Stealth Startup

Achievements
• Spearhead product strategy and roadmap for innovative pet companion mobile game, with goal of securing $500K in seed funding.
• Conduct extensive customer research, including 15+ focus groups and a 300 person survey, to validate product-market fit and gather insights for designing an immersive user experience.
• Lead an agile cross-functional team of 8 (designers, visual artists, 3D modelers etc.) to rapidly prototype and launch a vertical slice demo within the next 3 months.

Responsibilities
• Develop a comprehensive product roadmap aligning core gaming experience with business goals and revenue model. 
• Conduct continuous market research and user testing to validate hypotheses and gather insights for product optimization.
• Manage the full product lifecycle - ideation, prototyping, development, testing, launch, and iterations.
• Collaborate with designers, visual artists, 3D modelers etc to craft an engaging and user-friendly gaming experience with immersive storytelling.
•Define and track critical metrics (installs, retention, monetization, etc.) to measure success and identify areas for improvement.

Founding PM

PMDojo | Grow your product mindset

I worked over a 10-week intensive program to address a critical challenge: making mental health support accessible and effective for working professionals in collaboration with a  cross-functional team at PMDojo, I partnered with an early-stage healthcare startup to devise solutions and launched a comprehensive product end-to-end.

Achievements
• Selected among the top 7% applicants earning a spot in the highly competitive PMDojo Product Accelerator Program, demonstrating unwavering dedication to personal growth and mastery in product management.
• Achieved a 46% conversion rate and ignited a 40% surge in engagement within 10 weeks through launching a digital journaling MVP to address mental health problems for time-starved individuals for a startup,Emotewell.
• Converted 46% of users from free to paid by implementing a robust product strategy.

Responsibilities
• Collaborated with a diverse team to develop a digital journaling MVP within 10 weeks
• Identified problem space and refine problem statement
• Determined and prioritize the target user pain points through conducting surveys and user interviews
• Analyzed competitor landscape and define value proposition
• Developed product roadmap and defined product metrics
• Optimized user journey via A/B tested onboarding flows for best user activation and feature adoption
• Built prototype and conduct user testing

Product Manager Fellow 

Essence

Achievements
•	Top 1% Performer in Google client team by proactively overachieving KPIs and challenging the status quo
•	Impacted $300M in revenue, increased time efficiency by 68% and ease of use by 47% through cross-functional collaboration in development of 2 Minimum Viable Products (MVP) focused on automating unique reach reports
•	Increased customer satisfaction by 21% by conducting 200+ Voice of Customer Interviews to $150M worth of Google marketing clients and agency partners to understand user pain points for Google ad products and developed the promotion plan
•	Boosted sales of Chromebook by 20% by leading the Go-To-Market (GTM) strategy, which doubled consideration lift at a 50% lower cost per lifted user 

Responsibilities
•	Managed the marketing, GTM strategy and campaign performance management for 9 Google Product lines, including Youtube, Stadia, Nest and all Google Apps (i.e. Gmail, Google Maps, Duo) 
•	Managed Product Roadmap for an Automated Reporting Product that was immediately adopted by 7 advertising clients, including Apple, Amazon and Microsoft
•	Prioritized requirements for the Automated Reporting Product by focusing on customer pain points within the context of time constraints (i.e. seasonality events)
•	Developed and managed KPI and Product metrics for 20+ Google Ad Products in order to provide feedback to the Ad Product Team to enhance the next iteration of the Product
•	Collaborate cross-functionally with 10 people across 7 teams, including the Product, Engineering and Sales teams to lead end-to-end media management for partners on global media initiatives as well as drive best practices across all Google Brands
•	Co-designed with Product Marketing team and consulted on paid media strategy, while ensuring campaign success for the top-tier Google Brands

Client Program Manager ( @Google )

Hylink Digital Solutions

Achievements
•	Doubled sales within 3 months after Launch by planning a new GTM strategy and launched integrated campaigns with multi-channels: social, search, ecommerce, baby verticals, news apps and IP cooperation 
•	Boosted brand impact by consistently maintaining purchases at 60% of market price, while meeting growth objectives through strategic digital metric definition and efficient marketing management 

Responsibilities
•	Managed a team of 3 and oversaw a $6.3M budget for an American healthcare brand, including 2 Product lines
•	Partnered with cross functional teams (sales, marketing, data scientists etc.)  on all aspects of GTM strategies 
•	Led 300+ customer interviews and maintained a deep understanding of client business goals and GTM objectives, translating them into successful strategies 
•	Defined digital product metrics and KPIs and leveraged strengths in cost-effective marketing management to keep purchasing price 30% lower than the average market price without compromising business growth goals

Media Planning Director

Mindshare

Achievements
•	Doubled the profits and increased celebrity ad investments by 300% by spearheading 2 Minimum Viable Products (MVP) related to celebrity endorsement data evaluation (revenue impact of $9M) 
•	Awarded 2 Gold awards for gaming product launches and deployed in 40+ cities
        - Gold Award for Best Use of Gamification (2017 KFC Yin Yang Master), 2018 Festival of Media APAC
        - Gold Award for Directly Leading Conversion (2016 Pizzahut King of Glory), 2017 Global MMA Smarties

Responsibilities
•	Led a team of 7 team members, worked cross functional teams internally and externally, managed all GTM strategy planning associated with a FMCG client, including 6 product lines
•	Managed Product Roadmap for celebrity endorsement data evaluation model that was adopted by the senior management team and helped the company win several big clients, including P&G and Nestle
•	Guided 400+ customer interviews and consumer data analysis to find customer pain points and incorporated them into GTM strategy

Associate Director , Strategic Media Planning 

Achievements
•	Expanded social business from $0.5M to $7.9M from 2014 to 2016 by interviewing 300+ customers, studying the consumer data and defining the social product GTM strategy for brands 
•	Awarded 1 Gold award and 1 Silver award for new product launches
       - Silver Award for Digital Innovation (2015 KFC Breakfast), 2016 China MMA Smarties
       - Gold Award for Best Use of Digital Interaction (2015 Pizza hut Stone Pan), 2016 China TMA

Responsibilities
•	Led the cross functional team with all the stakeholders to drive GTM strategy plan and implementation
•	Defined KPIs and supervised project timelines as well as deliverables to ensure performance excellence

Manager, Strategic media planning 

Clients： KFC and Pizzahut
-Assisted in the development of budget allocation and implementation of the plan.
-Maintained and communicated budgets and campaigns with media and clients as an independent owner of KFC Kids

Associate, Strategic Media Planning

Clients: KFC and Pizzahut
-2009 Mindshare Managment Trainee ( ranked top 4 out of 20).
-Tracked and optimized performance of 3 markets TV and radio investment.
-Assisted with tactical competitive analysis, buying reviews on TV and radio markets.

Planner, Tactical Media Planning

2009 Campus Recruitment Program -Management Trainee

Product Management | GTM Strategy | Growth | Analytics | B2C | SaaS

Product Marketing professional with 12+ years of experience across product strategy, product marketing, project and budget management, A/B testing and experimentations for well-known international brands. 

•	Managed the GTM strategies and launches for 50+ products across 6 industries throughout career, cumulatively managing over $250M+ budget. A winner of multiple awards with the proven ability to design a successful strategy and drive record high performance.

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Beili Hu's Linkedin Analytics

Karen (Beili) Hu

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