WHAT I DO
01 / STRATEGY
PMF Validation
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Early-stage field research and user interviews
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Quantitative demand testing and retention analysis
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Hypothesis-driven iteration before full commitment
02 / EXECUTION
Growth Experiments
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Structured A/B testing frameworks
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ROI-based creative prioritization
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Conversion and cost optimization cycles
03 / INSIGHTS
Cross-market Insights
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Demand signal comparison across markets
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Cultural resonance in messaging
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Regulatory and competitive landscape analysis
AI Startup — From Assumed Demand to Validated Need
Context
An early-stage AI startup believed its core users were small creative teams seeking generative tools.
Core Question
Who actually needs this product — and who only finds it “interesting”?
Result
Substantial optimization of ad performance and creative ROI through data-driven visual strategy and market-specific creative adjustments.
My Approach
Executed a strategic pivot in audience focus, resulting in a 40% increase in product-market fit signal and a more focused product roadmap.
My Approach
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Designed structured A/B creative testing cycles
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Analyzed conversion behavior beyond CTR
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Identified narrative patterns that signaled urgency vs. casual interest
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Mapped creative angles to underlying user motivations
key insight
key insight
key insight
TEMU — Identifying Demand Through Creative Testing
Problem
TEMU relied heavily on UGC-style creative to test early-stage product demand signals across diverse U.S. consumer segments.
Core question
What kind of creative actually reflects real purchase intent — not just scroll-stopping engagement?
key insight
Insight
One UGC creative emphasizing problem-resolution and immediate utility significantly outperformed others in conversion depth — not just engagement.
It became the Top 1 performing UGC asset within its test cohort.
DELI INC — Market Signal Analysis Under Tariff Pressure
Context
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.
My approach
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Segmented product performance by price elasticity and channel behavior
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Identified demand sensitivity under tariff-adjusted pricing
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Analyzed downstream impact on contribution margin
key insight
Certain SKUs maintained volume but eroded margin under revised cost structures.
Others demonstrated stronger price tolerance and healthier margin resilience.
Impact
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Informed pricing adjustments and promotional focus
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Improved resource allocation toward margin-resilient categories
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Increased operational efficiency by 25%
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.