Layla Cheng
Product Marketing · Brand Launches · Data Analytics
I turn customer insight and performance data into positioning, launches, and campaigns people can understand and act on.
Creative instinct. Analytical discipline. Measurable outcomes.
Story
About me
“I analyze to build: a sharper launch, a stronger campaign, or a decision a team can act on.”
Marketing and analytics have never felt separate to me. Insight shapes the work, results reveal what landed, and each cycle makes the next decision stronger.
Turned complex program information into clear fundraising, email, presentation, and video stories for partners and beginning-farmer organizations.
Led creative strategy and cross-platform content for a fashion and streetwear product launch.
Built competitive positioning, buyer messaging, and a developer-first go-to-market plan.
Taught Mandarin, built community, and lived across cultures full-time.
Communication, adaptation, and human-centered learning.
Led packaging, influencer strategy, and a national multi-channel dairy product launch.
Managed assortment, pricing, rankings, and campaign performance across a large marketplace portfolio.
Built and operated a direct-to-consumer bakery through organic social commerce.
What drives me
The best work is not just interesting. It gets launched, aligned, and acted on.
I want the work to end with something launched, improved, or decided—not simply presented.
I move comfortably between analysis and storytelling, helping teams turn evidence into a clear message and a practical next step.
Working across food, beauty, fashion, agriculture, and AI has strengthened my pattern recognition and taught me how to ask better questions early.
Campaign video views
GMV contributed
Units sold per month
SKUs managed
Vendors coordinated
Selected work
A few highlights from my work in product marketing, campaigns, storytelling, and analytics. Open any case study to see the challenge, my approach, and the results.
Turned complex agricultural programs into clear stories that farmers, partners, and funders could quickly understand.
A curated portion of the work is shown here.
Led the creative and social strategy for the THANK YOU BELT 3.0 launch, using trends and performance data to shape content for each platform.
A curated portion of the campaign is shown here.
Turned a technical AI governance platform into a clearer market story for developers, security teams, and business buyers.
A selected portion of the strategy work is shown here.
Repositioned a children’s milk product and led the full path from consumer insight to national launch.
Built an integrated Lunar New Year campaign across packaging, retail, and digital channels—without paid media.
Used category, pricing, and campaign data to guide assortment decisions and improve commercial performance.
Selected work from a broader Beauty & Fashion portfolio.
Turned a home-baking idea into a social-first business, owning everything from product development and content to orders and fulfillment.
Selected work from the products and social content I created for the business.
Skills & Projects
A mix of technical tools, analytical methods, and marketing skills I use to turn data into clear decisions and stronger stories.
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 an interactive retail analytics dashboard to track revenue, product and store performance, returns, and monthly trends, turning large-scale sales data into actionable business insights.
Data Project 03
Analyzed 10 years of tech-stock and macroeconomic data to examine how market fear influences volatility. Used VIX, interest rates, market regimes, and cross-stock comparisons to turn complex market behavior into clear visual insights.
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 where product marketing, brand strategy, and analytics come together. I’ll be available starting January 2027.
Case 04 · Zhong Ken Mu Dairy
How I repositioned a children’s dairy product and led it from consumer insight through product validation, packaging production, and national launch.
Connected consumer insight, product development, packaging, and channel strategy to build a clearer proposition for parents and a stronger route to market.
The product lacked a distinctive reason for parents to choose it in a crowded children’s dairy category. We needed to turn technical nutrition benefits into a credible, easy-to-understand promise.
Owned the end-to-end relaunch: consumer and category insight, positioning, product testing, packaging development, factory sampling, channel planning, and launch coordination.
01 · Consumer strategy
Identified the priority parent segment and translated product benefits into a differentiated, family-centered value proposition.
02 · Product development
Partnered with R&D to validate the product, directed packaging development, reviewed factory samples, and approved the final production design.
03 · Commercialization
Worked with sales to define channel roles, pricing, promotional mechanics, product trials, and the integrated launch plan.
