Hanwen MaWork in practice

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
01 Brand & ecommerce 02 Content growth 03 Social & brand 04 Community & operations 05 Cross-border commerce 06 Music & culture 07 Retail & buying 08 Retail experience
Based in Shanghai · Open to product, brand and growth rolesSelected work / 2017–2026

01 / Selected products

Products I built for problems I had.

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

FIG. 01 / Selected product2026
Tuwa’s abstract multicoloured athlete markTuwa
Tuwa Today screen with the adjusted session and readiness, v1.7 product screenshot
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 & how it was built

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.

Version 1.7 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 (opens in new tab)Get Tuwa on the App Store (opens in new tab)
Inside TuwaProduct screens
Tuwa / Inside the product01 / 06
Tuwa: Today’s call: train as planned, trim or hold · v1.7.4 App Store screen
Today’s call: train as planned, trim or hold · v1.7.4 App Store screen
Open full size (opens in new tab)
Explore the interface

More work

Cover slide: Golf It Out, 一杆见真章, LIV Golf China launch proposal

Client work · Campaign proposal / 2026

LIV Golf China — Golf It Out

A Greater China digital launch proposal for LIV Golf, made for KRDS Greater China. It turns the league’s 13 teams into the way in: a “pick your team” idea, a WeChat Mini Program as the official China home, creator content, and a 12-month rollout with KPIs.

Read the proposal · PDF, 35 slides (opens in new tab)
Bball Vault home page

Side project · Website / 2026

Bball Vault

A study site for basketball: concepts, comparisons and guided learning paths for understanding the game beyond highlights.

Visit bballvault.com (opens in new tab)

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 · relaunch month vs the month beforeExplore role insights
01Ukoala

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%

Relaunch month · 11 Aug–10 Sep vs the 30 days before

orders
+26%

Same windows · +21.7% average order value

conversion rate
9.06%

Up from 1.44% · 21 days after vs 21 days before relaunch

Recorded online-store sessions fell 85% in the same 21 days, as the rebuilt storefront replaced the old one. Sales and orders grew on much less traffic.

My contribution

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

Around the 20 August relaunch

Before relaunchAfter relaunch

Total sales USD · all channels · 11 Jul–10 Aug vs 11 Aug–10 Sep 2026
+56%
BeforeIncreaseAfter
Orders All channels · same 30-day windows
+82 +26%
Conversion rate Online-store sessions · 30 Jul–19 Aug vs 20 Aug–9 Sep 2026
+7.62percentage points
Before
1.44%
After
9.06%

Both lanes: 0–10%. Recorded sessions: 3,899 to 574 (−85%).

Shopify data. Sales and orders cover all channels; conversion uses online-store sessions. The new storefront also changed how sessions are recorded, and these results do not isolate the rebrand from other factors.

The visual transformation

From UUB Gear to Ukoala.

One identity. A clearer product story. A connected customer experience.

Before / UUB Gear15 July 2026After / Ukoala21 August 2026 · launch edition
UUB Gear homepage on 15 July 2026: orange retail palette, UUB badge, dense header and a lifestyle hero without a visible headline.
Ukoala homepage on 21 August 2026: green and cream identity, prominent wordmark, Engineered for U headline and movement-led imagery.

Drag to compare. Arrow keys work too.

View before in full (opens in new tab)View after in full (opens in new tab)
01 / Identity
A single brand to remember.

Unified the legacy naming and orange badge into the Ukoala wordmark, field green and cream palette, and a consistent voice.

02 / Product story
Show what makes it different.

Moved from an image-led opening to a clear engineering proposition, supported by eight-way wear demonstrations and the founder’s story.

03 / Delivery
Carry the idea through.

Extended the system into the Next.js storefront, Shopify backend, AI-assisted imagery, lifecycle email and customer support.

Original desktop captures at the same 1,440 × 1,000 viewport. July baseline from the rebrand evidence log; August launch capture from the visual case study. My scope: brand direction, design and build, with AI-assisted production and cross-border coordination. The brand owner retained final business approval.

Company website (opens in new tab)Instagram (opens in new tab)
End of experience 01
02RE: ANALOGContent Growth MarketerAug 2025 — Apr 2026 · Remote · Part-time≈469Kbrand-content views · 9 YouTube uploadsExplore role insights
02RE: ANALOG

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

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

brand-content views
≈469K

9 YouTube uploads · July 2026 count

YouTube uploads supported
9

Published during the role

social channels managed
3

YouTube · Instagram · RedNote

My contribution

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

Music programming that reached an audience

YouTubeInstagramRedNote
  1. 01 / FrameGive it a clear identity.

    Titles, copy and channel presentation.

  2. 02 / DeliverKeep the rhythm.

    Publishing schedules and day-to-day channel care.

  3. 03 / RefineListen to the response.

    Audience signals inform the next programming brief.

