Los Angeles, CA — Cathy Zhang has been instrumental in optimizing the performance of new creators at the leading creative E-commerce platform in the US. Her comprehensive activation strategy focuses on the critical first 30 days for new creators, providing tailored incentives and merchandise combos to ensure a strong start. This approach has resulted in a significant increase in content on the platform, with an additional 100,000 videos promoted and a rise in revenue from new creators. The strategy has also greatly improved the creators’ lifetime value (LTV), demonstrating the effectiveness of her initiatives.
In addition to her activation strategy, Cathy has played a crucial role in training machine-learning models for new creators. She provided essential operational insights to the algorithm team, helping to build an automatic creator incentive system. By analyzing behavioral data from gamified tasks, Cathy identified key actions in the creator life cycle that informed the algorithm. This system now effectively matches different creator behaviors with tailored educational guidance and incentives, maximizing efficiency and making support for creators more personalized and impactful.
Cathy’s collaborative efforts with the product management and engineering teams led to the successful launch of a creator onboarding product. This product, developed through extensive surveys and interviews to understand creators’ pain points, combines education, rewards, and gamified tasks to create a seamless onboarding experience. As a result, user engagement and content supply on the platform have significantly increased, ensuring a steady stream of high-quality content from new creators.
Cathy also spearheaded cross-functional collaborations with product, user experience research (UXR), and partner solutions operation (PSO) teams on various user research projects. These collaborations were crucial in refining E-commerce recruiting and retention strategies. By addressing the needs and pain points of creators, Cathy helped develop more effective strategies for attracting and retaining talent, enhancing the platform’s ability to nurture its creator community.
As an E-Commerce Global Partnership Manager, Cathy secured a successful partnership with Adidas and other leading consumer brands. By resolving operational challenges and providing strategic insights, she significantly enhanced Adidas’s presence in the global digital shop, leading to substantial boosts in global sales and engagement metrics. Her efforts were particularly impactful in key markets such as the UK, the US, and Southeast Asia. This partnership not only expanded the digital shop’s global network but also drove impressive growth across these regions, underscoring Cathy’s pivotal role in achieving substantial e-commerce success and highlighting her ability to drive significant growth for the platform.
Cathy Zhang’s achievements underscore her exceptional ability to drive growth and innovation in the competitive landscape of creative e-commerce. Her strategic vision and hands-on approach have not only enhanced the onboarding process for new creators but also improved their long-term success on the platform. By leveraging data-driven insights and fostering cross-functional teamwork, Cathy has set a new standard for creator support and engagement. Her successful partnership with Adidas exemplifies her skill in navigating complex operational landscapes and delivering tangible results. As the e-commerce industry continues to evolve, Cathy’s contributions will undoubtedly serve as a benchmark for excellence and a catalyst for future advancements. Her ability to blend strategic foresight with practical execution ensures that she remains at the forefront of shaping the next wave of digital commerce, further solidifying her reputation as a leader in the field.
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Eileen Han | Actor, Writer, and Creative
Writes about international arts and culture news
Email: icaapress@gmail.com
Published by: Holy Minoza
