Liu Cheng (MaYi)
Tech Lead & Lead Frontend Engineer at Wiredcraft (Publicis Groupe)
Bio
I am Liu Cheng, also known as MaYi, is a dedicated Lead Frontend Engineer and Team Lead with over 12 years of experience in software design, structure, and development. With strong skills in front-end engineering and project management, delivers high-quality results by providing effective leadership, encouraging teamwork, solving problems, and communicating clearly. Focused on creating new solutions, consistently meets and often goes beyond project goals.
Skills
Technical Proficiency
Proficient in JavaScript, TypeScript, React, Next.js, Electron, Node.js, and WeChat Mini Program development. Experienced in working with the WeChat ecosystem to provide effective solutions. Skilled in using AI tools to improve development speed, automate tasks, and add smart features, which help enhance user experience and work performance.
Project Management
Demonstrated ability to manage several projects at the same time, ensuring delivery on schedule and within budget. Experienced in setting up regular work processes to improve team.
Communication
Fluent in both Chinese and English, with good speaking and writing skills. Able to clearly explain complex technical ideas to both technical and non-technical audiences.
Analytical Skills
Strong analytical and problem-solving skills, with a proven ability to use data to support better decision-making and improve team processes.
Team Collaboration
Extensive experience working in cross-functional teams, encouraging cooperation to achieve common goals. Skilled in guiding junior developers and improving project results through effective 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.
- 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
- Spearheaded Burberry’s Ecommerce WeChat Mini Program, delivering a high-performance platform with event-driven architecture for superior scalability.
- Drove 40% higher engagement via dynamic poster generation and user-generated content. Optimized checkout with WeChat payment, slashing transaction time by 25%. Managed seamless order support and customer service integration. Introduced gifting and pay-for-others features, boosting sales by 15%, and increased retention by 20% with targeted notifications.
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
- As a Frontend Developer for the Etam Project, I developed an interactive digital table using React and Electron, creating an engaging interface for customers to explore and select outfits. This solution significantly enhanced the in-store shopping experience, attracting substantial attention and boosting the Etam shop’s visibility on its opening day.
Starbucks China Website
2016 ~ 2018
- As a Full Stack Developer, I led the redesign of the Starbucks China website, delivering a modern, user-friendly platform using Jekyll for static content and React.js for an interactive UI aligned with contemporary trends. Collaborating with design, global, and local teams, I integrated key features like the Gift Card and account system, enhancing Starbucks China’s digital presence and ensuring a seamless, engaging user experience that reinforced the brand’s innovative image.
Education
Wuhan University
Bachelor‘s degree, Computer Science
2007 - 2011