Chris Chen / 陈海健

Led paid-media GTM across global execution, regional growth, competitor intelligence, and an AI ad-operations prototype.

• Built a five-layer audience–scenario–message–creative–channel strategy; the first month reached 14 countries, 260M+ impressions, and 70M+ video views.
• Planned eight layouts and 6s / 15s / 30s assets; 24h / 7d / 16d / 28d reviews improved mid-to-late Awareness ROAS by about 60%.
• Australia optimization reduced spend 21.7% while increasing GMV 33.5%, alongside a zero-to-one Shopee CPAS rollout in Southeast Asia.
• Designed the Ad Ops Platform PRD, MVP priorities, and six-module demo for AI-assisted Copy QA, UGC filtering, and competitor monitoring.

Entered North American motorcycle communities and built Facebook and vertical YouTube creator channels from the ground up.

• Assessed 100+ Facebook motorcycle communities, prioritized 10+ groups, and created a tiered operating plan based on activity, content preference, and partnership value.
• Launched a UGC pilot from zero, iterating rules, issue handling, and the official posting cadence; reached 178% of target, 28K views, and 2K+ positive engagements.
• Identified 50+ ADV enthusiasts and developed vertical YouTube KOC / KOL partnerships; campaign content reached 1.5M+ views, with multiple videos above 100K.

Supported North American DTC campaigns and launches through trend analysis, content testing, and creator collaboration.

• Tracked video traffic and conversion funnels, delivered 10+ reviews plus weekly competitor reports for launch decisions, and expanded 20+ creator relationships.
• Identified the YouTube Shorts opportunity and ran campaign A/B tests; the new strategy increased UTM performance 361% YoY and reached 318% of the view target.
• Turned product KSPs into creator briefs, script reviews, caption, and SEO improvements; Prime Day content generated 5M+ impressions, with one video above 1M views.
• Peak project ROI reached 192% and DTC revenue grew 41% YoY, while format, timing, and channel type became reusable review dimensions.

Diagnosed subsidy and coupon-redemption efficiency using 10M+ anonymized records.

• Built claim and redemption funnels in Tableau and a four-quadrant user-value model.
• Improvement figures are scenario estimates, not realized business outcomes.

Developed an accessibility-focused product concept, growth strategy, and pitch.

• Won a National Third Prize and Provincial First Prize.

Built the event IP, sponsor partnerships, distribution matrix, and offline exhibition from zero.

• Attracted 1,200+ students and 3,800 submissions; the main account gained 3,000+ followers.