Digital consulting & client proposals across global brands in China
The company
Wiredcraft is a digital product agency based in Shanghai that builds and grows digital ecosystems for some of the world’s most recognised brands in the Chinese market. Their work spans WeChat mini-programs, e-commerce platforms, omnichannel loyalty systems, and brand digital transformation, all built for the unique demands of the Chinese digital landscape, where WeChat, Tmall, and JD.com operate very differently from Western equivalents.
As an Account Executive, I was the bridge between what clients wanted to build and what our team of designers, engineers, and strategists could deliver.
The role
No two days looked the same. A typical week might involve a budget review with a client in the morning, a brainstorming session with designers about a specific feature in the afternoon, and an evening spent deep in research for an upcoming pitch. The heartbeat of the role was new business: building proposals from scratch for brands looking to launch or revamp their digital presence in China.
A full pitch typically took one to two weeks to put together and covered a lot of ground: brand and audience research, competitor benchmarking, digital performance analysis, design direction, technical scoping, project management approach, and timeline. We followed a benchmarking framework inspired by McKinsey’s approach, grounded heavily in our team’s accumulated experience across hundreds of similar engagements. Every pitch ended with a rehearsal presenting to the room, stress-testing the narrative, tightening the story before it went in front of the client.
Selected projects
Nike: 3D animated campaign for Tmall shopping festival
Nike runs major activations around China’s shopping festivals, for example, events like Double 11 where brand engagement is as important as conversion. For one such pitch, we proposed a fully animated 3D experience on Tmall where digital avatars wore Nike products and users could dress their avatar in different outfits and colourways. The brief was to drive brand awareness and engagement beyond a standard product listing page. My role covered the audience research, competitive benchmarking of similar brand activations, and building and presenting the full proposal.
Burberry: Full digital ecosystem revamp
Burberry was facing a challenge familiar to many legacy luxury brands in China: their digital presence no longer resonated with a younger, more digitally native Chinese audience. The brief was broad: To rethink the entire digital ecosystem, from website to app. We proposed a phased revamp prioritising changes based on their existing analytics, product display strategy, and audience expectations. This was one of the more complex briefs I worked on, requiring a clear narrative that connected data insights to design decisions to a realistic delivery timeline.
Zara: WeChat mini-program with virtual try-on
For Zara, the focus was on building out their WeChat mini-program with features that made the shopping experience more interactive and engaging. The centrepiece of the proposal was a virtual try-on feature, letting users see how garments and even makeup looks would appear on them before purchasing. My contribution was researching comparable implementations across the market, shaping the feature prioritisation narrative, and presenting the proposal to the client.
What this journey taught me
I was not the data analyst on these projects.But looking back, the core skill I was exercising every day was the same one that makes a good analyst: Taking a large, messy, ambiguous brief and turning it into a clear, structured, compelling story.
Understanding what question the client was actually asking. Knowing which information mattered and which was noise. Building a narrative that connected evidence to recommendation. Presenting it in a way that landed with a room full of stakeholders.
Those skills did not go away when I moved into data. They just got sharper tools.