LSE · Nanjing University · Tencent WXG · ByteDance · Baidu

JingxinGuan

Strategic Communications · Marketing InsightsProduct Thinking · Data-Driven

MSc Strategic Communications at LSE.

3 Countries · 4 Universities

Consumer Internet Marketing · Product Operations ·
Data Analytics · Business Consulting

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Countries · 4 universities

About

Marketing. Data. Product.Cross-functional.

Currently completing an MSc in Strategic Communications & Society at the London School of Economics, building on a journalism foundation from Nanjing University and exchange studies at UC Berkeley and the University of Stirling.

Working at the intersection of marketing strategy, AI-enabled content production, product thinking, and data — prototyping WeChat ecosystem experiences at Tencent WXG, building AI product operations SOPs at ByteDance, supporting a 100,000+ impression AI competition campaign at Baidu, and delivering consulting frameworks at BlackMont.

Bilingual in Mandarin and English with strong cross-cultural communication skills, I move comfortably across Eastern and Western market contexts, bringing structured thinking and communications instinct to brand, product operations, and business consulting work.

Beyond work

10+ yrs Guzheng
8+ yrs Hip-hop dance
Photography
Travel
Gym

Education

Three countries,four universities.

2025 – 2026 · London, UK
London School of Economics
MSc Strategic Communications & Society
2021 – 2025 · Nanjing, China
Nanjing University
BA Journalism · GPA 4.50 / 5.0
2023 · Berkeley, USA
UC Berkeley
Summer Programme · GPA 5.0 / 5.0
2024 · Stirling, UK
University of Stirling
Online Exchange · Distinction

Experience

Work Experience

Jun 2026 – Present
Consumer Internet Marketing Intern
Tencent · WXG · Guangzhou, China
- AIGC production & workflow documentation: Supported an AIGC video project for WeChat AI assistant “Xiaowei” around a World Cup marketing moment, coordinating script development, image/video generation, voiceover production, editing, model comparison, and reusable workflow documentation
- Production workflow productisation: Translated repeated trial-and-error, fragmented assets, and collaboration friction in AIGC production into an AI video collaboration workbench PRD; used Vibe Coding to build an interactive MVP and validate workflow efficiency gains
- New-product development & mini-program prototyping: Contributed to WeStore product development and promotion, following briefs, creative pitches, samples, and supplier communication; designed a virtual try-on mini program prototype covering user flows, feature planning, coupon claiming, and WeChat Store handoff
- Brand documentary planning & directing: Served as documentary director for Xiaowei’s TTS voice recruitment project, covering theme development, scripting, interview outlines, shoot coordination, and material organisation to support Xiaowei’s voice personality and recruitment story
Jan – Apr 2026
Business Consultant Intern
BlackMont Consulting · London, UK
- Operating diagnosis & workflow modelling: Analysed Valiha Diffusion’s bamboo charcoal clean-fuel scale-up challenge in the DRC, decomposing supply, production, quality control, distribution, and verification workflows into an end-to-end operating blueprint and RACI model
- Market and financing strategy analysis: Assessed expansion risks across cost, capacity, policy, market demand, and MRV compliance; compared grants, impact equity, and blended-finance pathways to support staged financing decisions
- Investor materials & strategic narrative: Integrated cross-team research into a structured strategic narrative, converting insights into an investor-facing growth roadmap and fundraising pitch script
Aug – Oct 2024
AI Product Operations Intern
ByteDance · Flow-CloudIDE / Trae · Beijing, China
- User insight & product feedback: Conducted targeted interviews and community operations for Trae, an AI coding assistant, mapping developer usage paths, feature pain points, and conversion barriers; synthesised feedback into product insights and collaborated with R&D on optimisation
- AI product content operations & growth: Built user-case content accounts around AI coding efficiency, real usage scenarios, and developer stories; created SOPs for graphic/video production, review, and distribution across Douyin and RedNote
- Campus GTM & user reach: Led 3 university promotion initiatives, coordinating with computer science professors, classroom scenarios, and student communities to drive awareness and registration conversion among campus developers
- Data-driven operations optimisation: Tracked content impressions, engagement, and registration conversion, identified channel-specific bottlenecks, and proposed improvements to topic selection, distribution cadence, and campus promotion
Jun – Aug 2024
Marketing Intern
Baidu · MEG · Beijing, China
- AI competition integrated communications: Supported multi-channel execution for the Baidu CTI AI Technology Innovation Competition, reaching 100,000+ impressions and attracting 4,000+ team registrations
- Data analysis & strategy support: Cleaned, classified, and visualised participant-team data, producing multi-dimensional analysis on registrations, regional distribution, and stage rankings; coordinated with R&D on website content updates and ranking synchronisation to support regional communications priorities
- Offline event coordination: Supported the launch event, 12 campus roadshows, technology conference, and final ceremony, coordinating vendors on venues, materials, run-of-show, and on-site execution to convert online reach into offline participation
Mar – May 2024
Brand Marketing Intern
Kidswant · Nanjing, China
- Content strategy & growth: Independently planned and launched an employee spotlight column for parenting consultants, reaching 30,000+ views per article and ranking first in branded search heat; continuously optimised website and social content strategy based on performance data
- Multi-format content production: Wrote video scripts, produced short videos, and delivered long-form graphics and posters while maintaining brand visual consistency and content tone
- Campaign planning & execution: Coordinated company promotional activities, created a brand anthem, and launched a nationwide dance challenge to drive large-scale user participation and brand exposure
May – Oct 2022
Social Media Intern
Nanxiaobao · WeCrush · Nanjing, China
- Competitor research & user insight: Researched dating app market; analysed competitor strategies across RedNote, Douyin, WeChat Channels, and Weibo
- Product launch & community planning: Contributed to WeCrush app launch — market positioning, community design, and content planning

