Project | 2024.09 - 2025.05

Insight

4 traveler segments

Mapped local culture seekers, weekend family travelers, Gen Z photo sharers, and slow-travel visitors.

Strategy

12 content pillars

Built a monthly content architecture across food, coastline, heritage, campus, and lifestyle scenes.

Distribution

+18% engagement lift

Modeled a simulated lift through topic testing, creator seeding, and clearer campaign messaging.

Strategy focus

Designed a digital content growth plan for young travelers visiting Xiamen, connecting city culture, coastal lifestyle, campus memory, and shareable short-video narratives.

  • Segmented four fictional traveler groups through interview notes, survey patterns, and social content behavior.
  • Built a content architecture with 12 recurring themes across city food, coastal walks, campus memory, local craft, weekend routes, and seasonal events.
  • Designed a creator seeding plan around micro-influencers, student photographers, and local lifestyle accounts, with message guidelines for each group.
  • Modeled an 18% simulated engagement lift by improving opening hooks, location tags, and route-based post structures.
Education

Academic background

2023.08 - 2025.05

Xiamen University

M.M. Marketing, School of Management
GPA: 3.8/4.0
Graduate thesis: Short-video destination imagery and youth travel decisions

2019.09 - 2023.06

Xiamen University

B.A. Advertising, School of Journalism and Communication

Languages

Ready for brand and content teams.

MandarinNative
EnglishAdvanced Professional Proficiency
Contact

Get in touch

Open to opportunities in brand strategy, digital marketing, content growth, cultural tourism communication, consumer insight, and campaign planning.

LocationXiamen, China
WeChatclaraxu_demo
Get in Touch