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Usen Esiet

Brand Strategist | Creative Problem Solver | Digital Strategist | Copywriter | Content Curator

New York, NY, USA
As a strategic thinker and creative problem solver, I'm interested in opportunities to work within a creative, collaborative and cross-funtional environment where I can help bring bold ideas to life for global brands.
Work Experience
New York, NY, USA
Aug 2013Present
Strategy Intern
Supporting agency-wide digital strategy initiatives under the guidance of the Senior Strategist.
Shanghai, China
May 2013Jun 2013
Digital Marketing Intern
• Managed maintenance of corporate website (including content development and SEO analysis)
• Liaised with digital agency to meet marketing objectives and ensure timely delivery of new website
• Assisted the marketing manager with the development and execution of content marketing strategy
• Provided general copywriting and editorial support to marketing team for digital marketing campaigns
Boston, MA, USA
Sep 2012Present
Brand Strategy/Verbal Identity Consultant
• Developing social media strategy and managing social media communities on Facebook and Twitter
• Formalizing hypotheses and providing strategic recommendations for brand positioning and strategy
• Participating in stakeholder interviews and discovery processes that inform better user experience
• Using key insights and discoveries from ethnographic research to create user personas and scenarios
• Delivering copywriting and proofreading solutions for messaging and copywriting across all brand communication channels, including website, social media, and marketing communication materials
• Partnering with Project Management lead to meet timelines and transfer knowledge across the team
Washington, DC, USA
Jul 2010Jun 2011
Marketing Communications Associate
• Managed website redevelopment and delivery in collaboration with SunGard’s design team in India
• Developed social media strategy, and managed social media communities on Facebook and Twitter
• Wrote and edited copy for digital marketing, including social media, website, and e-mail campaigns
• Managed Google AdWords account, marketing-driven database and corporate donor communications
• Coordinated internal communication and project management with staff in London, Kenya and India
Worcester, MA, USA
Sep 2009Dec 2009
Public Relations Intern
• Developed two reports on maximizing Facebook engagement to improve social media strategy
• Delivered a presentation to the Office of Alumni Relations on how to improve their Facebook strategy
• Wrote and edited copy for news releases, website and articles published in the College’s magazine
• Tracked media coverage of Assumption College, and maintained monthly media clip archive
Education
Boston, MA, USA
Aug 2011Sep 2012
M.A. in Global Marketing Communication & Advertising (GMCA)
Moved as a cohort through a structured sequence of courses emphasizing cross-cultural communication and cultural diversity in world markets, blending theory with hands-on application.

• Developed comprehensive brand and marketing management plans to help introduce multinational brands into emerging markets across Asia and Africa.

• Analyzed case studies and provided strategic recommendations to multinational brands, including Starbucks, Louis Vuitton, Hyundai, Li Ning, Lee Kum Kee, Motorola, and Harley Davidson.

• Designed, conducted and analyzed quantitative and qualitative research during various course projects, including surveys, focus group interviews (FGI) and in-depth interviews.
Beijing, China
May 2012Jun 2012
Certificate of Global Marketing Communication
• Collaborated with graduate students from CUC's School of Advertising to develop a study providing insights to foreign marketers interested in maximizing Chinese consumers’ engagement through viral video advertising and convergence culture.

• Attended several graduate lectures courses at CUC focused on media, media law, cross-cultural communication, and advertising practices in China.

• Participated in company visits and interactive sessions at various advertising, marketing and media companies in Beijing and Shanghai, including LeTV Mobile Media & Technology Co., Cultural Creative Park of CUC, Youku Inc., DDB China Group, Edelman, and Mediaman.
Worcester, MA, USA
Aug 2006May 2010
B.A. in Marketing. Minor in International Business
• Developed a market-entry strategy for Nike Baseball into the Japanese market as a final project for my course in International Marketing.

• Developed a marketing plan for the EcoTarium, a museum of science and nature in Worcester as a final project for my course in Marketing Management.
Languages
 
English (Native), French (Conversational), Chinese (Beginner)
Skills
 
Digital Strategy, Social Media Engagement, Integrated Marketing Communication, Brand Strategy and Positioning, Copywriting, Cross-Cultural Communication, Project Management, Market Research, creative thinking and problem solving