Leona Xin

Leona Xin

Integrated Marketing Consultant

Something about me :)

I'm a semi-professional swimmer, a foody, a traveller. I'm passionate about life and love people. I likes to venture outside my comfort zone. Never settle down...

Professionally, I'm highly result-driven and detail-oriented data-base marketing analyst. I have both quantitative and analytical capabilities with a diverse array of analytical tools and methodologies to drive actionable, data-driven optimization recommendations, including SQL, Segmentation, SEO, Google Analytics, Google Adword, DART search, and A/B testing.

Feel free to reach me, for a chat :)

And please check the links of my portfolio by clicking here ;)

Work experience

Work experience
Jun 2014 - Sep 2014

Business Analyst

Guaranteed Rate Mortgage 
  • Led an analytics team of three, defined project scope and analysis approach, divided and prioritized tasks
  • Developed segments and tailor made messaging tactics in SAS based on understanding demographic and behavioral characteristics, automated segmenting and contacting process of new leads, increased sales efficiency by 10%
  • Built a scoring model using logistic regression in R to prioritize the leads, refined contacting procedure and increased the conversion rate by 11%
  • Identified key cross-selling prospects and package using lifetime value analysis in SAS, potentially brings 5% incremental sales
Jul 2011 - Jul 2013

Senior Account Associate

Shanghai Media Group
  • Increased 15% traffic of the website(www.shanghaiexpat.com) within 6 months by applying social media strategy, through engagement on Wechat and Weibo (Chinese twitter)
  • Analyzed first-party data of the website with SAS and SPSS to measure campaign success
  • Developed segments for customers based on their demographic and behavioral characteristics
  • Present Ad Hoc analysis both internally and externally and generated an increase of sales of 200% within 6 months.
Jul 2008 - Jun 2011

Biz Reporter

Shanghai Media Group
  • Face-to-face interview with C suits and global business leaders
  • Go-to reporter for the numerous business forums across the country
  • Built and maintained relationships with Chinese government, economists and entrepreneurs



Sep 2013 - Dec 2014

M.S. Integrated Marketing Communication 

Northwestern University 
Sep 2004 - Jun 2008

B.A. Journalism and Communication 

Communication University of China




Photoshop, Cinematography, Videography(Premium)


-SPSS, SAS(certified), SQL, Excel Pivot Table, Access


-Google Analytics(certified)  - Wordpress - Social listening/monitoring - Qualtrics and SurveyMonkey (online survey software and questionnaire tool) - HTML/CSS(Basic)