Full Name: Ximing (Emily) Chen
Program: MS Marketing & Retail Science (MSMRS)
Year of Graduation: Class of 2023
Current Job Title and Company Name: Digital Business Analyst, Kering
Hometown: Shanghai, China
Favorite spot on the NYU Stern and/or NYU Shanghai campus: My favorite place at NYU Shanghai campus is the gym. With our brand new campus, I really like to go to the gym after a whole day of class.
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- Tell us a bit about what you are doing now?
I am currently working at KERING, the world's second luxury company as a business analyst in the digital transformation department. My work mainly focuses on helping brands optimize their digital workflow and improve the whole customer journey. I have always been interested in different marketing models and customer insight, which is why I studied in the MS in Marketing & Retail Science program at NYU. Recently, I started working on CMS (Content management system) for Saint Laurent, for better distribution on social media to attract potential customers conversion. My typical day is full of new project research and drafting use case decks. I really love my job and the industry I am currently in. For my future career steps, I would like to stay in the luxury industry and try working with different brands like watch & jewelry.
- How do you feel your MS degree prepared you for what you are doing now?
My MS degree in Marketing & Retail science showed me a different view of whole customer behavior and insight and ability, specifically about social media in the China ecosystem. In the Market Analytics class, we learned the profile of potential customers from a guest lecturer working at Johnson & Johnson. For example, based on the marketing model, KOL/KOC in the platforms such as Little Redbook and Douyin help brands learn more about potential customers’ preference and targeted push with this data. What I learned during Marketing Analytics helped me better understand customer journeys both online and offline, as well as the different market models like AIPL 4p in my current job. What’s more, the capstone project I did was for a medical insurance company. It was because of this experience that I gained more interview opportunities from insurance companies during my program enrollment.
- What is your advice for the current students and/or prospective students?
Developing a future career goal is very critical. Which industry do you want step in？What kind of life do you want in the future? You can find these answers with the Center for Career Development (CCD) team and your mentors during your internship. After you know the answers for these questions, you should optimize your resume, find related internships and develop the skills your career needs during the program study