Anya (Ya-Tzu) Cheng (773) 501-8144

San Francisco, California, USA

AnyaYTCheng@[Link]

March 25, 2025

I am an experienced, award-winning product leader who specializes in finding solutions for an

ambiguous environment, building start-up team and 0 to 1 product, and making impact for scaled
business globally including emerging markets.

I am also a data-driven marketer and an award-winning entrepreneur, as well as a semi-celebrity

columnist, incoming book author and TED Talk speaker with social media 20k followers globally. I am
passionate for making a positive social impact.

Some highlights from my background and accomplishments include:

 40 Under 40 Girls in Tech Taiwan winner 2018

 Launched award-winning mobile app and websites including a Target iPad app, which broke an
eCommerce record and won 20+ awards, including the Webby Award (the Oscar of the digital
industry)
 Reducing the digital divide and working to bring the next one billion people online by leading
programs for Facebook’s [Link]
 Building start-up web/app and digital marketing teams for Facebook, eBay/Gumtree,
McDonald’s, Target and Sears; led 50+ product managers, researchers, analysts, designers,
engineers, and marketers
 M.B.A. from the University of Chicago Booth School of Business and a M.S. in Integrated
Marketing Communications from Northwestern University
 Maximize efficiency in a constantly evolving environment where the process is fluid and creative
solutions are the norm

Best regards,
Anya Cheng

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 Anya Cheng (773) 501-8144
San Francisco, California, USA AnyaYTCheng@[Link]

QUALIFICATIONS SUMMARY
15+ years of work experience as a female technology leader in in Silicon Valley.
MBA from University of Chicago Booth School of Business. Master of Science in Integrated Marketing
Communications from Northwestern University.
Winner of 20+ awards including 40 Under 40 Girls in Tech 2018, the Webby Award (the Oscar of the digital
industry), Marketer of Year and more. Was a 2018 TED Talk speaker on defining a new career path for the next
generation. Columnist for 5+ magazines on digital trends. Author of forthcoming book related to women’s
career development. Global following of 20k via social media channels.
Specialist in building startups within Fortune 100 companies. Background in website and app product
management and marketing. Skilled in leading product managers, researchers, user experience and visual
designers, analysts, software engineers, project managers and marketers.
Worked for 5 Fortune 100 companies. Current focus on reducing worldwide digital divide by leading
[Link] team for Facebook with a vision of bringing the next one billion people online.

WORK EXPERIENCE & ACCOMPLISHMENTS

Facebook: Menlo Park, California, USA
Brands include Facebook, Instagram, WhatsApp, Oculus; 2.2 billion monthly active users

Head of Marketing, Wi-Fi Technology, [Link]│ 2018 – present

Bringing the Internet to underserved areas in the world. Leads all aspects of consumer insight, product
positioning, marketing programs and consumer website development globally to promote low-cost, high-
quality Wi-Fi to the world. Oversees a team of marketers, researchers, engineers, analysts, designers, project
managers and strategists at FB and external agencies to reduce digital divide and bring the next one billion
people to the Internet. Serving 10+ countries including Kenya, Nigeria, India, Ghana, Tanzania, Brazil, Mexico,
Nepal, Columbia, South Africa, the Philippines, Indonesia and more. Reports to Director of Marketing,
Technology and Innovation, who in turn reports to Global CMO.
 Doubled the number of Monthly Active People and expanded service from 3
countries to 12 by supporting product growth using consumer insights, behavioral science principles
and global marketing programs to onboard new telecom partners and grow current partners. Built and
expanded team from 1 to 30+ and enabled support of 4 product lines (up from 1) by reallocating
resources for operational efficiency and to measure impact.
 Conducted 7 consumer research campaigns to understand consumer behaviors
and attitudes around the digital divide and Wi-Fi adoption; launched first global marketing campaigns
to promote Wi-Fi using behavioral science techniques; increased Monthly Active People 230% in select
markets in India; built first A/B testing framework to prove marketing’s impact.

