Phillip Xie
Bellevue,OR
Summary
Results-driven Product Manager specializing in TikTok Shop and live commerce strategies. Achieved significant sales growth through innovative content-driven campaigns and successful livestream operations, supporting multiple initiatives that generated over $10,000 GMV. Focused on delivering impactful product strategies that enhance customer engagement and drive business growth.
Overview
1
1
year of professional experience
Work History
Product Manager, TikTok Shop & Live Commerce
Sellery Inc.
07.2025 - Current
- Lead TikTok Shop and TikTok Live strategy for Catakor and Ridge, including product focus, promotional planning, campaign structure, live room execution, host messaging, and conversion strategy.
- Manage TikTok Shop and TikTok Live strategy for multiple consumer brands, with primary responsibility for Catakor and Ridge. Own livestream planning, product strategy, promotional cadence, campaign execution, content direction, performance reporting, and brand communication.
- Plan and execute large-scale TikTok Shop campaigns, including mega live events, flash sales, product promotions, buyer-only giveaways, bundle offers, gift-with-purchase campaigns, and limited-time live deals.
- Facilitated multiple livestream sessions that generated over $10,000 GMV.
- Build product narratives around customer pain points, product benefits, lifestyle use cases, purchase incentives, urgency, promotional value, and bundle opportunities.
- Coordinate with brand partners on product selection, pricing, coupons, flash sales, product availability, campaign approvals, sample preparation, giveaway support, and listing optimization.
- Collaborate with TikTok Shop teams and Live Account Managers on campaign execution, platform best practices, traffic opportunities, and livestream performance improvement.
- Monitor TikTok Shop and livestream analytics, including GMV, CTR, CTOR, conversion rate, AOV, audience profile, traffic source, product clicks, add-to-cart, and SKU-level sales performance.
- Delivered weekly and campaign performance reports highlighting insights, product analysis, audience behavior, traffic trends, and actionable recommendations.
- Coach livestream hosts on product knowledge, selling angles, live pacing, customer interaction, objection handling, and real-time conversion strategy.
- Optimized live room presentation with product display enhancements, close-up camera planning, promotional visuals, live stickers, and audience engagement strategies.
- Managed / Supported Brands: Catakor, Ridge, Crocs, Anker, Micro Ingredients, Cushionary, Optive, Crosaw, NoBull, Puffit
Education
Bachelor of Science - Accounting
University of Oregon
Eugene OregonSkills
- TikTok Shop Seller Center, TikTok Live, Livestream management, Product listing management, Visual planning, Camera lighting setup, Microphone configuration, E-commerce tools, Dashboard analysis
- Agile project management
- Product vision and strategy
- E-commerce strategy
- Livestream engagement
- Product development lifecycle
- Data-driven decision making
- Market analysis
- Teamwork and collaboration
LANGUAGES
English — Fluent
Mandarin Chinese — Fluent
CORE COMPETENCIES
- TikTok Shop Strategy & Operations
- TikTok Shop channel strategy, TikTok Live commerce, storefront and listing coordination, promotional cadence, product launch planning, campaign execution, TikTok Shop Seller Center, platform best practices
- Content & Campaign Planning
- Content calendars, livestream rundowns, campaign proposals, teaser copy, live scripts, product storytelling, promotional messaging, live sticker copy, host talking points, comment strategy
- Promotions & Revenue Growth
- Flash sales, coupons, bundles, gift-with-purchase, buyer-only giveaways, limited-time offers, GMV growth, conversion optimization, audience engagement, offer structuring
- Analytics & Reporting
- GMV analysis, CTR, CTOR, conversion rate, AOV, traffic source analysis, audience profile, product clicks, add-to-cart, SKU-level performance, weekly channel reporting, campaign recap reporting
- Cross-Functional Collaboration
- Brand communication, TikTok Shop team collaboration, Live AM coordination, host coaching, creator-style content support, internal operations alignment, campaign approval management
PROFESSIONAL HIGHLIGHTS
- Managed TikTok Shop and TikTok Live strategy for Catakor and Ridge at Sellery Inc.
- Planned and executed multiple large-scale TikTok Shop campaigns, including mega live events, giveaways, flash sales, and bundle promotions.
- Supported multiple livestream sessions generating over $10,000 GMV, including one 3-hour session achieving $36,000 GMV.
- Experienced in campaign copywriting, product storytelling, livestream scripts, weekly reports, and brand-facing strategy materials.
- Collaborated with TikTok Shop teams, Live Account Managers, brand partners, hosts, and creators to improve content execution and sales performance.
- Strong understanding of how content, commerce, creators, promotions, and platform traffic work together to drive TikTok Shop growth.
Timeline
Product Manager, TikTok Shop & Live Commerce
Sellery Inc.
07.2025 - Current
Bachelor of Science - Accounting
University of Oregon