Make evidence useful.
I turn performance data into clear decisions: test creative, diagnose funnels and connect metrics to the next action.
AMSTERDAM BASED · GLOBALLY CURIOUS
Curious minds.
Creative ideas.
Measurable
growth.
Hi, I’m Elaine!
Explore my work I connect consumer insights, creative testing and data to help brands grow online.
PERFORMANCE MARKETING / DIGITAL MARKETING / E-COMMERCE
ELAINE / LEYI QIN 01 — A LITTLE INTRODUCTION
An analytical mind.growth experimentsthe person behind it
ACROSS GLOBAL BRANDS
MARSPetcare · Wisdom Panel
BeiersdorfNIVEA MEN
DanoneAptamil
01 / PROFESSIONAL EXPERIENCEIdeas put
Ideas put
to work.
02 / HOW I THINKData-driven.
Data-driven.
Consumer-led.
Creatively curious.
Understand the why.
I look for the person behind the purchase, using research and consumer conversations to uncover needs and decision barriers.
Find a fresh angle.
I draw inspiration across categories and translate an insight into an idea worth testing.
03 / ACADEMIC PROJECTSAlgorithms meet
Algorithms meet
human decisions.
From recommendation systems
to the psychology of digital choice.
AI VIRTUAL TRY-ON / CONSUMER RESEARCH
UNIVERSITY OF AMSTERDAM · MSc · 2025–2026
Making the next choice easier.
For my master’s thesis, I studied how AI virtual makeup try-on influences consumer decision-making, using an A/B experiment with 199 participants and behavioral and survey analysis in SPSS.
The research indicated a positive effect at the consideration stage: virtual try-on can help consumers narrow their options before an in-store visit, reducing the effort involved in choosing.
Example shopping journey
Explore online
20 shadesBuild a shortlist
4–5 shadesTry in store
Choose with focus
20 shadesBuild a shortlist
4–5 shadesTry in store
Choose with focus
View the study interface
SMART FOOD ORDERING / RECOMMENDATION LOGICA better match.
A better match.
A simpler choice.
USER PREFERENCESRECOMMENDATION ALGORITHMPERSONALIZED DISH SUGGESTIONS
CONCEPTUAL OVERVIEWDONGHUA UNIVERSITY · BSc · 2021–2025
Recommendation algorithms for smart ordering.
My undergraduate project focused on a recommendation algorithm for an intelligent food-ordering system, connecting user preferences with relevant dish suggestions.
It reflects my interest in algorithms, personalization and the foundations behind AI and deep learning—and how these ideas can support a more useful digital experience.
Also built: an e-commerce analytics app
As project lead, I designed discovery, search, product pages, cart and checkout alongside a KPI dashboard. Applied funnel and SKU analysis. Awarded 3rd Prize.
More applied learning
Google Ads & GA4: identified above-benchmark CTR (7.6% vs. 6.8%) alongside weaker CVR (2.8% vs. 4.0%), and recommended conversion improvements.
Creative thinking.
Analytical tools.
Google Ads · Meta Ads · GA4
Power BI · Tableau · SQL · Python · SPSS
A/B testing · Funnel analysis · Consumer insights
English C1 / IELTS 7.5 · Mandarin native
Always curious.Even off the clock.F1 · TRAVEL · MAKING THINGS
05 / OUTSIDE WORKFast cars.
Fast cars.
Small adventures.
A soft spot for cats.
Away from the screen, I’m usually following Formula 1, planning an island escape, or making something with my hands.
I love cooking and DIY fashion and bag making: experimenting with ingredients, materials and ideas until something feels like me.
And there’s a cause close to my heart. I founded a Shanghai-based rescue group dedicated to helping stray cats stranded on elevated roads and finding them new homes.
A PERSONAL INITIATIVE / SHANGHAIFrom a dangerous road
From a dangerous road
to a place to belong.
Rescuing cats from elevated roads.
Helping them find a home.
