Di Lyu
Toronto
Summary
Product Analyst with 5+ years of expertise in stakeholder management, market research, and go-to-market strategy. Demonstrates a strong ability to lead end-to-end product campaigns, leveraging data visualization and analytics to drive product innovation and customer engagement. Adept at managing product lifecycles, improving customer experiences, and aligning cross-functional teams to execute strategic product roadmaps and achieve business objectives.
Overview
7
7
years of professional experience
1
1
Certification
Work History
Senior Product Analyst
TD Canada Trust
Toronto
08.2022 - Current
- Led 10 end-to-end credit card product marketing campaigns, from initial concept to launch
- Collaborated with cross-functional teams, including legal, finance, marketing, data science, and external partners (Apple/Google/Samsung) to define product requirements and execute go-to-market strategies, ensuring alignment with business objectives and customer needs
- Conducted comprehensive market research and competitive analysis to identify marketing opportunities for innovation in credit card products, focused on mobile wallet payment features
- Worked with Issue Management team to solve campaign escalations
- Gathered and analyzed customer feedback and performance data, iterating on product features to improve the customer experience and increase engagement
- Used KPIs and product metrics to measure success and drive data-driven decision-making
- Participated in Agile sprints, managing backlogs, and working with various teams to ensure product features were delivered on time and met customer expectations
Marketing Manager
Koodo Mobile Webstore (TELUS)
Toronto
03.2021 - 08.2022
- Spearheaded the product lifecycle management for webstore initiatives, from market research and customer insights gathering to product design and deployment
- Worked closely with customer service teams to identify key pain points and developed product solutions that improved customer satisfaction
- Iterated webstore features based on consumer needs, resulting in better online shopping experiences using A/B testing
- Led the planning and execution of over 20 go-to-market strategies for product launches and promotions
- Coordinated with marketing, design, and operations teams to ensure seamless rollouts of new website features and promotional campaigns
- Utilized Adobe Analytics to monitor customer behavior and campaign performance, making data-driven adjustments to optimize product features, user engagement, and refine product offerings
- Engaged with internal teams (marketing, sales, logistics, customer service) and external offshore teams to resolve escalations and drive product improvements
- Regularly solicited feedback from stakeholders and synthesized insights to shape future product strategy
- Ensured high service levels on the webstore by implementing process improvements and ensuring operational efficiency, resulting in faster order processing and a reduction in customer escalations
Marketing Intern & Consultant
IATA
Montreal
02.2019 - 12.2019
Education
Master of Science - Marketing
Concordia University
06-2018
Bachelor of Arts - International Business
New York Institute of Technology
05-2015
Skills
- Go-to-Market Strategy & Campaign Development
- Competitive Analysis
- Digital Marketing Data-Driven Decision-Making
Certification
- Project Management Professional (PMP)® Certification 08/2024
Timeline
Senior Product Analyst
TD Canada Trust
08.2022 - Current
Marketing Manager
Koodo Mobile Webstore (TELUS)
03.2021 - 08.2022
Marketing Intern & Consultant
IATA
02.2019 - 12.2019
Bachelor of Arts - International Business
New York Institute of Technology
Master of Science - Marketing
Concordia University