Extracurricular

May 2023 – Jun 2024
President
NJU Passion Hiphop Dancing Club · Nanjing, China
- Oversaw all operations of an 800+ member club, coordinating weekly training across 8 dance styles, 3 competitions per semester, and an annual showcase
- Managed social media and marketing materials, negotiated commercial sponsorships, and led cross-club collaborations; awarded 'Outstanding Club' by Jiangsu Hiphop Dance Union
Sep 2022 – Dec 2022
Volunteer
L'Oreal China Youth Fun University Charity Challenge · Nanjing, China
- Analysed L'Oreal skincare and makeup products, created and distributed promotional scripts and visual materials
- Supported campus flash mobs and TikTok live sessions to drive charity initiative engagement
May 2022 – Oct 2024
Member
NJU Future Editorial Office · Nanjing, China
- Pitched 30+ newsworthy stories during monthly editorial meetings, conducting investigations and interviews
- Edited and published 20+ news stories on official WeChat accounts, including graphic design, video editing, typography, and data analysis

Projects

Selected work

Product Design · AI · Web Platform

ClubMatch

View Demo ↗

An AI-powered university club recruitment platform connecting students with the right clubs through intelligent matching — addressing the information asymmetry and workflow inefficiency that defines traditional campus recruitment.

The gap

Students rely on scattered offline channels — posters, booths, word-of-mouth — with no structured way to compare or discover clubs
Clubs manage recruitment through paper forms, WeChat groups, and manual Excel tracking, creating high operational overhead
Poor matching leads to blind applications and low retention — students join clubs that don't fit their interests or schedule

The platform

AI interest profiling matches students to clubs based on interests, schedule, and personality — with a one-click reusable application
Three-sided platform: students discover and apply; clubs manage candidates and interviews; schools oversee the full process
Full workflow from discovery → application → screening → interview scheduling → acceptance notification

AI Content Production · PRD · MVP Prototype

AI Video Collaboration Workbench

View Demo ↗

Developed during my Tencent WXG internship from real AIGC production pain points: repeated trial-and-error, fragmented assets, scattered feedback, and version-tracking friction. This link is an interactive MVP prototype, built to validate core workflow concepts such as project-level asset management, prompt reuse, segment canvases, external generation handoff, object-based comments, and task notifications.

Strategy · Consulting · Deliverable

Valiha Diffusion — Clean Cooking Fuel Strategy

8-week BlackMont Consulting engagement for Valiha Diffusion (BIO-KALA bamboo charcoal, DRC & Madagascar). Delivered five workstreams — market diagnosis, 3-scenario financial model, investor narrative, funding pathway (grants / impact equity / blended finance), and a 12–24 month growth roadmap — culminating in a board-ready strategic package for client fundraising.

Data Modelling · Pricing Optimisation · Distinction

Drink Product Design & Pricing Optimisation

LSE Marketing Analytics course project awarded Distinction, where I served as project lead. Based on 149 consumer survey responses, applied regression, conjoint analysis, and discrete choice modelling to quantify product-attribute utility, price sensitivity, and willingness to pay; built a price-revenue curve to recommend the optimal product configuration and pricing strategy. Coordinated task allocation, timeline management, and deliverable review across an international team, aligning data-processing standards and analysis logic to deliver the project on time.

Short Film · Content Creation · Award-winning

Fall in Love with Nanjing, Again

Proposed the creative concept, conducted research, and executed copywriting, dubbing, and editing for a short video showcasing Nanjing's historic alleys — collaborated with a team to win third place in a national collegiate short video competition.

Bilibili ↗WeChat ↗

Data Journalism · Consumer Insights · Market Analysis

China's Sportswear Market: Who Wins the Race?

Scraped and analysed Lululemon-related posts on Xiaohongshu for keyword frequency, benchmarked pricing across 11 sportswear brands, and examined supply chain dynamics — producing data visualisations on consumer behaviour and competitive landscape in China's ¥453.4B sportswear market.

Skills

Competencies

Languages

Mandarin — Native
English — Fluent

Tools & Expertise

Marketing Strategy
SEO / SEM
Content Strategy
A/B Testing
Product Operations
Excel & Dashboards
Data Visualisation
Python / R
Vibe Coding
PRD Design
AI Prototyping
Cross-cultural Comms
Data Analytics
SOP Design
User Research
Strategic Storytelling

JingxinGuan

Marketing. Data. Product.Cross-functional.

Three countries,four universities.

London School of Economics

Nanjing University

UC Berkeley

University of Stirling

Work Experience

Consumer Internet Marketing Intern

Business Consultant Intern

AI Product Operations Intern

Marketing Intern

Brand Marketing Intern

Social Media Intern