Strategy · Research · AI Builder

Xu
Yanni

Business analyst at Shopee · Ex PwC Strategy& · 2.5 years across consulting and tech, with extensive international project experience, cross-market insights, and hands-on experience building AI tools for internal use.

Build AI bots, workflows, and operating tools that teams actually use
Translate Connect strategy, research, product, and operations so work can move faster
Deliver Turn analysis into real execution, not just slides and recommendations
International Strategy to Execution Consumer Insights AI Builder Operator
What I Do

My strength is finding work that teams repeat again and again, understanding why it is slow or messy, and building a simpler way to do it.

I started in strategy consulting, where I learned research, problem solving, and executive communication. At Shopee, I have used those skills to build tools, improve workflows, and help teams move faster.

How I Build
01
Find work that takes too much repeated team time.
02
Turn the problem into a workflow or tool that can be shipped quickly.
03
Test with real users and keep improving until it is actually useful.
04
Measure the result: time saved, better accuracy, or faster decisions.
2
Internal tools built and in production
30h+
Manual work saved per month
5
SEA markets supported by the systems I built
01

Tools I've Built

These tools show how I work: I find a repeated team problem, build a solution, and make it simple enough that people actually use it.

🤖
Food CI Knowledge Base Bot
AI CI bot · Live in production
Built End-to-End Problem: CI knowledge trapped in documents

Built a Multi-Agent workflow on SMART platform and connected it to 82+ CI documents, including monthly reports, deep-dives, and meeting notes. Deployed it as a SeaTalk bot so teammates can ask questions in plain language and get sourced answers in direct chats or group chats.

Before this, people had to search through decks and notes by hand. After this, they could get answers much faster.

SMART Platform Alpha Knowledge GPT-5 SeaTalk API Multi-Agent RAG
82+Documents indexed into the bot
IMConnected to the IM platform and available in chat
60+Users
Food CI Knowledge Base · SeaTalk
what is the CNY campaign of Taobao Qwen AI
Taobao's Qwen AI launched a ¥3B Spring Festival Free Meal Campaign — users claimed up to 21×¥25 vouchers with no minimum spend, driving 120M+ orders in 7 days. Users could get a Free Meal Card, invite friends for more vouchers, and join a lucky draw.
Source: ShopeeFood CI – Nov 2025 Taobao Qwen AI
meituan driver assignment mode update
Meituan updated from first-come-first-served to system-based evaluation: allocates within 3–5s based on route efficiency, ongoing orders, distance, and performance score. On by default, cannot be changed by drivers.
Source: ShopeeFood CI – Dec 2025 Meituan 骑手
⚙️
Maps Usage Auto-Updater
Automated monthly data pipeline · Google Sheets API
Built End-to-End Problem: repetitive monthly ops and reporting risk

Replaced a manual monthly process with a Python pipeline connected to Google Sheets. It reads 3 source sheets, applies use-case mappings, aggregates by country and API type, and writes the results back to the target report.

This saved time every month and made cost tracking more reliable across 5 markets.

Python gspread Google Sheets API pandas Service Account
3Source sheets connected
5SEA markets automated
30hManual work saved each month
How it works
01
Source Sheets
IH · GGL-bff · GGL-no-bff
02
Load Mapping
IH + GGL use-case keys
03
Aggregate
By module · use-case · region
04
Write Back
Batch update target sheet
05
NA Report
Flag unmapped entries
# Run once at month start:
# python maps_usage_update.py --month "Jan-26"
# Add --dry-run to preview without writing

def process_ih(client, ih_mapping, month):
    df = load_sheet_as_df(client, SOURCE_ID, "IH")
    df = df[df["record_month"] == month_to_num(month)]
    agg = df.groupby(["module", "use_case", "region"])\
            .agg(usage=("usage", "sum"))
    return agg, na_rows

✅ Written: 847 cells  ⚠️  NA: 3 rows (usage=0)
✅ Done! Check Sheet & review NA report.
02

Selected Projects

These projects show how I work beyond building tools: solving business problems, aligning teams, and pushing work through to execution.

