Xiyuan Sheng

About

An experienced professional with a strong background in business development, data analysis, e-commerce strategy, public relations, and social media management. Expertise in driving growth, optimizing sales processes, and managing cross-functional projects. Skilled in strategic communication and event planning, with experience across multiple industries including higher education, sports, and luxury brands.

Experience

• Business Development Intern · Dispute Dojo2026-03-01 –

  - Built end-to-end outbound outreach playbook for restaurant chain prospects, from Ideal Customer Profile (ICP) definition to engagement execution. - Sourced 100–300 decision-maker contacts across multi-unit restaurant chains using Apollo and LinkedIn Sales Navigator. - Developed 10+ personalized outreach templates across email, LinkedIn, and Instagram; iterated messaging based on response data.

• E-Commerce Data Analysis & Strategy · Breaking Games LLC2026-02-01 – 2026-04-01

  - Analyzed Google Analytics, Meta Ads, and Shopify data to identify funnel gaps, strengthening visibility into conversion drivers. - Diagnosed cart abandonment and campaign inefficiencies to highlight growth opportunities across the customer journey. - Built recommendations on targeting, site flow, and promotions to support sales optimization and revenue growth.

• Event & Sports Communication Intern · Northeastern University2025-01-01 – 2025-04-01

  - Planned and executed two career panels (Sports Communication & PR) from concept to completion by managing timelines, logistics, budgets, and cross-functional stakeholders. - Researched and sourced industry and alumni speakers to align event content with audience needs and professional relevance. - Designed and distributed integrated promotional materials (email, flyers, social media) to drive awareness and attendance. - Led on-site operations and post-event communications, ensuring smooth execution and a positive guest and attendee experience.

• Northeastern Esports Club Team Captain · Northeastern University2021-09-01 – 2025-04-01

  - Led a competitive esports team by organizing training schedules, resolving conflicts, and maintaining performance standards across seasons. - Achieved multiple national-level results, including first-place finishes in collegiate leagues and a second-place finish at a national LAN tournament. - Placed 2nd at Syracuse University’s “Orange Jam” esports tournament in 2025, featured in The NewsHouse. - Coordinated with league organizers and tournament administrators to manage registrations, match schedules, and competition logistics. - Represented the team in external communications, including tournament correspondence and media exposure related to competition results.

• Public Relations Intern · Weber Shandwick2024-05-01 – 2024-08-01

  - Supported multiple client accounts (ANTA, Marco Bicego, Puyi Optical) by producing PR materials, campaign reports, and media documentation to ensure clear client communication and on-time delivery. - Developed social media content strategies for luxury brand Marco Bicego through competitor analysis, audience research, and content planning, driving ~15% follower growth. - Coordinated KOL and media collaborations by identifying influencers, drafting product launch narratives and press materials, and aligning execution with client brand positioning. - Managed end-to-end campaign execution, including sample tracking, video edit coordination, influencer seeding, and post-campaign monitoring, increasing exposure by ~10%. - Facilitated agency–client coordination through responding to ad hoc requests, tracking deliverables, and aligning execution with approved brand strategies, ensuring timely campaign delivery. - Supported ongoing account operations through coordinating updates, organizing materials, and tracking execution status, improving internal workflow efficiency and delivery consistency.

• Multimedia Technician · Harvard University2023-08-01 – 2023-12-01

  - Supported classroom and event recordings through camera setup, angle adjustment, and technical preparation, ensuring high-quality class delivery. - Provided customer service by troubleshooting employee technical issues to ensure the smooth functioning of Harvard's multimedia. - Setup and launch hybrid Zoom sessions for faculty to ensure technology would run properly during class.

• Social Media Director · SPORTFIVE2023-07-01 – 2023-08-01

  - Managed daily social media operations for a global football club account with 10M+ followers, ensuring brand consistency and timely content delivery. - Produced and localized 20+ content pieces, including news posts and short-form videos, tailored to Chinese audiences. - Coordinated with overseas club stakeholders to deliver market-specific campaign content from concept through final publication. - Supported daily content operations through scheduling coordination and posting preparation, ensuring timely and consistent publishing.

• Marketing Intern · Weibo Corporation2023-05-01 – 2023-07-01

  - Researched 3 verticals (beauty, F&B, healthcare) and delivered competitive analyses that informed 5+ client branding strategies. - Drafted customized marketing proposals and campaign concepts, contributing to 2 successful client pitch wins. - Coordinated online and offline campaign launches across 3 initiatives, supporting on-time delivery and client engagement goals.

Education

• Northwestern UniversityMaster's degree, Leadership for Creative Enterprises
• Northeastern UniversityBachelor's degree, Communication & Media Studies

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