Product · Brand · Commercial operations

Ideas,
put into
practice.

I’m Hanwen. I turn firsthand problems into products, brands and systems that work. And I make them beautiful.

↓

Where I've put ideas to work01—08

Brand & ecommerce 02

Content growth 03

Social & brand 04 Independent
practice. Cross-border commerce 05

Music & culture 06

Community & operations 07

Retail & buying 08

Retail experience

Selected work / 2017–2026

01 / Selected products

Individual need-driven development.

Solo product ownership.
AI-assisted implementation.
Human judgment throughout.

FIG. 01 / Selected product2026

Tuwa

Training decisionsSee the product ↓

Training decisions / iOS app

Train solo, but smart.

Precise, automated workload guidance built around your training schedule and Apple Health signals. Tuwa combines your personal baseline, wellness and training history to help you adjust today’s session, understand fatigue, and log your workout with a tap or your voice.

Customized workload for every session
Log your workout effortlessly
Always train under control

My role & delivery evidence

I’m the solo founder and builder of Tuwa. I own the product, sports-science rules, interaction and visual design, architecture, testing and release, working with AI coding agents to bring it to life.

The next version brings today’s workout, fatigue awareness and guided session logging into one flow. A focused view moves through your planned sets, while quick entry and voice capture make logging easier. Your own program stays in control; personal health signals help you decide when to push, adjust or recover.

Explore Tuwa

Inside Tuwa / Product screens

Tuwa / Inside the product01 / 02

Tuwa: Readiness dashboard · v1.6 product screenshot — Readiness dashboard · v1.6 product screenshot
Open full size ↗ (opens in new tab)

Explore the interface

02 / Experience

Creative judgment.
Commercial ground.

Open a role to see what I did
and what the numbers mean.

01Ukoala / UUB GearMarketing and Creative DirectorFeb 2026 — Present · Full-time+56%total sales · Shopify snapshot

A full brand redirection, a custom Shopify backend and a rebuilt Next.js storefront, supported by agent-assisted marketing and growth operations.

Brand & ecommerce / February 2026–present

total sales: +56%
orders: +26%
conversion rate: +174%

Recorded Shopify dashboard snapshot · 2,020 sessions (−60%). The launch comparison below uses separate, dated 21-day windows.

My contribution

Redirected the brand from UUB Gear to Ukoala: logo, design system, voice and a complete brand guide.
Designed and built the Next.js web store, custom Shopify backend and storefront app, including the site’s motion graphics.
Cleaned up the product image library and created new imagery with AI-assisted production.
Built a new email marketing pipeline and monitoring system, alongside the SEO structure and paid-media operating process.
Built CRM workflows with commerce-agent integration and an agentic team for go-to-market research, marketing and operations.

The first 21 days after launch

Before / 28 Jul–17 AugAfter / 18 Aug–7 Sep 2026

Total sales USD · all channels

+83.9%

BeforeIncreaseAfter

Orders All channels

+149 +68.7%

Recorded conversion Shopify online-store sessions

+4.67percentage points

Before

1.46%

After

6.12%

Both lanes: 0–10%. Recorded sessions: 3,837 → 849 (−78%).

Shopify API · checked 10 September 2026. Equal 21-day windows around the 18 August launch. Sales and orders cover all channels; conversion uses recorded online-store sessions. The new storefront can change session tracking, so these are observed changes, not a measure of total exposure.

Company website ↗Instagram ↗

02RE: ANALOGContent Growth MarketerAug 2025 — Apr 2026 · Remote · Part-time≈469Kviews across 9 uploads · Jul 2026 snapshot

YouTube, Instagram and RedNote operations for an independent music platform.

Content growth marketing / August 2025–April 2026 · Remote, part-time

combined public views: ≈469K
YouTube uploads supported: 9
social channels managed: 3

My contribution

Managed day-to-day content operations across YouTube, Instagram and RedNote.
Coordinated publishing, titles, copy and schedules, keeping the channel presentation consistent with the brand.
Reviewed audience response and translated performance signals into programming and publishing recommendations.

