Xinyi Xia

Focus: Scale up image AIGC monetization, improving penetration and creative performance through advanced AI models.

• Scaled Image AIGC penetration 0.63% → 1.88% (H1’25), contributing 26% of AIGC revenue (> $1.4M/day).
• Built scalable AI creative pipelines (generation, optimization, editing), reducing bad-case rates from 26% → 3%.
• Partnered with Ads Core and infra teams to improve delivery: +14.8% Catalog ADVV, +6.4% Standard, +5.2% PSA.
• Launched adoption strategies for SMB (60%+) and KA (20%), driving broad advertiser usage.
• Presented roadmap and performance outcomes to senior leadership for global alignment.

Focus: Built Image Ads (Carousel format) from 0→1 and scaled Image AIGC productization (generation, optimization, creative entry points).

• Grew Image Ads penetration 2.95% → 6.3% in 2024 (+114% YoY), peaking at 7.2% in Q4.
• Built Image AI product suite from 0→1, achieving parity with Meta & Google; reduced bad-case rates
• Delivered PosterGen (+30% CTR lift, 87% client positive rate) and AI Dubbing (CPA -62%, inhouse infra > vendor benchmarks).
• Revamped Ads Manager with Hybrid Creative workflow, increasing image ad campaign counts +27%.

Focus: Owned auction monetization and user journey iteration, improving feed interactions (UI components, timing, personalization).

• Launched Shop Anchor Ads (daily revenue $428K, +20% ADVV, +55% ROAS, -49% CPA).
• Built Live Shopping Product Cards improving ADVV +18%, GMV +10.9%, shortening decision funnel.
• Scaled auction add-ons revenue from $314K → $1.6M (+4.35x), penetration 3.4% → 14%.
• Designed Shopify Template Cards, automating creative entry; improved CVR +20%, CPA -7%.