Julia Liu

11+ years in internet operations, combining 5 years client-side performance-advertising strategy (Amazon Shopping App) with 6 years data-driven channel growth at scale (Meituan, 1000+ external channels). I own the strategy and insight layer of performance marketing: ASO & multi-channel ad strategy, ROAS/CPA/funnel governance via agency partners, and a proven analytical loop (SQL dashboards → anomaly detection → root-cause → actionable recommendation). At Meituan I drove channel expansion and guaranteed fulfillment experience for 1000+ external partners, and built the data-driven operations + external-collaboration muscle this role needs (merchant interviews → pain points → action).

At Amazon I owned the performance-advertising strategy directly relevant to this role — kept separate below.

Channel Expansion & Fulfillment Lead, Errand BU (Merchant & Supply Operations) at Meituan (2020-09 – 2026-07)

Owned external-channel expansion and fulfillment-experience guarantee for Meituan Errand (1000+ API-integration partners). Built data-driven operations and external collaboration here — surfacing merchants' real needs and pain points through merchant interviews, then feeding those general capabilities (data storytelling, cross-team delivery, proactive problem-solving) into the kind of role I'm applying for. The directly relevant performance-advertising experience is my Amazon tenure, kept separate below.

• Drove the open platform from 0 → 1; channel order volume grew to 2M orders/day (50% of BU total), backing a scaled revenue base.
• Built BML monitoring dashboard (closure rate, failure/error rate, push-acceptance, event-completion) with self-written SQL and AI-automated reporting; owned KPI definitions and daily monitoring end-to-end.
• Identified 100+ fulfillment pain points via SQL + merchant interviews (field visits); shipped 20+ optimization strategies: error rate 7% → 0.3%, 35K fewer abnormal interceptions/day, complaint rate down 32%.
• Ran daily anomaly monitoring: when a metric crossed threshold, decomposed by channel / city / category and root-caused — the exact preemptive-intervention behavior this role wants (fix before it becomes a complaint).
• Pioneered "inquiry-as-lead" acquisition model — built a 60K B2B merchant lead pipeline for scaled acquisition.
• As business owner, coordinated 10+ teams (product, dispatch, ops, CS, engineering) via full MRD/BRD/PRD life-cycle to launch "1-on-1 Express Delivery"; peak 15K orders/day.
• Authored "Full-Channel Onboarding Standards" SOP — cut new-channel onboarding from 7–15 days to 3–5 days; training pass rate 90%+; covered 98% of target channels.
• Bridged business and engineering: when partners reported cost/data discrepancies, I troubleshot, pushed engineering for resolution timelines, and relayed findings back to partners.

Performance Advertising Strategy Owner, Amazon-CN Shopping App at Amazon (2015-07 – 2020-08)

Owned Amazon Shopping App promotion strategy across app stores and performance advertising on Tencent Ads, Toutiao, and Baidu. As the client, I set strategy and governed ad agencies who executed campaign setup and bid tuning in-platform.

• Owned ASO strategy across iOS & Android: keyword bidding strategy, ranking/placement targets, and bid pricing; agency executed account operations. Results: iOS free-app ranking rose 300+ → #3, search keyword #2.
• Owned multi-channel performance-advertising strategy: targeting, channel mix, and conversion-funnel optimization; Black Friday campaign hit 108% of target.
• Governed agency delivery through daily performance reports: reviewed every campaign's daily numbers and directed optimization on targeting, creative, and spend allocation toward higher-ROI channels (e.g., Vivo channel investment grew 200%; ~300% conversion growth across joint promotions).
• Managed KOL and CPS affiliate (payout/commission) partners as performance channels; evaluated channel efficiency and reallocated budget.
• Owned app & associate daily / weekly / monthly reporting; applied funnel, retention, and comparative analysis to monitor ROAS / CPA / retention and guide strategy — consumed via agency reports, not self-built ad dashboards.

Project Implementation Manager (2011-06 – 2015-06)

• Built dealer data visualization system for ~1,000 dealers; delivered multi-channel data standardization and dashboard implementation.

Foreign Trade Specialist (2011-06 – 2015-06)

• Developed overseas B2B clients and managed end-to-end order fulfillment.

BA in English – Liaoning Petrochemical University