Liu Cheng (MaYi)
Tech Lead & Lead Frontend Engineer at Wiredcraft (Publicis Groupe)
Bio
I am Liu Cheng, also known as MaYi, a dedicated and results-driven Lead Frontend Engineer with over 12 years of experience in software design, architecture, development, and leadership. With a strong background in front-end engineering and project management, I have consistently demonstrated the ability to deliver high-quality results and drive organizational success. Known for my leadership, teamwork, problem-solving skills, excellent communication abilities, and broad technical knowledge, I have a proven track record of leading teams to achieve innovative solutions and exceed project goals.
Skills
Technical Proficiency
Proficient in JavaScript, TypeScript, React, Next.js, Electron, Node.js, and WeChat Mini Program development, with a comprehensive understanding of the WeChat ecosystem to deliver seamless and innovative solutions. Adept at leveraging AI technologies to enhance development efficiency, automate workflows, and integrate intelligent features into applications, driving improved user experiences and operational performance.
Project Management
Proven ability to manage multiple projects simultaneously, ensuring timely delivery and adherence to budget constraints. Skilled in establishing Business As Usual (BAU) processes to streamline operations and enhance efficiency.
Communication
Excellent verbal and written communication skills in both Chinese and English. Adept at conveying complex technical information clearly and effectively to diverse audiences, including technical and non-technical stakeholders.
Analytical Skills
Strong analytical and problem-solving abilities, with a track record of leveraging data-driven insights to inform decision-making and enhance team workflows.
Team Collaboration
Extensive experience working in cross-functional teams, fostering a collaborative environment to achieve common goals. Demonstrated leadership in mentoring junior developers and improving project outcomes through teamwork.
Employment History
Wiredcraft (Publicis Groupe)|Lead Front End Engineer & Tech Leader
August 2016 - Present, Shanghai City, China
- Led a team of over 10 front-end developers to deliver innovative web solutions and WeChat Mini Programs for major clients including Hilton, Zara, Burberry, Prada, Dior, Walmart, and Starbucks China, resulting in increased user engagement and satisfaction.
- Developed and implemented project documentation and reporting processes, enhancing communication and transparency within the team.
- Mentored junior developers, fostering their growth and improving overall team capabilities.
Apploi|Web & iOS Developer
March 2014 - June 2014, Manhattan, New York City
- Developed the Apploi website and iOS/Android apps to assist individuals in their online job search, facilitating the startup's initial product launch and helping Apploi secure a $5M investment.
BreezeCapsule |Full Stack Developer
April 2012 - July 2016, Wuhan, Hubei, China
- Engaged in full-stack development, contributing to various projects that enhanced user experience and operational efficiency.
Projects
Hilton China Apps
2019 ~ 2025
- As a key contributor to the Hilton China Apps initiative, I led development efforts, collaborated across teams, and delivered solutions that enhanced user experience and streamlined business operations. These efforts were instrumental in doubling the Hilton China app's revenue to $100M in just 2 years.
- Directed the development and maintenance of iOS, Android, and WeChat Mini Programs, ensuring alignment with global standards. Collaborated with Hilton China and Global teams to deliver features on schedule. Managed the local digital team’s adoption of Agile methodologies and JIRA for efficient project oversight.
- Partnered with the global team to design a messaging feature, enabling direct hotel-customer communication within the app. Supported marketing campaigns by creating a deep link system that directs users to specific app content from social media promotions. Assisted the Analytics team in building a user activity tracking system, delivering valuable data insights.
- Designed architecture for co-branding initiatives with brands like Starbucks and DIDI, establishing a unified account system. Contributed to the Digital Control Center, empowering hotels to manage app features online.
- Engineered the Hilton Booking Mini Program as a full-stack developer, integrating WeChat features like messaging and payments for seamless user engagement. Implemented key features including multi-room booking, digital room keys, map-based hotel search, and payments via WeChat and Alipay. Expanded the app’s coverage by integrating over 7,000 hotel listings into its database.
Burberry Ecommerce Wechat Mini Program
2018 ~ 2020
- Led the development of the Burberry Ecommerce WeChat Mini Program, driving innovation and delivering a high-performing digital shopping platform.
- Designed and implemented an event-driven architecture to significantly improve responsiveness and scalability, ensuring a seamless and reliable experience for users.
- Spearheaded the development of a dynamic poster generation feature and built a thriving user-generated content community, resulting in a 40% increase in user engagement.
- Streamlined the checkout process by integrating WeChat payment seamlessly, reducing transaction time by 25% and enhancing customer satisfaction.
- Managed user orders with robust support for refunds, partial refunds, and returns, while integrating WeChat customer services to ensure efficient issue resolution.
- Introduced unique functionalities like gifting and pay-for-others options, improving the user experience and driving a 15% increase in sales.
- Implemented template messaging and notifications to enhance user communication, boosting retention by 20%.
Sam’s Club membership WeChat Mini Program
2018 ~ 2018
- Spearheaded the development of the Sam’s Club Membership WeChat Mini Program, designed to provide members with a seamless and convenient digital experience.
- Key features include a scannable user membership card （扫码购）, enabling quick and easy access to membership benefits. Also introduced an innovative Supplementary Card feature, allowing primary members to share exclusive benefits with family and friends, thereby boosting user engagement and satisfaction.
Etam - Desktop App (Digital Table)
2017 ~ 2018
- Contributed as a Frontend Developer to the Etam Project, creating an interactive digital table that enhanced the in-store shopping experience.
- Built the digital table using React and Electron, providing a seamless and engaging interface for customers to explore and select outfits.
- Significantly improved the shopping experience, drawing substantial attention and boosting the Etam shop’s visibility on its opening day.
Starbucks China Website
2016 ~ 2018
- Served as a Full Stack Developer to redesign the Starbucks China website, delivering a modern and user-friendly digital platform.
- Leveraged Jekyll for static content and React.js for the interactive UI, crafting a fresh design aligned with contemporary trends.
- Partnered with design, global, and local teams to integrate key features, including the Gift Card and account system.
- Enhanced Starbucks China's digital presence, ensuring it remained at the forefront of innovation.
- Strengthened Starbucks China’s digital presence, providing a smooth and engaging user experience that upheld the brand’s innovative image.
Education
Wuhan University
Bachelor‘s degree, Computer Science
2007 - 2011