Hi, I'm Mingyang.
Marketing analytics, growth, and brand — full stack.

✨ Open to opportunities

M.S. in Marketing Intelligence from Fordham. I work comfortably on both sides of the marketing stack — from brand storytelling and campaign ops to dashboards, segmentation, and the SQL/Python that powers them. Most recently led multi-brand TikTok Live operations for Crocs, Hey Dude, Pop Mart, and comfrt. Open to roles in marketing analytics, growth, brand strategy, or consumer insights.

Work

How I move between brand strategy, live-stream operations, and performance analytics — and the dashboards that back every call.

See my work →

About

From UC Santa Cruz econ to Fordham marketing intelligence to a brand desk in NYC — and the values that shape how I work.

My journey →

Beyond Work

Bouldering walls, band rehearsals, desert roads — the parts of my life that quietly make me better at the day job.

Off the clock →

Work.

A year-plus across brand-side ops (multi-brand TikTok Live, partner management) and analytics-side rigor (weekly + monthly performance reporting, segmentation, market research). I’m equally at home reading a brief and writing the SQL behind it.

Brand Manager

Sellery · New York, NY

Oct 2025 – Feb 2026

Full-time

$88K+

peak session
GMV

91K+

unique
viewers

2.68K

items
sold

partner
brands

Peak single-session figures from owned broadcasts · screenshots in gallery below

Owned end-to-end TikTok Live operations for the Catakor supplement brand — campaign planning, streamer selection, scene setup, and real-time broadcast management of 8+ hour live sessions.
Drove peak single-session performance of $88K+ GMV, 91K+ unique viewers, 2.68K items sold, and 20.89% comment rate through tight content × ops feedback loops.
Produced weekly + monthly performance reports across 7+ partner brands, translating GMV, CTR, and enter-room-rate trends into the next session's playbook.
Acted as the primary liaison with brand partners (Edikted, Crocs, Hey Dude, Pop Mart, comfrt), aligning on promotional strategy, budget allocation, and key commercial events.
Collaborated cross-functionally with sales, finance, and creative teams to deliver against tight launch deadlines.
Recruited, onboarded, and managed a team of part-time moderators across multiple brand accounts.

Brand Strategy Live-stream Ops Performance Reporting Cross-functional Team Management

Operation Moderator

Sellery · New York, NY

Apr 2025 – Oct 2025

Part-time

Co-moderated full-session TikTok Live broadcasts (typically 6–10 hours) for Pop Mart, Hey Dude, Puffit, plus apparel and home appliance brands — keeping brand messaging tight and delivery smooth.
Compiled post-broadcast performance reports tracking GMV, CTR, enter-room rate, and viewer retention; top sessions hit 23K+ views and 870K+ impressions.
Engaged with live audiences in real time to drive interaction — peak sessions saw 220+ items sold, 16%+ click-through rate, and 176+ new followers in a single broadcast.
Coordinated with streamers and brand managers on content flow, promotions, and real-time pivots — adjusting product order and CTAs mid-stream based on live KPIs.

TikTok Live Audience Engagement Conversion Content Optimization

Data Analytics Assistant

TD Synnex · Chengdu, China

Aug 2023 – Sep 2023

Internship

Evaluated 10+ competitors and identified 5 key customer segments, surfacing strategic market insights for the team.
Assessed 15+ software/hardware products, contributing to a 20% improvement in research efficiency.

Competitor Analysis Market Research Segmentation

Marketing & Publicity Specialist

Jin Chuan Hong Technology Co. · Chengdu, China

Jul 2023 – Aug 2023

Internship

Built TikTok social media campaigns that brought in 15 new customers in one week through targeted promotions — early validation of platform-led acquisition that became a core thread of my later work.
Led a team of 5 in consumer behavior research; designed segment-specific content strategies that boosted engagement by 15%.

Social Campaigns Consumer Research Team Lead

From the broadcast floor.

A few moments from live operations and the data behind them.

comfrt · $88,707 GMV · 91.83K viewers

HeyDude TikTok Live broadcast — Snow White themed

HeyDude live · themed broadcast

Crocs live

HeyDude TikTok Live broadcast — flash sale

HeyDude · flash sale

Crocs in-store live broadcast studio setup

Crocs · studio setup

Live performance dashboard — direct GMV $9,140, 235 current viewers

Real-time KPIs · $9,140 GMV · 235 viewers

My journey.

