RedNote + Douyin impressions · Feb–May 2022.
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.
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 recordNumbers from
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.
Creator-programme interactions · Feb–May 2022.
Derived from documented impressions and engagements.
Tmall sales · Feb–May 2022 vs the same period in 2021.
Campaign funnel
Reach became measurable action.
Content mix
96 documented pieces in the recorded campaign phase.
RedNote · 54Douyin · 42
Brand search +20%Category search −7%
Selected workFive projects.
Enter the full portfolio ↗Five projects.
Different problems.
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 ↗
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 ↗
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
Explore the full case ↗
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 ↗
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 ↗
7+years
Who you would be working withCommerce operator.
Commerce operator.
Global growth lens.
I work across the full e-commerce chain—from product selection, listing and launch to creator BD, live-room operations, marketplace optimisation and sales conversion.
- Commerce channels
- TikTok Shop · Tmall · eBay
- Creator operations
- Talent sourcing · BD · Seeding · Content briefs
- Conversion
- Live commerce · Store operations · Funnel optimisation
- Market experience
- China · US · UK
What I doSix capabilities.
Six capabilities.
One commercial system.
I move between insight and execution, keeping the customer journey and the business outcome connected.
Live commerce operations
Livestream planning, room rhythm, product sequencing, host coordination and conversion review.
Creator & talent BD
Creator sourcing, outreach, negotiation, seeding, briefs and performance-led relationship management.
Social commerce conversion
Connecting TikTok, Douyin and RedNote content with store traffic, product education and sales.
Product-to-listing launch
Product selection, new-item setup, listing architecture, content assets and go-live coordination.
Marketplace operations
Hands-on channel operations across TikTok Shop, Tmall and eBay, from merchandising to optimisation.
Cross-market GTM
Translating proposition, content and commerce mechanics across China, US and UK audiences.
Field notesThinking behind
All notes ↗Thinking behind
the work.
Creator commerce · Perspective
Reach is not a creator strategy.
Why creator roles and search behaviour matter more than one follower number.
Read the note ↗Market entry · PerspectiveLocalisation starts before translation.
The target audience, reason to believe and buying context must travel too.
Read the note ↗China to global · PerspectiveWhat fast social commerce teaches global teams.
Connect creative signals to commercial action without copying a platform playbook.
Read the note ↗Let’s build growth
that travels.
Global growth, creator commerce or a China-to-global market challenge—bring me the problem that needs translating.