Anna Zhou

• Built Veevo Health's organic social strategy from the ground up by defining brand voice, audience personas, content pillars, and platform-specific growth strategies across TikTok, Instagram, and YouTube Shorts
• Developed and tested 10+ content formats, selecting 5 repeatable video series that supporting the product launch

• Drove 30M+ organic views and 110k+ followers by optimizing the full short-form content pipeline, including trend research, ideation, scripting, filming, editing, and performance analysis, analyzing audience engagement
• Translated complex English concepts into engaging, shareable, retention-focused videos

• Led Gen Z consumer research for the Castro Theatre, identifying 10 opportunities to appeal to younger audiences
• Mapped the creator landscape to identify partnership opportunities, content gaps, and audience engagement strategies

• Designed surveys and focus groups to analyze music discovery, fandom, and influence of AI on audience behavior
• Synthesized findings into 10 strategic recommendations informing artist positioning and catalog strategy

• Led mixed-method consumer research (700+ survey responses; 20+ interviews) to uncover audience insights that were published in The Generations in Play 2026 Audience Insights Report
• Translated insights into 10 strategic recommendations for branded content, creator collaborations, and acquisitions

• Generated 8M+ organic views by researching trends and developing responsive hooks and video formats
• Increased video engagement by 150% by analyzing engagement metrics and conducting A/B testing

• Drove 10000+ Canva activations among UC Berkeley students by administering 3 in-person events
• Developing branded digital content and leading 3 strategic collaborations with campus student organizations

• Lead the executive board overseeing recruitment, operations, competitions, and community-building initiatives
• Increased club membership and retention by 200% through social media and in-person recruiting campaigns

First week back with Cal Wushu ↗

• Analyzed customer feedback, engagement metrics, and social trends to refine brand messaging and content strategy
• Drove 5 stock sellouts by leading social media promotion, and increasing content shareability through giveaways

YHWH Apparel engagement giveaway ↗

• Initiated outreach to 6000+ Industry professionals, securing and overseeing the delivery of 3 high-profile contracts
• Led 6-person consulting teams to compile consumer insights and growth strategies into 10 strategic recommendations