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Hi there!
I'm Shuo Xie.
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I’m a multilingual professional (Mandarin, Japanese, English) with experience bridging sports, technology, and global markets.

I’ve led international campaigns and product launches — from NBA Infinite at Tencent Americas to digital strategy for NBA stars like Jalen Brunson, Luka Dončić, Devin Booker, and the New York Knicks.

With a background spanning product management, sports management, human-computer interaction, and international marketing, I’m focused on creating innovative, cross-cultural experiences that connect people, brands, and technology worldwide.

Work Recognized By Industry Leaders

Jalen Brunson | New York Knicks 2 x All-Star Said:

"We couldn’t have asked for a better partner in Shuo and East Goes Global. Thank you for helping Team Brunson learn and explore the Chinese Market. We look forward to continuing on this journey with you and growing Jalen’s reach globally.” - Sandra Brunson, President | JMB1 Enterprises

Orchestrated the multi-year strategic partnership between the New Orleans Pelicans and Fiery Crab

Sandra Brunson , President | JMB1 Enterprises
Jalen Brunson All Star Campaign

PM@NBA Infinite Game - Meet&Greet Campaign
Karl-Anthony Towns

Project Owner - Livestream Campaign
Jalen Brunson

Project Owner - Rednote Account Launch
Devin Booker

Project Owner - Rednote Account Launch
Jalen Brunson

Project Owner - LNY Commercial Shoot
Jalen Brunson

Project Portfolio

Business Development - Partnership

Fiery Crab x The Pelicans

Strategic Partnerships - Lead

In my role as Strategic Partnership & Project Manager at East Goes Global, I orchestrated the multi-year sponsorship between Fiery Crab, a leading Louisiana seafood chain, and the New Orleans Pelicans.

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Brand Growth

Luka Dončić

China Digital Strategy

I led Luka Dončić’s official China social media launch, planning and executing the campaign that drove +300K new followers in just 4 days. Beyond launch, I managed his entire China-facing presence across multiple platforms — overseeing content scripting, localization, and analytics — and coordinated directly with platform partners to maximize exposure and fan engagement.

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East Goes Global

Jalen Brunson

Project Owner

Architected and launched Jalen Brunson’s digital presence in China, growing to 600K+ followers. Drove fan engagement through original localized campaigns. During the 2025 All-Star campaign, I drove a 200K+ follower increase and delivered 40M+ total impressions through cross-platform execution, influencer partnerships, localized storytelling, strategic content planning, and culturally resonant creative—making Jalen one of the fastest-growing NBA players in China.

East Goes Global

Devin Booker

Project Owner

Built Devin Booker’s China digital presence from scratch—launched and managed his official Weibo, Douyin, WeChat Channel, and RedNote accounts - grew 800K+ followers, 25M+ impressions in 3 months. Led the viral “Chinese Booker” crossover campaign, sparking national buzz, 6M+ impressions, and record-high engagement.

East Goes Global

New York Knicks

Project Owner

Led the strategic transformation of the New York Knicks’ China social media performance. Through platform-specific content planning and real-time campaign execution, I elevated their NBA China social media ranking from the bottom tier to a consistent top-performer - achieving multiple #1 rankings during critical periods such as the All-Star voting cycle and the NBA Playoffs. This growth strengthened brand visibility, fan engagement, and their standing among NBA teams in the Chinese market.

Journey

Product Coordinator @ Tencent Americas
Jan 2021 - Present

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NHK
Feb 2022 - Aug 2022
At NHK, Japan's largest broadcasting organization, I worked as a media intern, where I was responsible for computer graphics operations for the Beijing Winter Olympics and the Japanese Professional Football League .
Nike Harajuku
Apr 2019 - May 2021
Worked at Nike Harajuku, Japan's largest Nike flagship store, as a Consumer Experience Specialist.
GoBlueCrew
Oct 2022 - Present
Assisted Michigan Athlete Department in facilitating smooth event operations on-site, enhancing the fan experience.

(Captured walking at the center of the University of Michigan's Big House Stadium.)
Olympic Broadcasting Services
Apr 2021 - Aug 2021
As part of the Olympic Broadcasting Services team, I was involved in the Tokyo Olympics, providing a high quality broadcast to global audiences.
SECA Worldwide
Jan 2021 - Jun 2021
Worked for a leading sports agency in China, being responsible for Caterpillar China's sports sponsorship activation activities.
WASEDA Univeristy
At the start of 2016, I arrived in Japan and in April 2018, I enrolled at Waseda University, marking the beginning of my journeys abroad.