Cornell Venture Capital Project Work
Conducted industry analyses, did due diligence, and presented in-depth investment theses and recommendations in the areas of Industrial Internet of Things (IoT), Food Bars, Agriculture Tech, Finance Tech, and Government Tech.
A Social Food Venture: Fresco Foods
Co-founded a mission-driven, meal kit startup providing pre-cooked meal prep items for students to make quick & delicious meals. Fresco Foods is on a mission to tackle food insecurity locally and abroad—by empowering college students to eat more real food & donating 4 meals to Rise Against Hunger for every item purchased. Through this, Fresco Foods hopes to raise awareness about hunger and food insecurity through partnerships with other aligned organizations. In May '19, Fresco Foods hosted a meal packaging event at Cornell that donated 12,000 meals to Rise Against Hunger.
HSMAI x CMO Sales & Marketing Education Series at Cornell
As the president of the Hospitality Sales & Marketing Association International (HSMAI) at Cornell, Shen started and spearheaded a Sales & Marketing Education Series to give the Cornell Community greater insight into the dynamic world of Sales, Marketing & Branding.
The series consisted of a lineup of speakers, panels & workshops and covered areas like product design, digital marketing, consumer behavior, experiential technology marketing and more.
Brand Consultation: Macro Mamas
As a Project Manager, Shen previously led a team of 4 consultants at Vantage Brand Consulting by HSMAI (Hospitality Sales & Marketing Association International) Cornell.
The team conducted a brand consultation for Macro Mamas, an organic, local food business. The team helped them to set brand standards, improve their website's user experience, and broaden their customer base.
Thought for Food UWCSEA
Brandwatch Social Listening Work
At Unilever Malaysia, Shen helped set up Brandwatch (social media analytics platform) for Unilever’s People Data Center to conduct social listening. Onboarding several Unilever brands onto Brandwatch gave her exposure to leveraging data to discover key consumer insights and using data tracking to identify potential marketing opportunities. She ran a Brandwatch Induction Session with the Unilever Refreshments MY team.
Fresco Supper Club
Sharing her passion for food, Shen previously started a social mission-driven, farm-to-table, restaurant in Singapore. Fresco educated people about real food and contributed to a wider social issue - the Myanmar Refugee Crisis in Malaysia. All profits went to the Chin Student Organization (CSO) in Malaysia, which teaches young Myanmar refugees skills that will prepare them for future employment.
At the United World College of Southeast Asia in Singapore, Shen founded Thought for Food (TFF), an initiative aiming to revolutionize perceptions of food and promote a healthy lifestyle. Under her leadership, the TFF team ran a sugar consumption campaign, helped replace sugary ice creams with all-natural smoothie popsicles, and introduced healthier options like coconut water. The TFF team also educated students about the importance of eating a good breakfast and advocated for nutrient-dense foods.