Interview Flashcards
(20 cards)
Tell me about yourself
Certainly, I’d be happy to walk you through my resume and share more about myself.
I worked as product manager for six years in total and marketing three years in Indonesia.
In my current role as Senior Product Manager at TikTok, I’ve been at the helm of our user acquisition efforts in the Asia-Pacific region, particularly Japan. One of my key projects was developing and executing a strategic user referral program, which now accounts for 10% of our daily new user acquisition. I spearheaded an innovative referral engagement initiative by introducing gamification and partnership elements that led to a 50% increase in user acquisition.
Before TikTok, I was seconded to Global Loyalty Indonesia, where I built a marketing and data analytics team from the ground up. We significantly expanded the loyalty program’s membership from 16 to 32 million members and optimized marketing strategies by implementing advanced analytics, which resulted in a substantial reduction in marketing costs.
Earlier in my career, as a Product Manager and Consultant with ABeam Consulting, I managed IT product development projects and led cross-border teams, demonstrating my ability to navigate complex, multicultural environments and drive successful outcomes.
Educationally, I have an MBA from Aoyama Gakuin University, supported by three scholarships, reflecting my academic commitment and potential.
I possess a strong technical foundation, with expertise in SQL, Python, Javascript, and HTML, and I’m proficient with BI tools like MySQL, Google BigQuery, Tableau, and Power BI.
Beyond my professional capabilities, I am a native Japanese speaker with full professional proficiency in English, which has been an asset in collaborating with international teams.
Overall, my approach is always data-driven and user-centric, aiming to build products that not only meet market needs but also offer innovative solutions that define the market itself.
What are your greatest strengths? /Three strengths?
I believe I bring a unique set of skills that would greatly benefit your team, particularly in the areas of data analytics, product management, and problem-solving.
Firstly, my strong background in data analytics, honed through my experience at an IT consulting firm, has equipped me with the ability to deeply understand data structures, analyze user behavior, and identify transactional trends using tools like Python, SQL, JavaScript, and HTML. This skill set has proven invaluable in past roles, including at TikTok, where I leveraged data to drive substantial user growth and improve product offerings.
Secondly, my product management expertise, developed in the demanding environment of IT consulting, involves rigorous task alignment, stakeholder collaboration, and deadline adherence. This experience has trained me to effectively manage projects, ensuring timely delivery while maintaining high-quality standards.
Lastly, my problem-solving skills, which are critical in identifying and addressing client and user issues, have been essential throughout my career. Whether working on large-scale projects in Indonesia for the largest loyalty program or tackling day-to-day challenges, I’ve consistently applied my IT knowledge and field experience to deliver solutions that enhance customer satisfaction and drive business growth.
I am eager to bring these strengths to your company, contributing to your goals of expanding user base and enhancing customer engagement. I believe my skills in analyzing data, managing complex projects, and solving pressing issues make me a strong candidate for this position. I appreciate the opportunity to potentially contribute to your team and am excited about the possibility of helping your company achieve its objectives.
What are your greatest weaknesses?
One of my weaknesses that I’ve worked to transform into a strength is my tendency to set very high goals for myself and my team. Initially, this approach led to situations where my team struggled to keep up due to the ambitious nature of the goals. Recognizing the potential downside of this, I’ve adapted my strategy to better support my team’s needs and capabilities.
For example, at TikTok, I faced a challenge where customer support complaints were escalating due to misleading UI/UX. To address this, I set a rigorous target to reduce complaints by 50%. Understanding that this was a stretch goal, I took proactive steps to ensure the team understood the importance of this objective. I explained how reducing complaints was crucial not just for improving user satisfaction but also for the overall success of our product, which in turn would drive significant growth for the company.
Realizing that achieving this goal required skills and experience that my team was still developing, I led by example. I showed them how to analyze user behavior data to identify the root causes of dissatisfaction. Together, we redesigned the UI/UX to be more intuitive, thereby addressing the core issues identified through our data analysis.
This hands-on approach not only helped us achieve the goal—cutting the number of complaints by 50%—but also empowered the team. They gained new skills and a deeper understanding of how strategic changes could positively impact user experience and business outcomes.