eBay: San Francisco, California, USA

Fortune top 200 company; 30 countries; 162 million active buyers; 800 million live listings

Head of Product, Emerging Markets, eBay Classifieds and Gumtree│ 2016 – 2018

Led team of 10+ internal members and external agencies in overseeing product management, research, design,
monetization, analytics, data engineering and product marketing across app and web in 6+ countries including
South Africa, Singapore, Mexico, and Argentina under the brands Gumtree, Vivanuncios and others. Reported
to General Manager, Emerging Markets.
 Launched South Africa’s and Mexico’s first Google Progressive Web App, a cutting-edge technology, to
increase conversion rate (reply rate) by 33%, as well as sub-metrics such as page views by 72%, pages
per visit by 75%, visits via search by 108%, browsed page views by 271% and product page views by
25%. Launched mobile-first experience, which reduced homepage bounce rate by 44%. Launched
image recognition to reduce post flow from 25 to 2 steps.

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  Built first formal product team. Developed new Agile product practices to improve efficiency and
quality of product development. Successfully migrated legacy tech to reduce operational cost.
 Launched 5+ pilot product partnerships with Facebook and Google; featured as App Development Best
Practices at F8 (Facebook’s annual conference), and Chrome Conference.

McDonald’s Corporation: San Francisco, California, USA

36,000 stores; 420,000 employees; 110 countries; Fortune top 100 company

Senior Director, Global eCommerce│ 2015

Led global app, web, and in-store kiosk for food ordering and delivery in 20+ countries. Led team of 40+
product managers, researchers, analysts and user experience and visual (UX/UI) designers. Oversaw
strategic product partnerships with Apple, Google, Facebook, WeChat, and Alibaba. Reported to Global Chief
Digital Officer, who reported to global CEO.
 Developed first set of Agile product practices and processes for the company,
including persona research, competitor analysis, concept testing and a roadmap. Centralized 500+
global digital product backlog and oversaw stakeholder design review and design review with
Apple to significantly improve efficiency and quality of product development. Reduced cycle time of
design sprint by 33%.
 Launched first food delivery app to support $379 million USD revenue in China
and first coupon app to drive $145 million USD in-store revenue in the U.S. Redesigned global
mobile app to support $2 billion USD global mobile ordering revenue, loyalty program and in-store
table service and tablet entertainment.
Chief of f
Target Corporation: San Francisco, California, USA
$70,000,000,000 revenue; Fortune top 50 company; Mobile Retailer of Year

General Manager, Tablet Mobile eCommerce│ 2013 – 2015

Led profit and loss for the division ($300+ million USD revenue); established San Francisco product office
and team of 30 product managers, engineers, designers, analysts and product marketing managers to
relaunch iPad app and update [Link] on tablet. Reported to VP of Digital.
 Won 11 awards, including Webby Award Best Shopping App (the Oscar of the
digital industry), Best Mobile App Award, ABBY Awards, Communicator Awards, MobileVillage
Mobile Star Awards, Top 10 Mobile Retailer and more. Featured by [Link] at new iPad product
announcement as Best Shopping App. Featured by Facebook as Best Social Integration App.
 Improved app store review from two to four stars, hit new record high on
Thanksgiving Day buy-online/store-pickup orders. Implemented Agile product practice to reduce
release life cycle from one year to two weeks. Gained 12 press and 6,500,000 media impressions
coverage of mobile transformation.
 Increased year-over-year conversion rate (purchase rate) by 200%, cart-to-
checkout rate by 350%, revenue by 150%, product views per visit by 70% and sign-in rate by
2500%. Doubled year-over-year Black Friday weekend purchases made via mobile phones.
Launched shoppable Instagram, which increased apparel conversion rate by 76%, and increased
revenue 101% year over year.

