Luna Li

• Wrote and edited a dedicated China column — 75+ articles published — analysing Chinese society, economy and policy for a national Italian readership. • Conducted interviews and desk research; translated complex China context into accessible analysis for a European audience. • Built an editorial voice that bridged Chinese and Italian perspectives on trade, technology and society.

• Supported the launch of an Italy–China journalism training programme delivered with APICAIA (Italy–Asia Cultural Exchange Association). • Coordinated internal communication and organised the programme signing ceremony; contributed to curriculum planning for cross-cultural reporting skills.

• Supported a founder in setting up and launching an Amazon marketplace store — store setup, product listings and product content. • Assisted with day-to-day operations, including order fulfilment and logistics coordination. • Gained hands-on, end-to-end exposure to cross-border e-commerce: listing optimisation, fulfilment and customer experience.

• Led brand and internal communications for a major logistics group, covering content planning, writing and publication across all official channels. • Launched and ran the group’s WeChat Official Account from scratch, building it into the primary internal communication channel. • Contributed to the design and rollout of the group’s brand identity (VI) system. • Produced press releases, executive interviews, presentations and campaign materials; supplied features for the group’s annual and monthly publicati

• Grew the brand’s WeChat following by 180,000+ in five months — an increase of approximately 700% on the preceding four months. • Owned campaign operations end-to-end: planned and executed online promotional campaigns driving acquisition, engagement and sales, lifting order conversion to a peak of 15%. • Built the brand’s corporate website — established the content architecture and ran ongoing publishing; produced 90+ brand and product articles. • Managed the official WeChat account day to day and directed

• Directed content strategy across the consumer-facing social accounts of 30 business units; set editorial and creative direction for the seven highest-priority accounts. • Built the group’s WeChat ecosystem, reaching an 11% e-commerce conversion rate. • Grew audience by 200,000+ followers and drove brand reach beyond 500,000. • Executed large-scale digital campaigns and incentive programmes; wrote PR and crisis-communication materials. • Named “Employee of the Year” among approximately 10,000 staff.

• Led marketing strategy and external communications for enterprise and investment projects. • Secured eight government subsidy programmes, bringing in over RMB 3 million in funding. • Prepared tender documentation for 30+ bids; the largest contract won exceeded RMB 200 million. • Coordinated with government agencies on subsidy applications and project approvals; supported the company’s NEEQ listing process. • Named “Outstanding Employee” two years running, among approximately 3,000 staff.

Coursework in research methods, applied social research, data analysis, and policy analysis & evaluation — core analytical toolkit for consulting.

Thesis on street-level bureaucracy and frontline decision-making in public services (fieldwork: observation, interviews, case analysis).