Grace Zhan
Manager, Consumer Engagement, Media Analytics & Insights, Estée Lauder & Aerin Beauty North America @The Estée Lauder Companies Inc.
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WORK HISTORY
Manager, Consumer Engagement, Media Analytics & Insights, Estée Lauder & Aerin Beauty North America @The Estée Lauder Companies Inc.
New York, NY, US
Lead commercial insights and marketing analytics initiatives, delivering influential insights that grew market share, enhanced ROIs and informed strategic planning.I. Market & Competitive Intelligence | Commercial Analysis• Developed monthly market insight reports leveraging Circana (NPD) data to inform brand positioning and competitive strategy for senior leadership.• Analyzed sales performance and consumer penetration across key retailers to optimize multicultural targeting, refine market plans, and drive category growth.• Identified white-space opportunities and emerging market or competitive threats through in-depth research, strengthening brand storytelling and equity.II. Marketing & Media Strategy | Campaign Measurement • Led brand end-to-end insights and reporting processes, synthesizing commercial, marketing, and eCommerce data to shape go-to-market strategies and guide executive decision-making.• Analyzed consumer behavior and campaign performance to enhance targeting, optimize media investments, and maximize impact of new and core product launches.• Built a measurement framework from 0→1, developed media investment hierarchy, scenario analysis/incremental test, and led Marketing Mix Modeling to optimize media mix.• Led 360° business recaps for senior leadership across all channels (retail, specialty, and online), media (digital, social, TV, OOH), PR, and influencer touchpoints, collaborating with cross-functional teams to inform future planning and drive category growth.• Designed and implemented consumer segmentation and A/B testing strategies leveraging 1P and 3P data to refine audience targeting, optimize performance, and scale marketing playbooks — driving measurable brand lift and customer growth.• Analyzed creative and messaging effectiveness across branded and influencer assets to inform creative briefs, strengthen storytelling, and enhance overall content strategy.
EDUCATION
NYU Stern School of Business
MBA Class Cross Registration
Dongbei University of Finance and Economics
Bachelor of Business Administration - BBA
University of Washington
Culture and Communication
New York University
Master of Science (M.S.), Digital Marketing, Marketing Analytics
ABOUT GRACE ZHAN
Strategic Marketing Leader with 12+ years of experience transforming complex data into actionable insights that fuel strategic decision-making and business growth. Proven track record of shaping business strategy through data storytelling and compelling narratives that resonate with C-suite executives. Adept at stakeholder management and driving alignment across cross-functional teams to influence and maximize organizational impact.MARKETING HIGHLIGHTS • Delivered impactful strategic insights to senior leadership at Warner Music Group through 1st, 2nd, and 3rd party data analytics. • Formulated successful monetization and audience growth strategies for CNBC.• Orchestrated go-to-market strategies and optimized customer onboarding journeys, driving successful product launches from 0 to 1.FINANCE HIGHLIGHTS • As a strategic partner to C-suite, developed over a dozen financial models predicting product launch success and forecasting KPIs.• Conducted numerous budget and ROI analyses, for budgets of up to $1B portfolio.• Initiated sales incentive analysis improving top line +15%.Specialties: Market Analysis, Pricing, P/L management, Go-To-Market & digital strategy, Product Innovation, customer targeting & segmentation, consumer acquisition and retention, A/B testing & incremental test, Multi-Touch Attribution, Marketing Mix Modeling, Customer Lifetime Value (CLV/CLTV), ROI(ROAS, CPA, CTR, Conversion Optimization), Retail Media, Campaign measurement, CRM, Brand lift studyTechnical skills & Tools:• Market: Circana/NPD, Nielsen, Numerator, IRI, NIQ• Paid Media: Google (YouTube), Facebook, Instagram, TikTok, Pinterest, TV(linear, streaming/CTV), programmatic • Web: Google Analytics, Adobe Analytics, Adobe Audience Manager, Salesforce Marketing Cloud• Social Media Listening: Spate, Netbase, SocialBakers, Prescriptive, Signals• Influencer Marketing: Creator IQ, TRIBE• Data Visualization: SQL, R, Python, Tableau, Power BI, Advanced Excel (VLOOKUP, VBA, Pivot Table)Outside of work, I enjoy hiking, snorkeling, pickleball, badminton, music, drawing(water color painting, pastel) and calligraphy.Contact: n••••@nyu.edu (lifetime email)
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