Sears Holdings Corporation: Chicago, Illinois, USA

No. 7 eCommerce Site in the world 2013; Mobile Retailer of Year 2013; Fortune top 100 company

Mobile Product Manager │ 2012 – 2013

Led relaunch of Sears and Kmart mobile web and app homepage and promotion sections. Led data-driven
personalized content. Reported to VP of Mobile.
 Achieved $250 million USD revenue, increased conversion rate (purchase) by 20%, and achieved
No.1 homepage load time in industry, beating Amazon on Keynote Mobile Commerce Performance
Index. Featured by Internet Retailer magazine.
 Built cutting-edge personalization website that allowed merchants to self-serve by updating layout,
and users to see personalized, weather-triggered and geofencing content to drive a 243% year-

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 over-year revenue increase. Featured on [Link] Smart Brief and Mobile Commerce Daily.
Nominated for Folio Magazine Audience Development Award.

Head of Personalization and Advertising Analytics│ 2011 – 2012

Led 20 analysts, engineers and planners to oversee advertising analytics ($80 million USD ad budget) and
special projects, including Big Data. Predicted marketing, personalization, Internet of Things (IoT) and social
commerce. Reported to VP of Analytics, CRM and Personalization.
 Led engineers to launch first database management platform (DMP) and first Big Data-predicted
analytics mode to re-target consumers with relevant content and reach $500 million USD revenue.
Optimized email trigger campaigns to increase $10 million USD revenue at no cost.
 Won 2 honorable mentions for Min Magazine's Integrated Marketing Award.
Nominated for Min Magazine's Marketer of Year, Best Use of Technology Award and Best Web
Campaign Award.

Vance Publishing Corporation: Lincolnshire, Illinois, USA

B2B publisher with 65 websites, 25 magazines, 4 online video channels and a marketing agency business unit that
provides web development service to advertisers

General Manager, Digital Marketing and Product Service│ 2009 – 2011

Led division of digital service business, which provides web development and digital marketing service to
advertisers. Led monetization for web product for internal publishers. Reported to company President.
 Redesigned monetization for 65 mobile/desktop sites to reduce 50% of
overhead and cut ad operation cycle by 40%. Relaunched website to increase visits by 400% and ad
sale volume by 300% within 7 months. Won clients such as P&G, J.C. Penney, and Pfizer. Proved new
business model and increased division revenue by 10%.

Yum! Brands - KFC: Shanghai, China

Fortune 500 company with brands that include KFC, Taco Bell and Pizza Hut

Global Marketing Manager │ 2008

As master’s degree intern, conducted research and recommended integrated marketing programs to
improve preference and sales of KFC among Chinese teenagers.
 Recommendations on digital, social, loyalty and gaming strategy implemented.

Excellence Marketing: Taipei, Taiwan

Boutique full-service digital product and marketing agency as partner agency of Ogilvy & Mather

Digital Product and Marketing Director │ 2000 – 2007

Led team of 5 in managing client relationships and deliverables for website development, public relations
campaigns and video productions.
 Won clients including Pepsi, Avon, Nokia, Motorola, EA Games, Four Seasons
Hotel, Taiwan vice presidential candidate and Union Bank of Taiwan. Increased year-over-year
revenue by 50%.
 Redesigned website for travel client and increased visits by 400% and ad sale
revenue by 300%.

