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
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)
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
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
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