The tools change. The way I work is more consistent.

I work across different industries, customer contexts, and types of projects. I usually start by understanding the business and the problem, then decide which research, marketing, AI, design, or digital tools actually belong in the work.

Explore My Marketing Skills

01 / Entering a New Industry

Learn the market before making the marketing.

Marketing experience transfers across industries. Industry knowledge doesn't automatically come with it.

Research Lens

UNDERSTAND BEFORE PRODUCING
01BUSINESSHow does it work?What is being sold? How does the business make money? How do people buy it? What category knowledge is required?
02CUSTOMERWhat do they need to understand?What are customers comparing or questioning? Where do they hesitate?
03CLAIMSWhat can I actually say?Important claims need a basis: product information, industry sources, official guidance, internal material, or subject expertise.
04POSITIONINGWhy this business?Understand the offer, audience, strengths, limitations, and alternatives.
05MARKETINGWhat should the research change?Research should change the message, offer, content, channel, or customer journey.

Education · Postpartum Care · Japanese Proxy Shopping · Jewelry · Retail

02 / Cross-Cultural Marketing

Adapt the marketing system, not just the language.

The underlying business may stay the same. The context around it often doesn't.

  1. 01BUSINESS TRUTH

    What cannot change?

  2. 02CUSTOMER CONTEXT

    What needs to be understood?

  3. 03CULTURAL / MARKET CONTEXT

    What's relevant here?

  4. 04PLATFORM CONTEXT

    How does discovery and trust work here?

  5. 05MESSAGE & EXECUTION

    What should change?

  6. 06CUSTOMER JOURNEY

    What happens next?

EDUCATIONChinese-language discovery and parent communication → Canadian education context

RETAILCanadian retail calendar + culturally relevant customer moments

SPECIALIZED CLIENT WORKCategory understanding → localization → content

Multicultural Marketing Beyond Translation

03 / From Customer Signal to Offering

Sometimes the marketing question reveals a product or service question.

Repeated customer questions can point to a gap in the offer or customer journey, not just a missing piece of content.

  1. 01QUESTION
  2. 02PATTERN
  3. 03RESEARCH
  4. 04OPPORTUNITY
  5. 05PRODUCT / SERVICE
  6. 06POSITIONING
  7. 07MARKETING

ELL student questions → Academic-language gap → BC curriculum research → Science Bridge Course → Positioning & marketing

What started as a communication problem became a service-development question.
View Education Marketing

04 / Workflows I Actually Run

Repeatable systems, with judgment kept in the loop.

These are working systems used in real production contexts—not abstract process diagrams.

LIVE · Feedback layer evolving

Keyword Research & Content Opportunity

  1. CONTEXT
  2. SEEDS
  3. DISCOVERY
  4. CLEAN / CLUSTER
  5. VALIDATE
  6. ASSESS
  7. BACKLOG
  8. OBSERVE ↺
I OWN
Research direction · Market context · Opportunity criteria · Topic judgment · Cannibalization · Backlog decisions
AI / TOOLS
Search providers · ChatGPT · Structured processing
CURRENT USE
HuiyangXie.ca Blog

The point isn't to automate topic selection. It's to make the research broad enough to find opportunities, then keep the final editorial decision grounded in the business and the evidence.

LIVE PROOF · 3 bilingual Blog launches

Bilingual Editorial & Content Production

  1. TOPIC
  2. EVIDENCE
  3. EN EDITORIAL
  4. APPROVED SOURCE
  5. ZH NATIVE REWRITE
  6. FACTUAL CHECK
  7. LOCALIZE
  8. PUBLISH
I OWN
Strategy · Evidence boundaries · EN/ZH editorial judgment · Localization · Final approval
AI SUPPORTS
Drafting · Pattern audits · Cross-language comparison · Claim-drift checks
LIVE PROOF
3 bilingual Blog launches

The Chinese version isn't treated as a translation of the English one. Once the facts and argument are approved, the Chinese version is rewritten around natural Chinese structure and expression, then checked back against the source.