ACADEMIC CREDENTIALS
M.B.A.
UNIVERSITY OF CHICAGO BOOTH SCHOOL OF BUSINESS.....................................................................Chicago, IL, USA
—Among of 2% youngest and 9% female students. Elected by peers as student leader. Took visiting classes in
Singapore and London. School ranked as No.1 MBA in the U.S. Concentration: tech strategy.
Behavioural Science Classes completed include:
Essentials of Effective Leadership (Nicholas Epley, John T. Keller Professor of Behavioral Science; Bernd
Wittenbrin, Robert S. Hamada Professor of Behavioral Science; Linda E. Ginzel, Clinical Professor of
Managerial Psychology)
Negotiations (Ayelet Fishbach, Jeffrey Breakenridge Keller Professor of Behavioral Science and Marketing)
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 Managerial Decision Making (Christopher k. Hsee, Theodore O. Yntema Professor of Behavioral Science and
Marketing)
Negotiations 2 (Bernd Wittenbrink, Robert S. Hamada Professor of Behavioral Science)
Applied Game Theory (Robert H. Gertner, Joel F. Gemunder Professor of Strategy and Finance)
M.S., Integrated Marketing Communications (IMC)
NORTHWESTERN UNIVERSITY….....................................................................................................................Evanston, IL, USA
—IMC degree from Medill School of Journalism, Media and Integrated Marketing Communications. Media
Management concentration from Kellogg School of Management. Took visiting classes in India, France, and
Singapore. School ranked as No.1 Integrated Marketing Communications master’s degree program in the U.S.
Computer Science and Software Development
UNIVERSITY OF CALIFORNIA AT BERKELEY......................................................Berkeley and San Francisco, CA, USA
— Java, Node JS, Computer Science and Web Development classes.
B.A. in Korean Language and Culture
NATIONAL CHENGCHI UNIVERSITY.....................................................................................................................Taipei, Taiwan
— School ranked as top 3 in social science in Taiwan. Concentration: advertising.

ENTREPRENEURIAL EXPERIENCE
DEO │ Mobile app that allows guests to track prices and automatically purchase
 Won New Venture Challenge 2014; previous winners include GrubHub,
Braintree (acquired by PayPal) and Bump (acquired by Google).
Brenda Beauty Care │High-end specialty nail salon and school
 Helped manicurist Brenda Wang achieve celebrity status and become a
business partner of ELLE and Casio via social media, email marketing, and PR campaigns.

TEACHING AND PUBLICATIONS

 Speaker at TEDx Talk 2018 in Taiwan of career topic “Defining Your Generation”
 Author of “Anya Cheng” fan page, which has attracted 20k followers; page features career development
tips for professionals aged 20 to 30
 Author of forthcoming career development book “Trendsetter in the Era of Confusion” (working title); to
be released 2020
 Lecturer on Mobile eCommerce at Northwestern University and University of Georgia
 Columnist, greater China area, for Manager Today (comparable to BusinessWeek in the U.S.), TechCrunch
(comparable to TechCrunch in the U.S.) Brain magazine and AD Magazine in greater China area
(comparable to Advertising Age and Adweek in the U.S.)
 Speaker at Mobile Strategy Summit, eMetric Summit, Conversion Conference and others

AWARDS & HONORS

1. Girls in Tech 40 Under 40 Taiwan Winner 2018
2. Google Chrome Conference Progressive Web App Best Practice 2017
3. Personal story featured by 10+ news outlets – Formosa News TV, CTI Television, BusinessWeek and more
4. Webby Award Best Shopping App 2015
5. BMA Best Mobile App Award 2015
6. Best Social and Lifestyle App 2015
7. Mobile Commerce Daily Award 2015
8. The Communicator Award 2015
9. Mobile Star Best Shopping App Award 2015
10. Mobile Merchandiser of the Year 2015
11. Mobile Village Rising Star Award, Social Network Category 2015
12. Mobile Village Super Star Award, Consumer Shopping Category 2015
13. Facebook Developer Conference Best App of Social Media Integration 2014
14. Apple Best Shopping App 2014
15. Global New Venture Challenge Winner 2014
16. Min Magazine Integrated Marketing Award Lifestyle Category, Honorable Mention 2013
17. Min Magazine Integrated Marketing Award Life Fashion Category, Honorable Mention 2013
18. Min Magazine Integrated Marketing Award Best Use of Technology, Nominee 2013
19. Min Magazine Marketer of Year Nominee 2013
20. Top 10 Mobile Retailer 2013
21. Folio Magazine Audience Development Award Nominee 2012

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22. United Nation’s Taiwan Youth Ambassador 2005

OTHER
 Experienced in statistical tools (R, SPSS, SAS) and research frameworks (user testing, focus groups,
interviews, A/B testing). Fluent in English and Mandarin. Basic Korean and Spanish.