A publishing loop across three channels

YouTubeInstagramRedNote

01 / FrameGive it a clear identity.
Titles, copy and channel presentation.
02 / DeliverKeep the rhythm.
Publishing schedules and day-to-day channel care.
03 / RefineListen to the response.
Audience signals inform the next programming brief.

≈469K

combined public views
9 tenure-period uploads · July 2026 snapshot

Nine uploads published during August 2025–April 2026 had approximately 469K combined public views on 10 July 2026. This includes views after the role ended.

Company website ↗Instagram ↗YouTube ↗

03Seventh StoreSocial Media and Brand OperationOct 2024 — Jul 2025 · Full-time170KInstagram clicks · managed program

From strategy and moodboards to publishing, reporting and campaign production.

Managed Instagram program / October 2024–July 2025

Instagram clicks: 170K
likes + comments / reach: ≈14.8%
reported reach: 4.86M

My contribution

Managed 84 posts over 10 months: strategy proposals, moodboards, copy, timing, publishing and reporting.
Recommended behind-the-scenes documentation and recurring Story Q&As to give the audience more ways to engage.
Supported seasonal campaigns and Paris pop-up/showroom operations; coordinated China-based manufacturers and logistics.

From attention to audience action

14.8%

Likes + comments / reach≈717K / 4.86M

3.5%

Clicks / reach170K / 4.86M

Full circle = 100% of reported reach. Likes and comments exclude saves and shares.

84posts delivered

10months of operation

19Mrecorded views

Recorded program totals: 19M views, 4.86M reach, 710K+ likes, 7K+ comments and 170K clicks. Rates use aggregate reach; they are not a sequential funnel, ad CTR or sales-conversion rate.

Company website ↗Instagram ↗

04Independent buying, merchandising & resaleSolo FounderFeb 2017 — Sep 2024 · Independent>£5Kmonthly gross profit for Wellgosh

An end-to-end business spanning sourcing, pricing, content, customers and fulfilment.

Independent buying, merchandising & resale / February 2017–September 2024

monthly partner gross profit: >£5K
over four months: >£20K
Nottingham store partners: 2

My contribution

Founded and ran the business end to end: research, buying, pricing, photography, listings, customer service, fulfilment and returns.
Built a dual-market platform mix led by Depop and Grailed, with eBay, Vinted and Xianyu supporting the range.
Collaborated with two Nottingham stores, including Wellgosh, owning curation, supply, negotiation and settlement. Generated over £5,000 in monthly gross profit for Wellgosh across four months.

Buying that created profit for a partner

Wellgosh Nottingham Partner gross profit · GBP

Month 1>£5K

Month 2>£5K

Month 3>£5K

Month 4>£5K

Four-month contribution>£20,000

Each block shows the confirmed monthly lower bound, not an exact monthly observation.

Across the independent business

Cumulative sales · RMB: ¥500K+
Customer rating: 4.9 / 5

Wellgosh: more than £5,000 in partner gross profit per month across four months. RMB sales and the customer rating refer to the separate online resale business.

05byyb RadioContent / Column Writer & Social Media OperationSep 2022 — Oct 2023 · Remote≈20Kcumulative column reads

Music and culture writing, playlists, live events and channel operations.

Music & culture / September 2022–October 2023

cumulative column reads: ≈20K
event attendances: ≈10K
distribution platforms: 4

My contribution

Researched and published music/culture columns and thematic playlists under the public byline kev.
Supported content and on-site execution for approximately 10 offline events.
Supported livestream production, uploads and channel operations across WeChat, YouTube, Bilibili and RedNote.

Culture, carried across formats

Editorial practiceMusic, with context.