Through these experiences, I’ve learned the importance of balancing ambition with clear communication and active support. By demonstrating the pathways to achieving high goals, I’ve turned what I once saw as a weakness into a powerful tool for leadership and team development.
What motivates you?
What truly motivates me is the opportunity to work in environments that are both challenging and innovative, where I can apply my skills to navigate complex situations and drive significant impact. My tenure at TikTok is a prime example of this. There, I faced some of the fiercest challenges, from widespread social media backlash to stringent regulatory environments. These challenges necessitated rapid, strategic adjustments to our product strategy, tailored to meet diverse local demands and regulatory requirements. Despite these hurdles, my efforts contributed to tripling our user base, a testament to the effectiveness of our adaptive strategies.
Similarly, my experience working in Indonesia further honed my ability to adapt and innovate within different cultural contexts. Implementing marketing strategies that were initially developed for Japan in the Indonesian market required a deep understanding of local consumer behavior and market dynamics. This effort led to a 4.5 times growth in our membership, underscoring my capacity to translate strategic insights into local success.
These experiences underscore my enthusiasm for roles that demand strategic innovation and provide the scope to make a tangible difference. This is why I am particularly excited about the opportunity at . I am motivated by Agoda’s commitment to bridging the world through travel, fostering understanding across cultures, and its pursuit of technological advancements to enhance the global travel experience. I see a great alignment between my motivations and ’s mission, making this role a perfect opportunity to further my impact in an environment that values continual learning and proactive problem-solving.
What was your favorite course at Aoyama Gakuin University and why?
One of my favorite classes at university was Global Marketing, taught by Professor Meiter. He previously worked at IBM in both the United States and Japan, and at Sony in the United States. He was involved in rolling out many famous products such as IBM’s System 360, PlayStation, and Sony’s portable players. Professor Meiter emphasized the importance of global marketing, particularly the need to adapt global strategies to local preferences while simultaneously pursuing a unified global approach. He stressed balancing quality and cost of delivery, and the necessity of speeding up the process to launch features and stay competitive in the market.
This lesson had a significant impact on my career. For instance, at TikTok, I was responsible for rolling out a user referral program in Japan. The program had already been launched in several other regions, but adapting it to the local market in Japan was quite challenging. I used the global strategy framework of the user referral program while making necessary adaptations to suit local preferences, ensuring it resonated well with Japanese users. This approach allowed us to reduce development and quality assurance costs by utilizing the same platform used in other countries. Professor Meiter’s insights on global marketing were invaluable and proved to be very effective in executing our strategy in the global market.
Can you outline the key responsibilities you have managed in your previous management roles?
I can outline the key responsibilities I had in a global loyalty initiative. At TikTok, I am currently the sole product manager on my team. When I need to roll out projects, I directly manage the team members. For example, I managed eight members in the marketing and data analytics team for a global loyalty initiative in Jakarta.
During that time, my responsibilities included managing the budget for our clients, which included companies like Agoda, BP, and Alphamart. I worked closely with the team to allocate the budget effectively to market our loyalty program.
Another responsibility was client communication and data visualization. I helped team members visualize data and present it to clients, extracting insights and developing marketing strategies to solve problems. This was crucial for maintaining client trust and reputation. I regularly discussed with my team how to present data effectively and communicate with clients.
Ensuring a positive work environment was also essential. I held weekly one-on-one meetings with team members to address any concerns or issues. If a data analyst struggled with Python, I provided guidance on programming, data extraction, and presentation techniques. This hands-on approach helped resolve issues promptly and maintained team morale.
These responsibilities were vital for the success of the global loyalty initiative. One notable instance was when our team improved client satisfaction by tailoring our marketing strategies based on detailed data analysis, leading to increased client engagement and the success of the loyalty program.
What are your skills and qualifications?
At TikTok, I currently manage product development projects within my team. When I need to roll out a project, I directly manage the team members involved. I can also share an experience when I managed a team of eight members in the marketing and data analytics department for a global loyalty initiative in Jakarta.
During that time, I had several key responsibilities. First, I managed the budget for clients such as Agoda, BP, and Alphamart. This involved working closely with our clients to allocate the budget effectively to market our loyalty program. I also collaborated with team members who managed their own clients to ensure cohesive efforts.
