YITIAN (MINKO) MA

San Diego, CA 92122 · 858-539-5783 · minkoma2002@gmail.com
Personal website · LinkedIn

EDUCATION

Northwestern University | Evanston, IL

Master of Science: Integrated Marketing Communications (IMC)

September 2025 – December 2026 (expected) · Current GPA: 3.98/4.0

University of California, San Diego | La Jolla, CA

Bachelor of Arts: Communication
Bachelor of Arts: International Studies – International Business

September 2021 – June 2024 · Cumulative GPA: 3.81/4.0 · Provost Honors Recipient

PROFESSIONAL EXPERIENCE

Bagel Brands (Einstein Bros. Bagels, Bruegger’s Bagels, Noah’s New York Bagels)

Graduate Marketing Consultant

June 2026 – August 2026 | Evanston, IL

• Analyzed loyalty transaction and RFM segmentation data across 1.39M registered loyalty members for Einstein Bros. Bagels, consolidating 11 Paytronix customer segments into 4 strategic decision groups and uncovering a structural incentive misalignment in the rewards program that informed a “Reinvigorating the Next Wave of Growth” strategy.
• Benchmarked menu architecture and competitive positioning across 11 QSR brands, analyzed 1,100+ Google reviews to identify recurring guest experience friction points, and synthesized primary survey research (n=1,277) on customer perceptions and behaviors to develop growth strategy recommendations for Bagel Brands’ marketing team.
• Translated loyalty, segmentation, and customer research into activation strategies spanning loyalty program redesign, menu innovation, and campus activation, culminating in a growth strategy presentation to the CMO and executive leadership team.

Asian Egg Bank & Hanabusa IVF

Marketing Associate

April 2024 – June 2024 (part-time) | September 2024 – August 2025 (full-time) | San Diego, CA

• Created and managed cross-platform social media content across Instagram, TikTok, and Facebook using Canva, CapCut, and Adobe Creative Suite, generating 50K+ impressions and driving a 23% increase in followers and engagement through short-form video and educational content for donor and patient audiences.
• Planned and executed integrated marketing strategies, including paid social advertising, to increase brand awareness, donor recruitment, and IVF patient conversions for the largest Asian egg donor bank in the U.S. and a leading fertility clinic specializing in natural and mini IVF, driving a 15% increase in inbound leads through optimized creatives and targeting.
• Implemented SEO and website optimization strategies to expand the egg donor database and enhance online visibility, improving keyword rankings and driving an 18% increase in organic traffic and donor applications, while using Keap automation for donor campaigns, email marketing, and website updates.
• Conducted market research, analyzed social media and ad performance, and refined content strategies based on data insights to maximize audience engagement and campaign effectiveness.

UC San Diego Annual Giving & Alumni Engagement Department

UCSD Student Storyteller

October 2022 – June 2024 | La Jolla, CA

• Produced compelling video content across multiple channels to give alumni, students, parents, and supporters an inside look at UC San Diego’s campus life, communicate the impact of giving, and strengthen alumni community engagement. Videos collectively generated 100K+ views and strong share and like rates on social platforms.
• Participated in all aspects of video production, including scripting, storyboarding, filming, editing, peer reviewing, and publishing individual and team projects.
• Developed fundraising initiatives to qualify, identify, and solicit special gift prospects with an emphasis on $1,000 to $25,000. Contributed to UCSD’s 2023 Day of Caring, which raised $1,593,858.
• Managed the school’s official Instagram account on Sprout Social, posting video content and driving 15% follower growth. Monitored and analyzed data to optimize content performance and posting strategy.

SKILLS