Research · columns · playlists

Read≈20K

Cumulative column reads
WeChat Official Account

Gather≈10K

Team event attendances
Across ≈10 offline events

WeChatYouTubeBilibiliRedNote

Readership is cumulative. The approximately 10,000 event attendances are a team total, not a unique-audience count.

Company website ↗Instagram ↗

06HOUSE OF ERRORSSocial Media and Community OperationJun 2022 — Jul 2023 · Part-time≈13×Discord community growth · team result

Made recurring community questions into repeatable support systems.

Discord community operations / June 2022–July 2023

community size: ≈13×
net member increase: ≈3.7K+
members at period end: 4,000+

My contribution

Handled recurring Discord and email questions, drop communication and community support.
Created an FAQ knowledge base so members could find answers without waiting for an individual reply.
Established a publishing cadence and order-support bots to make community service consistent and repeatable.

A community with room to grow

≈300 4,000+

≈13×

≈300 at the start≈3,700 added

One square = 50 members. June 2022 → July 2023 · team result.

01A useful knowledge base

FAQs that make recurring answers easy to find.

02A consistent presence

Drop updates, a publishing cadence and responsive support.

03Less repetitive work

Order-support bots and reusable workflows.

Recorded endpoints: approximately 300 members in June 2022 and 4,000+ in July 2023. The grid represents the 4,000-member floor, not monthly observations.

Company website ↗

07YARD OuternationalStore OperationFeb 2022 — Jul 2022 · Part-time≈£5Kmonthly category sales

Retail operations with a direct connection to buying and the customer.

Retail operations / February–July 2022

monthly category sales: ≈£5K
vs prior monthly average: +30%
over six months: ≈£30K

My contribution

Covered customer service, sales, POS, merchandising, inventory and online orders.
Supported social publishing and closing operations.
Supported buying across streetwear, sneakers, vintage sportswear and independent publications, including Offprint London 2022.

Same-category sales, indexed

Monthly sales index

≈30% above baseline

Prior monthly average100 · baseline

During engagement130 · ≈£5K/month

Prior average indexed to 100; both bars start at zero.

Figures refer to the category I ran. The six-month total and monthly amount are approximate.

Company website ↗Instagram ↗

08AppleSales SpecialistSep 2021 — Jan 2022 · Internship96%+personal customer satisfaction

High-touch customer service through the iPhone 13 launch season, in a Greater China No. 1 store team.

Apple / September 2021–January 2022 · iPhone 13 launch season

personal customer satisfaction: 96%+
Greater China sales ranking: No. 1

My contribution

Helped customers choose the right products through clear advice and attentive service, maintaining over 96% customer satisfaction.
Contributed to the store’s sales performance during the iPhone 13 launch season, when the team ranked No. 1 across Greater China.
Supported the work behind the retail floor: stock management, store readiness and launch-period activity.

Personal service. A shared store result.

96%+

Care at the individual level.

Personal customer satisfaction. The ring shows the 96% lower bound.

The wider iPhone 13 launch context

Apple reported record quarterly revenue of $123.9 billion, up 11%, for the quarter ending 25 December 2021. That is worldwide company performance; my store’s seasonal ranking is a separate team result.

Apple’s quarter report ↗

Personal customer satisfaction; Greater China ranking covers the store’s 2021 launch-season sales performance.

Company website ↗

03 / A little context

Across disciplines.
Close to the details.

attention to taste, in particular, is all you need.

My work sits between product thinking, visual judgment and the everyday reality of running things.

I’ve built consumer apps, operated a cross-border fashion business, worked inside brands and created the systems that connect an idea to its audience.

M.A. Creative Industries
SOAS University of London · 2023–2024

B.A. Communication
University of Nottingham · 2019–2023

Mandarin · native / English · fluent
French · intermediate

Let’s make something work.

Emailhanwenma09@gmail.com ProfessionalLinkedIn The creative sideFigsalade

Ideas,
put into
practice.