I started with an economics degree at UC Santa Cruz, sharpened the analytics side at Fordham’s Marketing Intelligence program, and have spent the last year applying both — running brand campaigns and live-stream ops in New York while owning the dashboards that drove every call. The thread through all of it: I love the loop between data and creative. I want to keep working at that intersection, on either side of it.

Now · Open to next role

Looking for my next chapter

Open to roles in marketing analytics, growth, brand strategy, consumer insights, or marketing ops. NYC-based, open to remote and hybrid.

Oct 2025 — Feb 2026

Brand Manager · Sellery

Owned multi-brand campaigns end-to-end. Led my own team for the first time.

Apr 2025 — Oct 2025

Operation Moderator · Sellery

Stepped onto the live-stream floor. Learned to read audiences in real time.

Aug 2024 — May 2025

M.S. Marketing Intelligence · Fordham University

Marketing analytics, consumer behavior, integrated marketing — the toolkit I use every day.

Aug 2023 — Sep 2023

Data Analytics Assistant · TD Synnex

First taste of competitive analysis and segmentation at scale.

Jul 2023 — Aug 2023

Marketing & Publicity Specialist · Jin Chuan Hong Technology

Ran my first TikTok campaigns. Hooked on the platform from then on.

Sep 2020 — Jun 2024

B.A. Economics · UC Santa Cruz

Where I learned to think in incentives, models, and trade-offs.

Values I believe in.

The way I work is shaped as much by values as it is by craft. These are the principles I come back to when campaigns get messy, ambiguous, or high-stakes.

Data is a story, not a verdict.

A dashboard is the start of the conversation, not the end. Every number has a why behind it — and the next move only gets clearer when you go find that why.

Listen first, broadcast second.

I learned this on TikTok Live: audience signals always lead, content follows. The fastest way to make a brand resonate is to actually pay attention before you talk.

Show up for the team.

Multi-brand campaigns succeed when sales, finance, creative, and ops move as one. I'd rather over-communicate and ship together than protect my lane and look smart alone.

Stay curious across cultures.

Native Chinese, fluent English, comfortable bridging contexts. Different markets ask different questions — staying curious is what keeps me from defaulting to one answer.

Toolkit.

The tools I actually use day to day — on the brand side and the data side.

Marketing & Brand

The brand-side toolkit.

TikTok Live Ops Brand Strategy Campaign Planning Social Media Management Content Creation SEO / SEM Email Marketing Budget Management Partner Management Market Research

Analytics & Technical

The data-side toolkit.

SQL Python (Pandas) GA4 Google AdWords Meta Ads HubSpot Excel · Pivot Tables SPSS PowerPoint Adobe Photoshop

Languages: Chinese (native) · English (fluent) Currently learning: Looker Studio · dbt ★ = used most weeks

Beyond work.

Three things I keep coming back to outside of campaigns: bouldering, music, and getting on the road. They look unrelated to marketing — but they're quietly where a lot of my work instincts get sharpened.

I fall. Then I send.

Bouldering is the cleanest feedback loop I've ever found. Read the wall, try the sequence, fall, adjust, try again — and at some point the move that felt impossible just clicks. I bring the same patience to a campaign that's not converting yet.

∞ Falls before a send

Project

Overhang · sending it

Top out

Slab · technical line

Why this matters at work: climbing taught me that the brave-looking move is almost always the well-rehearsed one — and that falling on the way isn't failure, it's data. Same loop, just a softer mat.

Band rehearsal

Listening is the loudest instrument.

In a band, the part that makes you good isn't your own playing — it's whether you're listening to the four other people in the room. The same skill makes campaign syncs actually go somewhere instead of running in circles.

Guitar

Practice in small loops.

I treat guitar like I treat a campaign retro: small loops, one variable at a time, honest listening at every pass. Most of the work is unglamorous repetition — the moments that sound effortless are the ones I drilled into the floor.

Standing on a desert road between red rock canyon walls under a clear blue sky

Out on the road

Most of my best ideas show up after a long drive.

New York is home base, but I find it easier to think clearly when I'm somewhere very different — open roads, big skies, no notifications. I come back to the desk with sharper questions, which usually beats coming back with more answers.

Why this is on a portfolio.

The way I climb, play, and travel is how I'd describe the way I work: read the situation, try in small loops, stay honest about feedback, and keep showing up after the fall.

If we end up working together, that's the same energy I'll bring to your dashboards, your brand briefs, and your live broadcasts.

Hi, I'm Mingyang. Marketing analytics, growth, and brand — full stack.