Peng Wei
Sydney,NSW
Summary
Dynamic Product Operations Manager with a proven track record at TikTok, excelling in campaign management and market research. Spearheaded innovative go-to-market strategies, driving product adoption and enhancing user engagement. Adept at cross-functional collaboration, leveraging data analysis to optimize initiatives and achieve impactful results. Passionate about creating engaging user experiences.
Overview
7
7
years of professional experience
Work History
Product Operations Manager, TikTok LIVE
TikTok Australia Pty Ltd
08.2023 - Current
- Formulated global marketing strategies for existing products, services, and new launches across various product lines. The features include multiple live revenue lines, including a new creators' income-sharing model, gifter privilege, and creator league project, etc.
- Executed advertising strategies and campaigns to achieve go-to-market objectives and enhance customer engagement.
- Conducted comprehensive market research and interviews to identify industry dynamics and growth opportunities.
- Employed data analysis tools to assess initiative effectiveness and optimize strategies based on insights.
Product Operations Manager, TikTok LIVE
Miaozhendida(Beijing) Network Technology Co., Ltd
Beijing, China
11.2021 - 08.2023
- Managed go-to-market strategy and global campaign for LIVE revenue features throughout entire lifecycle.
- Conducted user research and feature testing to inform marketing strategies that increased product adoption.
- Collaborated with cross-functional teams to develop comprehensive marketing channel coverage.
- Established and optimized privilege usage policies based on regional campaign data to enhance campaign appeal.
- Leveraged data analysis tools to analyze initiative performance and refine strategies according to insights.
Campaign Operation Head, Xingchen Project
Shanghai Bilibili Technology Co., Ltd.
Shanghai, China
04.2020 - 05.2021
- Developed bimonthly marketing campaign plans aligned with regional production and engagement goals.
- Executed user-generated content campaigns and collaborated on external projects, including Demon Slayer content.
- Established a campaign operation platform to boost monthly campaign frequency.
- Leveraged data analysis tools to evaluate initiative effectiveness and refine strategies based on market feedback.
Product Operations Manager, TikTok LIVE
Beijing Bytedance Network Technology Co., Ltd
Beijing, China
04.2020 - 05.2021
- Coordinated production of advertising campaigns to enhance TikTok LIVE brand engagement and visibility, such as "the weekend" marketing LIVE show.
- Established operational resources for TikTok LIVE, implementing technology protection processes and managing go-live permissions.
- Formulated strategies for resource utilization, increasing activity exposure across campaigns.
- Managed cross-functional teams for successful product development and launch initiatives.
Product Operations Manager, Vigo
Beijing Bytedance Network Technology Co., Ltd
Beijing, China
01.2019 - 03.2020
- Executed over 10 marketing campaigns aligned with business objectives, including a year-end summary and 'Happy Holi' initiatives.
- Developed and implemented operational advertising strategies for video tools, focusing on stickers, music, and filters.
- Crafted user messaging strategies to boost campaign effectiveness and audience interaction.
Product Operations Manager
Netease Youdao Information Technology (Beijing) Co., Ltd.
Beijing, China
04.2018 - 12.2018
- Developed and executed cooperation and publicity program for English Reading Camp project with Foreign Language Teaching and Research Press.
- Managed community operations for small language courses, establishing development and promotion plans.
Oversaw several dozen communities, achieving engagement from thousands of paying users.
Education
Bachelor of Arts - Japanese
China Foreign Affairs University
Beijing06-2018
Exchange - Japanese Applied Linguistics Bachelor
Waseda University
Tokyo03-2017
Skills
- Campaign management
- Product GTM strategy
- Market research
- Data analysis
- Cross-functional collaboration
- Project management
Timeline
Product Operations Manager, TikTok LIVE
TikTok Australia Pty Ltd
08.2023 - Current
Product Operations Manager, TikTok LIVE
Miaozhendida(Beijing) Network Technology Co., Ltd
11.2021 - 08.2023
Campaign Operation Head, Xingchen Project
Shanghai Bilibili Technology Co., Ltd.
04.2020 - 05.2021
Product Operations Manager, TikTok LIVE
Beijing Bytedance Network Technology Co., Ltd
04.2020 - 05.2021
Product Operations Manager, Vigo
Beijing Bytedance Network Technology Co., Ltd
01.2019 - 03.2020
Product Operations Manager
Netease Youdao Information Technology (Beijing) Co., Ltd.
04.2018 - 12.2018
Bachelor of Arts - Japanese
China Foreign Affairs University
Exchange - Japanese Applied Linguistics Bachelor
Waseda University
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