Stella Xiao

Sartorial helps commerce brands prepare for AI shopping. We audit what agents can understand, publish catalog context into AI surfaces, and help retailers make their products more discoverable, recommendable, and actionable as shopping shifts from search to agents.

Responsible for North American and EU marketing, product launch, GTM, and partnership programs to drive pipeline and scalable attribution across paid, owned, and event channels: • Collaborated cross-functionally to align marketing initiatives with global business goals, product roadmaps, and vertical expansion priorities • Developed and executed tech-driven marketing strategies; Managed digital campaigns using marketing automation platforms, Google Analytics, Tag Manager to analyze web traffic, campaign performance, and customer behavior, leveraging data-driven insights to adjust strategies, achieving a 143% YoY increase in web traffic and reducing CPL by 73.7% • Built a unified marketing data pipeline (UTM taxonomy → GA4 → HubSpot → CRM): integrated cross-channel touchpoints to provide end-to-end customer journey visibility and campaign-to-pipeline attribution • Built and maintained executive dashboards tracking topline KPIs (qualified leads, CPL/CAC, demo → opportunity conversion, pipeline contribution) • Developed and executed A/B & multivariate tests on ads, landing pages and emails; designed test matrices, powered statistical analysis and translated results to improve conversion rates (~15% uplift) • Conducted cohort analysis and funnel diagnostics to identify bottlenecks and inform nurture and product onboarding optimizations that improved MQL → SQL velocity • Evaluated analytics & reporting tools and recommended integrations and vendor partners to improve attribution granularity and speed of insights • Implemented lead scoring, segmentation, and CRM workflows in HubSpot to streamline lead management processes • Created full-funnel content strategies (website, ecommerce, product collateral, case studies, thought leadership articles, blog posts, and videos), driving a 138% increase in organic traffic • Negotiated agency contracts, managed budgets, and measured vendor performance, resulting in a 700% increase in media exposure

Worked with fellow IMC graduate students to develop a memorable and integrated marketing campaign targeted at trendsetting Zillennials to increase their awareness, action, and loyalty to donating blood and plasma. Project deliverables include: • Target audience insights; • Marketing strategy and roadmap that drives awareness and energizes a new generation of loyal donors; • A disruptive, resonant, and creative idea that Abbott can build on globally year after year; • US-focused activation plan integrated across P/O/E/S media channels, including relevant content, a timeline, and a scalable budget.

• Increased new customers with enhanced online brand awareness, lead generation, and conversion rate. • Led a team of 4 to develop and execute marketing strategies, content creation, events, and partnership development. • Owned the content strategy, defined content themes, and oversaw creation of multichannel content including web pages, social posts, video scripts, campaigns, and banners. Initiated and led creation of the video series “Where art meets business” to tell customer stories which resulted in a 200% increase in WeChat channel followers. • Upgraded customer relationship management workflow and productivity by adopting an SCRM system for the team.

• Collaborated with cross-functional teams to develop marketing programs based on a deep understanding of products, buyer decision journey, and buyer criteria, which led to 15% conversion rate and a 20% increase in Annual Recurring Revenue (ARR). • Influenced product roadmap as a subject matter expert by conducting competitive intelligence, supporting new features testing, and reflecting the voice of customers in product messaging and new features. • Developed go-to-market strategies for new feature launches, resulting in a 30% increase in sales-qualified leads (SQLs) and a 40% increase in activation rate. • Increased client referrals by 20% through the development and implementation of loyalty programs for C-suite clients.

• Gained insights from market research, customer interviews, and competitive analysis to define customer segmentation, value proposition, messaging, and positioning aligned with Siasun brand architecture. • Developed Go-to-Market strategies for $3 million B2B market segment to generate demand, grow customer love and differentiate the solution in the market; led product launches with cross-team collaboration. • Crafted compelling storytelling and narratives to communicate differentiated value by leading creation of sales collaterals including pitch decks, demos, videos, customer cases, and industry solutions. • Solved low efficiency in product adoption by designing a systematic product training project, including a Quick Start course that enables every employee to use the cobot in 30 minutes; delivered 150+ hours of product onboarding for internal and external customers in China and abroad. • Evangelized product in product launches, trade shows, and forums as a spokeswoman; provided field sales support.

• Expedited new customer acquisition and improved online brand awareness with content planning and creation that resulted in an increase of 5,000+ WeChat Account subscribers in 3 months and 8,000+ clicks for each posting. • Elevated customer experience and engagement by supporting experience design, planning, and coordinating 30+ training sessions and events. • Supported creation, execution, and improved performance of a new project - Chinese Lawyers to the U.S. Study Tour.

Relevant Coursework: • Brand and Media Strategy: Brand Management, Media Insight Strategy, Shopper Marketing, Product Marketing, Go-to-market Strategy for Tech and Innovation, Design Thinking. • Analytics: Consumer Insight, Marketing Analytics for Technology, Marketing Research. • Strategic Communication: Content Strategy.

Legal Profession Qualification (the Chinese Bar Qualification)