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London, UK · Open to opportunities

Kay Zhou · E-commerce, Creator & Social Commerce Marketer

Turning creator influence into commercial growth.

China · US · UK | Beauty, FMCG & DTC

I connect creator ecosystems, live commerce and marketplace operations to move brands from attention to accountable sales.

See the work ↗Let’s talkDownload CV ↓
Close-up portrait of Kay Zhou in her University of Leeds graduation gown
Kay ZhouOpen profile · a different frame ↗
7+Years in marketing
US$2.8MLargest annual budget managed · approx.
+151%Documented sales growth
5Full-funnel case studies
The record

Numbers from
documented work.

Schwarzkopf · Feb–May 2022

Actual campaign results. The full case adds exact period sales, content-spend efficiency and creator-tier detail from the supplied recap.

01 · Reach18.66m+

RedNote + Douyin impressions · Feb–May 2022.

02 · Engagement832,930+

Creator-programme interactions · Feb–May 2022.

03 · Engagement rate4.46%

Derived from documented impressions and engagements.

04 · Sales growth+151%

Tmall sales · Feb–May 2022 vs the same period in 2021.

Campaign funnel

Reach became measurable action.

18.66m+Impressions
832,930+Engagements · 4.46% derived rate
Content mix

96 documented pieces in the recorded campaign phase.

RedNote · 54Douyin · 42
Brand search +20%Category search −7%
Selected work

Five projects.
Different problems.

Enter the full portfolio ↗
English Moritek Instagram profile showing 92K followers and product content
01 / 05Moritek · China to global

Build a global beauty brand from 0→1.

International DTC, Instagram and TikTok foundations, supported by early creator outreach and content direction.

DTCInstagramTikTok
Explore the full case ↗
Schwarzkopf Professional Intensive Repair Hair Mask
SCHWARZKOPFPROFESSIONAL
02 / 05Schwarzkopf · Feb–May 2022

Turn creator content into search demand.

96 documented pieces delivered 18.66m+ impressions and 832,930+ engagements across RedNote and Douyin.

+151% sales · vs 2021+20% brand search
Explore the full case ↗
freeplus gentle cleansing products with an illustrative line chart
freeplusGENTLE CLEANSING · FULL-FUNNEL COMMERCE
03 / 05freeplus · Full-funnel commerce

Design one journey across three platforms.

Creator discovery, paid amplification, search capture and Tmall conversion planned as one measurable system.

DouyinRedNoteTmall
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A person placing Persil detergent beside folded laundry in a sunlit home
PersilGERMAN HERITAGE · CHINA MARKET ENTRY
04 / 05Persil · China GTM

Translate global equity for China.

Audience architecture, product roles and channel strategy for the brand’s first China market-entry plan.

PositioningAudienceGTM
Explore the full case ↗
René Furterer hair and scalp-care products from the supplied campaign recap
05 / 05René Furterer · Dec 2025

Find the creators that make commerce efficient.

A one-month creator programme turned 37 partnerships and 45 assets into RMB 142.9K GMV at 2.11× overall paid ROI.

2.11× overall ROI4.15× peak creator ROI
Explore the full case ↗
Kay Zhou celebrating her graduation outside the University of Leeds
University of Leeds · MSc International Marketing Management
7+years
Who you would be working with

Commerce operator.
Global growth lens.

I work across the full e-commerce chain—from product selection, listing and launch to creator BD, live-room build and follow-up, marketplace optimisation and sales conversion.

Commerce channels
TikTok Shop · Tmall · eBay · DTC
Creator operations
China + global sourcing · BD · Seeding
Conversion
Live-room build · Host coordination · Funnel
Market experience
China · US · UK
Full profile ↗Read my story
What I do

Six capabilities.
One commercial system.

I move between insight and execution, keeping the customer journey and the business outcome connected.

01

Live commerce operations

Room build, livestream planning, on-site follow-up, product sequencing, host coordination and conversion review.

02

Global creator & talent BD

Creator sourcing, outreach, negotiation, seeding and briefs across China-facing and international channels.

03

Social commerce conversion

Connecting TikTok, Douyin and RedNote with Instagram, YouTube and DTC journeys that move audiences towards sale.

04

Product-to-listing launch

Product selection, new-item setup, listing architecture, content assets and go-live coordination.

05

Marketplace operations

Hands-on channel operations across TikTok Shop, Tmall and eBay, from merchandising to optimisation.

06

Cross-market GTM

Translating proposition, content and commerce mechanics across China, US and UK audiences.

Platforms

TikTok Shop Seller Center · TikTok · Douyin · Tmall · RedNote · Instagram · YouTube · eBay · DTC websites

Creative & production

Adobe Photoshop · CapCut · Canva · short-form video editing · content adaptation

Analysis & operations

Microsoft Excel · Google Sheets · Microsoft Office · marketplace reporting · conversion review

Field notes

Thinking behind
the work.

All notes ↗
MSc dissertation · Research

When digital reach becomes local trust.

Findings from 20 practitioner interviews on how Chinese beauty brands adapt influencer partnerships for UK market entry.

Read the research note ↗Creator selection · Finding

Fit is a role, not a follower tier.

Why audience validity, category competence and campaign mandate matter more than creator size alone.

Read the finding ↗Partnership design · Finding

Control the facts. Localise the voice.

A practical model for balancing brand, compliance and creator-owned execution.

Read the finding ↗
Available for the next challenge

Let’s build growth
that travels.

Global growth, creator commerce or a China-to-global market challenge—bring me the problem that needs translating.

Start a conversation ↗Connect on LinkedIn ↗