Interview Recently Flashcards
(16 cards)
Tell me about yourself
I’m a Product Manager with a proven track record of driving user growth and launching innovative programs across APAC markets.
I currently serve as a Product Manager at TikTok, overseeing the APAC region, including Japan and Korea. One of my key achievements has been designing and implementing a user referral program from the ground up. This program now accounts for 10% of ad-driven new user acquisition, a notable result compared to the typical 2–3% contribution seen in referral programs in developed markets.
Additionally, I collaborated with Indonesia’s largest telecom company to enhance user retention and maximize profitability. Before TikTok, I served as a Data Marketing Manager for the largest loyalty program operator in Indonesia, where I led a team of eight professionals. During my tenure, I successfully doubled membership from 16 million to 32 million by partnering with organizations like the BSD Loyalty Program, major convenience store chains, Agoda, and British Petroleum.
Earlier in my career, I worked at Beam Consulting (formerly Deloitte Consulting), delivering IT consultancy services across five major projects. These roles have equipped me with extensive experience in launching innovative programs, fostering cross-functional collaboration, and driving measurable outcomes in dynamic, fast-paced environments.
I see that you have seven years of experience in product marketing. Can you tell me more about your time at Global Loyalty Indonesia? Describe your role and responsibilities there.
During my time at Global Loyalty International in Indonesia, I spearheaded several marketing campaigns designed to improve key performance metrics and enhance customer satisfaction for both our members and client companies. I worked closely with major clients, including a leading convenience store chain with over 70,000 locations, British Petroleum, Zurich Insurance, and Agoda. These partnerships leveraged our loyalty program, which boasted a membership base of 13 million, to drive customer traffic to partner stores, attract new users, and retain existing ones.
In addition to managing client relationships, I led a team of four data analysts. I collaborated with them to derive actionable insights from our analytics, which informed the development and execution of strategic campaigns. For example, I implemented targeted campaigns based on their findings, significantly improving redemption rates and engagement metrics.
By combining data-driven strategies with effective client collaboration, I was able to accelerate the growth of our loyalty program and deliver measurable value to both our organization and its partners. This role honed my skills in leadership, strategic planning, and leveraging analytics to drive business outcomes.
I see that you have seven years of experience in product marketing. Can you tell me more about your time at Global Loyalty Indonesia? Describe your role and responsibilities there.
During my time at Global Lloyd in New Hampshire, I served as a Product Data Analytics and Marketing Manager, where I led a team of eight professionals. I built this team from the ground up to deliver sophisticated services to prominent client companies, including a leading convenience store chain with 17,000 locations, Agoda, Zurich Insurance, and British Petroleum. These companies relied on us to provide cutting-edge data analytics derived from vast amounts of transactional and customer behavior data.
I proposed and implemented effective marketing campaigns to improve key performance metrics and enhance customer satisfaction for both our members and client companies. One notable example was a cash incentive program designed to address a client’s challenge in increasing their redemption rate. Members earned points by presenting their loyalty cards at partner stores, which they could later redeem across the network. However, the low redemption rate was affecting the client’s net cash flow.
To address this, I proposed a program incentivizing cashiers to encourage redemptions. By merging transactional data between the client company and ours, I identified which cashiers effectively promoted point redemptions. Each successful redemption earned the cashier a small cash reward, such as 1,000 rupiah (equivalent to approximately 10 U.S. cents). While seemingly modest, this reward proved impactful in the context of Indonesia’s economic landscape.
To further motivate participation, I developed a website that ranked cashiers based on redemption encouragement, with the top 10 performers receiving additional rewards of 100,000 rupiah. I also actively promoted the program by conducting meetings with cashiers, distributing campaign stickers and badges, and explaining the program’s mechanics to ensure engagement.
This program led to a 300% increase in the redemption rate, significantly benefiting both the client and end-users. By combining data-driven insights, effective incentives, and hands-on engagement, I successfully designed and executed a marketing campaign that delivered measurable results in Indonesia.
What specific experience do you have that relates to the general skills required for this role?
