I’m a social commerce entrepreneur and advisor with 10+ years of experience building and scaling social commerce across China, the US, and Europe.

I’ve advised and worked with leading companies including Bytedance, TikTok, Alibaba, Amazon, Samsung, Unilever, and Zalando on social commerce strategy, creator ecosystems, and live shopping operations.

My background includes pioneering early UGC ads in China and Europe, representing and scaling top TikTok creators, and building Europe’s first live shopping app with 5,000+ shows and industry-leading conversion rates.

Today, I advise brands and platforms on how to turn creators into a scalable performance channel and build long-term social commerce infrastructure.