Xinrong (Joy) Gu

I’m Joy Gu, a Master of Marketing candidate at Vanderbilt University’s Owen Graduate School of Management, where I’m exploring how digital communication, data, and strategy shape consumer behavior in today’s interconnected world. My academic and professional experiences reflect a deep interest in storytelling, marketing psychology, and the evolving dynamics of digital media.

Before Vanderbilt, I graduated from Boston College with a double major in Political Science and Communication and a minor in Philosophy. There, I developed my research interests at the intersection of digital culture and social critique. From analyzing gender dynamics in online gaming to investigating how humor and death are framed in media, I’ve approached digital communication with both a critical lens and a curiosity about how it affects real people.

One of my proudest achievements was leading multiple independent research projects — including a paper on Netflix’s use of dark humor and its algorithmic marketing strategy, and a case study on how Valorant’s female-focused initiatives challenge toxic gaming environments. I’ve also led research on surveillance culture and online abuse, co-authoring a paper accepted at the International Conference on Global Politics and Socio-Humanities.

Outside of academia, I’ve applied my analytical and strategic skills in consulting and startup environments. As the operational manager of a murder mystery startup in Shanghai, I helped reposition the brand by targeting corporate clients, resulting in a 20% revenue increase within three months. I also interned with PwC China, where I worked on EV marketing strategy and customer journey improvements, and with C&D and Mercer Consulting, where I supported digital and HR-related projects.

I bring creativity and curiosity into everything I do — whether it’s conducting marketing audits, designing research-based strategies, or creating content on platforms like Bilibili and Twitch. I’m passionate about understanding how digital spaces shape behavior and how brands can speak authentically to consumers through emotional and inclusive storytelling.

I believe great marketing begins with understanding people — their emotions, habits, and motivations — and I’m excited to keep exploring how brands can connect with audiences in more meaningful ways.