Riley Xu

Background

About Riley Xu

Product insight, user research, and digital marketing, my recent work has focused on creating scalable, data-informed experiences for both global platforms and niche audiences. At TikTok, led cross-functional efforts to optimize user experience in e-commerce ads and improve risk control performance through multi-channel experimentation and UX survey design. At PwC, supported market entry strategy and brand positioning for a $500M renewable energy client, driving alignment between storytelling and analytics. Experience spans B2B platforms, retail engagement, and strategic marketing initiatives—across roles involving campaign design, customer satisfaction analysis, and platform optimization. Multilingual and globally trained, with a focus on how brand, trust, and data intersect in the digital economy. Currently exploring opportunities in international marketing strategy, creative tech, or customer growth teams—especially those operating across cultures and markets. Open to connecting with teams building cross-border platforms, digital ecosystems, or globally-minded consumer experiences.