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Hi there!
I'm Shuo Xie.
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I’m a trilingual professional specializing in sports, technology, and cross-border partnerships.

I help athletes, IPs, and brands unlock international growth through digital strategy, cross-cultural communication, and market expansion.

What I’ve worked on

I’ve led large-scale, cross-border projects across China, Japan, and the U.S.

Currently at East Goes Global, I help dozens of NBA stars/teams and western talents — including Luka Dončić, Devin Booker, Jalen Brunson, the New York Knicks, the New Orleans Pelicans, and more — grow their China presence and lead international partnerships, brand integrations, and multi-market activations.

Previously, I worked as a Project Coordinator at Tencent Americas, supporting the global launch of NBA Infinite. I managed product workflows from closed beta to official launch, led user research, supported launch marketing strategy, and oversaw asset approvals with the NBA/NBPA.

What I bring

With a background spanning product management, UX research, sports business, and global marketing, I combine:

- Partnership & deal execution
- Cross-border strategy & market expansion
- User research, product workflows, and digital insights
- Content direction, video editing & creative storytelling
- Mandarin, Japanese, and English fluency

‍I’m passionate about creating products, stories, and partnerships that travel across cultures — connecting athletes, brands, and global audiences in meaningful ways.

Work Recognized By Industry Leaders

Team 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

The New Orleans Pelicans x Fiery Crab | multi-year partnership
POC

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

Luka Doncic China Campaign | 77x
POC

PROJECT

East Goes Global - 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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East Goes Global

Luka Dončić

Strategic International Marketing
Project Owner

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.

Tencent Americas

NBA Infinite

Product Operation Coordinator

Led product operations/mgmt and cross-regional campaigns for NBA Infinite, Tencent’s official NBA-licensed mobile game.Drove 6M+ pre-registrations and nearly 1B global impressions through localized storytelling, influencer activations, and cross-team coordination.Directed 40+ user research sessions that improved player retention by 15% and informed UX/UI optimization.Architected the global launch workflow, aligning NBA/NBPA approvals and creative delivery, achieving a 4.7/5.0 rating across stores.

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.