Lijin Xu
Overview
4
4
years of professional experience
5
5
years of post-secondary education
Work history
Content and Communications Officer
Pawsbetter
, United Kingdom
2025.01 - 2026.01
- Content writing: Produced 30+ accessible pet-care articles and developed SEO foundations.
- Web development: Created storefront using Shopify; improved clarity and engagement across Shopify product pages.
- Social Media Growth: Designed and executed Instagram content via Canva, leveraging Reels to drive organic traffic and achieving a 15% monthly increase in brand visibility and engagement.
Communications Intern
GLCAC Gender-Friendly Campus China
, China
2021.12 - 2022.12
- Content Management: Executed regular posting schedules across social platforms, including event recruitment, activity recaps, and interview storytelling to maintain consistent audience engagement.
- Digital Campaign Support: Assisted in online fundraising by managing pre-event teasers and building donor communities, successfully scaling campaign reach to 10,000+ individuals.
- Coordination & Outreach: Liaised across departments to collate data for weekly and monthly reports, and maintained stable partnerships with donors and organisations via targeted email marketing.
Education
MA - Media and Public Relations
Newcastle University
2023.09 - 2024.09
BA - Communication Studies
Zhujiang College, South China Agricultural University
2018.09 - 2022.09
Skills
- Languages: Native speaker of Mandarin and Cantonese and fluent in English (CEFR B2-C1)
- Software: Proficient with the Microsoft Office suite, Adobe Audition, Adobe Premiere, Adobe Photoshop, Canva, and the Shopify platform
Volunteer Experience
Chest Heart & Stroke Scotland | Retail Volunteer
2025.09 – Present
- Customer Service: Front-facing role assisting customers with queries, purchases, donations, and returns.
- Till Operation: Processed transactions and handled cash efficiently and accurately during busy periods.
- Shop Organisation: Arranging shop displays to ensure the environment is appealing to customers.
2023.01 – 2023.07
- Event Coordination: Led reading sessions for 100+ participants; refined programme content by analysing participant feedback and community needs.
- Copywriting: Developed communication materials for women’s empowerment initiatives to improve audience accessibility and engagement.
Timeline
Content and Communications Officer
Pawsbetter
2025.01 - 2026.01
MA - Media and Public Relations
Newcastle University
2023.09 - 2024.09
Communications Intern
GLCAC Gender-Friendly Campus China
2021.12 - 2022.12
BA - Communication Studies
Zhujiang College, South China Agricultural University
2018.09 - 2022.09