Michelle Shan

I am a results-driven product manager with over five years of experience in transnational game publishing, specializing in integrating localized solutions into Western R&D frameworks. I focus on data-driven decision making and full-lifecycle publishing to drive measurable business outcomes.

At EA China I led publishing for major IPs including SimCity: I'm Mayor and Plants vs. Zombies 2, managing everything from CBT/OBT to launch and post-launch iteration. I implemented A/B testing and cadence planning that reduced secondary retention cost by 20% and created a paid+organic UA system that lifted quarterly revenue 30% above expectations.

I built cross-timezone collaboration mechanisms with overseas studios (Maxis, Popcap), defined localization requirements to protect IP and align with domestic preferences, and collaborated with marketing and CS to shorten response cycles by 40%. I also developed a full-chain data analysis process using Tableau to identify issues and drive R&D and UA changes.

My localized content designs doubled SimCity: I'm Mayor DAU to 600,000 and helped achieve monthly revenue exceeding one million RMB; I helped drive payment rate improvements (18%) for key user segments, demonstrating my ability to combine product, data, and cross-functional leadership to grow live service titles.