Tong Li

Data-driven Product Analyst with 3+ years' experience using product analytics, experimentation, and behavioural data to improve user experience, retention, and growth in product-led B2C platforms. Strong partner to Product, Engineering, and Design, with hands-on ownership of event tracking, KPI definition, product management, and insight generation. Experienced in translating complex user behaviour into clear product decisions and roadmap impact, with a strong interest in mission driven products.

Data Analyst & Associate Product Manager at Ampollo (2023-06 – Present)

Product analytics across full user journey with Python, SQL, and Mixpanel

• Owned product analytics across the full user journey with Python, SQL, and Mixpanel (acquisition, onboarding, activation, engagement, retention, revenue), defining core KPIs and success metrics to guide the strategic decisions across product, engineering, and company.
• Drove a 2× increase in Day-7 retention by analysing event-level user behaviour with Mixpanel to identify friction points and retention drivers, and re-designing onboarding and engagement flows with the engineering team.
• Delivered 62% MoM growth and 38% CPA reduction by quantifying growth and monetisation opportunities using funnel analysis and cohort-based retention modelling.
• Conducted in-depth qualitative and quantitative studies to understand user motivations and market patterns, informing positioning and growth strategy.
• Led product workshops and cross-functional collaboration to refine our value proposition and evaluate the functionalities with 3D and RICE framework to guide the roadmap, which directly contributed to Ampollo being selected for Growth Music Incubator associated with Abbey Road, alongside improving operational workflows and driving alignment across teams.
• Developed forecasting financial and performance models in Google Spreadsheet based on product usage, retention curves, and market behaviour to guide budget allocation and long-term planning.

Data Analyst at Petit Pli (2022-10 – 2023-06)

Data-driven optimization strategies and customer segmentation

• Doubled return on ad spend (ROAS) by implementing data-driven optimization strategies and A/B testing methodologies for Google Ads campaigns, while supporting the CEO with Meta campaign setup and performance analysis
• Developed customer segmentation with Python that revealed key purchasing patterns, enabling targeted marketing campaigns that increased conversion rates
• Created interactive Tableau dashboards for the CEO that visualised critical business metrics (geo and sales), supporting strategic decision-making and resource allocation
• Uncovered user experience bottlenecks through Google Analytics and Hotjar analysis combined with customer interview and analysis, recommending UX improvements that increased checkout completion rates

MSc in Data Science – King's College London (2021-09 – 2022-09)

BEng in Communication Engineering – Wuhan University of Technology (2016-09 – 2020-06)