Michelle Shan
@michelleshan
Product manager specializing in transnational game publishing and China-localized growth strategies.
ChinaWhat I'm looking for
I am a results-driven product manager with 5+ years in transnational game publishing and earlier experience in hardware product management. I specialize in integrating China-localized solutions into Western R&D frameworks and driving measurable commercial outcomes.
At EA China I led end-to-end publishing for major IPs including SimCity: I'm Mayor and Plants vs. Zombies 2, doubling DAU for SimCity to 600,000 and helping titles generate annual revenues in the billions of RMB. I built data systems with Tableau to monitor performance and iterate rapidly.
I established cross-timezone collaboration mechanisms with overseas teams (Maxis, PopCap), defined localization requirements, and optimized processes—reducing response cycle time by 40% and lowering secondary retention costs by 20% through A/B testing and creative optimization.
I bring strong partner management, JIRA-based project control, and commercial discipline—managing budgets, vendor relationships, and campaigns that have driven hundreds of thousands of new users and improved partner satisfaction above 90%.
Experience
Work history, roles, and key accomplishments
Led full-lifecycle publishing and monetization for casual IPs including SimCity: I'm Mayor and Plants vs. Zombies 2, doubling DAU for SimCity to 600,000 and driving monthly revenue >¥1,000,000 while increasing quarterly revenue 30% above expectations.
Led end-to-end publishing for Casual titles (SimCity: I'm Mayor, Plants vs. Zombies 2) in China, doubling DAU to 600,000 and driving monthly revenue >¥1,000,000 through localized content and optimized UA strategies that exceeded quarterly revenue targets by 30%.
Supported co-publishing projects with partners (e.g., Tencent), ensured 100% on-time launches, coordinated campaigns that acquired 100,000+ users per event, and optimized partner processes to achieve >90% satisfaction.
Supported co-publishing projects with partners (e.g., Tencent), maintained 100% on-time launch rate, coordinated campaigns that acquired >100,000 users per event, and optimized partner processes to achieve satisfaction scores >90%.
Managed end-to-end product lifecycle for ThinkClient, coordinating R&D, supply chain, and sales to achieve first-year sales of 500,000 units in Eastern China and deliver on-time product launches.
Education
Degrees, certifications, and relevant coursework
Communication University of China
Bachelor of Arts, Russian Literature
2002 - 2006
Studied Russian Literature with coursework in English Language and Literature and Cross-cultural Communication; graduated as Outstanding Graduate (Top 5%).
Tech stack
Software and tools used professionally
Availability
Location
ChinaAuthorized to work in
Job categories
Skills
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