Layla Cheng
Product Marketing · Brand Launches · Data Analytics
From product launches to growth campaigns, I bring both sides to the table — the creative that catches attention and the analysis that earns trust.
Creative instinct. Analytical backbone. Always both.
Story
About me
“I analyze because I want to build something with it. Not just a dashboard, but a launch, a campaign, or a decision that moves the needle.”
To me, marketing and analytics have never been separate. The best work comes from using insight to make better decisions, learning from the results, and improving from there.
Built a social-commerce bakery brand solo, reaching 600+ units per month with 100% sell-through.
Zero paid ads. Consistent sell-through every month →
Managed 500+ SKUs and 70+ vendors with pricing, ranking, and campaign analytics.
Merchandising, vendor strategy, and category growth.
Led packaging redesign, influencer strategy, and a multi-channel launch that contributed $700K+ in revenue.
Health positioning, launch creative, and channel rollout.
Taught Mandarin, built community, and lived across cultures full-time.
Communication, adaptation, and human-centered learning.
Developing messaging frameworks, competitive analysis, and developer-first channel strategy for NuGuard AI.
Positioning complex security tools in plain language.
What drives me
The best work is not just interesting. It gets launched, aligned, and acted on.
A dashboard nobody acts on isn’t analysis. It’s decoration. I want the work to end with something launched, sold, or decided.
Data people and creative people often talk past each other. I’ve been both, so I know how to bring them into the same room, both literally and figuratively.
Every new industry came with a steep learning curve: bakery, beauty, dairy, and AI. The range isn’t random. It’s how I build pattern recognition fast.
Campaign video views
GMV contributed
Units sold per month
SKUs managed
Vendors coordinated
Selected work
From launches and seasonal campaigns to analytics-driven product strategy, each project blends storytelling, design, and measurable business impact. Click any image to view it larger without leaving the page.
Repositioned a dairy brand around health and trust. Led the packaging redesign, influencer strategy, and national multi-channel rollout.
Designed a three-week Lunar New Year campaign system that lifted sales without a single dollar of paid advertising.
Built a DTC bakery brand through social commerce with zero team, zero paid advertising, and 100% sell-through.
Drove category growth across Beauty & Fashion on DXY through pricing analytics, merchandising, ranking optimization, and campaign planning.
Translated a complex AI security product into developer-friendly messaging through competitive positioning, GTM strategy, and content framing for XELO by NuGuard AI.
NuGuard deliverables
Messaging, competitive positioning, and developer GTM brought together as one cohesive system rather than a stack of disconnected docs.
Shipped
01Refined the homepage narrative for technical buyers, sharpening the value proposition into a clear, fast-read first impression.
Shipped
02Used Python and SQL to map 12 competitors, revealing the SBOM whitespace that became a strong positioning advantage.
Shipped
03Built a developer-first channel plan spanning GitHub, Hacker News, Reddit, docs, and DevRel touchpoints.
In Progress
04Developing an AI governance content series that turns technical risk into a business narrative buyers can quickly understand.
Skills & Projects
Built at the intersection of strategy, storytelling, and evidence.
Data Project 01
Analyzed 3.4M DOL filings from FY2020–2024. Built logistic regression to predict approval probability, K-means to segment employer types, and linear regression to forecast wage trends through 2026.
Data Project 02
Built a model predicting the top 5% of healthcare spenders using MEPS survey data, combining demographics, chronic conditions, and prior utilization with Logistic Regression, Random Forest, and XGBoost.
Data Project 03
Merged multi-year survey data to find persistent importance-satisfaction gaps, then paired it with social media audience analysis to surface follower-to-following patterns across content categories.
Let's work together
I'm looking for a team where creative thinking and analytical rigor sit at the same table. If that sounds like yours, I'd love to hear from you.
Open to remote. Willing to relocate.
I’m interested in full-time roles in product marketing, brand strategy, and analytics after graduation. I’m also available for summer internships from May 1 to September 1, 2026.
Case 01
Repositioned a dairy brand around health and trust through a packaging redesign, influencer strategy, and national launch plan designed to win on the family shelf.
Product Manager · Zhong Ken Mu Dairy
Case 02
Built a festive retail-and-social campaign system that accelerated short-term revenue during a peak shopping window without paid media.
Case 03
Built an end-to-end bakery business through social commerce — product development, pricing, fulfillment, content, and community, all owned by one person.
Case 04
Managed growth across Beauty & Fashion on DXY by combining merchandising judgment with pricing analytics and campaign performance tracking.
Case 05
Shaped product marketing for XELO by NuGuard AI by translating technical AI security features into messaging that developers and security teams can understand quickly.
NuGuard deliverables
Messaging, competitive positioning, and developer GTM brought together as one cohesive system rather than a stack of disconnected docs.
Shipped
01Refined the homepage narrative for technical buyers, sharpening the value proposition into a clear, fast-read first impression.
Shipped
02Used Python and SQL to map 12 competitors, revealing the SBOM whitespace that became a strong positioning advantage.
Shipped
03Built a developer-first channel plan spanning GitHub, Hacker News, Reddit, docs, and DevRel touchpoints.
In Progress
04Developing an AI governance content series that turns technical risk into a business narrative buyers can quickly understand.
