Nan Zhang

I headed a customer preference survey for a leading U.S. veterinarian app, collaborating with the content and product teams to gather client feedback on potential content updates. I collected and analyzed the data, then presented key insights to the executive board, recommending a shift from long scrolling to a concise table of contents or keyword list. This change resulted in a 25% improvement in app content click rates.

I led a focus group study for a leading veterinarian app, collaborating with the product team to design and conduct a focus group interview to explore client preferences for updated features. Based on the insights, I recommended adding “open all” and “close all” options and removing features that customers deemed unimportant. Following these changes, app usage increased by 12%.

I set up and tracked media sources for the app using Google Analytics, identifying key sources—organic, paid, and referred—for first-touch interactions. I established the current purchase funnel and identified sources that were not contributing effectively. Based on the analysis, I recommended further studies to explore the inefficiencies of underperforming media channels.

• 70% — high potential market coverage, discovery of 70% of addressable market
• Customer personas — Developed five detailed customer personas improving campaign targeting accuracy by an estimated 30%.
• Marketing efficiency — Recommended social and geolocation marketing tactics projected to increase campaign ROI by 15–20%
• Pricing strategy — Designed a tiered pricing model to capture 10% higher revenue per customer in premium segments.
• **Offline launch ** — Proposed location strategy expected to boost event attendance by 40% in initial launch cities.

• The client lacked a clear understanding of their ideal customer profiles across regions.
• Difficulty aligning pricing strategy across three markets with different consumer expectations.

• Developed detailed customer personas for each target market based on psychographics, media consumption habits, and willingness to pay, enabling precise campaign targeting.
• Designed a tiered, region-specific pricing framework balancing local price sensitivity with global brand positioning, ensuring consistent value perception.

Accelerated Market Entry: Enabled Peachpie LLC to finalize their US, UK, and South Korea launch strategy two months faster than planned.
• Improved Targeting and Efficiency: Customer personas and segment prioritization improved campaign targeting precision, projected to reduce customer acquisition costs by 20%.
• Revenue Growth Potential: Pricing strategy and channel mix are expected to generate 15% higher launch revenue compared to a single-price, untargeted approach.
• Increased Market Confidence: Delivered actionable, data-backed insights that gave the leadership team confidence to secure budget approval for a multi-market rollout.
• Brand Awareness Boost: Offline and social media activation plan is projected to reach 1.5M+ impressions in the 1st 90 days, increasing awareness in key music hubs.

• Tracking coverage — Increased event tracking coverage from 30% to 98% across key funnels.
• Data Accuracy — Reduced duplicate or mislabelled events by 85%, improving trust in analytics data.
• Funnel Visibility — Built conversion funnels that revealed a 27% drop-off point between onboarding step 2 → step 3.
• Attribution Clarity — Improved attribution accuracy, aligning 90%+ of conversions to the correct marketing channel.

• Many critical user actions (e.g., free-to-paid upgrade, wellness goal completion) were not tracked or were labeled inconsistently, making funnel analysis unreliable.
• Lack of actionable funnels and segmentation
• Channel attribution uncertainty

• Set up clean Mixpanel funnels and user cohorts, uncovering a 27% onboarding drop-off and enabling 3x more effective targeting of high-LTV users.
• Streamlined dashboards and reporting schedules, reducing reporting time by 40% and enabling weekly performance reviews.
• Improved campaign tagging and attribution setup in Mixpanel, achieving 90%+ channel attribution accuracy, restoring trust in marketing ROI metrics.

• Delivered a comprehensive tracking taxonomy and governance guide, ensuring consistent event naming and future scalability.
• Enabled marketing to launch A/B tests faster and measure campaign ROI with confidence, projected to lift paid campaign efficiency by 15–20%.
• Flagged and fixed critical gaps in Mixpanel setup, preventing underreporting of active users by 12%.
• Empowered the product team to prioritize features that drive engagement, increasing weekly active users by an estimated 10% within 60 days.

• SEO Visibility — Identified 15 high-opportunity keywords projected to raise organic traffic by 25–30% in 6 months.
• Audience Segments — Discovered a 20% younger audience (18-24) segment not previously targeted
• Benchmarking — Revealed that client’s bounce rate was 10% higher, providing a clear target for im
• Channel mix — Found that 65% of traffic was from organic search, highlighting needs for diversification efforts
• Engagement — Recommended content strategy expected to improve session duration by 15–20%.

• High bounce rate and low engagement on key landing pages
• No clear data on audience preferences and behaviors
• Brand not resonating with the emerging audience segment
• Under-leveraged paid media and SEO opportunities

• Conducted content audit, recommended UX improvements, and restructured landing pages to align with top search intent.
• Used analytics and media consumption data to build robust audience personas, revealing a younger segment that prefers short-form video and mobile-first experiences.
• Recommended new branding strategy and tone of voice to appeal to Gen Z and younger Millennials, plus geotargeted campaigns to reach high-potential regions.
• Designed an integrated media mix (SEO/paid/social) projected to boost traffic diversification and reduce dependency on organic search alone.

Provided a data-driven roadmap that positioned the client to grow their younger audience share by 15% YoY.
• Delivered actionable insights that helped leadership reframe branding efforts and budget allocation.
• Created a sustainable measurement framework so the client could track improvements over time and benchmark against competitors.

• 100% — Data Pipelined from Shopify, Klaviyo, GA4, Meta, Subscription Website, and More
• 95% — Data Insights Query Workload Reduced
• 100% — Improvement Data Visibility of Marketing Performance, Web Analytics, and Financial Performance

I led the consolidation of eCommerce, marketing, and analytics data across Shopify, Klaviyo, GA4, Meta, Omeda, and more into a centralized source of truth. By standardizing metrics, aligning attribution to realized revenue, and delivering role-based dashboards, I improved data trust, accelerated decision-making, and enabled scalable performance insight across the organization.

I consolidated eCommerce, marketing, and analytics data from Shopify, GA4, Meta, other social platforms, and Klaviyo into a centralized platform. I normalized metrics, aligned attribution to actual revenue, and stitched web sessions, marketing touchpoints, orders, and subscriptions despite inconsistent identifiers. By delivering role-based dashboards for marketing, finance, product, and executives, I created a trusted, scalable reporting foundation that improved adoption, clarity, and faster, confident decision-making across the organization.

Centralized multiplatform data into a single platform, aligning revenue, conversions, subscriptions, and ROAS, cutting reporting time 60–80%, reducing metric disputes 70%, improving dashboard load 50%+, and enabling faster, trusted decisions.