From generative AI tools that streamline marketing operations to advanced machine learning models designed to improve advertising efficiency and drive investment decisions.
These are just a few examples of how Coupang Taiwan is putting AI and data science to work. Behind these projects are two teams—Growth Marketing Data Science & Analytics—led by Brian.
The Analytics team works closely with business partners across performance marketing, CRM, onsite merchandising, and growth products, helping solve operational challenges and inform decisions. The Data Science team focuses on building machine learning models and AI-powered solutions.
For Brian, one of the most rewarding parts of his role is seeing new ideas turn into real solutions. A generative AI tool developed by his data science team is a great example.
Turning ideas into real solutions
The GenAI tool uses RAG (retrieval-augmented generation) to help designers intelligently create marketing copy and images optimized by performance metrics. Because it was built with Coupang's specific brand and business needs in mind, it allows teams to efficiently produce highly tailored, high-performing materials.
What makes this project stand out to Brian is how it started. “It wasn't something that I initially asked for,” he recalls. A data science leader on his team spotted an opportunity to improve the creative process and took the initiative to build the tool. The project brought together an understanding of the business problem and technical expertise to solve it.
It's the kind of initiative Brian values in his team: people who see opportunities, take ownership, and turn ideas into something useful.
It’s exactly the kind of initiative Brian values: team members who see opportunities, take ownership, and build something highly useful. AI is also transforming the team's day-to-day operations. Analyses that once required days or weeks of manual coding can now be completed in hours or minutes with AI support—freeing up time to explore new ideas, tackle complex problems, and ultimately "Wow" the customer.
Driving business impact through innovation and data science
Another key achievement from Brian’s team has been a marketing measurement project that has been a key focus over the past year. The team built advanced models that go beyond traditional attribution, using experimental approaches and machine learning models to better evaluate marketing effectiveness and inform investment decisions.
It was a major cross-functional effort, and Brian sees the work as something that will continue to bring value to the business over time.
His data science team also builds machine learning models to help improve product advertising efficiency in Taiwan's competitive digital advertising market, as well as driving growth throughout the customer lifecycle.
Beyond marketing performance, the teams also support services that customers use every day. For example, they work with business, marketing, and product teams on WOW membership, helping drive customer awareness of the service and its benefits, including free delivery, dawn delivery, and fast shipping. Their work supports different stages of the membership experience, from introducing WOW to new customers to helping existing members enjoy its benefits.
For Brian, these projects show how technology can support both business decisions and the experiences Coupang Taiwan delivers to customers.
A Culture of Experimentation and Learning
Working at the bleeding edge of tech means not every experiment goes exactly as planned—and Brian sees that as a vital part of the process.
Even a machine learning model with highly accurate predictions may not deliver the expected results in a real-world business environment. “Try to test good ideas, fail fast, iterate, and move on to the next,” he advises.
This mindset directly reflects Coupang's Leadership Principles, particularly Learn Voraciously, Move with Urgency, and Deliver Results with Grit. Brian actively encourages his teams to stay curious and share their learnings. Regular team discussions provide a dedicated space for colleagues to exchange ideas and explore the latest developments in data engineering and science.
Growing with Coupang Taiwan
For Brian, the most exciting aspect of Coupang Taiwan is the opportunity to deploy emerging technologies to tackle the challenges of a hyper-growth business.
He describes the experience as combining the resources of a large technology company with the agility of a startup. It's an environment where teams can move quickly, experiment with new tools, and continue learning.
He describes the environment as having the resources and scale of a massive tech company, but the agility of a startup. It's a culture where teams can move quickly, experiment freely, and continuously upskill. Collaborating with diverse colleagues across Coupang's global offices has also given him fresh perspectives on both technology and leadership.
But when asked what he enjoys most about his job, his answer is simple: the people.
“I work with a lot of smart people who are eager to learn and highly motivated,” he says. Whether it's a colleague taking the initiative to architect a new AI tool or cross-functional teams uniting to solve a complex logistical problem, Brian finds his greatest reward in seeing his people succeed.
As Coupang Taiwan continues its rapid growth, he sees limitless opportunities for his team to explore just how far data and AI can take them.
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