ACADEMIC & APPLIED PORTFOLIO
ACADEMIC & APPLIED PORTFOLIO
ACADEMIC & APPLIED PORTFOLIO
I like exploring unfamiliar ideas and changing my mind as I learn.
I like exploring unfamiliar ideas and changing my mind as I learn.
I like exploring unfamiliar ideas and changing my mind as I learn.
I’m Zhennan Lin. I graduated from BNBU with First Class Honours in Public Relations and Advertising. My work includes audience research for AceEase, corporate communication at Minyuan Steel, and B2B marketing at Inspur.
I’m Zhennan Lin. I graduated from BNBU with First Class Honours in Public Relations and Advertising. My work includes audience research for AceEase, corporate communication at Minyuan Steel, and B2B marketing at Inspur.
I’m Zhennan Lin. I graduated from BNBU with First Class Honours in Public Relations and Advertising. My work includes audience research for AceEase, corporate communication at Minyuan Steel, and B2B marketing at Inspur.
Beijing Normal–Hong Kong Baptist University (BNBU) · BA (Hons) Public Relations and Advertising · First Class Honours
GPA 3.72 / 4.00 · Rank 8 / 161
Communication · Culture · Strategy · Analysis
Communication · Culture · Strategy · Analysis
SCHOLARSHIPS & DISTINCTIONS
BNBU First Class Award · Three-time recipient
Mr. Fung Sun Kwan Scholarship of Excellence
Mr. and Mrs. Albert Yu Scholarship
China Daily Hong Kong Scholarship
BNBU Competition Reward Award
SELECTED WORK
A few projects that show how I work.
A few projects that show how I work.
Each project shows the problem I worked on, what I did, and what came out of it.
Each project shows the problem I worked on, what I did, and what came out of it.
Inspur Group — Enterprise Cloud & Digital Solutions
Corporate communication
Professional experience · B2B marketing support for enterprise cloud and digital-transformation solutions, spanning energy-sector research, target-account needs discovery, and competitor analysis.
Inspur Group — Enterprise Cloud & Digital Solutions
Corporate communication
Professional experience · B2B marketing support for enterprise cloud and digital-transformation solutions, spanning energy-sector research, target-account needs discovery, and competitor analysis.
Inspur Group — Enterprise Cloud & Digital Solutions
Corporate communication
AceEase
Brand & campaign strategy
Professional experience · Remote employment at ZIPCORE, December 2025–April 2026, supporting AceEase’s US brand development and Spring/Summer 2026 campaign execution.
AceEase
Brand & campaign strategy
Professional experience · Remote employment at ZIPCORE, December 2025–April 2026, supporting AceEase’s US brand development and Spring/Summer 2026 campaign execution.
AceEase
Brand & campaign strategy
Minyuan Steel Group
Corporate communication
Professional experience · Part-time brand promotion and corporate culture work at Minyuan Steel Group, September 2025–July 2026.
Minyuan Steel Group
Corporate communication
Professional experience · Part-time brand promotion and corporate culture work at Minyuan Steel Group, September 2025–July 2026.
Minyuan Steel Group
Corporate communication
“Reroute, Together!” — IMC Campaign for Amap
Brand & campaign strategy
Final-year capstone · Team-led IMC strategy repositioning Amap from a navigation utility into a trusted companion for young adults’ transition moments and local-service discovery.
“Reroute, Together!” — IMC Campaign for Amap
Brand & campaign strategy
Final-year capstone · Team-led IMC strategy repositioning Amap from a navigation utility into a trusted companion for young adults’ transition moments and local-service discovery.
“Reroute, Together!” — IMC Campaign for Amap
Brand & campaign strategy
Memory — Campus Brand and Cultural Space
Brand & campaign strategy
Student leadership · BNBU’s official cultural and creative brand, September 2022–June 2026. General Student Team Leader from September 2023.
Memory — Campus Brand and Cultural Space
Brand & campaign strategy
Student leadership · BNBU’s official cultural and creative brand, September 2022–June 2026. General Student Team Leader from September 2023.