Second, I worked with the team to visualize data insights and present them to our clients. This included discussing what insights we gained from the data, proposing marketing strategies, and deciding on actions to address any issues. This process was crucial for maintaining trust and reputation with our clients.
Third, I ensured that team members did not have any workplace complaints or issues. I held one-on-one meetings weekly to discuss any potential concerns openly and help them solve problems together. For example, if data analysts had trouble using Python, I would guide them on how to program, extract data, and present it to our clients.
These three responsibilities were key to the success of our global loyalty mission.
Where do you think you’ll be in five years?
In five years, I see myself advancing to a more strategic leadership role within product management, ideally at a managerial or directorial level. My experience at TikTok, managing product development for the APAC region, has been immensely fulfilling. It has provided me with a robust foundation in driving user growth and leveraging product innovation to meet diverse market needs. However, moving forward, I aim to extend my impact beyond regional confines to influence global product strategies.
I am particularly interested in leading a larger team of product managers, where I can mentor and guide them in shaping products that not only succeed commercially but also contribute positively to society. Whether through pioneering sustainable practices, enhancing accessibility, or integrating ethical considerations into product development, I want to ensure that our work aligns with broader societal benefits.
Moreover, I am open to exploring roles that might not be strictly within product management but still allow me to influence product and marketing strategies significantly. Positions in marketing, commercialization, or a related field would also be appealing if they offer the opportunity to make a meaningful impact.
Ultimately, my goal is to be in a position where I can drive innovation and lead initiatives that not only propel the company’s growth but also contribute to societal well-being. This vision holds irrespective of the geographic or organizational context I find myself in, reflecting my commitment to making a positive and enduring impact through my professional endeavors.
What are your goals for the future?
My goal is to join a company where I can make a substantial impact, have room for professional growth, and build a long-term career. I see Amazon as a place that values innovation, customer-centricity, and long-term thinking—all principles that resonate strongly with my professional ethos.
In taking on the role of Head of Member Growth at Prime Video, I’m not just looking for a job, I’m looking for a place where I can grow and evolve with the organization. Given Amazon’s reputation for nurturing talent and promoting from within, I would be excited to invest my future here, contributing to and sharing in the company’s success.
As my career has progressed, I’ve found the most fulfillment in roles where I’m able to continuously learn and take on new challenges. At Amazon, I anticipate a dynamic environment where I can contribute meaningfully while also expanding my skills and responsibilities over time. As long as I’m able to make a significant impact and continue to develop professionally, I envision building my career at Amazon for the foreseeable future.
Can you tell me about a difficult work situation and how you overcame it?
One of the most challenging projects I managed at TikTok was the launch of the referral program in Japan. The project came with stringent requirements due to unique market conditions and strict regulations. Originally, the program involved cash incentives, but to comply with Japanese regulations and address cultural sensitivities, we pivoted to a point-based incentive system where users could exchange points for rewards like Amazon gift cards or Ponta points.
The timeline for launching this program was particularly tight—just three months from conception to live deployment. This required intense coordination across multiple teams including development, quality assurance, data analytics, public relations, legal, government relations, product management, and marketing. These teams were spread across different regions, adding language barriers to the communication challenges.
To manage this complex setup, we held daily discussions to sync on progress and resolve issues. We utilized project management tools like Asana and specialized issue management software to keep track of tasks and ensure that every team member was aligned and informed. This constant communication was crucial to address the multifaceted challenges of the project, such as adjusting the age limit to 18 years to prevent bullying—a serious issue observed in other countries without such controls.
Implementing these adjustments involved deep collaboration with PR and government relations teams to ensure the program was not only compliant but also well-received by the public. The introduction of guardian consent for users under 18 and transitioning from cash to a points system required clear and precise communication to avoid confusion and ensure a smooth user experience.
Despite these hurdles, our disciplined project management approach and effective use of technology to bridge communication gaps allowed us to launch the program on schedule. The result was a well-received initiative that respected local norms and regulatory conditions, effectively avoided social issues like bullying, and ultimately, increased user engagement significantly in Japan. This project not only tested but also honed my capabilities in managing large-scale, high-stakes projects under pressure, reinforcing the importance of adaptability and meticulous planning in global product rollouts.
How do you handle conflict at work?