≈469K

views of brand content
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 (opens in new tab)Instagram (opens in new tab)YouTube (opens in new tab)
End of experience 02
03Seventh StoreSocial Media and Brand OperationOct 2024 — Jul 2025 · Full-time19Mbrand-content views on InstagramExplore role insights
03Seventh

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

Managed Instagram program / October 2024–July 2025

brand-content views
19M

Instagram · across the managed program

reported reach
4.86M

Audience exposure across 84 posts

Instagram clicks
170K

From attention to audience action

My contribution

  1. Managed 84 posts over 10 months: strategy proposals, moodboards, copy, timing, publishing and reporting.
  2. Recommended behind-the-scenes documentation and recurring Story Q&As to give the audience more ways to engage.
  3. Appeared in lookbook and campaign shoots, and assisted with creative development and direction.
  4. 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
19Mbrand-content views

Program totals: 19M views, 4.86M reach, 710K+ likes, 7K+ comments and 170K clicks. Both rates use total reach.

Company website (opens in new tab)Instagram (opens in new tab)
End of experience 03
04HOUSE OF ERRORSSocial Media and Community OperationJun 2022 — Jul 2023 · Part-time≈13×Discord community growth · team resultExplore role insights
04HOUSE OF ERRORS

Made recurring community questions into repeatable support systems.

Discord community operations / June 2022–July 2023

community size
≈13×

June 2022 to July 2023

net member increase
≈3.7K+

From roughly 300 to 4,000+

members at period end
4,000+

Community growth was a team result

My contribution

  1. Handled recurring Discord and email questions, drop communication and community support.
  2. Created an FAQ knowledge base so members could find answers without waiting for an individual reply.
  3. 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.

About 300 members in June 2022 and 4,000+ in July 2023. The grid shows the 4,000-member total, not monthly counts.

Company website (opens in new tab)
End of experience 04

Earlier experience

05Independent buying, merchandising & resaleSolo FounderFeb 2017 — Sep 2024 · Independent≈+170%monthly profit contribution · month 1 to 4Explore role insights
05Independent practice

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

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

monthly profit contribution
≈+170%

Wellgosh · month 1 to month 4

partner gross profit
≈£14.8K

Four-month contribution to Wellgosh

own-channel sales · RMB
¥500K+

Cumulative online resale revenue

My contribution

  1. Founded and ran the business end to end: research, buying, pricing, photography, listings, customer service, fulfilment and returns.
  2. Built an own-channel business across Xianyu (闲鱼), eBay, Depop and StockX, from marketplace listings to fulfilment and customer care.
  3. Collaborated with two Nottingham stores, including Wellgosh, owning curation, supply, negotiation and settlement. Grew monthly gross-profit contributions from approximately £1,900 to £5,100 across four months, peaking at approximately £5,200 in month three.

Profit delivered to a retail partner

Wellgosh Nottingham Monthly gross-profit contribution · GBP
Four-month contribution≈£14,800

My approximate monthly gross-profit contribution to Wellgosh. Month 4 was about 170% above month 1.

End of experience 05
06byyb RadioContent / Column Writer & Social Media OperationSep 2022 — Oct 2023 · Remote≈20Kcumulative column readsExplore role insights
06byyb Radio

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

Music & culture / September 2022–October 2023

views of music & culture writing
≈20K

Cumulative WeChat column reads

event attendances
≈10K

Team result across ≈10 events

distribution platforms
4

WeChat · YouTube · Bilibili · RedNote

My contribution

  1. Researched and published music/culture columns and thematic playlists under the public byline kev.
  2. Supported content and on-site execution for approximately 10 offline events.
  3. 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 (opens in new tab)Instagram (opens in new tab)Read the WeChat article (opens in new tab)
End of experience 06
07YARD OuternationalStore OperationFeb 2022 — Jul 2022 · Part-time≈£5Kmonthly category salesExplore role insights
07YARD Outernational

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

Retail operations / February–July 2022

monthly category sales
≈£5K

Category I ran

vs prior monthly average
+30%

Same category comparison

over six months
≈£30K

Approximate engagement total

My contribution

  1. Covered customer service, sales, POS, merchandising, inventory and online orders.
  2. Supported social publishing and closing operations.
  3. 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 (opens in new tab)Instagram (opens in new tab)
End of experience 07
08AppleSales SpecialistSep 2021 — Jan 2022 · Internship96%+personal customer satisfactionExplore role insights
08Apple

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%+

My customer-service result

Greater China sales ranking
No. 1

Store/team result during that season

My contribution

  1. Helped customers choose the right products through clear advice and attentive service, maintaining over 96% customer satisfaction.
  2. Contributed to the store’s sales performance during the iPhone 13 launch season, when the team ranked No. 1 across Greater China.
  3. 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 (opens in new tab)

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

Company website (opens in new tab)
End of experience 08

03 / A little context

Across disciplines.
Close to the details.

Based in Shanghai · Open to product, brand and growth roles

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.comProfessionalLinkedIn (opens in new tab)Two pagesRésumé PDF (opens in new tab)