I believe I bring three key skills that align closely with the requirements of this role:
- Product Management Expertise
Product management has been central to my career, enabling me to drive growth through innovative strategies. During my tenure at TikTok, I successfully led over 10 projects, including launching a user referral program that significantly improved user engagement and retention. These initiatives, executed in both Japan and Indonesia, demonstrate my ability to design and implement strategies tailored to diverse markets. I am confident that my product management experience will contribute meaningfully to your organization. - Strong Project Management Skills
I have extensive experience managing over 20 cross-regional projects spanning Indonesia, Malaysia, China, and Japan. For example, I led the seamless transition of TikTok’s referral program management from a local team to the headquarters team, resulting in a 200% increase in daily new users. My ability to coordinate stakeholders, manage tight deadlines, and deliver impactful results makes me well-equipped to handle complex projects. - Data Analytics and Technical Proficiency
I have a strong foundation in data analytics, with working knowledge of tools such as SQL, Python, JavaScript, and HTML. For instance, I used SQL to analyze user behavior in TikTok’s referral program, uncovering patterns that led to a 50% reduction in user complaints. My ability to apply data-driven insights and technical expertise positions me to meet the analytical demands of this role effectively.
In summary, my expertise in product management, project management, and data analytics uniquely positions me to deliver meaningful results and accelerate growth in your organization.
Describe a time when you needed to collaborate with other teams or departments. How did you facilitate that collaboration?
At TikTok, I worked with cross-functional teams to launch a user referral program, which involved coordinating with more than 30 team members across the region. This was a challenging task that required clear communication, motivation, and alignment to achieve shared goals under a tight three-month deadline.
To ensure collaboration and accountability, I established a structured communication framework that included regular one-on-one meetings, weekly online cross-functional check-ins, and real-time follow-ups using collaborative tools. These touchpoints allowed me to keep stakeholders aligned, address potential roadblocks promptly, and maintain momentum across all teams.
I also organized regular synchronization meetings to explain the program’s objectives, key metrics, timeline, potential risks, and benefits. These meetings provided clarity, accelerated decision-making, and kept all teams focused on resolving key issues. While setting high performance standards for the team, I proactively supported members by following up on critical tasks and removing bottlenecks when necessary.
Despite the tight timeline, the program launched successfully within three months. This initiative resulted in a significant 10% contribution to daily new user acquisition in the Japanese market, demonstrating the impact of strong cross-team collaboration and leadership.
What strategies do you employ to ensure quality control in your deliverables?
Quality assurance is critical to ensuring all deliverables are safe, reliable, and aligned with the needs of both users and clients. Drawing from my experience in IT consultancy, I have consistently ensured that all deliverables meet rigorous specifications and high-quality standards.
Proactive and frequent QA is essential, especially when addressing gaps in developers’ quality control. To ensure this, I actively monitor QA processes to confirm that all test scenarios are thoroughly covered in test cases. When necessary, I conduct tests personally for products nearing launch to validate that improvements have been successfully implemented.
During QA sessions, I engage with development teams to address any outstanding issues and prioritize solutions that enhance customer satisfaction. By maintaining this hands-on approach, I ensure all deliverables meet stakeholder requirements and uphold the highest standards of quality and safety.
This approach not only safeguards the reputation of the deliverables but also fosters trust among users and clients, ensuring long-term success and satisfaction.
How do you approach training or mentoring team members who may not be as proficient in these skills?
When mentoring team members who lack proficiency in certain skills, I focus on clear communication, tailored development plans, and regular follow-ups to ensure growth.
For example, during my time at TikTok, one team member excelled in data analysis but lacked proficiency in hypothesis-driven problem-solving—a critical skill for tackling complex challenges. To address this, I developed a personalized growth plan, outlining milestones to guide their progress in mastering SQL, Python, and hypothesis-driven approaches. I conducted regular one-on-one check-ins to evaluate their development and ensure they stayed on track. These sessions also provided an opportunity to address any roadblocks and offer targeted guidance.
By establishing a structured timeline and providing consistent support, I ensured the team member acquired the necessary skills to advance to the next phase of their career. This process not only enhanced their problem-solving abilities but also aligned their growth with the team’s overall objectives.
This approach reflects my commitment to fostering individual development while driving team success.
Tell me about your self.
I am Ryo Yagishita, a seasoned product manager with extensive experience driving user growth and managing large-scale digital projects across APAC, Japan, and Korea. Currently, I work at TikTok as a Product Manager, where I launched a user referral program that now accounts for 10% of daily new user acquisition—a notable achievement, considering similar programs in developed markets typically contribute only 2–3%.
One of my key accomplishments at TikTok was collaborating with Indonesia’s largest telecom provider to increase user engagement by offering free data for users facing network issues. Additionally, I partnered with a major Korean search engine to boost web traffic to TikTok’s website, achieving substantial gains in visibility and user activity.
