Welcome
to
Shuo's Portfolio

Learn more

Hi there!
I'm Shuo Xie.
‍
I’ve led cross-cultural campaigns and product launches(mobile games) globally. — from NBA Infinite at Tencent Americas to digital strategy for NBA stars like Jalen Brunson, Luka Doncic, Devin Booker and the New York Knicks.

I also represented the Phoenix Suns at ComplexCon Hong Kong, working with global partners and local talent to deliver an impactful brand presence.

I'm a multilingual talent with dual Master’s degrees in HCI and Sport Management from the University of Michigan, and a Bachelor’s from Waseda University in Japan.

Work Recognized By Industry Leaders

Jalen Brunson | New York Knicks All-Star

"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

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

Jalen Brunson & Erica Brunson
Jalen Brunson China Marketing 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

Tencent Americas

NBA Infinite

UXR/MKT/PM

In my role as Product/Project Management Coordinator for 'NBA Infinite' at Tencent Americas/Level Infinite, IEGG department. I supported the product manager through various stages of the game development cycle and the worldwide publication.

More details

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.

Mental Health APP

WELL-LIFE

We recognize that mental health is often neglected and being affecting physical well beings. The World Health Organization reports that many mental health conditions are not treated. Our goal is to create a digital tool that enables young adults to identify and manage early signs of mental and physical health challenges.

SECA Worldwide

CAT X Spartan Race & CBA

During my internship at SECA Worldwide, I worked with our client Caterpillar (China) and was responsible for the client's marketing and promotion in the sports field. Specifically, I was responsible for collecting intelligence and information, improving communication, and client's brand exposure and analyzing the data during the marketing phase.

Sample of my work.

Web design

Individual Project

The project was the development of a "personal interest" website using front-end programming languages including HTML, CSS and JavaScript.

Sample of my work.

Data Analysis

Individual Project

The study aims to gain insight into the performance of the Chinese team and the key factors behind it through the analysis of big data from the Olympics.

Sample of my work.

Journey

Product Coordinator @ Tencent Americas
Jan 2021 - Present

‍

Learn more
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.