Dai Yichen

Digital Marketing
Previous Brands
Squared Professional
TIDE Coffee
Work Experience
Marketing and Strategy Department – Intern
Jul ‘22 - Feb ‘23
TIDE Coffee

• Strategic Analysis o Conducted a 4000 words coffee industry research, primary and secondary research on markets, competitors and customers which will become the basis of the team's strategic recommendations. o Performed rigorous strategic and financial analyses, using leading-edge software and techniques, to develop deep understanding of commercial issues o Formulated market analysis with quantitative cross-reference to 3 substitutes' financial disclosure o Collaborated with team members to identify trends, draw conclusions, developed insights and transformed those insights into actionable recommendations for the client o Presented 4 in-depth reports and offered insight to board for strategic planning and further execution • Digital marketing o Implemented a data-driven digital marketing campaign resulting in a 40% increase in website traffic, a 25% boost in conversion rates, and a 15% growth in online sales within a three-month period. o Consolidate TikTok livestream winning recipe by analysing key competitor’s TikTok livestream performance, observing competitor (livestream spiels, background design and machanic), finally increased livestream stay length by 57%, Click Through Rate by 65% based on the optimisation strategy suggestion.

Strategy Department – Student Partner
May ‘22 - Now
Squared Professional

• Planning & Prioritisation o Supported all aspects of projects including the project management, governance and oversight (i.e. scope, risks, forecasts, timelines) o Worked closely with the Operations and Strategy function to monitor and manage ongoing tracking requirements • Proactive Communication o Reached out to web engineers and media operators to form a project group of 8 people, formed a detailed power-point for a financial roadshow o Arranged meetings with media experts addressing the analysis of the clients and target customers

Retail Experience
Retail Category
Work Environment
Product Category
Watches & Jewelry
Client Help
Online orders fulfilment
Delivery processing
Stock control
Store Maintenance
Stockroom management
Complaint handling
English - Native
Chinese - Native
Education & Training
University of the Arts London (UAL)
‘22 - ‘25
Bachelor of Arts
Cheltenham Ladies College
‘20 - ‘22