Meet Sandy
Product Marketing & Go-to Market Strategist for AI & Emerging Tech
Creative Storytelling & Experience Design
bringing bold ideas to life
I am a creative at heart blended with practical business acumen in designing solutions, product launches, and growth strategy. My work focuses on helping companies explore emerging technologies like AI and immersive solutions through thoughtful experimentation, while staying grounded in real user needs, clear positioning, and sustainable go-to-market strategy.
I help turn creative ideas into solid products that are built well, launched effectively, and deeply inspiring for their users.
Creativity matters. Business reality matters.
Sustainable growth requires both.
I love figuring out the What and How of launching innovative experiences and products that establish a deep emotional connection with consumers. Informed by my background heading up functions in product marketing, business development, strategy, and as a Harvard MBA, I have led projects from ideation to launch; from closing client deals, pitching the right solutions, managing development, to designing and executing on successful launch programs. I have built immersive experiences, 3D brand worlds, AR/VR, and AI-driven products for cultural IP and brands such as Sephora, Adobe, Audi, Coca-Cola, and more.
I bring a rare blend of:
start-up to enterprise GTM rigor,
creative production experience,
and deep empathy for creators, customers and end users.
What defines my work:
human-centered strategy that is future-proof, practical execution, and using technology to create meaningful, measurable customer impact.
Project Spotlights
Sephora Universe
Pioneering next-gen brand experiences using immersive, gamified eCommerce powered on blockchain, built using AI pipelines and production processes.
Creative Tech
Creative storytelling brings the human touch to impactful technology. I worked as a bridge between content & technology providers, from advising on tech solutions, designing & implementing launch plans to hands-on producing digital live experiences.
Scaling Companies
I have scaled products and companies from the inception of what to sell, finding product market fit, designing GTM, growing teams, to closing and delivering million-dollar contracts.
Expertise
I specialize in helping companies figure out the WHAT & HOW of launching innovative products & experiences that not only solve pain points but also establish a deep emotional connection with their customers.
WHAT WE BUILD
Clarify what to build by connecting human needs, technology capability, and market opportunity
Define the core experience promise — what customers should feel, not just do
Shape the unique value proposition and positioning
Align the concept with business goals, revenue model and long-term growth strategy
Decide what should be built now vs. later to reduce risk and speed to impact
HOW we Launch
Partner with sales and leadership teams to build a path from innovation to sustainable revenue
Build a go-to-market strategy across the full funnel (awareness → adoption → retention)
Design experiments that reduce risk while validating product and go-to-market assumptions
Establish launch metrics and feedback loops
Guide organizations through organizational and operational readiness for new tech or workflows
Focuses
Go-to-Market & Product Marketing
Market and customer segmentation
Positioning and messaging
Launch strategy and execution
Sales enablement, lead gen and customer acquisition
Full-funnel growth strategy
Business model and revenue streams
AI & Emerging Tech Strategy
AI Strategy consulting
Immersive commerce and digital experiences
XR, 3D and creative technology applications
Human-centered experience design
Technology adoption and commercialization strategy
Thought leadership workshops
Enterprise & Innovation
Enterprise discovery and solution design
Innovation pilots and platform launches
Cross-functional program leadership
Executive-level stakeholder communication
Change management
Professional History
I started my career in advertising, learning how consumer brands are built and launched across Taiwan and the Greater China market—spanning traditional media, digital platforms, and integrated campaigns. At TBWA & IDEATA Advertising, I helped establish and grow the agency’s digital arm to incorporate digital marketing services for our largest account, Audi. This was the start of my curiousity of how new technology can enhance the human experience. What came after was a career of trying to help groundbreaking new technologies arrive at mass adoption and drive positive change.
Over time, I realized I wanted to understand marketing not as a single function, but as part of a complete business system—how strategy, product, sales, operations, and technology work together to drive growth. That led me to pursue an MBA at Harvard Business School, where I deepened my foundation in strategy, technology, and entrepreneurship.
I believe that marketing should be more than just knowing how to sell, it should start from the inception of products, understanding and representing the customer, and informing product development. After business school, I moved further upstream into product and technology, joining Adobe as a Product Marketing Manager. There, I focused on go-to-market strategy for mar-tech and creative optimization products—shaping positioning, influencing product roadmaps through market insight, and enabling global sales teams to successfully bring new products to market, including being the product lead for content curation of large-scale customer events that drove 50% of the leads for the annual business with 12,000+ attendees.
What ultimately captured my long-term passion, however, was emerging technology and its potential to create entirely new—or meaningfully better—human experiences. But good tech itself is not enough. I found the biggest blocker for adoption was the lack of engaging content or use case. I began an independent consulting practice to bridge creative content and immersive technology, helping organizations adopt XR and interactive platforms not just for novelty, but to drive real customer adoption, business outcomes, and deeper emotional connections with audiences. During this period, I focused on go-to-market strategy for creative businesses, cultural organizations, and AR/VR firms—supporting them in building sustainable revenue models while expanding access and visibility for creative work that needs new audiences.
I later joined Shape Immersive, a 3D and AI experience studio building enterprise-grade immersive platforms. As Head of Engagement, I led enterprise discovery, solution strategy, and go-to-market execution for immersive commerce and digital experience programs—partnering closely with design, product, and engineering teams to turn emerging technologies into scalable, client-ready offerings and long-term growth initiatives. I took a brief step aside as Head of Marketing at Think Tank Training Centre, an institution training next-gen 3D artists, where I built and scaled the marketing organization, established end-to-end funnel operations, and implemented CRM systems and processes needed to support global demand generation. I returned to Shape as the opportunity arose to build a Metaverse experience for Sephora, where I was needed to help close the account and bring the project to fruition. The rest became history.
Today, my work sits at the intersection of business strategy, product & go-to-market, and experience-driven technology. I help organizations figure out what to build, who it is truly for, and how to launch innovative products and experiences that not only solve real problems—but also create meaningful, lasting connections with the people they serve.
““There was a lot of added value working with Sandy, that’s what I really loved. Based on the launch strategy she created, it was really easy to generate the right content for our website, social media, terminologies, building brand awareness, and being able to tell a story across the board that aligns with our mission.
It was an extremely useful process to go through, helped us internally to conceptualize what we were doing so we can communicate effectively to the right audience. I was ready to give her an offer to join our team, because this is the exact type of person we want driving our marketing vision.“
”
Featured Post
NAMPC Gala at the Seattle Arts Museum — Looks like a beautiful dying tree to me, how fitting
Survival of the Arts: an Audience Building Strategy
* Originally written for the arts sector, but focused on universal audience growth, behavior, and go-to-market strategy under resource constraints.
In contrast to the forward-looking optimism and wonder of how tech innovation allows the future to be here now, arts conferences are very grounding, they are largely centered around the idea of scarcity - scarcity of funding, resources, manpower, affordability, access and beyond. We all chose to be there because of our love for the arts, since truth be told there are far easier ways to make a living. We are there because art sustains us, helps us survive and gives us meaning. As noble as it sounds, the industry (except for very concentrated rich pockets) is in fact struggling (see: Museums hit by ‘stratospheric’ art prices and funding cuts), and sometimes I have an overwhelming feeling that people just don’t recognize that… (Read More)