Case 05 · Zhong Ken Mu Dairy
How I turned one seasonal idea into an integrated packaging, retail, and digital campaign that increased sales without paid media.
Unified limited-edition packaging, in-store conversion, and social content into one campaign system—lifting sales 60% during the holiday window.
Lunar New Year is a crowded sales period. The brand needed a distinctive seasonal reason to buy—without a paid-media budget.
Owned the campaign from concept through execution: seasonal creative direction, packaging assets, retail activation, channel planning, and performance review.
01 · Campaign platform
Created a rabbit-led Lunar New Year system that translated consistently across campaign content, gifting, and product touchpoints.
02 · Retail conversion
Coordinated product neck tags and point-of-sale materials across ten stores so the seasonal offer was clear at the moment of purchase.
03 · Integrated launch
Sequenced social and commerce content around the store rollout, adapting one recognizable campaign system across digital, retail, and gifting touchpoints.
Case 07 · Independent Venture
I built and ran a social-first bakery, connecting product ideas, content, customer feedback, and daily operations in one business.
Consistent products, honest storytelling, and direct customer conversations turned a home-baking project into a repeatable small business.
I started with no team, storefront, or advertising budget. Every product had to look distinctive, travel well, and earn trust through social content.
I developed recipes, planned the assortment, photographed each launch, wrote social posts, managed orders, and handled production and fulfillment.
01 · Product
I tested formats and flavors, then shaped a rotating menu around customer response, visual appeal, and what I could produce consistently.
02 · Social commerce
I used Weibo as both a storefront and a feedback channel, sharing the real process behind each product and learning from audience response.
03 · Operations
Customer feedback informed the next product drop, while order patterns guided batch size, pricing, and production planning.
Case 06 · DXY
I managed a large Beauty & Fashion portfolio and used commercial data to decide what to feature, how to price it, and when to activate campaigns.
Connected category insight, pricing decisions, vendor coordination, and campaign timing to support growth across the portfolio.
A fast-moving assortment made it difficult to identify which products deserved visibility and which price points would convert.
I combined SKU performance, category rankings, pricing signals, and campaign trends to turn a large catalog into focused merchandising actions.
01 · Category strategy
Built a category view that made top products, price, demand signals, and promotional opportunities easier to compare.
02 · Campaign analysis
Compared monthly GMV and campaign peaks to understand when demand accelerated and where inventory and visibility should be concentrated.
03 · Product-level action
Applied category and pricing insight at the product level, aligning premium products with the right audience, placement, and promotional moment.
Case 03 · NuGuard AI
Turning a technical AI governance platform into a clear market story and a practical path to launch.
The research revealed where NuGuard could stand apart, shaped the product messaging, and informed a developer-first go-to-market plan.
AI governance is crowded and highly technical. NuGuard needed a product story that explained what it does, why it matters, and how it stands apart.
I studied the market, reviewed the product experience, and translated technical capabilities into language that buyers and developers could understand quickly.
01 · Market intelligence
Compared adjacent governance, security, observability, and platform tools to find a position NuGuard could own.
02 · Messaging
Built a master messaging brief around one simple idea: help teams ship AI with confidence.
03 · Go to market
Focused the launch around the places technical users already learn, compare tools, and try open-source products.
Case 02 · Gritty & Abstract
Building a platform-native social launch around self-expression, streetwear culture, and the message “Thank you for being you.”
Performance tracking helped identify what resonated and translate engagement signals into sharper content decisions throughout the launch.
Launch a statement accessory in a crowded social feed while preserving the brand’s experimental visual identity and making the product message feel culturally relevant.
I shaped the campaign concept, planned platform-native content with the design team, tracked audience behavior, and used engagement data to refine creative direction across Instagram and TikTok.
01 · Campaign concept
Positioned the belt as more than an accessory: a visual statement of self-acceptance built around the product’s “Thank you for being you” message.
02 · Platform-native creative
Used familiar digital behaviors and playful cultural references to make campaign assets feel native to social media rather than adapted from traditional advertising.