Previously, I worked in Indonesia as a Data Analytics and Marketing Manager, where I built and led a team of 18 professionals from the ground up. My tenure involved working with industry leaders such as Indonesia’s largest convenience store chain, Zurich Insurance, Agoda, and British Petroleum. Through innovative campaigns and strategic initiatives, I successfully doubled the membership base from 16 million to 32 million while enhancing customer satisfaction and core metrics.
Earlier in my career, I served as an IT consultant, managing over five projects across Malaysia, Japan, and China. These projects honed my skills in data analytics, project management, and product management.
I am passionate about leveraging data-driven strategies to solve complex challenges and am confident my expertise will make a meaningful impact on your organization.
Can you tell me more about your time at Global Loyalty Indonesia?
Upon being seconded from the headquarters in Japan to the Indonesian subsidiary, I identified a gap in client communication. No one was managing interactions with client companies in Japan, so I established liaison offices to streamline communication and led the development and execution of effective promotional and marketing strategies.
I built and led marketing and data analytics teams from scratch, enabling the delivery of strategic services to client companies. I analyzed extensive datasets to extract insights, transformed these into actionable strategies, and implemented them to significantly improve core metrics.
One of my most notable initiatives was launching a cashier-focused cash incentive campaign for client companies. By leveraging data integration, I introduced a marketing communication tool for cashiers, offering incentives based on customer redemptions driven by the cashiers’ efforts. This resulted in a 300% increase in the redemption rate.
Overall, these strategies and initiatives helped me double membership from 16 to 32 million during my tenure at Global Loyalty Indonesia.
How do you approach conflict resolution within your team? Can you give an example of a successful outcome?
After launching TikTok’s user referral program, which incentivized users to refer friends, both inviters and invitees could earn points. We identified two key strategies to increase daily user acquisition: increasing the reward amount and expanding withdrawal options. However, reward increases were constrained by ROI benchmarks, necessitating a focus on alternative approaches.
To enhance user acquisition, we prioritized expanding withdrawal options. Initially, users could exchange points for popular options like Amazon gift cards and PayPal. Recognizing the potential of Japan’s most prominent e-payment channel, PayPay, I explored its inclusion. However, due to client concerns regarding personal information handling, integrating PayPay was not feasible.
To address this challenge, I approached Gifty, a company offering GiftyBox—a solution combining over 100 withdrawal options. Users could convert TikTok points into Gifty points, which could then be exchanged for any of the GiftyBox options. Given its popularity, I proposed integrating the GiftyBox directly into TikTok.
However, the product manager at headquarters was reluctant, favoring the extraction of a single option from the GiftyBox instead. To resolve this disagreement, I proposed an A/B test to evaluate which approach would yield better results. The data from the test strongly supported the first option, demonstrating a significant improvement in key metrics. Armed with this evidence, I successfully convinced the product manager to adopt my proposal.
The integration of GiftyBox led to a 50% increase in daily user acquisition, exceeding expectations and reinforcing the value of data-driven decision-making. This experience highlights my ability to resolve conflicts effectively, collaborate across teams, and achieve impactful results through strategic problem-solving.
How did you manage the strategy campaigns held in 2000, 20, 000 retail chain stores in Indonesia?
Developing an effective marketing strategy was crucial to the successful rollout of a campaign in Indonesia. Although I did not speak Indonesian, I ensured clear and consistent communication with key stakeholders and team members in English to align expectations and goals.
I frequently engaged with stakeholders to emphasize the importance of launching the campaign. Leveraging a successful case study from Japan, I persuaded them to adopt similar strategies in Indonesia. To ensure seamless execution, I coordinated with over 30 branch offices nationwide, visiting several in person to explain the campaign’s significance. This collaborative approach led to a substantial increase in loyalty program membership.
Additionally, I established a data analytics team from the ground up to derive actionable insights from customer behavioral and transactional data. These insights enabled the client company to activate user memberships effectively by encouraging mobile registration and personal information updates. As a result, the company gained valuable data to drive cross-buying, cross-purchasing, and upselling initiatives, significantly boosting campaign success.
Can you introduce yourself and share a bit about your background?
My name is Ryo, and I’m currently a Product Manager at TikTok, overseeing the APAC, Japan, and Korea regions. I have a proven track record in product and project management across diverse regions and functions.
At TikTok, I successfully launched the user referral program from scratch, which accounted for 10% of the platform’s daily new user acquisitions. Additionally, I collaborated with leading telecom companies in Indonesia to offer free data services, addressing network issues for users. In Korea, I drove a 300% increase in traffic to TikTok’s website through a strategic partnership with a major search engine.
