Buz (iOS & Android app)
Buz scaled to Top 10 in the Social Networking category across iOS and Android in six markets including the US, UK, and Germany within its first year. I led creative marketing strategy, budgeting, and localization efforts, with a focus on US and European markets. I also reported performance insights, KPIs, and campaign learnings to executive leadership.
I owned creative direction, budget allocation, and localization strategy across paid and organic channels. Campaign performance was driven primarily through UGC-style paid ads, influencer partnerships, and supporting channels such as radio and print. This approach significantly improved efficiency, with CPI reaching as low as ~$0.28–$0.49 compared to industry benchmarks of ~$5–6.
I led a small creative marketing team focused on asset production, testing, and iteration, while working cross-functionally with paid media, product, and business teams. My role centered on guiding creative strategy, aligning campaigns across markets, and ensuring consistency in execution rather than owning every function directly.
Collaboration extended beyond internal teams. I have rich experience working with Chinese companies as well as other companies based in Asia. One of my core responsibilities included monthly budget planning for each marketing campaign. Creativity also played a significant role, as I personally wrote scripts and treatments for all our advertisements. Additionally, I collaborated with vendors to produce top-notch content and undertook extensive research to understand our target audiences, especially when determining demographics for influencer campaigns.
My relentless efforts and dedication did not go unnoticed. I was honored with an award for "Top Performer" out of 900 employees and our marketing team was awarded "Most Impactful Team" within the international LIZHI Organization.
LIZHI Inc.
While at LIZHI Inc. I also assisted in creative direction for various other apps within the organization.
"Buz" was the creative marketing project I spearheaded, but another prominent product under the LIZHI organization is the app "TIYA".
"TIYA" is a subscription-based app that allows you to play games and connect with AI Friends and Real People with similar interests. As the Creative Marketing Manager at LIZHI Inc., I helped shape the messaging, design, look and feel of the app UX by guiding the product team with creative direction and localized suggestions on how to market this product.
The Walt Disney Company
Worked on concept development and internal innovation projects within Disney’s DTCI division, supporting product, content, and technology initiatives.
Key Contributions
Developed concept prototypes, animations, and video assets for internal product and technology initiatives
Built proof-of-concept work including early-stage VR applications and interactive experiences
Created executive-facing presentations and proposal decks for internal stakeholders
Collaborated across creative, technical, and leadership teams to align concepts with business and product direction
