Printing tool Download PDF

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

Jun 2014Sep 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 2011Jul 2013

Senior Account Associate

Shanghai Media Group
  • Increased 15% traffic of the website( 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 2008Jun 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


School Projects (Segmentation, LTV, Website Analysis, etc...)


Scott Stephen, President of Guaranteed Rate Online Division

"Zhicong was a member of a summer intern project team that worked with me this past summer. Simply put, she and the entire team were awesome and did a wonderful job bringing several compelling business performance changing insights to the forefront of my attention. Their work ethic, intelligence and productivity was unmatched by any other group with which I have worked in my career. I highly recommend." 

Mike Finstad, Former Managing Editor of

"We worked together on a segment that she produced for ICS known as the "Laowai Lowdown" -- the goal of which was to help expatriates live and work in Shanghai. We also co-launched several events where we partnered with Leona's production team. She is passionate about seeing her production succeed, and is willing to work hard to make sure her work is top quality. As the Managing Editor of an expatriate publication, I can say that Leona's willingness to work together on topics for her segment was outstanding. She is a wonderful person to work with and also a great leader."

Klaus Hartig, Executive Vice President at FUCHS PETROLUB AG [email protected]

"Leona interviewed me once I received Shanghai's highest award for foreign CEOs. She is sharp, assertive, and nice to talk to. She is also a quick learner. Prior to our interview, she had no information about our industry, but she is curious, and eager to learn about the processes and applications, as well as about the industry and the competitive environment. She has excellent communication skills and pleasant personality. She is a great person to work with and please contact me if you need more information."

Work Sample


Sep 2013Dec 2014

M.S. Integrated Marketing Communication

Northwestern University
Sep 2004Jun 2008

B.A. Journalism and Communication

Communication University of China

I used to be...

Leona's been working in the industry of media for five years, from being a journalist, to program producer, to account associate. 

Leona's great at content production, creativity, analytics, leadership, building relationships and excel at execution!


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)