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 — a launch, a campaign, a decision that moves the needle.”
Marketing and analytics are not separate tracks to me. They are the same job done properly — insight turned into action, and action measured back into learning.
2018 – 2021
Built a social-commerce bakery brand solo, reaching 600+ units per month with 100% sell-through.
2021
Managed 500+ SKUs and 70+ vendors with pricing, ranking, and campaign analytics.
2022 – 2023
Led packaging redesign, influencer strategy, and a multi-channel launch that contributed $700K+ in revenue.
2023 – 2025
Taught Mandarin, built community, and lived across cultures full-time.
2026 – Present
Developing messaging frameworks, competitive analysis, and developer-first channel strategy for NuGuard AI.
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.
Skills & Projects
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.
Get in touch
From brand launches to growth campaigns, I bring both sides to the table — the creative that catches attention and the analysis that earns trust. Open to full-time roles, remote work, and relocation.
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.
