Carry Chen

Senior Brand Marketing Manager | Content Growth | Healthcare Commercialization | Service Provider Ecosystem
Mobile: 13801569299
Email: [email protected]
Target Role: Senior Brand Marketing Manager, Culturelle

Target Fit

I view the first phase of this role as helping Culturelle unlock content growth as the key growth lever: compliant health content, short-video/live conversion, service provider collaboration, and data-driven iteration. Longer term, consumer-side traction, user feedback, and content cases can become B2B proof points for the company's upstream factory, formulation, ingredient substitution, and contract manufacturing partnerships.

Experience

Wanyi Cross-border

Co-founder / Southeast Asia Warehousing & Cross-border Growth Services
2025.06 - Present
  • Provide overseas warehousing, inventory management, market-entry support, and advertising solutions for cross-border sellers and brands.
  • Co-built fulfillment workflows across Kuala Lumpur and Ho Chi Minh City warehouses, currently supporting approximately 12,000 daily orders.
  • Serve Shopee sellers, TikTok sellers, and local delivery clients, giving hands-on exposure to Southeast Asia channel operations, conversion paths, and local fulfillment constraints.

Douyin E-commerce

Category Operations, Jewelry & Luxury
2023.12 - 2025.06
  • Managed leading merchants and creator operations in jade and jewelry, a high average selling price, high-trust, resource-driven category.
  • Operated merchants with annual GMV of RMB 8B+ and led creator/mid-tier creator-led distribution models, generating RMB 29B+ in annual GMV.
  • Connected supply quality, creator-led distribution efficiency, and platform content mechanisms; this experience is highly transferable to trust-led categories such as probiotics, maternal nutrition, and functional health products.

Douyin E-commerce

Team Lead, Brand Service Provider Ecosystem
2021.10 - 2023.11
  • Joined one of the earliest teams building Douyin E-commerce's brand service provider ecosystem from 0 to 1, covering recruitment, evaluation, certification, incentive policies, and lifecycle operations; recruited and assessed 250+ providers.
  • Classified providers by founder/team background, historical capability, and delivery expertise into SaaS-enabled, MCN-led, native Douyin, and DP/agency operations models, reducing trial-and-error costs for brands.
  • Led the MCN-type provider workstream, developing strong insight into creator resources, distribution capability, operating models, service fee/commission structures, delivery risks, and platform incentive rules.
  • Shifted providers from broad matching to vertical category matching, assigning primary and secondary category strengths to improve one-to-one collaboration efficiency between brands and providers.
  • Led provider operations for the Parenting & Lifestyle vertical, including cross-border/imported brand subcategories, driving RMB 764M in annual net incremental GMV from service provider partnerships.

ByteDance Commercialization

Team Lead, Mass Consumer Industries
2021.01 - 2021.10
  • Led East China womenswear and childrenswear clients across established brands, white-label merchants, and emerging digital-native brands; developed customer segmentation, industry playbooks, and ad product strategies.
  • Built the team, trained members, and drove new clients, new budgets, and incremental growth from a limited existing base, achieving RMB 70M+ incremental revenue and 300%+ sequential growth.
  • Developed understanding of female and child consumer decision journeys, private community operations, content seeding, and repurchase logic through womenswear and childrenswear merchant operations.
  • Identified creator, influencer, and celebrity live commerce as emerging budget drivers, leading project setup, product assortment, creator/celebrity resource coordination, content cadence, and conversion loops.

ByteDance Commercialization

Team Lead, Healthcare Performance Marketing
2019.01 - 2020.12
  • Joined and led one of ByteDance Commercialization's earlier dedicated healthcare performance marketing teams, managing healthcare client budgets, ad strategy, regulated-category access, performance reviews, and growth targets.
  • Served consumer healthcare, medical aesthetics, multinational pharma, domestic pharma, OTC, medical device, and supplement brands.
  • For non-OTC or clinical treatment-related campaigns, designed compliant front-end education through health education, disease awareness, and symptom screening, then connected qualified users to downstream conversion paths.

ByteDance Commercialization

Key Account Manager
2017.08 - 2018.12
  • Developed clients in consumer healthcare and overseas real estate, generating RMB 17M+ in new annual revenue.
  • Consumer healthcare clients included leading national and Shanghai-based private institutions across dental and ophthalmology; built early experience in lead generation, compliant ad communication, and performance review.

Gezziyou

Co-founder / Seoul Local Lifestyle Travel Mini Program
2015.12 - 2017.02
  • Co-founded a mini program helping Chinese tourists in Seoul restaurants scan QR codes to view Chinese translations of Korean menus.
  • Covered nearly 3,000 restaurants in core Seoul commercial districts through zero-fee merchant partnerships, and monetized via advertisers including duty-free shops, casinos, and tourism organizations.
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