Sharon Shi 史晓丹

tl;drTook Branded Buzz, a creator-driven brand ads product, from a regional pilot to NA, EU, APAC, LATAM and METAP.

一句话把达人驱动的品牌广告产品 Branded Buzz 从区域试点做到覆盖北美、欧洲、亚太、拉美、中东非五大区。

• Decide what each product iteration focuses on; set product direction and roadmap
• Defined the product's North Star metric, built the dashboards, and run daily revenue variance analysis
• Built the product narrative and GTM framework and content from zero; own product pricing and internal creator payout pricing
• Ran hundreds of brand campaigns globally and turned field and client feedback into product decisions
• Rebuilt the team's product execution workflows on AI agents

• 确定产品迭代重点，定义产品方向和 roadmap
• 定义产品北极星指标，搭建数据看板，负责日常收入波动分析
• 从 0 到 1 搭建产品叙事和 GTM 框架与内容；负责产品定价和内部达人结算定价
• 在全球跑过数百个品牌 campaign，把一线和客户反馈转化为产品决策
• 用 AI agent 在内部重建产品执行的工作流

• Marketplace strategy
  • Set quarterly targets and budget: 120% quarterly target attainment at budget ROAS above 5
  • Reworked traffic allocation across search, feed and channels for cold-start items; used A/B tests to find and boost high-quality supply
  • Built a live price-comparison system that kept the price-competitive rate above 80%
• Logistics
  • Overseas warehouses: drove adoption with merchant incentives, outreach and joint recruiting; 20% MoM growth, 140% of target, policy ROAS above 10
  • Opened new logistics routes, including Hong Kong and Korea to Southeast Asia
• Platform governance
  • Worked with the governance team to loosen several thresholds while keeping order cancellation rate stable

• 商城策略
  • 季度目标和预算制定：季度目标达成率 120%，预算 ROAS > 5
  • 分析搜索、推荐和频道的流量逻辑，针对冷启、动销制定流量倾斜策略；用 AB 实验提取优质商品特征并定向扶持
  • 搭建实时比价数据体系，保障大盘优价率 > 80%
• 物流专项
  • 海外仓：通过商家激励、对外宣发和联合招商提升渗透率，MoM 增速 20%，目标完成率 140%，政策 ROAS > 10
  • 搭建香港、韩国至东南亚等物流新渠道
• 平台治理
  • 对接平台治理团队，在保障大盘 CCR 稳定的前提下推动多个治理门槛放宽

• Drove the department's annual strategy, including brand upgrade and cost-efficiency programs
• Set annual sales targets and the path to hit them; owned budget optimization and virtual-asset allocation
• Built Pico's Douyin e-commerce channel strategy and upgraded its self-run and partner livestream rooms
• Incubated Pico's official merchandise line from zero: positioning, design, sourcing and supply chain; two seasons, 10+ products, RMB 1M+ revenue

• 主导部门年度重点战略制定，包括品牌升级、降本增效等
• 年度销售目标制定和达成路径拆解，负责降本增效预算优化和虚拟资产分配
• 制定 PICO 抖音电商渠道策略，负责渠道品质升级、自营和 DP 直播间优化
• 周边品牌总负责人：从 0 到 1 内部孵化，负责定位、设计、选品、打样和供应链，推出 2 季上新、10+ 单品，带来百万收入

• Strategy partner for food & beverage and apparel ads: set bi-monthly spend targets and found new category and regional opportunities
• Commercialization lead for "Douyin Brands", a company-level priority project: designed a 10+ item benefits package that supported 100+ emerging brands
• Built Ocean Engine's partnership program with investment firms from scratch, with quarterly reports and closed-door roundtables

• 大众消费广告战略 BP，聚焦食品饮料和服装：制定行业双月消耗目标，挖掘品类和地域新机会
• 字节 S 级项目"抖品牌"商业化侧总负责人：设计 10 余项商业化权益包，累计扶持品牌 100+，参与"神仙抖品牌"营销活动设计
• 从 0 到 1 搭建巨量引擎 × 投资机构合作体系，产出季度分析报告，举办多场闭门圆桌

• Tracked marketplace and auto-consumer business models (Car Inc., Guazi, Hertz and others) and led deep-dive research; explored a new B2B services direction
• Built the profit forecast model for Xiaoju Auto Services from scratch, finding the breakeven window and guiding business targets

• 负责竞品分析和专题调研，常规跟踪神州、瓜子、Hertz 等平台的商业模式和数据；探索 ToB 企业服务新方向
• 从 0 到 1 搭建小桔车服盈利预测模型，判断盈亏平衡窗口期，对试点城市规模、单车和单店模型做敏感性分析

• Market sizing for a top global medtech company with teammates in 5 countries, using 52 surveys, interval estimation and hypothesis testing
• Financial transformation for a leading Hong Kong property group: China policy research and REIT benchmarking (CapitaLand, Blackstone, Everbright)
• Aftermarket entry strategy for a leading Chinese auto JV, including 26 expert interviews

• 国际顶尖医疗消费公司市场估值：跨国项目，与 5 国同事合作，基于 52 份调研数据，用区间估计和假设检验测算市场规模
• 香港顶尖地产公司金融转型：负责国内政策研究，独立完成凯德、黑石、光大安石 REITs 对标
• 头部合资车企汽车后市场进入项目，主导 26 位专家访谈

Before You Build: Idea Validation for Startups and Innovation Teams. In-person, taken for a letter grade.

《构建之前：创业公司与创新团队的想法验证》（Before You Build: Idea Validation for Startups and Innovation Teams）。线下课程，修读计分成绩。

B.A. in Economic Sociology (GPA 3.54/4.0, top 10%; major GPA 3.79) and a second degree in Financial Statistics (GPA 3.26/4.0, top 15%).

经济社会学（绩点 3.54/4.0，前 10%；专业绩点 3.79），金融统计学双学位（绩点 3.26/4.0，前 15%）。

• People's Scholarship, 2014 and 2016
• Wrote a chapter of a published book from a Shanghai municipal research project
• Led a rural elderly-care field study in Gansu (289 surveys, 10 interviews), rated an outstanding project
• Head of the student union's student welfare department, leading 41 members
• AIESEC volunteer in Cairo, Egypt, teaching at an international kindergarten

• 2014、2016 年人民奖学金
• 参与上海市调研项目，独立撰写"医闹入刑"专题，收入已出版的《从"渐发声"到"敢行动"》
• 千村调查项目负责人：赴甘肃陇西研究农村养老，回收问卷 289 份、访谈 10 份，获优秀项目
• 学生会生活权益部部长，带领 41 名部员
• AIESEC 全球志愿者，赴埃及开罗国际幼儿园支教

• KPMG Strategy: built a 40-page proposal for 10 apparel companies in 7 days
• Roland Berger: mapped 10 virtualization and security companies; my research template doubled the team's speed
• Orient Securities: research assistant; processed ~1,800 sentiment data points and arranged 7 fund roadshows
• Henkel (Schwarzkopf): marketing intern; ran POSM processes and Nielsen sales analysis

• 毕马威战略：7 天为 10 家服装企业做完 40 页提案
• 罗兰贝格：梳理 10 家虚拟化与网络安全公司，搭建的调研模板让团队效率翻倍
• 东方证券：行研部研究助理，处理近 1800 条情绪文本数据，安排 7 场基金路演
• 汉高（施华蔻）：市场部实习，负责 PO&POSM 流程和尼尔森销售数据分析