Pinkoi －Digital Goods Go-to-Market
Category Expansion | E-commerce | Product Marketing Manager
Pinkoi’s Digital Goods category enables creators to sell digital downloads on the marketplace. The initiative focused on validating digital products as a scalable growth category within Pinkoi’s creator ecosystem.
Company
Pinkoi
E-commerce
Product Marketing Manager
2022 - 2023
Project Goal
Scale the Digital Goods category by expanding SKUs and creator adoption, while validating its long-term growth potential as a new revenue-driving category.
Roles & Deliverables
Owned and executed Go-to-Market strategy from start to finish, including:
Market Research & Data Analysis: Conduct desk research and synthesize 10+ quant and qual data sources to investigate and to identify what emerging product types to grow.consumer behavior, needs and willingness to purchase digital goods.
Product Marketing & Creator Enablement: Led creator-facing marketing initiatives, including webinars, a dedicated category website, handbooks, and blog content, to drive feature awareness and onboarding.
BI Dashboard: Collaborated with BI team todevelop and maintain a custom BI dashboard to visualize key metrics, such as category growth, consumer engagement, and sales performance.
Impact
Within 6 months:
Scaled # of SKU from 8,000 to 11,000
Attracted 200+ creators to list digital products in Pinkoi
Within 1.5 years of its launch:
Digital Goods achieved the highest YoY% growth among all categories in 2024