Memory — Campus Brand and Cultural Space
Brand & campaign strategy
CAREER EXPLORATION
Where I’ve worked so far.
Where I’ve worked so far.
I started with a student-run brand at BNBU. Since then, I’ve worked in corporate communication at Minyuan Steel, cross-border brand work at ZIPCORE, and B2B marketing at Inspur.
01
Campus ventures — DTC marketing
I began by turning BNBU’s cultural products into a student-facing brand—learning sales, feedback, retail, and community from the consumer end.
Cultural products
Direct-to-consumer
Brand operations
01
Campus ventures — DTC marketing
I began by turning BNBU’s cultural products into a student-facing brand—learning sales, feedback, retail, and community from the consumer end.
Cultural products
Direct-to-consumer
Brand operations
02
Minyuan Steel — corporate communication
Inside a steel group, marketing became PR, internal communication, and public affairs—work built on accuracy and stakeholder trust.
PR writing
Corporate communication
Public affairs
02
Minyuan Steel — corporate communication
Inside a steel group, marketing became PR, internal communication, and public affairs—work built on accuracy and stakeholder trust.
PR writing
Corporate communication
Public affairs
03
ZIPCORE — cross-border practice
Cross-border work connected cultural research, brand strategy, content, and market entry across unfamiliar industries and platforms.
Cross-border marketing
Cultural research
Integrated communication
03
ZIPCORE — cross-border practice
Cross-border work connected cultural research, brand strategy, content, and market entry across unfamiliar industries and platforms.
Cross-border marketing
Cultural research
Integrated communication
04
Inspur — B2B technology marketing
At Inspur, the question shifted from communicating brands to understanding enterprise problems—turning energy-sector research and client conversations into needs, competitive insight, and an initial feasible solution direction.
Enterprise cloud
Client needs research
Competitive intelligence
04
Inspur — B2B technology marketing
At Inspur, the question shifted from communicating brands to understanding enterprise problems—turning energy-sector research and client conversations into needs, competitive insight, and an initial feasible solution direction.
Enterprise cloud
Client needs research
Competitive intelligence
About me
ACADEMIC PROFILE
ACADEMIC PROFILE
What I’ve studied, and what I’m researching now.
What I’ve studied, and what I’m researching now.
At BNBU, I earned First Class Honours with a 3.72/4.00 GPA (8/161), five scholarship distinctions, conference research acceptances, and a published textbook contribution.
At BNBU, I earned First Class Honours with a 3.72/4.00 GPA (8/161), five scholarship distinctions, conference research acceptances, and a published textbook contribution.
I am also a Research Assistant to Dr. Minqin Ma, supporting ongoing studies in organisational communication and international news framing of Chinese cinema.
I am also a Research Assistant to Dr. Minqin Ma, supporting ongoing studies in organisational communication and international news framing of Chinese cinema.
/161
Cohort rank
.72/4.00
GPA
.0
IELTS
WORKING METHOD
How I work when the answer isn’t obvious.
How I work when the answer isn’t obvious.
How I move from research to a first draft, and then revise it.
01
Observe
Watch what people do, not only what a framework predicts.
01
Observe
Watch what people do, not only what a framework predicts.
01
Observe
Watch what people do, not only what a framework predicts.
02
Frame
Define the audience, the problem, and what the communication needs to achieve.
02
Frame
Define the audience, the problem, and what the communication needs to achieve.
02
Frame
Define the audience, the problem, and what the communication needs to achieve.
03
Make
Translate the direction into platform-native copy, stories, and campaign materials.
03
Make
Translate the direction into platform-native copy, stories, and campaign materials.
03
Make
Translate the direction into platform-native copy, stories, and campaign materials.
04
Evaluate
Check accuracy, audience fit, and outcomes—and revise when the evidence disagrees.
04
Evaluate
Check accuracy, audience fit, and outcomes—and revise when the evidence disagrees.
04
Evaluate
Check accuracy, audience fit, and outcomes—and revise when the evidence disagrees.
CONTINUE EXPLORING
There’s more in the project archive.
There’s more in the project archive.
Browse professional work, university projects, competitions, and writing.