At TikTok, we faced a challenge that involved balancing user privacy with our goal to increase the sharing rate of TikTok videos on platforms like LINE and WhatsApp. The feature in question automatically displayed the sharer’s account to new users who installed TikTok via the shared link, which, while increasing user visibility, deterred some users in Japan from sharing due to privacy concerns.
Recognizing the sensitivity of this issue and its impact on user engagement, I proposed a strategic adjustment: toggling off the automatic exposure feature by default to respect user privacy, while still allowing new users the option to follow the original sharer once they joined TikTok. This adjustment aimed to encourage more sharing by alleviating privacy concerns without completely removing the incentive for users to share content.
To address this, I facilitated discussions among the privacy, social, and sharing teams to evaluate the potential impact of this change. There were initial conflicts, as disabling the feature could potentially decrease social interactions—a key metric for the social team. To resolve this, I led the initiative to merge the metrics of sharing rate and social interaction into one overarching metric: Daily Active Users (DAU). This allowed us to measure the net effect of the change on overall platform engagement.
Implementing this feature, we closely monitored the DAU and retention rates and found that the change had a net positive impact on user growth. It not only resolved the conflict between the teams by aligning them under a common goal but also significantly enhanced user sharing rates without compromising social interactions.
This experience highlighted the importance of cross-functional collaboration and data-driven decision-making in resolving internal conflicts and optimizing product features for better user engagement.
How do you handle competing priorities when managing multiple projects?
To handle competing priorities when managing multiple projects, I use various metrics to determine the prioritization of each project. For example, if a project is expected to have a significant impact on key metrics such as Daily Active Users (DAU), session duration, or daily new user acquisitions, I prioritize tracking and advancing that project promptly.
On the other hand, if a project involves meeting regulatory requirements, it takes precedence due to the urgency and necessity of compliance. By balancing the impact on core business metrics and the urgency of regulatory demands, I can effectively prioritize and manage multiple projects simultaneously.
Describe a time when you had to make a difficult decision with limited data. How did you approach it?
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Amazon values leaders who act swiftly and decisively even when all the information isn’t available. Can you tell me about a time when you had to make a quick decision without all the information you would have liked? What was the situation, what decision did you make, and what was the outcome?
When I launched the referral program for TikTok in Japan, we aimed to incentivize existing users to invite new users by offering rewards. This approach was new for us in Japan, and we had limited data on the optimal reward amount, as referral programs for non-paid subscription apps are uncommon in the industry.
To tackle this, I decided to start with a minimal reward value of 250 yen and gradually increase it to 5,000 yen. This allowed us to determine the optimal amount that would both satisfy users and meet our ROI standards.
Additionally, we implemented retention features to ensure that referred users remained engaged. For example, to receive the full reward, invitees had to stay active on the app for at least seven days and complete specific tasks, like watching videos for ten minutes each day for a week.
By progressively increasing the reward amount and introducing retention requirements, we were able to find the right balance between user satisfaction and engagement, even with limited initial data.
Can you describe a scenario from your past experience where you had to lead a cross-functional team through a complex project? What were the main challenges, and how did you address them to ensure the project’s success?
In my previous role at TikTok, I led a complex project to launch a referral program in Japan, a first of its kind initiated locally rather than from our headquarters. Unlike the existing programs in Brazil and Mexico, this required starting from scratch and tailored to the unique market requirements of Japan.
The main challenge was managing and aligning a diverse group of stakeholders spread across various regions including China, the U.S., Japan, Singapore, and Korea. These stakeholders included PR, legal, government relations, development, quality assurance, data analytics, communications, product management, and general managers. To ensure alignment and collaboration, I organized multiple cross-regional meetings to clearly communicate the project’s objectives, potential risks, and benefits. This helped in securing buy-in and set clear expectations for the contributions of each team.
A critical part of my role was acting as the central point—like a ‘gancho’—ensuring that all tasks were completed on schedule. We maintained a rigorous issue management list, which, at one point, contained over a hundred issues. Through diligent management and coordination, we resolved these issues and successfully launched the program.
The impact of this project was significant. It accounted for 10% of daily new users in Japan and laid the foundation for the introduction of TikTok Lite, an app that lets users earn points by watching videos. This project not only demonstrated my ability to lead complex, multi-regional projects but also my capability to drive significant business results through innovative digital solutions.
