• GenAI integration within Adobe Analytics & Customer Journey Analytics.

• GenAI Model competitive analysis & industry-specific GTM strategy.

• Led a cross-functional team to refine Nike’s consumer-facing product assets (photo, video, copy) through testing and innovation; improved visual asset commercial KPI performance by 36 pts over 1 season.• Directed research project to revamp Nike apparel’s sizing user experience on Tmall using internal data analysis and qualitative consumer research; outcome expected to reduce consumer service spending on sizing inquiry.

• Spearheaded qualitative and quantitative consumer research on holistic fitness perception among targeted demographics in China using focus groups, ethnography, and surveys, enabling critical input for buying quantities of women’s performance legging product offerings from FY23 onward.• Delivered social listening analyses on marketing campaigns (Olympics 2021) and corporate emergency responses (BCI Xinjiang cotton incident), with the latter motivating leadership to withhold all marketing communication during Nike brand’s recovery journey between March and July 2021 in China.• Surfaced key friction points across shopping journeys by integrating Nike internal data sources with Natural Language Processing (NLP) models, lifting offline shopping experience Net Promoter Scores (NPS) by 16 pts.

• Optimized Nike’s digital marketing content (.com, WeChat Mini Program, Nike App, Nike Run Club / Training Club, and SNKRS) performance in Greater China by overseeing content A/B testing programs and hosting quarterly testing workshops with Digital Brand team; increased Nike App home content clickthrough rate by 57 pts YoY.• Executed interest, lifestyle, and cultural audience profiling using internal data sources. Led in-depth demographic and behavioral analyses for Nike Women’s and Running category readers, among others.• Guided evergreen marketing campaigns (LTCCs) on Running, Yoga, and Air Max through KPI setting, monthly learning agenda creation, data analyses, and insight reporting, lifting number of members interacting with yoga content in China by 35% over 2 seasons.

• Oversaw APAC content marketing program; produced 77 in-depth reports and articles on the mobile app industry to acquire prospective clients for the APAC Sales operations in Beijing, Seoul, Tokyo, and Singapore; content generated 32K total sales leads.• Managed company media relations with top-tier media outlets. Handled journalist interview requests, which resulted in features in publications such as The Financial Times, Caixin, and Bloomberg 100+ times and an increase in brand Share of Voice by 22% against key competitors.• Managed multi-channel content collaborations with tech industry heavyweights such as Tencent, Alibaba, and Grab, directly contributing to sales relationship with regional key clients.

• Assisted in the execution of all local content (blog posts, emails, social posts, ad banners, case studies, byline articles, white papers, videos, infographics, presentations, etc.) that can be used across a variety of channels in Greater China.• Drove on-time execution and delivery of local content through our internal and externally-sourced translators, designers, writers, and resources.• Ensured all content promotion activities are coordinated across channels including social promotion and email.• Owned the day-to-day social media channel strategy and execution.• Repurposed content into new forms including blog posts, emails, podcasts, videos, Slideshare, and eBooks.

Researched, updated, and edited comprehensive quarterly reports on Chinese cities, detailing developing verticals and new industrial projects.