Joyce Yi
Category Manager @TikTok | Marketer in Tech & E-commerce | Northwestern Medill IMC | NYU Tisch Film | Ex-Tencent & Ogilvy | Silicon Valley Startups | Co-Founder x2 | Content Creation, User Growth & Brand Strategy
- Role
- Category Manager - Beauty at TikTok
- Location
- Seattle, WA, US
- LinkedIn followers
- 500 followers
About Joyce Yi
As a multilingual, entrepreneurial marketer in e-commerce and tech, I am passionate about…
Experience
Category Manager - Beauty
Feb 2025 — Present
Accelerate beauty category growth by strategically incubating and scaling fragrance merchants on TikTok Shop- Collaborate with merchants to align platform strategies and best practices with their business goals, delivering tailored solutions through consultative approaches to boost GMV and brand visibility- Unlock TikTok Shop’s ecosystem (hero products, promotional campaigns, shoppable videos, affiliate marketing, live streaming, etc.) for merchants through cross-functional collaboration and deployment of platform resources- Lead for Beauty Creator LIVE, overseeing strategy and operations for top creator MEGA LIVEs, seller-creator matchmaking, merchandising initiatives, and BFCM planning, leveraging Creator LIVE to accelerate GMV growth across Cosmetics, Skincare, and Fragrance
Education
New York University
Bachelor of Fine Arts - BFA, Major in Film and Television Production, Minor in Business Studies
Northwestern University
Master of Science - MS, Integrated Marketing Communication
Shenzhen Middle School
High School Diploma
2016 — 2019
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