Can you describe a time when you had to make a strategic decision that involved a new technological innovation? How did you assess the situation, make your decision, and what was the outcome?
In a previous role at TikTok, I faced a challenge with one of the largest search engines in Korea, which had difficulty crawling our website due to its complex structure and inadequate link navigation for crawlers. Recognizing the potential to increase our visibility and user engagement, I proposed a strategic solution to simplify access for the search engine crawlers.
I initiated and led the development of an API that provided a list of all videos posted in Korea. This API allowed the search engine’s crawlers to retrieve a structured list of video content, enabling them to systematically crawl each video detail page. This integration was crucial as it addressed the technical barriers and optimized our site’s crawlability.
The impact of this innovation was significant. By enabling more efficient indexing of our content by the search engine, we achieved a 300% increase in daily active users from Korea. This strategic decision not only enhanced our platform’s accessibility but also substantially grew our user base.
This experience illustrates my capability to assess technological challenges, devise strategic solutions, and lead cross-functional teams to implement these solutions, resulting in substantial business outcomes.
Tell me about a time when you disagreed with a decision. What did you do, and what was the outcome?”
At TikTok, I was deeply involved in the enhancement of our referral program, specifically through a potential partnership with Gifty, a popular coupon provider in Japan. The initial proposal from our headquarters product team was to include only one of Gifty’s offerings, like a Starbucks or PayPay gift card, as a redemption option in the program. However, understanding the diverse preferences of the Japanese market, I believed that offering a wider range of options would significantly enhance user engagement and satisfaction.
I presented a counterproposal to include a comprehensive package of Gifty’s most popular options—ranging from Amazon Gift Cards to PayPay—which I argued would appeal more broadly to our diverse user base. This was a departure from the headquarters’ initial strategy, and it required me to advocate strongly for a deeper understanding of local consumer behavior and market dynamics.
I engaged in several discussions with the headquarters’ product manager, where I utilized market research and historical data to substantiate my viewpoint that Japanese users value variety and the freedom to choose their rewards. After rigorous negotiations and detailed presentations of potential user engagement metrics, the product manager accepted my proposal.
We launched the referral program with the full range of Gifty options, and the results were remarkable. We observed a 50% increase in daily new user activity within a month of the launch, confirming that the diverse rewards package was more appealing to our users.
This experience not only reinforced the importance of standing firm on strategic decisions that I believed in but also highlighted the value of persuasive communication and thorough market understanding. It was a testament to how effective leadership and a commitment to user-centric decision-making can lead to substantial improvements in product performance.
Describe a time when you identified a small but impactful change that led to a significant improvement in a product or service. What was the situation, and how did you identify and implement the change.
/Tell me about a time when you had to identify and launch a new product or feature that addressed a previously unmet customer need. What was the situation, how did you identify the need, and what was the outcome of the launch?
At TikTok, I spearheaded the development of our user referral program, which initially showed promising results. However, I saw an opportunity to significantly amplify its impact by integrating with GIFTI, a popular gift package operator featuring brands like PayPay and Amazon. The challenge was that GIFTI did not initially offer an API solution, and there was skepticism from the headquarters’ product management team regarding the potential popularity and effectiveness of this integration.
To address this, I proposed a pilot project using a simpler CSV format to facilitate point exchanges. This would allow users to redeem points earned in the TikTok referral program for rewards, which were represented as URLs or QR codes in the CSV file. This initial integration was a test to demonstrate the viability and user interest in such a feature.
The pilot was a resounding success, leading to a significant increase in daily new users and active users, driven by the attractive reward options now visible on our referral program pages. Encouraged by these results, I advocated for a full API integration with GIFTI, arguing that an automated, scalable solution would further enhance user engagement.
After successfully launching the API integration, we observed a remarkable 50% increase in daily new user registrations compared to periods without the GIFTI option. This small but impactful change not only boosted our user metrics but also solidified the referral program as a key driver of growth for TikTok.
This experience highlights my ability to identify high-potential opportunities and lead innovative projects that align with strategic business goals. It demonstrates how a thoughtful approach to integrating new features and partnerships can lead to significant, measurable improvements in product performance.
Describe a time when you had to dive deep into data to make a decision. What was the situation, what data did you analyze, and what decision did you ultimately make based on that analysis?
