↗AeroLight Bar
Product marketing · Competitive insights · Content strategy
MARKETING · RESEARCH · CREATIVE STRATEGY
Hi, I'm Amy.
I work across brand marketing, consumer research, and creative strategy, bringing together insights, ideas, and execution.
THINKING, MAKING, LEARNING.01 / Selected Work
Making ideas meaningful.
↗
↗GrowHub X42
Product positioning · Launch planning · Social strategy
↗L’Occitane Brand Communications
Agency account coordination · Social content · Performance analysis
02 / Featured Research · University of Washington
Beyond the Story.
How do companion-style characters create emotional attachment? My research explores two different pathways through Pop Mart and Disney character worlds.
Recognized with the 2026 UW Faculty Award for Outstanding Research.
A SMALL INTERACTIVE STORY / 01—04Some characters come with a story.
Some characters come with a story.
Others leave room for yours.
Meet the characters first. Follow their conversations, little discoveries and Amy’s notes — then trace what makes each connection meaningful.
↓ TAP A CHARACTER TO BEGIN
02 / THE DISCOVERY
AMY'S NOTE ✳
Maybe the connection begins before the story does.
01 / 03
Unpack the concept: ?
Emotional projection
When people bring their own feelings, memories, and experiences to a character.
Independent research by Amy · University of Washington · Character imagery supplied for research illustration; respective characters and trademarks belong to their owners.
03 / BEHIND THE FINDINGS
Behind the findings.
Beyond the characters, a closer look at how I approached the research.
Listening before interpreting.
I combined interviews and platform observation to explore how people form emotional connections with companion-style characters.
01 / INTERVIEWS
What people say
Listening to how fans describe personal meaning, attachment, and everyday companionship.
02 / PLATFORM OBSERVATION
What people do
Observing fan expression, repeated rituals, and the ways characters become part of daily life.
Two different ways to feel close.
The emotional connection matters in both worlds. What differs is how people make that connection their own.
POP MART
Make it personal.
Narrative openness creates room for individual projection and everyday companionship.
DISNEY
Feel part of a world.
Guided stories and shared symbols build recognition, connection, and belonging.
The ideas behind attachment.
Three perspectives helped me interpret the significance people attach to objects, characters, and shared experiences.
01
Extended Self
Objects and possessions can become expressions of personal identity.
02
Psychological Ownership
A felt sense of “mine” can grow through identification and emotional investment.
03
Affect Theory
Feelings can emerge and accumulate through repeated encounters.
Literature referenced in the study: Belk (1988), Massumi (2002), Ahmed (2004), Huang & Zou (2025).
03 / ARCHIVE
Selected explorations.
A collection of ideas, concepts, and questions I explored along the way.
LUMO Robotics
A B2C and B2B marketing plan for adaptive robotics, connecting audience insights with use cases, customer journeys, and tactical recommendations.
View project
MapZot.AI
A marketing strategy for an AI-powered site selection platform, from market analysis and positioning to creative direction and execution.
View project
RECLASSIFIED
Exploring how a niche fragrance brand can translate its artistic identity into stronger awareness and more engaging customer experiences.
View project
Love, On Screen
How Chinese relationship reality shows and online conversations influence Gen Z’s perceptions of love and intimacy.
View project View presentation
Seasons of the Soul
An immersive storytelling concept using art, emotion, and the four seasons to shape a multisensory audience journey.
View project04 / ABOUT
A little about me.
I grew up in Shanghai and spent five years in Seattle, where I studied Communication and Digital Media at the University of Washington.
My interest in marketing starts with people — what catches their attention, what shapes their choices, and what makes certain brands feel personal. Through my experience in brand marketing, social media, and consumer research, I've explored these questions from different perspectives, bringing together analytical thinking and creative execution. Outside of work, I enjoy photography, music, and noticing the little details that make everyday life interesting.
PERSONAL ARCHIVE
Two places I call home.
Little moments from Shanghai and Seattle — a photo collection with its own soundtrack.
02 / EXPERIENCE
Experience
A mix of brand thinking, creative execution, and performance analysis.
2026BRAND / GROWTH
Sinowell · Social Media Specialist
At Sinowell, I developed product launch and marketing strategies for Vivosun, drawing on consumer insights and competitive research. My work also covered social content planning, creator partnerships, and performance analysis across US and European markets.
2025AGENCY / BEAUTY
Black Mango · Account Executive Intern
Supported L’Occitane's social media retainer, campaign coordination, creator activations, and reporting across brand projects.
2023AGENCY / FMCG
Bates CHI & Partners · Account Executive Intern
Contributed to Suntory's social content execution, KOL coordination, and campaign delivery.
03 / TOOLKIT
Tools I use.
Python
SQL
Tableau
Canva
Notion
Google Analytics
Google Ads
Meta Ads
THE LITTLE THINGS MAKE THE BIG PICTURE.SAY HELLO ↗
06 / CONTACT
Let's connect.
Whether it's a project, an opportunity, or simply a conversation, I'd love to hear from you.
You made it
all the way here.