Zoey Zheng

Research Staff

Columbia University

Oct 2025 - Jul 2026 (10 months)

Research in Cultural Psychology with Dr. Michael Morris

Public Relations & Partnership Lead of PICO(Virtual Reality)

ByteDance

May 2022 - Jul 2023 (1 year 3 months)

• Developed and executed PICO’s annual PR strategy, leading the launch campaign for PICO 4 in China with 4M USD budget, which generated over 2B impressions, 9,000+ media mentions, and trended across 22+ topics. • Built and managed strategic partnerships with institutions such as the National Library of China and the Panda Conservation Center, co-producing an interactive VR documentary and a 3D live broadcast experience that enhanced PICO’s cultural relevance and public reach. • Collaborated with 10+ international VR creators and studios to localize content and amplify global brand presence, contributing to 2 million impressions.

B2B Marketing & Partnership Lead of TikTok Shop, China

ByteDance

Nov 2020 - May 2022 (1 year 7 months)

• As a founding member of TikTok Shop China, launched the TikTok Shop Learning Center as a strategic hub connecting brands, KOLs, service prodivers to foster ecosystem growth. Led a team of 7 to develop 600+ online training programs that empowered over 100,000 companies to scale in the e-commerce landscape. • Managed a $1.5M budget to execute B2B marketing strategies through high-impact content and partnership with external partners (VCs, media, startup communities etc.) and internal teams (operations, product, governance etc.), achieving 2B+ impressions. • Initiated partnership with Harvard Business Review China and CKGSB, producing a thought leadership documentary featuring 20+ CEOs and experts on e-commerce innovation, which reached 100M

Founder, Influencer & Growth Consultant & Coach

life artist

Apr 2020 - Current (6 years 4 months)

• Built a global personal brand (100K+ followers, 1M+ views) focused on conscious leadership and entrepreneurship; hosted a video interview series with renowned professors in leadership, HR, and psychology and was featured in 20+ podcasts and HR & leadership conferences including Columbia Coaching Conference. • Helped companies and individuals build their brand presence through strategy, content and events in China and U.S.. E.g. Growing followers from 0 to 30k within 2 months. • Delivered 2000+ hours of transformational coaching to 300+ founders, executives,and business professionals across U.S., Asia and Europe. • Hired by mental health platform Spring Health, Venture Accelerator Watson Institute, and Columbia University Coaching Club as

Start-up Accelerator Program Manager

Cheung Kong Graduate School of Business

Mar 2019 - Oct 2020 (1 year 8 months)

• Designed and facilitated start-up accelerator programs for 250+ founders (from A series to unicorns) in partnerships with industry giants (Microsoft, Alibaba, Tencent, Baidu, Bytedance) and VCs (SoftBank, IDG etc.). • Published thought leadership content (250+ articles) and produced “2020 Business Recovery Diary” with 18+ companies, sharing resilient founder stories during Covid (3.3M+ views). • Organized 20+ events on funding, strategy, organization and PMF by partnering with VCs, education companies, publishing houses and media. • Designed and delivered group coaching to 100+ CEOs to support their strategy and business growth.

General Management Trainee

Mars

Aug 2018 - Mar 2019 (8 months)

• Managed a major supply crisis by orchestrating the procurement process and liaising with 10+ suppliers, handling orders exceeding $1 million. • Selected as one of 30 trainees out of 37k applicants at Mars, undertaking a rotation in the commercial department.

Education Investment Analyst

Edbeta Fund

Mar 2018 - Jul 2018 (5 months)

Largest angel fund focused on EdTech market, investing 60+ startups and building a network consisting of TAL, New Oriental, ATA and listed education groups. • Researched and deal-sourced 500+ ed-tech start-up prospects. • Authored 5 investment reports, organized annual events, and conducted 10+ online workshops to support start-ups in education policy, funding, and operation.

Chief Education Evangelist in Europe

JMDedu Jiemodui Education Media

Mar 2017 - Feb 2018 (1 year)

JMDedu is the largest education media in China. • Interviewed key European educators and produced 20+ articles on innovative education practices. • Researched European education industry and secured partnerships with 30+ European institutions. • Networked at leading educational conferences to expand company reach and influence in Europe.

Strategy Analyst

Audi China

Sep 2015 - Mar 2016 (7 months)

• Conducted data analysis on automotive market development in China using Excel and Stata. • Prepared and presented reports on Internet Vehicles and New Energy Vehicles for board communication. • Facilitated NEV workshops with government officials through effective internal and external communication. • Researched NEV policy and regulations, assisting in writing application materials and project coordination.

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