Prior to this, I worked in Indonesia at a global loyalty program operator, where I doubled membership growth from 16 million to 32 million over three years. I closely collaborated with companies such as Zurich Insurance, AIG, and British Petroleum to design and implement impactful marketing campaigns.
Earlier in my career, I worked as a consultant and product manager in IT consulting, where I led projects like an SAP financial integration in the Middle East and the launch of an account management system for a Japanese client. I bring a strong foundation in data analytics, with expertise in Python, SQL, JavaScript, and HTML, combined with advanced project management skills.
I am confident that my experience and skills can drive significant growth and improve key metrics for your organization if given the opportunity.
What experience do you have in managing teams? How would you apply that in this role?
Since the beginning of my career, I have developed substantial expertise in managing teams across diverse environments. Currently, as the sole product manager for the Japanese market, I work independently without direct subordinates. However, I gained significant leadership experience during the launch of a user referral program, where I successfully managed over 30 team members from different regions and departments, ensuring seamless collaboration and project delivery.
Earlier in my career, while working in Indonesia, I built a data analytics and marketing team from the ground up, ultimately leading eight skilled professionals. I closely collaborated with my team to address critical challenges and provided mentorship to members with limited experience in data analytics or marketing management, fostering their professional growth.
I have consistently applied the skills and techniques developed during my tenure at RBM Consulting, combined with the knowledge gained from my MBA, to nurture team development and drive results. I am confident that I can leverage these experiences to contribute effectively in this role and ensure the success of both the team and the organization.
How do you assess improve a team performance?
To assess and improve team performance, I focus on regular communication, personalized development plans, and alignment with company objectives.
At Global Loyalty Indonesia, I implemented tailored career development plans for team members who lacked experience in data analytics and marketing management. I established clear timelines for individual development and career growth, scheduling weekly and monthly check-ins to monitor progress and evaluate improvements in key areas.
This structured approach allowed me to track each member’s growth effectively and identify areas for further support. As a result, the team demonstrated measurable advancements in skills and competencies, leading to higher-quality outputs for our client companies and end users. By aligning individual growth with organizational goals, we achieved significant improvements in both team performance and overall impact.
This method not only enhanced career development for team members but also ensured that our deliverables met the highest standards, driving growth for both the company and its clients.
Describe your experience with the conflict resolution, how you apply it to the management context.
At TikTok, I launched a user referral program designed to incentivize both inviters and invitees with rewards for referring friends. The program aimed to boost daily new user acquisition through two strategies: increasing rewards and expanding withdrawal options.
While increasing rewards was effective, budget constraints limited how far we could scale this approach. Instead, we turned our focus to expanding withdrawal options. Initially, users could redeem points for Amazon or PayPal, but we wanted to add more flexibility to enhance program attractiveness. I identified Gifty, a provider offering over 100 options in a single “Gifty box,” as a potential solution. Users could exchange TikTok points for Gifty points and select any option within the box.
However, the product manager opposed my proposal, arguing that introducing individual options from the Gifty box might provide more clarity for users. To address this disagreement, I suggested conducting an A/B test to compare the impact of both approaches on core metrics. The results showed a 30% increase in daily new user acquisition with my proposal.
With this data, I successfully persuaded the product manager to adopt the Gifty box solution. This experience not only resolved the conflict but also demonstrated the value of data-driven decision-making in driving user growth and program success.
How do you foster positive team culture while ensuring high productivity levels?
One of my key strategies for fostering a positive team environment while ensuring high productivity is holding regular one-on-one meetings with team members. These meetings provide a safe and open space where team members can discuss their challenges, bottlenecks, and career development goals. From my experience, team members may not always feel comfortable sharing their skill gaps or difficulties in a group setting. However, during these one-on-one conversations, they tend to disclose areas where they feel less confident. This allows me to identify and address these challenges promptly, either by offering support, reallocating tasks, or providing additional resources to bridge the gap.
Another strategy I employ is creating clear career development plans tailored to each team member. When someone is struggling with a task due to a lack of experience or expertise, I work with them to outline a timeline and actionable steps for growth. For example, I may pair them with a more experienced colleague who can mentor them or provide specific training opportunities. This mentorship not only strengthens their skills but also builds camaraderie within the team.
By addressing individual weaknesses in a constructive way and promoting professional growth, I foster an environment where team members feel supported and motivated. At the same time, these measures ensure that the team as a whole operates at a high level of productivity, as each member is equipped with the skills and confidence needed to contribute effectively.