Led Program CI system building + business influence
Shopee · SEA2025–2026
Competitive Intelligence Program
Rebuilt the monthly CI framework for Southeast Asia's food delivery market. Then expanded it from a report into a broader team resource, including primary research, deep-dive studies, and an internal AI bot.
  • Rebuilt the core CI framework used by leadership and PM teams across SEA markets
  • Added first-hand market research through direct outreach and on-ground merchant visits
  • Extended the work into a live bot so CI became instantly retrievable, not just report-based
  • Research outputs directly supported product priority and merchant strategy discussions
Competitive Intelligence Primary Research AI Tooling SEA Markets
Built System Automation + cost migration
Shopee · SEA2025–2026
Map API Cost Optimization
Built a tracking system for map API costs across 5 SEA markets, then used it to support a staged migration from Google Maps to in-house services, with quality checks at each step.
  • Delivered 20% total map cost reduction in Q1 2026 and 15%+ per-order savings
  • Validated that in-house route accuracy exceeded Google in ID, TH, and MY after migration
  • Created a repeatable operating cadence across business lines with monthly switch-progress reviews
Cost Optimization Python · gspread Data Pipeline Cross-functional Rollout
Drove Rollout Cross-functional execution under resistance
Shopee · Vietnam2025
Vietnam Admin District Restructure
Led the cross-functional response to Vietnam's administrative boundary changes, coordinating product systems, engineering teams, and local business teams under a tight deadline.
  • Reduced resistance by breaking down affected vs. unaffected API scenarios rather than forcing a full migration
  • Designed phased rollout, monitoring, and fallback mechanisms for each stage
  • Delivered the transition with zero business disruption
PMO Cross-functional Risk Management
Designed Framework Mixed-methods research to strategy
PwC Strategy& · Consumer2024
Consumer Insights · Electronics Brand
Designed and executed a large mixed-methods study for a major electronics brand, turning 1,500+ surveys and 20+ interviews into a clear trend framework and workshop output.
  • Built a 3-tier framework: 7 Megatrends and 21 sub-trends with quant + qual validation
  • Identified the deeper logic linking '务实' and '悦己' as one ROI-driven behavior pattern
  • Turned research into BU-level priority discussion through an Impact × Probability workshop
  • Took on expanded project-management ownership after team restructuring
Consumer Research Mixed Methods Workshop Design Project Management
Strategic Diagnosis Executive-facing strategy recommendation
PwC Strategy& · Automotive2024
EV Transformation Strategy · Global Auto Brand
Assessed a global auto brand's position in China's EV market, identified major capability gaps, and helped build a 3-phase technology roadmap that was presented to the client's President.
  • Proposed a partnership route with top local tech players to accelerate feature parity, and the recommendation was adopted
  • Diagnosed the root issue as structural R&D limitations rather than only brand perception weakness
  • Supported a 3-phase roadmap covering R&D, manufacturing, and capability building
  • Presented in English to the client's President and adapted the message live for board-level dynamics
Corporate Strategy EV · Automotive Benchmark Analysis C-suite Presentation
03

Experience & Education

My titles have changed, but the pattern is consistent: I started with research and strategy, and gradually moved toward building systems and driving execution.

Work Experience
Shopee
2024.12 – Present
Business Analyst
My scope grew from competitive intelligence and user research into cost analysis, internal tools, cross-functional execution, and product process improvement across Southeast Asia.
SEA Markets AI Tooling Cost Optimization PMO Process Design
PwC Strategy&
2023.12 – 2024.12
Strategy Consultant
This role built my foundation in user research, strategy work, executive communication, and workshop design across consumer electronics and automotive clients.
Consumer Research Corporate Strategy Workshop Design C-suite Comms
Education
Sun Yat-sen University
2020 – 2023
M.Sc. Strategic Management · School of Management
Ranked Top 3 / 37 in cohort. First-class scholarship.
Top 3 / 37 1st Class Scholarship
South China University of Technology
2016 – 2020
B.Mgmt. Industrial & Commercial Management · Minor: CS & Engineering
GPA 3.8 / 4.0. First-class scholarship. Provincial Gold — 挑战杯·创青春 entrepreneurship competition & China Internet+ Innovation Competition.
GPA 3.8 / 4.0 CS Minor 2× Provincial Gold
In One Line
I do my best work when a team has a messy problem, no simple playbook, and needs someone who can both think clearly and build a practical solution.
Back to Top