Xiaohui (Cathy) Shi Email & Phone Number

Portland, Or, Us

Redmond, Washington, Us

In my current role, I lead a portfolio of research supporting marketing for Azure.

Santa Clara, California, Us

Since joining Global Insights & Analytics team in HQ, I have been driving consumer insights in retail marketing, audience understanding, messaging and creative evaluation etc. I lead research projects leveraging both qualitative and quantitative methodologies, including consumer segmentation, shopping journey, ethnography (including most recently adapting to virtual ethnography). I am recognized as subject-matter-expert in Mainstream Consumer, PC Gamer for both Intel Sales and Marketing Group as well as Business Units, and interacting with executives representing the voice of the consumer.

Santa Clara, California, Us

Led Insights & Analytics team in Intel China responsible for driving audience and product insights as well as gauging campaign effectiveness. The team generated insights around PC, data center, autonomous driving market environment, ecosystem, and end-user that drove strategic discussions and action plans in growing China business through market sensing, dialing up China priority in Intel global agenda.

Santa Clara, California, Us

Served as the voice of the consumer in Intel China. Developed and led insights plan around China market tiering system, Chinese consumers' PC usage and shopping journey; emerging market (lower tier cities) PC adoption opportunities and barriers, as well as Intel branding and marketing communication effectiveness. These insights were fundamental to help the business reach and meet needs of existing and new market segments.I was repeatedly being evaluated as outperformer (Exceed Expectations) with solid performance and effective communications.

New York, Ny, Us

Led a team of to serve a range of multi-national clients in technology, telecom, and durables in scoping and executing research to define and explore market needs, segment and profile audiences, prioritize product features, gauge market viabilities and positioning. My team was one of the top-performed teams in both business development and project management, number and amount of project has increased by more than 50% annually.

Oo

Managed marketing research projects for clients from multiple industries, especially technology. I serve as a client-facing manager and engage with clients from beginning to end, including designing research plans, writing proposals, designing questionnaires and sampling plans, overseeing quality control, analyzing data, and writing reports.