03 · Campaign recap
Brought product photography, dance culture, event moments, and community imagery together into a cohesive recap that showed the belt in use.
Case 01 · New Entry Sustainable Farming Project
Turning complex agricultural programs into clear, engaging stories for a nationwide network of farmer-training organizations.
Created sponsorship, research, presentation, email, video, and webinar content to support FIELD School and the FIELD Network across fundraising, partner engagement, and digital storytelling.
FIELD Network programs create meaningful impact, but their work can be complex to explain. I needed to turn program information, funding needs, and farmer experiences into communications that different audiences could understand quickly.
I interviewed staff and farmers, developed the messaging and visual direction, produced content across multiple formats, and incorporated stakeholder feedback from concept through final delivery.
01 · Video Storytelling
Produced a virtual farm tour from on-site filming and interviews through editing and publishing, showcasing New Entry’s farmer-training programs and farm operations.
02 · Fundraising communications
Designed a clear sponsorship story connecting FIELD School’s national impact with specific funding opportunities.
03 · Video storytelling
Planned, filmed, and edited a farm story, then translated the process into a practical resource other FIELD Network partners can reuse.
04 · Strategic storytelling
Turned the FIELD Network’s reach, peer-learning model, and collective impact into a clear presentation designed for partners and funders.
05 · Content publishing
Prepared and published two educational webinars with consistent titles, descriptions, thumbnails, and playlist placement.
Data Project 01 · Business Analytics
Forecasting Employer and Wage Trends · 2020–2026
Policy uncertainty can increase cost and planning risk for U.S. employers competing for global STEM talent. I wanted to understand which employer, occupation, wage, and market patterns were associated with H-1B labor certification outcomes.
Build a data-driven view of certification probability and wage trends, identify employer segments and cost patterns, and forecast broader labor-market trends through 2026.
01 · Data & Methods
Using U.S. Department of Labor H-1B filing data from FY2020–2024, I analyzed certification outcomes, employer segments, wage patterns, and broader labor-market trends.
Estimated certification probability and identified factors associated with case outcomes.
Segmented employers based on filing behavior and labor-market characteristics.
Analyzed wage patterns and forecast labor-market trends through 2026.
Full Project
Explore the complete 8-page analysis, including methodology, employer segmentation, certification modeling, wage forecasting, and business implications.
Data Project 03 · Business Analytics
VIX vs. Federal Funds Rate as Predictors of AAPL Volatility · 2016–2026
What actually drives tech-stock volatility? I compared two competing explanations: market fear, represented by VIX, and monetary policy, represented by the Federal Funds Rate.
I combined ten years of market and macroeconomic data, calculated monthly stock volatility, classified market regimes, and used regression, K-means clustering, and visualization to test which signal better explains changes in tech-stock risk.
01 · Analytical Process
I built the analysis in four stages, moving from data preparation to market-regime classification and statistical validation.
Combined stock-price, VIX, and Federal Funds Rate data and calculated monthly volatility.
Classified periods into market conditions to compare volatility behavior across different environments.
Used clustering to test whether naturally occurring market regimes aligned with the observed volatility patterns.
Used OLS regression to compare the explanatory power of VIX and the Federal Funds Rate.
Full Project
Explore the complete analysis, including market-regime classification, VIX and interest-rate comparisons, regression modeling, and cross-stock volatility insights.
Data Project 02 · Business Analytics
Turning multi-year retail sales data into actionable performance insights
01 · Analytical Process
I transformed multi-year retail sales data into an interactive performance dashboard through data cleaning, SQL analysis, KPI development, and dashboard design.
Cleaned and standardized the retail dataset to prepare sales, product, store, and return data for analysis.
Used SQL to organize and analyze performance across stores, markets, products, and time periods.
Developed key measures including net revenue, total units, return rate, and monthly revenue trends.
Built an interactive Looker Studio dashboard with filters for country, category, store, and date.
Dashboard
An interactive dashboard designed to explore revenue trends, store performance, product performance, and returns across markets.
