CORE EXPERTISE
01 / GTM STRATEGY
Who to sell to, and why they'd buy.
- - Customer discovery: 150+ interviews that overturned our target-user hypothesis
- Positioning and market entry for early-stage AI products
- US–Asia: how demand, messaging, and competition actually differ
02 / DATA ANALYSIS
Tests that answer business questions.
- - A/B creative testing tied to conversion, not just clicks
- Campaign and product data turned into decisions (+12% new-user downloads at TEMU)
- 15+ strategic recommendations delivered at Deli
03 / AI PRODUCT
Making AI products people actually want.
- - Product requirements and user workflows, from discovery to deployment
- Messaging that lands across cultures and platforms
- Knowing when to kill an idea: the Deli launch I recommended against
TQ AI — We were targeting the wrong customer
The startup assumed its users were small creative teams. I interviewed 150+ businesses and found the real demand elsewhere. I led the product redesign around those findings — requirements, workflows, testing, deployment.
TEMU — The ad that solved a problem
- Testing UGC creatives at TEMU, I spotted an unglamorous winner: storage products, right before back-to-school. I pushed the team to make more of them, then built and tested the ads myself. One became the day's top performer at 92% higher clicks — and that summer's creative work contributed to a 12% lift in new-user downloads.
Deli Inc — The launch I argued against
Deli’s North America operations faced shifting cost structures due to tariff pressure and market competition.
Performance data existed, but lacked structured interpretation tied to market behavior.
Certain SKUs maintained volume but eroded margin under revised cost structures.
Others demonstrated stronger price tolerance and healthier margin resilience.
MY THINKING
How I Evaluate PMF
A structured approach to measuring product-market fit using quantitative signals and qualitative validation. Focus is on identifying the intersection of high retention and genuine user advocacy, moving beyond surface-level engagement metrics.
Identifying Real vs. Assumed Demand
A framework for distinguishing between 'nice-to-have' sentiment and actual willingness to pay. Using iterative experimentation to isolate high-intent user personas and uncover underlying pain points through evidence-based research.
Cross-Market Insight Checklist
A strategic rubric for navigating growth between the U.S. and China. Analyzing divergent user habits, distinct regulatory landscapes, and competitive archetypes to ensure localized scale and successful market entry.