Portfolio
Xueying Liu profile photo

Xueying Liu

AI Product · Marketing Analytics
Building at the intersection of AI applications, CRM, and marketing analytics — turning user signals into actionable product and growth decisions.

Based in France / China

MSc in Marketing Analytics, EDHEC

Interested in AI Product, CRM, and Data-driven Growth

Chinese · English · French

About

I am currently pursuing an MSc in Marketing Analytics at EDHEC Business School. My work focuses on how AI applications, customer insight, and product thinking can work together to improve user experience and business decisions.

With experience across campaign analytics, CRM strategy, social growth, and LLM-based user insight projects, I enjoy turning messy signals into structured understanding — whether through dashboards, segmentation models, or AI-powered workflows.

Selected Projects

Case-based work across AI applications, user insight, and CRM analytics.
AI Product Design

AI Customer Service Agent

Designed a multi-agent customer service workflow covering FAQ, order tracking, and recommendation scenarios, with a focus on intent routing and scalable support logic.

Problem: Customer requests were fragmented across multiple support scenarios.

Role: Designed the workflow, service logic, and response structure.

Approach: Mapped user intents and built a multi-agent flow with scenario-based routing.

Output: Created a clearer and more scalable support structure for relevant responses.

AI workflow Retail intelligence Feishu bot
LLM Application

Steam Comment Analysis

Built an LLM-assisted comment analysis workflow to classify sentiment, identify recurring themes, and turn unstructured Steam feedback into actionable user insight.

Problem: Raw user comments were noisy and difficult to interpret at scale.

Role: Designed the analysis logic and insight extraction process.

Approach: Combined LLM API, NLP preprocessing, sentiment classification, and topic clustering.

Output: Transformed user comments into structured signals for content and product understanding.

LLM API NLP Insight mining
CRM Analytics

CRM Segmentation & CLV

Developed RFM segmentation and CLV models to identify high-value, low-engagement, and churn-risk customer groups, supporting retention and lifecycle strategy.

Problem: Customer behaviors were not clearly prioritized for retention action.

Role: Conducted segmentation and customer value modeling.

Approach: Used RFM analysis, BG/NBD, Gamma-Gamma, and CLV estimation.

Output: Identified priority customer segments and supported differentiated retention strategy.

RFM CLV Retention

Work Experience

Campaign analysis, digital growth, and market intelligence across China and France.
E-commerce Product & Project Management Intern
Decathlon China
May 2026 – Present
Shanghai, China Internship
  • Supported e-commerce middle-platform projects across DTC, marketplace, membership, and instant retail scenarios, translating business needs into structured BRD and UAT documents.
  • Coordinated with product, IT, operations, CRM, and channel teams to clarify requirements, align workflows, and support cross-functional project delivery.
  • Designed UAT test cases for key user journeys including exchange, membership binding, points issuance, store pickup, and instant delivery, improving requirement clarity and execution quality.
  • Conducted platform and competitor research across Tmall, JD, Douyin, Meituan, DTC, and other channels to identify product optimization opportunities.
  • Built AI-assisted workflows for daily retail intelligence collection and Feishu-based news brief delivery, helping the team monitor industry trends more efficiently.
Operations Analyst Intern
Blue Focus
Apr 2025 – Jul 2025
Shanghai, China Internship
  • Monitored and analyzed the performance of multi-platform digital campaigns for international clients, tracking CPM, CTR, and engagement to identify optimization opportunities.
  • Identified performance levers including content formats, creator profiles, and posting timing, and proposed adjustments to improve reach and engagement.
  • Collaborated with account managers, clients, and creator networks to refine campaign briefs and continuously adjust media allocation based on performance data.
  • Designed Excel dashboards and comparative analyses across creators, formats, and time slots to support data-driven budget allocation.
  • Supported the optimization of campaign budgets ranging from $10K to $100K and contributed to a U.S. pre-launch campaign achieving 3.5% CTR and 9% engagement.
Digital Marketing Analyst Apprentice
Pharmacie du Polygone
Jul 2024 – Dec 2024
Montpellier, France Internship
  • Managed and monitored brand accounts on Instagram and Rednote, planning bilingual content to support international visibility and audience engagement.
  • Developed and executed a bilingual social media strategy, growing the community from 2,000 to 5,000 followers through optimized content formats and posting frequency.
  • Analyzed the conversion funnel of livestream campaigns on WeChat and Douyin, identifying drop-off points between viewer engagement and purchase.
  • Optimized livestream sales scripts and product presentation flow, improving clarity of product benefits and call-to-action structure.
  • Implemented data-driven adjustments that increased the conversion rate of Chinese customer orders by 15% during livestream campaigns.
Strategy Consulting Intern
Quest Adventure Consulting
May 2024 – Jul 2024
Beijing, China Internship
  • Collected and synthesized market intelligence from industry reports, public databases, and competitor communications to support strategic recommendations.
  • Conducted market and competitor landscape analyses, identifying key trends in product positioning, pricing strategies, and digital marketing approaches.
  • Built competitive analysis frameworks combining qualitative insights and quantitative indicators to identify opportunities and market gaps.
  • Structured findings into comparative analysis reports and visual summaries, enabling consultants and clients to quickly understand strategic directions.

More About Me

A few things that shape how I think, learn, and communicate.
Sport
Bouldering

I enjoy bouldering for its mix of patience, problem solving, and constant iteration — a mindset that also shapes how I approach work.

Languages
Cross-cultural Communication

Working across Chinese, English, and French has trained me to adapt ideas clearly for different people, contexts, and audiences.

Curiosity
AI & Digital Storytelling

I am interested in how AI tools, content, and user behavior interact — especially when insights can be turned into better experiences.

Education & Skills

Academic background in marketing analytics, digital marketing, and multilingual communication.
EDHEC Business School
MSc in Marketing Analytics
Jul 2025 – Dec 2026

France

IPST-CNAM Business School
Master 1 in Digital Marketing
Sep 2024 – Dec 2024

France

University Paul-Valéry Montpellier 3
French Language Studies
Sep 2022 – Jun 2024

Montpellier, France

Shanghai University of Finance and Economics
Bachelor in Marketing
Sep 2018 – Jun 2022

Shanghai, China

Core Skills
Product Thinking AI Applications Python SQL Excel / VBA Power BI Tableau Prompt Engineering NLP CRM Segmentation French C1

Contact

Open to opportunities in AI product, growth, CRM, and analytics.
Feel free to reach out for internships, projects, or collaborations.