Zi Ling

Marketing and business programs of cross-functional experience spanning integrated campaigns, event-led growth, stakeholder engagement, analytics, communications, and program execution in complex organizations. Hands-on experience supporting omni-channel initiatives across onsite, offsite, in-store, digital messaging, CRM/loyalty, and B2B commercial programs, connecting business goals to campaign execution, measurement, and growth opportunities. Strong record of coordinating senior stakeholders, cross-functional teams, and external vendors; managing timelines, approvals, dependencies, reporting, and executive-ready PowerPoint materials in fast-paced environments.

Data-driven marketer comfortable with campaign and event performance, funnel analysis, conversion, customer segmentation, ROI, KPI reporting, Power BI, Tableau, Excel/Power Query, and SQL.

Marketing Specialist at MealBets (2025-06 – Present)

• Plan and support integrated retail media and customer engagement initiatives across onsite, offsite, in-store, and digital messaging channels, translating commercial objectives into campaign roadmaps, business cases, revenue models, and executive decision materials.
• Coordinate Marketing, Merchandising, IT, Finance, Legal, Loyalty, E-commerce, Store Operations, and external vendors to align scope, timelines, approvals, dependencies, launch readiness, and ownership across multi-stakeholder initiatives.
• Build campaign and commercialization frameworks using traffic, inventory, fill rate, pricing, CTR/conversion, advertiser demand, operational cost, and feasibility inputs; use performance insight to recommend phased pilots and optimization priorities.
• Develop standardized vendor and campaign operating processes, including rate cards, customer ownership, campaign workflow, pricing controls, inventory allocation, reporting standards, KPIs, and escalation paths.
• Support development of an omnichannel physical + eGift program spanning B2B/B2C, online and in-store customer journeys, loyalty integration, settlement/reconciliation, and operational readiness, coordinating requirements across business and technical teams.

Business Analyst at Techtalk (2024 – Present)

• Tracked the full event and marketing funnel across 50+ paid events, analyzing registration source, engagement, conversion, customer feedback, repeat purchase, and post-event behavior to improve targeting, pricing, budget allocation, service packaging, and follow-up.
• Helped scale the community from 0 to 4,000+ members and generate 300+ sales by using segment-specific outreach, event-led engagement, funnel reporting, and client relationship management to support growth and retention.
• Built SQL/Excel/Power Query reporting on campaign ROI, conversion drivers, customer cohorts, and sales follow-up priorities, giving stakeholders clear insight into which programs and offers drive higher-value engagement.

Strategic Programs and Projects Specialist at City of Ottawa (2024-09 – 2025-06)

• Led cross-functional planning and stakeholder coordination for public-facing initiatives, partnering with communications, technology, emergency management, and executive teams to align objectives, messaging, timelines, launch requirements, and implementation impacts.
• Facilitated workshops and stakeholder working sessions to clarify priorities, resolve gaps, and keep communications, technology, and service-delivery teams aligned through launch.
• Supported launch communications, testing, issue tracking, and executive briefings for a public emergency notification app that achieved 10,000+ registrations; monitored adoption and KPI performance using Power BI and data analysis.

Planning and Policy Analyst at National Research Council Canada (2023-09 – 2024-08)

• Produced executive-ready performance reporting for 1,000+ IT projects and an $11M technology investment portfolio, using SQL, Power Query, and Power BI to track budget, expenditure, risk, priority, SLA, and portfolio trends for senior leadership.
• Conducted data profiling, source-to-report reconciliation, variance analysis, forecasting support, and KPI validation to strengthen the quality of leadership reporting and performance insight.
• Coordinated reporting requirements, priorities, risks, dependencies, and delivery timelines across stakeholders; translated business needs into clear reporting logic, KPIs, data definitions, and decision-ready dashboards.
• Automated IT outage and expenditure reporting, improving reporting consistency and reducing manual effort by approximately 20 hours/month.

Policy Analyst at Government of Manitoba (2021-07 – 2023-08)

• Led stakeholder engagement, research, and program analysis across housing, education, and social policy initiatives; translated business and stakeholder needs into recommendations, performance measures, implementation considerations, and leadership briefings.
• Conducted 120+ stakeholder interviews and workshops and used surveys, document analysis, literature reviews, focus groups, and data analysis to identify audience needs, delivery gaps, risks, and program improvement opportunities.
• Used SQL, R, and Excel to analyze demographic, program, and financial data; built KPI and evaluation frameworks that supported outcome measurement, funding decisions, and senior leadership planning.
• Prepared decision-ready materials for senior leaders by synthesizing qualitative feedback, program data, financial inputs, and market/jurisdictional research into clear recommendations.

Data Analyst at Northern Policy Institute (2020-11 – 2021-06)

• Integrated regional service, demographic, provider, cost, and geographic datasets and built Power BI dashboards, KPI frameworks, and segmentation analysis to turn complex data into clear stakeholder recommendations.
• Conducted market and jurisdictional scans across virtual care, mobile service delivery, and provider coverage models, translating findings into implementation options and stakeholder-ready presentations.

Business Analyst at Contact Business Consulting (2019-09 – 2020-11)

• Partnered with sales, operations, and client stakeholders on customer segmentation, campaign performance, conversion analysis, pricing assumptions, repeat-purchase behavior, retention, cross-sell opportunities, and revenue contribution to support client growth decisions.
• Used SQL to analyze transaction history, customer cohorts, conversion, repeat purchase, and pricing performance, identifying the customer and offer segments most relevant to follow-up and growth.
• Built Excel and Power BI reporting for conversion, average order value, gross margin, customer segments, sales performance, and retention, translating data into client-facing insights and follow-up priorities.

Master of Public Administration – University of Saskatchewan

Bachelor of Public Administration – Hunan Agricultural University