Shiwen Xu

301-892-1313 shiwenxu.umd@gmail.com LinkedIn Page

SUMMARY
I have strong expertise and passion in Quantitative Marketing Research and Consumer Analysis. I have been working as a
Marketing Analyst and very familiar with its business/operation aspects. I am data-driven and detail-orientated.

EDUCATION
University of Maryland-College Park
B.A. in Marketing, Robert H. Smith School of Business (May. 2016)
B.S. in Agricultural and Resource Economics (May. 2016)
o Scholarship: Ray A. Murray Scholarship (Fall 2013 Fall 2015)

College Park, Maryland

SKILLS
Language: Fluent in English, Native in Mandarin Chinese
Software Skills: SQL, SPSS, Stata, Excel, Microsoft Office, AMS, ARA, Google Analytics, Google AdWords, SEO
Statistical Skills: Regression, A/B Testing, T-Test, ANOVA Test, Chi-Square Test
Interests: Business Analytics, Consumer Search Behavior, Marketing Research, Quantitative Methods

WORK & LEADERSHIP EXPERIENCE

Flywheel Digital LLC
Baltimore, Maryland
Digital Marketing Analyst (July-Present 2016)
Design, create and manage online e-commerce campaigns on Amazon Marketing Service (AMS) for a wide
spectrum of CPG clients (e.g. determine ads type, design ads display, set up data tracking, perform analysis)
Analyze consumer search behavior, optimize keywords selection and bidding strategies for clients by analyzing
the variations of bidding prices, CPC and ACoS (average cost of sales).
Design A/B Testing to locate the best performing keywords and advertised products combination.
Choose, track and analyze key metrics for campaigns and brands to optimize the advertisement spending and
reach.
Create, maintain and visualize operational reports and alerts on Excel, and monitor changes in campaigns
performance, price supplies and other SKU characteristics
Asian Education Development Fund (AEDF)
College Park, Maryland
Founder and President (2014 - 2016)
Found and serve as the first president of AEDF at University of Maryland -- An organization dedicated to
improving study environment of rural students in Asia
Complete field research in China to identify problems and potential solutions
Design and implement online marketing campaigns (through website and social media: Facebook and YouTube)
Design and run offline marketing campaigns to raise funding
Formulate plan and coordinate with local schools in China to improve their student diner program
Feihong Ecological Agriculture Development Co. LTD
Zhejiang Province, China
Marketing Research Intern (June-August 2014)
Identify potential consumers for targeting for a new product category Qing Cai
Perform segmentation based on historical data and prepare profile reports for each targeted segment
Apply marketing research methods (observational data and interview) to prepare new product launch

ACADEMIC RESEARCH PROJECTS

Marketing research SPSS project

Identify relationships in a large dataset on using statistical methods including linear regression, T-test,
ANOVA Test, and Chi-square Test (implemented in SPSS)
Provide interpretation and managerial implications based on the statistical results