TikTok Category Management

As a Category Management Intern on TikTok's Collectibles Operations team in Seattle, I owned the operational analytics pipeline for the livestream shopping vertical — covering trading cards, graded comics, sports memorabilia, coins/bullion, and MAM (Made at Moment) categories.

Tools & Methods: Advanced Excel modeling was the backbone of the analytics workflow. Formulas included XLOOKUP for cross-sheet seller matching, FILTER and UNIQUE for dynamic data extraction, VSTACK for combining weekly datasets, array formulas with MAXIFS for identifying peak-performing sellers, IFERROR wrappers for robust error handling, and INDEX/MATCH for multi-criteria lookups. Built conditional formatting dashboards for weekly business reports covering four sub-teams (TCG/Sport Resellers, Coins/Bullion, MAM, Manufacturers). Also used weighted averaging methodology for fair performance benchmarking across sellers with different GMV baselines.

Key Deliverables & Insights: GMV release impact trackers measured incremental revenue from product drops — quantifying how specific card releases (e.g., Pokémon, sports) drove livestream spikes. Built a seller onboarding funnel visualization tracking conversion from invitation → application → first livestream → repeat seller. Designed a repeat under-achiever flagging system that surfaced sellers consistently missing performance thresholds, directly influencing how the ops team allocated support resources across 200+ active sellers. Also conducted incrementality/cannibalization modeling to determine whether campaign promotions generated new GMV or simply shifted existing spend.