Product Operations

Over four years at ByteDance, I held two pivotal roles — from brand advertising commercialization to end-to-end creative platform operations — each spanning a major phase of business transformation.

Toutiao · Brand Advertising Product Operations (2021.08 — 2024.07)

Led brand advertising monetization for Toutiao, balancing two fronts: optimizing existing revenue streams and building new growth engines.

Optimization. I streamlined the end-to-end influencer marketing workflow — from creator onboarding, task setup, and pricing configuration to order fulfillment, content delivery, and settlement. Working across Xingtu, Ad Review, and Douyin teams, I drove full rollout of commercial content components and synchronized review processes, ensuring frictionless order execution for clients. On the amplification product side, I audited the Haowai ad delivery pipeline, unified delivery and consumption data, resolved long-standing issues such as budget flash-burning and mid-flight throttling, and stabilized amplification budgets for mobile industry clients.

Innovation. The centerpiece was the Brand Surprise Program — an interactive engagement suite that introduced gamified mechanics including lucky draws, polls, prize pools, milestone challenges, groups, crowdsourced reviews, and comment easter eggs. The core loop — “post/comment → earn points → enter draws” — transformed traditional UGC contests into brand-user interactive experiences. Launched in Q3 2023, the program has secured 30+ deals to date, generating ¥18M+ in cumulative revenue while compressing campaign execution cycles from 14 days to 3 days.

Integrated Marketing. I led the Toutiao Star-Promote-Search-Direct initiative: researched Fixed Effects Model (FEM) and Population Segmentation Index (PSI) methodologies, set CPE as the optimization target, designed data table schemas for amplification, search, and audience data, produced the project blueprint, established incentive policies and sales rules, and delivered the ¥3M pilot sales target.

Data Infrastructure. Built upon the O-5A marketing model, I connected Toutiao’s audience data with Cloud Map’s eight-crowd segmentation, integrated campaign data from custom channels, UGC contests, and commercial programs into Cloud Map, and made post-campaign value measurable end-to-end.

UG · Creative Platform Operations (2024.07 — 2025.10)

Transitioned to the China User Growth team to lead full-chain creative platform operations.

Capacity Planning & Pricing Optimization

Creative capacity is shaped by multiple dynamic factors — traffic fluctuations, delivery strategy shifts, partner resource changes, and review queue bandwidth — and the legacy capacity model suffered from excessive parameters, high tuning costs, and long maintenance cycles. I mapped the end-to-end capacity funnel across ordering, fulfillment, submission, push, and delivery stages, applied exponential smoothing with normalized extreme-value adjustments, introduced a single smoothing parameter, and partnered with algorithm engineers to complete the capacity logic overhaul.

On pricing: I conducted detailed cost analysis across products, industries, partners, creative types, and channels, identifying three core problems — pricing failed to adequately incentivize partners to produce high-quality creatives, pricing was inconsistent across channels and verticals, and live-action creative costs varied significantly by product and industry. In the first phase, I unified price floors, ceilings, and commission tiers to establish pricing fairness, reducing annual costs by ¥15M. In the second phase, I designed a “base + incentive + post-performance” tiered pricing model that delivered measurable results on products including Hongguo Short Dramas, Fanqie Novels, and Doubao — increasing effective creative output per asset by 3.6% and per-creative consumption by 10.34%.

Platform Capability Development

Optimized automated review strategies and integrated review models, raising direct-pass automated review coverage for Fanqie-series video creatives from 44% to 100%, with the false-positive and miss rate held under 1%. Based on Fanqie delivery patterns, I designed the copyright verification pipeline and verification standards, saving 12 headcount. Also drove improvements in creative data transparency, procurement/pricing/management/settlement systems, and media consumption pipeline connectivity.

Creative Quality & Audience Analysis

Studied creative consumption distribution patterns across partners and AIGC strategies using mean, standard deviation, kurtosis, and skewness metrics. Analyzed audience preferences from both creative and content perspectives, validating trends in age-based creative preference differences, and applied insights to optimize IES multi-platform creative strategies. Delivered monthly business review reports, drilling down across products, industries, creative types, enabling features, and AIGC strategies to support key creative decisions.

Received the 2025 Q1 Spot Bonus during this tenure.

Responsibilities

• End-to-end creative platform operations: supply planning, pricing, review, testing, settlement, and business analytics
• Toutiao brand advertising revenue growth across creator marketing, content governance, and integrated marketing products

Achievements

• Unified pricing + tiered incentive model, saving ¥15M/year and increasing per-creative consumption by 10.34%
• Deployed AI review models, scaling auto-approval pass-through rate from 44% → 100%, false-positive rate <1%
• Designed copyright verification workflows and standards, saving 12 HC
• Launched Brand Surprise Program as a standardized offering, generating ¥18M+ in cumulative revenue
• Led the Toutiao Spark-Boost-Search-Live project, achieving ¥3M in pilot sales
• UGC relevance accuracy 0% → 85%, low-quality content rate 69% → 27%
• Three Spot Bonus awards, two consecutive M+ ratings, selected for management training program