rachelle

1) Engaged in the construction and optimization of growth products for cryptocurrency exchanges, developed plans for product systems across various roles and tasks, including activity platforms, task platforms, and reward platforms. 2) Developed and implemented growth strategies through operational initiatives and collaboration with cross-functional teams, resulting in enhanced customer acquisition, conversion, and retention rates.

1) Led the Commission Rate Tradedown Project, conducting comprehensive data exploration, cleaning, verification, issue identification, and actionable recommendation formulation. Facilitated seamless interdepartmental communication, ensuring project success. 2) Conducted monthly tracking and analysis of competitors’ activities, synthesizing key insights for strategic decision-making. Played a key role in merchant-end campaigns, providing strategic insights through monthly data analysis, particularly focusing on the Mix & Match feature.

1) Directed development and iteration of a major B2B membership product (within the Commercial Ads Product Team) earning over RMB 750 million annual income, achieved a boost in Customer Satisfaction by 16% by boosting merchant-side product features and improving customer service efficiency. Managed the product development lifecycle by doing requirement analysis, product design and Go-To-Market operation. Enhanced overall user efficiency through the restructuring and streamlining of the ordering and payment process. 2) Launched software update project to improve user experience; researched user demands and feedback for 12 function modules, led primary function scheme design, coordinated IT, UEUI, QA, and marketing teams for efficient implementation; resulted in upgraded application with 92% customer satisfaction. 3) Enhanced user conversion rates and merchant retention for the membership product by developing a comprehensive flow for photo and video uploading, editing, and retouching tools. Introduced immersive Virtual Reality (VR) content on brands’ homepages, implementing order placement, shooting, and uploading features for the first time. Developed data dashboard and indicators system at merchants’ and users’ end; improved most key accounts’ perception of products’ effectiveness by establishing data visualization and analytics features.

1) Facilitated the “Tastes of Life 2020” content promotion project, increasing Daily Active Users; strategized weekly topics from social hotspots and shortlisted themed contributions, created interactive multimedia articles, and achieved a peak page view of 149,000 for a single feed. 2) Supervised real-time video engagement and shortlisted ad placements for UGC/PUGC videos, resulting in 393 videos with over a million views. Monitored competitor activity and trending events, and generated regular analytical reports.

1) Oversaw digital marketing content on WeChat & Weibo platforms. Scheduled monthly content focusing on trending topics, collaborated with ad agencies for daily posts and created engaging storytelling content. Achieved a 24% increase in brand social material open rates. 2) Organized brand's Taobao KOLs live streams for the annual 618 and Double 11 shopping festivals; collaborated with multi-channel network companies to select and schedule KOLs suitable for brand's new product concept, and controlled the quality of KOLs’ live streaming content, attaining 33k viewers and 18k WeChat followers, exceeding the target conversion rate by 30%.