Xiaoting Peng

• Lead global CRM & lifecycle marketing across flagship titles (Genshin Impact, Honkai: Star Rail, Zenless Zone Zero), managing a 10+ member international team and multi-channel strategy (WhatsApp, Push, Email, SMS, Web) covering 50M+ users worldwide.

Key Achievements:

• Built HoYoverse’s first Global CRM organization, transforming CRM from a support function into a growth engine driving activation & retention across titles.
• Led 0→1 launch of the in-house CRM platform, boosting content delivery 4× and cutting setup time –60%, enabling AI-assisted localization and real-time testing.
• Unified and monetized a 50M+ user asset system with 2M+ IM active dialogues, achieving industry-leading personalization & engagement across 15+ languages.
• Scaled automation & AI workflows improving operational efficiency +30% and driving double-digit reactivation growth.
• Established global lifecycle standards for measurement, automation, and experimentation adopted company-wide.

• Managed CRM campaigns across 25+ markets via Salesforce Marketing Cloud. Developed behavioral segmentation and triggered journeys that increased engagement +20%, aligning lifecycle communications with new feature launches and regional campaigns.

• Built 300+ automated lifecycle campaigns (welcome, cross-sell, loyalty, reactivation), improving purchase reactivation by 18%. Integrated CRM and BI data to create unified customer profiles and insight-based targeting.

• Implemented automation flows and triggered communications across onsite, app, SMS, and email. Managed Salesforce ExactTarget personalization and data sync with BI systems.