Hui Lin

coffee to code; silence to music

About Me

I am currently working at Shopify, ex-Google/Netlify/DuPont.

I love to code in R, and also use Python. I am addicted to reading. I love data science and MOOC. I like drawing, traveling, collecting jokes and anything beautiful. My interest in sport is no more than a fish’s interest in driving Tesla.

I was born in China, moved to the US, and now live in the San Francisco Bay area.

See the pdf resume here.

Working and Research Experience


Lead Quantitative Researcher

Sep.2021 - Present

  • Lead quantitative research at Shopify
  • Conduct foundational research to inform product strategy and identify market opportunities using surveys and behavior analysis
  • Tackle complex, open-ended problems, break them down into achievable steps, and strive for a meaningful solution


Quantitative UX Researcher

Jul.2020 - Sep.2021

  • Lead and build a user-centered metric tracking framework with a team of PM, SWE, UXR, and Analysts.
  • Address product needs, competitive positioning, and unmet user needs through a combination of large-scale surveys, text analytics, preference modeling, and log analysis.
  • Work closely with the machine intelligence team on innovative AI features.
  • Drive change by communicating actionable findings to experts and non-experts in the organization.


Data Science

May.2018 - Jun. 2020

I am building the data science department @Netlify from scratch.

  • Build up and lead a data science team to unlock the optimization for growth and sales enablement (Netlify user has grown 15%+ MoM, revenue has grown 10% MoM)
  • Partner with the infrastructure team to build data pipeline to centralize large scale of user-generated data (Data Lake) in a big data cloud environment using Hadoop and Spark.
  • Design and build Data Mart for business users.
  • Define and lead the development of foundational user behavior analysis, including user conversion model, funnel engagement analysis, marketing attribution, etc.


Data Scientist

May.2013 - Apr.2018

  • Provide data science leadership for a broad range of analytics in North America Marketing
    1. Predictive Analytics
    2. Marketing programs analysis under the observational scenario
    3. Analyze market research survey data using psychometric models and natural language processing; quantitatively study customer perception and identify variables that are predictive of patterns and/or are leading indicators
  • Lead the project of building marketing data pipeline
    1. Build marketing database in the cloud
    2. Automate models and dashboard that track business performance
    3. Social media analytics

Iowa State University

Consultant and Statistician

Sep.2009 - Apr.2013

  • Jun.2012 - Apr.2013, Statistical Consulting for Business College
  • Sep.2009 - Apr.2013, Statistician, Production Animal Disease Risk Assessment Program
  • Aug.2011 - May.2012, Consultant, General University Statistical Consulting and Statistics Consulting for College of Veterinary Medicine


Machine Learning using R

Published in Oct 2017

  • Book Link
  • ISBN 9787121326585
  • Publishing House of Electronics industry

Practitioner’s Guide to Data Science

Published in May 2023

Book Translation

Applied Predictive Modeling

Published in May 2016

  • Book Link
  • English version by Max Kuhn and Kjell Johnson
  • Translated chapters 1-4, 12-14, 16, 18-20
  • Huazhang Publishing Inc.

R for Marketing Research and Analytics

Published in Oct 2016

  • Book Link
  • English version by Chris Chapman and Elea McDonnell Feit
  • Translated the book
  • Huazhang Publishing Inc.

Statistical Rethinking - A Bayesian Course with Examples in R and Stan

Published in Apr 2019

  • Book Link
  • English version by Richard McElreath
  • Translated the book
  • Huazhang Publishing Inc.