TikTok Category Management

As a Category Management Intern on TikTok's Collectibles Central Campaign operations team in Seattle, I worked on operational analytics for the livestream shopping aspect of TikTok, anything related to Collectibles. This means items sold on the platform such as trading cards, graded comics, sports memorabilia, and coins/bullion categories.

Tools & Methods: Heavy Excel modeling was the backbone of my analytics workflow. Some formulas I used heavily included XLOOKUP's for cross-sheet seller matching, FILTER and UNIQUE for data extraction, VSTACK for combining weekly datasets, array formulas with MAXIFS for identifying high-performing sellers, IFERROR wrappers for error handling, and INDEX/MATCH for multi-criteria lookups. I also built conditional formatting dashboards for weekly business reports covering our three sub-teams (TCG/Sport Resellers, Coins/Bullion, Manufacturers). Lastly, I used a weighted averaging methodology for fair performance benchmarking across sellers with different GMV (Gross Merchandise Value) baselines.

Key Deliverables & Insights: I created GMV impact trackers that measured incremental revenue from specific product drops, quantifying how specific card releases (e.g., Pokémon, sports) drove revenue spikes. I also built a seller onboarding funnel visualization tracking conversion from invitation to their application to their first livestream and lastly whether they were a repeat seller. I designed a repeat under-achiever flagging system that showed sellers who consistently missing performance thresholds, and also conducted incrementality/cannibalization modeling to help determine whether campaign promotions generated net-new GMV or redirected spend that would have occurred anyway.