Read the Blog ↗

LIVE EXAMPLE · HuiyangXie.ca

Website Build & Release

  1. REQUIREMENTS
  2. ARCHITECTURE
  3. SPEC
  4. AI BUILD
  5. LOCAL QA
  6. PREVIEW
  7. OWNER REVIEW
  8. PRODUCTION
  9. LIVE QA
I OWN
Requirements · Content architecture · Design direction · Acceptance criteria · QA · Release decision
AI-ASSISTED ENVIRONMENT
Codex · Next.js · GitHub · Vercel · Cloudflare
LIVE EXAMPLE
HuiyangXie.ca
RELEASE ENVIRONMENT
GitHub · Vercel · Cloudflare

Codex handles much of the coding. I define what needs to be built, review the implementation, test it, catch problems, and decide when it's ready to ship.

EXAMPLES · Education Marketing · BabySquare

Campaign Production

  1. GOAL
  2. AUDIENCE
  3. OFFER
  4. MESSAGE
  5. CREATIVE
  6. CHANNEL
  7. QA
  8. LAUNCH
  9. RESPONSE
  10. NEXT DECISION
I OWN
Campaign framing · Audience context · Copy · Visual direction · Channel adaptation · Localization · Publishing coordination
TOOLS
ChatGPT · Adobe Creative Cloud · Canva · CapCut · Google Sheets
EXAMPLES
Education Marketing · BabySquare

The exact process changes with the campaign. The useful part is keeping the business goal, audience, offer, creative, and channel connected instead of treating each deliverable as a separate task.

Education Marketing ↗BabySquare ↗

05 / Tools in the Work

Tools are useful when they have a clear job in the process.

THINK / CREATE

  • ChatGPTresearch, synthesis, writing, editorial work, workflow design
  • Photoshop · Illustrator · InDesigncampaign materials, layouts, visual production
  • Canva · CapCutsocial graphics, fast-turnaround content, video

ORGANIZE / OPERATE

  • CodexAI-assisted implementation, technical investigation, QA
  • Google Docs · Google Sheets · Slackplanning, working documents, coordination, operations

BUILD / PUBLISH / OBSERVE

  • Framer · GitHub · Vercel · Cloudflare · Search Console · PostHog · Supabase

My level of direct interaction isn't the same across every technical tool. In AI-assisted projects, I focus on the requirements, architecture decisions, QA, interpretation, and production acceptance that I need to own.

06 / Automation Boundaries

Reduce repeated execution. Keep judgment in the loop.

AUTOMATE

  • Validation
  • Normalization
  • Research expansion
  • Draft preparation
  • Cross-language comparison
  • Build / QA
  • Recurring observation
  • Artifact generation

DECIDE

  • What is worth doing
  • Evidence
  • Positioning
  • Claims
  • Editorial judgment
  • Cultural adaptation
  • Visual judgment
  • Publish / release

07 / What I'm Building

Current systems in active development.

Tap to Share

PAID PILOT · WEBSITE LIVE

  1. NFC + AI
  2. Local business marketing

Product thinking · Customer flow · Merchant requirements · Go-to-market

A product I'm building around a simple question: how can an in-person customer interaction lead more naturally into a useful marketing action? The marketing website is live, and the product is in a paid pilot with ongoing iteration. SEO/GEO and keyword research are still being tested. PostHog collection is not enabled and the merchant dashboard is not live.

Tap to Share Work CaseVisit product website

Blog Production System

LIVE · EVOLVING

  1. Topic
  2. EN
  3. ZH
  4. Website
  5. Production

3 bilingual launches live

A working content-production system that I'm now trying to make less dependent on repeated manual orchestration.

Read the Blog

Keyword Research + Content Opportunity Engine

IN DEVELOPMENT

  1. Discovery
  2. Opportunity
  3. Publication
  4. Observation
  5. Next decision

The next stage is to connect search-market research with the actual performance of published content, including Search Console and observable SEO/GEO signals.

Explore the work behind the workflows.

View WorkRead the Blog