Curriculum Vitae
Casey J. McDonald-Liu
Assistant Professor
California Polytechnic State University
Department of Journalism
•
College of Liberal Arts
Contact
Overview
Conceptually and methodologically rigorous Ph.D. trained researcher practiced in designing,
executing, and analyzing customized primary market research to draft actionable recommendations
and articulate complex data in a meaningful and engaging way. She is a Social Science Ninja.
Education
PhD
in Mass Communications
University of Florida
2016 — 2020
MS
in Communications
Brigham Young University
2012 — 2014
Thesis: We're Friends Right? Dialogical Strategy Effects in CSR Facebook Posts on Perceived Organizational Trust and Authenticity. Chair: Dr. Christopher Wilson; Committee: Dr. Mark Callister and Dr. Clark Callahan.
BS
in Communications/Advertising
Brigham Young University Idaho
2003 — 2007
Double Minor, Business (Marketing) & Art (Graphic Design)
Skills
SPSS
MS Office
Qualtrics
Quantitative Methods
Qualitative Methods
Survey Research Methods
Statistical Design and Analysis
Public Speaking
R
GEPHI
RESEARCH DESIGN EXPERIENCE
- Experimental
- Cross-sectional and longitudinal survey
- Social networking analysis
- A-B Testing
- Factorial experiment
- Focus groups
- Content analysis
- Ethnographic/observational
- Q-sort
- Secondary analysis
- Personal interview
- Systematic Review
- Ethnography/observational
RESEARCH INTERESTS
- Public Relations
- Advertising
- Digital Marketing
- YouTube
- Authenticity
- Consumer Psychology
- Paradox of Choice
- Social Media
- E-Sports
- Consumer Trust
- Twitch
- Asian American Media
References
Steve Rodriguez
Web Developer
215-310-8844
stevelrodriguez@gmail.com
Tom Kelleher
Associate Dean for Academic Affairs, University of Florida
904-123-4567
RESEARCH EXPERIENCE
Doctoral Researcher
- Conducted primary quantitative and qualitative research and running statistical modeling and cross-sectional or longitudinal analyses by synthesizing from multiple sources, ad hoc or large syndicated data sets to compose 16 scholarly comprehensive papers.
- Examined the psychology of media, consumers, organizational-public relationships, social media platforms, and psychographic consumer analysis
Research Assistant
- Efficiently devised and prepared works for a collective 9 academic papers (2 in process) focusing on public relations and social media practices.
- Acted as team leader to manage roles, make sure accountabilities were set and understood by all parties on cross-functional teams (2-15 person teams) training and developing coding forms, analyzing data for statistical analysis and review
Professional Research
- Acquired knowledge of a broad range of topics to write informative, search engine optimized specializing in web content and strategy for clients in various industries.
- Conducting extensive research on the ground and online to counsel account representatives and business owners on their current digital situation analysis.
PROFESSIONAL EXPERIENCE
Experience
Digital Social Media Marketing
- Specialized in the rollout of the digital adverting and marketing programs, developing and implementing internet marketing strategies and tactics
- Copywriter for social media, advertising, press releases, web content, and training guides and implemented strong creative marketing/advertising/PR campaigns to a target audience harmonizing a web of personal and internet social mediums and researched new technology to attain business initiatives
Sales Support
- Mentored best practices, and optimizing online offers and business profiles for local B2C audiences including working with Google to pilot their latest offer-centric mobile and web technology products
- Monitored artwork, ad data entry, phone support, generating reports, etc. and developed all in-house paperwork, forms, procedures, announcements, street sheets, promotional materials, schedules, reports, and presentations
- Compiling Keynote and PowerPoint decks for various presentations to filmmakers, team leads, and outside organizations as needed
Administrative
- Organized teams of 30+ members for large media corporations including Disney Studios and ValPak Los Angeles managing individual projects from start to finish, including all internal communication updates to external stakeholders.
- Ran point on office management, communication and scheduling, prioritizing the large influx of meeting requests, appointments, and screenings
TEACHING EXPERIENCE
This section can be a summary of your teaching experiences.
Experience
Undergraduate Professor
University of Florida
- Instructed over 300 undergraduate students in primary and secondary research tactics and strategy, advertising, and public relations
- Engaging oral communication effectively facilitated learning by getting student buy-in and developing practical professional skill
- Trained critical thinking and the ability to think outside the box in terms of project deliverables and how to engage effectively with audiences
Japanese-English Teacher
- Taught advanced English after school and in an immersion class for over 40 Japanese Junior High to College aged students preparing for the TOFEL exams and upcoming college applications
- Proved flexible and adaptive to tailor to the students needs in group classroom settings, interactively living, as well as tailored one-on-one lectures
Technology Instructor
- Designed and taught basic and advanced technology workshops, video and print tutorials to sales associates, scholars, and administrators to increase productivity, productivity, and communicative goals
- Provided backend website article maintenance such as proofreading, best practice SEO, codes/keywords, tags, links, excerpts, and other SEO identifications
PROFESSIONAL HISTORY
Assistant Professor
California Polytechnic State University
2020 — Current
Undergraduate Professor
University of Florida
2017 — 2020
Research Assistant
University of Florida
2016 — 2020
Teaching Assistant
University of Florida
2016 — 2016
Adjunct Professor
College of Communications, BYU, UT
2016 — 2016
Research Assistant
BYU, UT
2014 — 2016
Secretary IV to VP of International Marketing
Walt Disney Studios, CA
2014 Jan — 2014 Jun
Digital/Marketing Process Admin
Valpak of Los Angeles (Cox Multimedia), CA
2011 — 2011
Social Media Manager
CosplayPhotographers.com
2011 — 2013
Project Manager/ Executive Assistant
GRN Manhattan Beach, CA
2009 Feb — 2011 Oct
Event Planner/Marketing Director
AniMaid Cafe, Orange County, CA
2009 Mar — 2012 Jul
Japanese-English Teacher
Mikuni International, Abiko, JAPAN
2015 — 2015
Jr. Campaign Manager and Admin Assistant
PointRoll Advertising, LA., CA
2008 Sep — 2009 Feb
SCHOLARLY WORKS
Conference Presentations
- Hearing the Organizational Human Voice: Testing a Theoretical Model of Conversational Human Voice and Perceived Trustworthiness. Presented at International Public Relations Research Conference (IPRRC), March, 2020.
- We’re Friends Right? Dialogical Strategy Effects in CSR Facebook Posts on Perceived Organizational Trust and Authenticity, Presented at American Academy of Advertising Global Conference in Japan, July, 2017.
Poster Presentations
- Asian Me and YouTube: A Psychographic Analysis of Asian Acculturation Using Pew Research and Focus Groups. Presented at International Communications Association Conference (ICA), July, 2019.
- Influencers with #NoFilter: How Mirco-Celebrities Us Self-Branding Practices on Instagram. First author Dr. Eunice Kim. Poster presented Association for Education in Journalism and Mass Communication (AEJMC) National Conference, 2017.
- Much Too Much Media; An Explication of a Multiplicity of Content on Social Media Resulting in Anomie as Explained by The Paradox of Choice. Poster presented at CJC Symposium, December, 2016.