In my role at TikTok, I was responsible for managing a referral program that faced significant challenges due to user complaints and concerns from government agencies regarding the clarity of our game rules. Users were supposed to watch videos for 10 minutes a day over 10 consecutive days to receive a full reward, but we noticed an unusually high volume of complaints about reward fulfillment.
Recognizing the need for a thorough investigation, I initiated a deep dive into both transactional and user behavior data to understand the root cause of these issues. This analysis revealed that while users did watch videos for the required duration, many repeated the same videos, contrary to the program’s requirements of viewing unique content each day.
To address this, I collaborated closely with the development team to confirm the specific requirements of the gameplay and discovered a significant gap in how these rules were communicated to the users through our UI/UX. It became clear that the instructions were not explicit about the need for viewing different videos each day.
Based on these findings, I led a revision of the UI/UX scripts to clearly articulate the gameplay rules. This change was aimed at ensuring users fully understood the conditions to qualify for rewards, thereby reducing confusion and frustration.
The impact of this initiative was significant. Post-implementation, we observed a 5% increase in the retention rate and a 50% reduction in user complaints, which not only improved user satisfaction but also enhanced the overall credibility of the program.
This experience underscores my ability to use detailed data analysis to identify and resolve user pain points, improving product functionality and user experience while adhering to regulatory requirements. It highlights my capability to ‘Dive Deep’ into complex issues, ensuring that decisions are well-informed and lead to tangible improvements.
Visa is committed to enhancing digital payment solutions to improve customer experience. Can you tell us about a time when you identified a gap in customer experience and how you addressed it?
In my role at Avian Consulting Company, I led a project to enhance the IT support process for one of our clients who was facing significant inefficiencies. Their employees had to call a support center in Malaysia to unlock their Windows and company portal accounts, which was time-consuming and disrupted their workflow.
Recognizing the opportunity to improve this experience, my team and I developed a dual solution to streamline the account management process. First, we introduced a web-based system that allowed employees to unlock their accounts and retrieve forgotten IDs securely. This system required users to enter their confidential information online, significantly speeding up the process by eliminating the need to make international phone calls.
Additionally, we implemented an automated phone system equipped with voice print technology for authentication. Employees could simply call, enter their user ID and a six-digit number, and speak a phrase. The system would then verify their identity using their voice print and unlock their account if necessary.
This innovative approach reduced the workload for users dramatically and decreased the volume of calls to the Malaysia center by 50%. It was a significant improvement in the client’s operational efficiency and employee satisfaction, enhancing overall customer engagement and support.
Can you describe a situation where you had to learn something new quickly to complete a project or solve a problem? What was the situation, what did you learn, and how did you apply your new knowledge?
In my role at TikTok, I faced the challenge of implementing a frame rate optimization feature for OPPO devices, similar to what had been successfully tested with Douyin in China. This feature was crucial as it had proven to significantly enhance user engagement by optimizing device performance and extending battery life, leading to longer session durations.
However, the main challenge was the technical complexity of frame rate adjustments and the fact that all the foundational experiments and documentation were in Chinese. To tackle this, I took the initiative to work closely with a Chinese-English interpreter to quickly get up to speed on the necessary technical knowledge. Over the course of a month, I immersed myself in learning about frame rate mechanisms and optimization techniques, understanding the nuances of the OPPO SDK.
Another significant hurdle was the integration of OPPO’s SDK into TikTok, especially given the potential data privacy concerns in various regions. To address this, I proactively engaged with our global legal, privacy, and government relations teams (PLGL) to assess and mitigate any risks associated with deploying this technology. After thorough discussions and risk assessments, we decided to implement this feature selectively in low-risk regions, deliberately excluding sensitive markets like the US, UK, and Japan.
The implementation was a success. We observed a marked +0.3% increase in session durations in the regions where the feature was rolled out, mirroring the positive results seen with Douyin. This project not only highlighted my ability to rapidly learn and apply complex technical knowledge but also demonstrated my strategic thinking in navigating regulatory challenges and tailoring technology deployments to suit diverse global markets.
This experience underscores my commitment to ‘Learn and Be Curious,’ one of Amazon’s leadership principles, showcasing my capability to swiftly adapt to new challenges and effectively implement innovative solutions.
