Led the creation of a new beauty and personal care brand targeting the U.S. market, responsible for the brand's P&L. Based on thorough market research and business model analysis, built the operating model from the ground up, including brand system development, visual identity design, brand asset planning, and product portfolio strategy. Developed brand strategy and business planning, setting growth objectives and business pathways for the brand’s initial launch, one-year, and three-year goals.Using TikTok as the core marketing channel, achieved over 2.7 million impressions within the first month of launch through viral marketing content at low cost. Successfully drove a hero product to become a top 3 seller in its category within a month, with rapid growth across both Amazon and DTC channels. Achieved positive brand profitability in the first month.In-depth study of content-driven e-commerce strategies, developing a TikTok content matrix combined with influencer marketing to generate high exposure and sales for new products. Managed a marketing and creative team to design branded content that garnered over 2 million impressions at a low cost in the first month. Led an influencer marketing team, working with 800+ TikTok influencers across different tiers to quickly amplify brand awareness.Oversaw full-chain brand operations, including store setup, product planning, cross-border logistics and supply chain management, as well as product operations and inventory management. Built product barriers from cost control to logistics capabilities. Established sales channels across TikTok stores, Amazon, DTC platforms, and a distribution system.Built a 10+ person business team from scratch, overseeing talent acquisition, managing personnel across different roles, and creating performance evaluation and incentive systems. Streamlined SOPs and established a fast-track training system for new hires.

Business Analysis System Development: Establish a company-wide operational indicator system, integrating information across departments. Create a closed-loop process for brand strategy planning, KPI monitoring, and growth strategy optimization. Produce weekly, monthly, and quarterly business reports. Organize strategic workshops, business review meetings, and category growth strategy sessions to help management understand market trends and internal performance. This process supports risk identification, opportunity discovery, and consensus-building on business strategies, enhancing operational efficiency.Brand & Category Annual Development Goals: Identify growth opportunities through market, channel, competitor, and internal analysis. Collaborate with marketing, product, and operations teams to set growth goals and define strategic pathways. Align on brand upgrade direction, category expansion, and the development of star products.Project Management & New Channel Incubation: Lead store experience enhancement projects, build a mystery shopping system, identify opportunities to improve offline store experiences, and drive operational improvements. Develop process standards and performance evaluation criteria. Oversee the incubation of new channels (XX, XX, and XX), define channel strategies, and collaborate with branding, product, and finance teams to design business models and break down targets. Manage product selection, pricing, and business term negotiations. Successfully established a channel team and piloted two new channel project

New Business Incubation: Identify and develop strategic opportunities in new business tracks through market research, financial modeling, and opportunity scanning. Support business incubation by designing models, calculating operational metrics, and assisting with early-stage team building and goal setting.Achievements:Real Estate Equity Investment: Launched in 2 months, leading to the establishment of a dedicated business unit. Within 6 months, total investments reached X billion, with an estimated ROI of 11%, projected to increase company revenue by over X million.Elderly Care Track: Initiated in 3 months, with a business model and key partnerships secured. The company invested X million to launch the first pilot project, with an expected 20% annual profit margin during the stable stage.Business Strategy Support: Serve as a strategic business partner (BP) to support key projects in product technology, market growth, home improvement, and franchise operations. Responsibilities include planning key initiatives, designing KPIs, and offering strategic research and analysis.Achievements:Proposed a strategy to develop online C-end services, leading to an organizational structure adjustment plan for diversified business growth.Supported product line upgrades in home improvement, providing competitive analysis, price adjustment strategies, and business rollout plans for new product lines.

--- 担任集团经营数据化战略项目PMO集团战略级项目管理，负责设计目标、路径、进度管理、资源协调等，设计集团数据制度规范。成果：用时1年支持项目解决集团管理层看数据不准确不及时问题，以及各部门数据口径差异大、数据分析难问题。作为PMO，协同10个部门设计落实解决方案、管理进度按期交付；作为COE，牵头成立贝壳第一个数据委员会，发布集团指标字典与数据使用规范，组织认证核心经营指标400+，线上化核心指标100+。 实现CEO等高管每日可线上看板查看上一日经营指标，跨部门核心指标数据实现统一、数据获取与分析效率提升。

--- 参与贝壳APP从0到1000万MAU的增长全过程，作为核心成员，操盘APP用户裂变拉新项目。成果：4个月新增用户50万，通过激励策略设计与社群渠道投放，实现单用户新增成本节省2/3。利用数据分析进行活动效果监控，基于转化漏斗模型设计产品、文案优化方案。研究微信生态流量，通过社群投放运营提高活动参与人数40%；通过优化拉新激励策略、活动产品形态与文案，逐步将用户参与转化率从20%提升至60%。

• Track and analyze Artificial Intelligence (AI) and big data related industries in global market, mainly focusing on chatbot, self-driving, blockchain, Fin-tech, auto-driving and new retail industries• Collected market information, analyzed applications of AI and big data in new retail industry, gathered information about companies involved to wrote industry analysis reports.• Interviewed investment director and CEO from portfolio company, studied company’s business model and founding team to write PR articles and published on company’s WeChat platform, increased reading of PR article by 200%.

• Provide marketing strategy consulting service for North Carolina Coalition Against Domestic Violence (NCCADV), aiming to improve usage of the against-domestic-violence database among other related organizations in NC.• Through on-the-spot interviews and phone interviews to learn characteristics of different organizations and their product perceptions; design and distribute user questionnaires to 100 against-domestic-violence organizations in NC; Analyze data got from questionnaires, develop and present marketing strategies for NCCADV to promote the database.• Cooperate with 10 team mates who come from different countries all over the world, communicate efficiently and build strong friendships within the team.

Conducted due diligence investigation and assisted with preparing the financial analysis section of the due diligence report for a stock pledge repo transaction.Analyzed company’s financial statements; calculated financial metrics, such as asset returns, inventory turnover ratio, debt asset ratio, and more in order to analyze company’s profitability, sustainable operations ability, and debt-paying ability.Compared a company’s financial metrics with comparable companies in the same industry and conducted comprehensive analysis of company’s financial and operation risk in order to distinguish risk in this potential transaction.