Work工作
Analytical mind, human heart.有分析的脑，也有为人的心。
I'm Kaya (Qiaochu Li). I work where data, marketing, and people meet. Two master's degrees (Education, University of Pennsylvania; Digital Marketing, University College Dublin) plus an ICF PCC coaching credential mean I can read the numbers, tell the story, and move the people who act on them. I've built dashboards and data pipelines, run integrated campaigns, and coached 60+ one-on-one clients. I do my best work where analytical rigor and genuine communication both count. 我是李翘楚（Kaya）。我工作在数据、营销与人的交叉口。两个硕士学位（宾夕法尼亚大学 教育学、都柏林大学学院 数字营销），加上 ICF PCC 教练认证，让我既能读懂数字、讲好故事，也能打动那些真正去执行的人。我做过看板与数据管道，跑过整合营销 campaign，也一对一陪伴过 60 多位客户。我最好的状态，出现在既需要分析严谨、又需要真诚沟通的地方。
Certifications专业证书
Below, my work is grouped in two halves: the analytical work (Group 1), and the work with people (Group 2). A few sections (Training, Customer Success) are still filling in. 下面，我的作品分成两组：偏分析的（Group 1），和偏与人打交道的（Group 2）。有几个板块（培训、客户成功）还在陆续补上。
Reading data, and turning it into strategy and story.读懂数据，再把它变成策略与故事。
Digital Marketing & Branding数字营销与品牌
6 projects6 个项目Market research, integrated campaigns, go-to-market and brand identity, from strategy to shippable decks and sites. 行业研究、整合营销、出海策略与品牌视觉，从策略一路做到可交付的 deck 与网页。
Songmont · Designer Bag Market ReportSongmont · 设计师包袋赛道研报
A data-driven industry report on China's designer-bag track, built for a brand-marketing role.面向品牌营销岗的数据驱动行研：拆解中国设计师包袋赛道。
View report →查看研报 →Songmont · “见针” CampaignSongmont · 「见针」Campaign
An integrated campaign concept, “one needle, one person,” with a full creative deck.整合营销大主意「见针·一针一个人」，含完整创意提案 deck。
View campaign →查看 campaign →PwC × AI · Campaign Case StudyPwC × AI · Campaign 案例
An integrated B2B marketing case study pairing a data story with a creative campaign.B2B 整合营销案例：把数据故事和创意 campaign 结合起来。
View case →查看案例 →Babycare · North America LaunchBabycare · 北美上市
A go-to-market and social plan for a cross-border consumer brand entering the US.消费品牌出海北美的 go-to-market 与社媒方案。
View plan →查看方案 →LinkedIn Ads · Media Ops RunbookLinkedIn 广告 · 投放运营手册
A B2B cross-border paid-media operating playbook: Campaign Manager setup, structure, ad review & compliance, and weekly reporting.B2B 出海付费媒体运营手册：Campaign Manager 搭建、账户结构、素材送审与合规、周报。
View runbook →查看手册 →KAYA · Personal Brand IdentityKAYA · 个人品牌视觉
Brand voice and a visual carousel system for my coaching brand on 小红书.为教练品牌打造的品牌调性与小红书图文视觉系统。
See on RED →小红书主页 →Data Analysis数据分析
8 projects8 个项目SQL, Python, Power BI, Tableau & Looker Studio. Full portfolio on Notion → SQL、Python、Power BI、Tableau 与 Looker Studio。完整作品集见 Notion →
Coaching Client Dashboard教练客户数据看板
A live dashboard over my own client database: profiles, retention and marketing signal, auto-synced from a spreadsheet.基于我自己的客户数据库做的实时看板：客户画像、留存与营销信号，从表格自动同步。
View dashboard →查看看板 →Plant Co. Sales PerformancePlant Co. 销售业绩分析
A dynamic Power BI report surfacing a company's pain points and growth opportunities.用 Power BI 做的动态业绩报告，找出公司的痛点与增长机会。
View project →查看项目 →Digital Marketing Analysis数字营销分析
A detailed marketing analytics report in Power BI for a more efficient strategy.用 Power BI 做的营销分析报告，支撑更高效的投放策略。
View project →查看项目 →Airbnb Prices & Window FunctionsAirbnb 房价 · 窗口函数
SQL window functions to extract insight from NYC Airbnb listings.用 SQL 窗口函数，从纽约 Airbnb 房源数据中挖掘洞察。
View project →查看项目 →Boutique Sales Dashboard精品店销售看板
An interactive Excel dashboard to spot trends in online boutique sales.交互式 Excel 看板，快速看出线上精品店的销售趋势。
View project →查看项目 →Pharmaceutical Sales Analysis医药销售分析
A dynamic Power BI performance report for pain points and growth.用 Power BI 做的动态业绩报告，定位痛点与增长点。
View project →查看项目 →Sales & Customer Analysis销售与客户分析
Exploring customer behaviour and churn in Tableau with banking data.用 Tableau 结合银行数据，分析客户行为与流失。
View project →查看项目 →Bank Customer Churn银行客户流失
Exploring churn rates in Tableau using banking customer data.用 Tableau 分析银行客户的流失率。
View project →查看项目 →Working with people: coaching, teaching, and customer outcomes.与人同行：教练、教学，以及让客户真正成功。
Training & Enablement培训与赋能
Teaching what I know把我懂的讲明白Ad-platform training, workshops, and clear explainers, built on an education master's and a coaching practice. 广告平台培训、workshop 与清晰的科普讲解，背后是教育学硕士与教练的底子。
Going Global · Cross-Border Marketing CourseGoing Global · 出海数字营销课
A bilingual cross-border digital-marketing course, designed end-to-end with learning science, including a full certification blueprint.一门中英双语的出海数字营销课，从头到尾用学习科学设计，含一套完整的认证蓝图。
LinkedIn Ads Client Training · Read Your ReportLinkedIn 广告客户培训 · 读懂月报
A client monthly-training module that teaches advertisers to read their ad report, benchmark each metric, and find the first fix. Presenter and leave-behind modes, built on learning-design method.一节客户月度培训：教广告主读懂月报、对标行业基准、找到第一步优化。含讲师与客户留存双模式，用学习设计的方法搭成。
View training →查看培训 →Customer Success客户成功
Coming soon敬请期待
Customer Success projects are in progress. Check back soon, or reach out to talk about this work.Customer Success 相关项目正在进行中，很快补上。想先聊聊也欢迎联系我。
Want to work together?想一起合作？
