Elevating Culture Through Large-Scale Corporate Celebrations

Designed and produced the internal Double 11 celebrations for Alibaba Group, supporting the 11.11 Global Shopping Festival across all Alibaba online platforms. As the world’s largest annual online shopping event and Alibaba’s most significant sales campaign, the celebrations goal was to energize employees and spotlight the collective wins across marketing, operations, e-commerce, and global brand teams. I translated this mission into celebratory experiences that connected teams across campuses and reinforced pride in the company’s global impact.

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Operational Leadership Across Multi-Site Events

Hired and managed photographers to document events at the Sunnyvale and San Mateo sites. Oversaw vendor SOWs, and produced branded event materials, run-of-show(ROS) documents, and setup plans.I coordinated real-time adjustments, maintained production quality standards, and ensured every site embodied a consistent brand experience.

 

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Cross-Functional Collaboration at Scale

Partnered with Alibaba’s APAC and AMER IT teams, as well as internal People Ops and PR teams, to coordinate event logistics, technical requirements, and show specifications across multiple sites.

 

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Creative and Environmental Design

I led the creative development of event materials, signage, and visual themes, ensuring alignment with Alibaba’s brand identity. Additionally, I designed onsite environments and workspace enhancements that transformed high-traffic areas into celebration spaces.

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Storytelling Through Video

To extend the impact of the events beyond the physical campuses, I produced a highlight video for Alibaba’s global internal channels. This snippet allowed global employees to share the excitement, strengthening cultural cohesion across geographies.