Mountain Trail

Work demonstrates problems solved, not companies worked for.

This trail presents thinking rather than employment history.

Questions

Every project on this trail starts with a question.

How do you build trust?
How do you grow a community?
How do you explain complexity?
How do you design better experiences?
How do you connect people with technology?

Case Studies

Selected work, organised by challenge.

Five stories across growth, business development, independent content, research and local community work. Each project reflects a different part of how I understand audiences, communicate ideas and turn observation into action.

Growing Communities
From Social Acquisition to Community-Led Growth
Challenge
Grow a Chinese-speaking gaming audience through social media, then shift focus from attracting players to understanding why they stayed.
Role
Social Media & User Operations, Ripple MIC Limited (September 2025–Present).
Thinking
Treated content as a continuous loop — research, create, distribute, measure, learn, improve — across Chinese and international platforms.
Execution
Edited short-form video, distributed across a multi-platform account matrix, and used performance data and player feedback to guide each new cycle.
Outcome
Grew a new TikTok account by 6,000+ followers in two months, generated 1M+ TikTok views, and passed 1M RedNote views within a month.
Reflection
Attracting users is only the beginning — sustainable growth needs continuous observation, testing and improvement.
Evidence
An AI-assisted Wiki transforms fragmented game information into an organised and searchable player resource.
The knowledge-system workflow was repeated across multiple products, creating reusable documentation rather than a single isolated prototype.
Building Trust
Turning Content Attention into Business Opportunity
Challenge
Grow a founder's personal brand, then turn audience attention into trust, enquiries and commercial partnerships.
Role
Marketing Executive / Business Development, Southern Land London (February 2024–April 2025).
Thinking
Mapped the full customer journey — immigration, education, housing, settlement — to find where partnerships could add real value.
Execution
Edited video for a 2M+ follower brand, then moved into partner outreach, including conversations with Savills, JLL and Knight Frank.
Outcome
Edited two videos exceeding 1M views each, supported 1,000+ monthly follower growth, and helped host livestreams drawing 200+ concurrent viewers.
Reflection
Content created attention, but trust and relationships were what turned that attention into opportunity.
Featured Result
My first independently negotiated partnership generated more than £7,500 through a combined livestream and editorial package.
Evidence
Video content produced during the role generated more than 3 million cumulative views, including two videos that each exceeded 1 million views.
Business-development work connected audience influence with commercial opportunity, including independently negotiated collaborations and more than £80,000 in invoiced business across the reporting period.
Editorial introductions and promotional articles were written around audience needs, with two articles exceeding 100,000 views and the majority exceeding 10,000 views.
Event planning included venue research, stakeholder coordination, logistics and staff travel arrangements.
Connecting People With Technology
Nine Years of Independent Content Creation
Challenge
Sustain independent content with no fixed brief or guaranteed audience, while keeping every post genuinely useful.
Role
Independent Content Creator (2018–Present), managing the full creative process alone.
Thinking
Algorithms may decide initial distribution, but audiences decide whether content deserves to travel further.
Execution
Built long-running RedNote and Weibo presences alongside shorter platform experiments, from study-abroad advice to entertainment content.
Outcome
700,000+ views on a single RedNote post, 76,000+ accumulated RedNote likes and saves, and reached number 50 on Weibo's daily travel ranking.
Reflection
What began as curiosity became a way of observing people and communicating useful ideas — the posts that matter most make someone's decision easier.
Evidence
A RedNote post sharing practical advice for arriving in the UK reached more than 700,000 views, helping other students prepare for the move.
Yaya's RedNote profile has accumulated more than 76,000 likes and saves across nine years of independent content.
Explaining Complexity
Turning Public Data into Contextual Insight
Challenge
Turn raw public-opinion data into accurate, well-contextualised reporting for major institutional clients.
Role
Public Opinion Analysis Intern, Beijing GSDATA Science and Technology Co., Ltd. (June 2021–September 2021).
Thinking
Data only becomes meaningful in context — and emotion often travels faster than facts, so both had to be read together.
Execution
Combined the company's internal data system with open-source research to produce daily, weekly and early-warning reports, including for CCTV.
Outcome
Independently contributed 100,000+ words of analytical reporting for clients including CCTV and major public organisations.
Reflection
Accurate analysis takes more than data — it takes verification, context and sensitivity to how information spreads.
Designing Experiences
Understanding Markets Through Direct Participation
Challenge
Apply content, localisation and customer insight across small British businesses and community organisations — Norfolk Natural Living, Blommill Flowers and St Mary le Strand Church.
Role
Direct contributor across frontline retail, content localisation and volunteer social media support, alongside primary professional work.
Thinking
Marketing insight doesn't only come from dashboards — it also comes from speaking with customers and adapting to local context.
Execution
Supported frontline sales and training content at Norfolk Natural Living, built Blommill Flowers' Chinese social presence for Cambridge's student community, and ran St Mary le Strand's TikTok and Instagram.
Outcome
Helped St Mary le Strand's TikTok pass 10,000 views and 600 likes within five months, alongside ongoing localisation work for the other two.
Reflection
Understanding people begins with listening to them, wherever the conversation happens.
Norfolk Natural Living
A Chinese social-media strategy developed to help a British lifestyle brand explore the RED platform.
RED was recommended because its lifestyle, wellness and premium-consumer audience aligned with the brand's positioning.
The plan translated existing brand content into a bilingual RED publishing workflow, including timing, hashtags and platform-specific formats.
The proposal connected personal RED experience, bilingual communication and end-to-end content operations with the brand's China-market opportunity.
Bloommill Flowers
Bloommill Flowers' Chinese social media presence, created to reach Cambridge's Chinese-speaking student community.
An example of the short-form video content produced and edited for the shop.