Social Media Digital Marketing
Resume:
Willco Liu
Arcadia, CA
ad5maq@r.postjobfree.com
Work Experience
Director, Digital Marketing
Eagle Investors management - New York, NY
March 2023 to Present
• Oversee a substantial marketing budget of over $5 million, orchestrating comprehensive marketing strategies that drive revenue growth and brand visibility.
• Develop and execute innovative and data-driven marketing campaigns across SEM, SEO, social media, display, content marketing, email marketing, and other digital channels.
• Provide visionary leadership to a high-performing marketing team, setting strategic direction, nurturing talent, and fostering a culture of creativity and collaboration.
• Collaborate closely with cross-functional teams and external partners to optimize paid search, advertising, and media planning, achieving a 300% increase in new customer acquisitions.
• Champion data-driven decision-making, resulting in a 35% reduction in advertising costs while simultaneously increasing conversions by 65%.
• Manage the company's overall marketing strategy, budgeting, executing across all media, online and offline channels from concept to launch, for SEM, SEO, social media, paid search, display, content marketing, managing agencies and affiliates, email marketing, direct mail, TV, radio, print, OTT, etc.
• Create and present data-centric reports to the executive team, showcasing campaign performance, ROI, and strategic recommendations.
Director - Marketing and Online Sales
SCAN Health Plan - Long Beach, CA
September 2022 to April 2023
• Developed project plans, budgets, business requirements, and go-to-market strategies, digital transformation program, etc.
• Spearheaded partnerships with third-party lead generation providers, enhancing customer acquisition efforts and contributing to a successful marketing strategy.
• Formulated and executed marketing strategies that led to a 163% growth in online channels revenue, optimizing SEM, SEO, social media, and other digital platforms vs previous year.
• Drove email marketing campaigns from concept to production, ensuring alignment with strategic objectives and elevating engagement rates.
Director - Digital Marketing and Demand Gen
ClearOne Advantage Financial - Baltimore, MD
September 2021 to August 2022
Develop and manage the company's overall digital marketing strategy.
• Provide expertise, leadership, and direction on developing an online marketing strategy and schedule for pre-sale prospecting, lead nurturing, and post-sale customer relationship building and recapture.
• Own the management of SEO and PPC campaigns.
• Experience in project management, managing marketing communication projects, product marketing.
• Work closely with stakeholders to develops and report digital marketing roadmap.
• Manage SEO campaign strategy for multiple properties to increase organic search traffic.
• Identify and manage the production of thought-provoking industry content for distribution in blog posts, website pages, social media, infographics and more.
• Manage all day-to-day paid search efforts towards goals.
• Manages all third-party lead gen partnerships.
• Build email marketing campaigns from inception to production. Own the creation of the brief, managing creative development to achieve objectives,
• Manage all social media campaigns for lead gen, education and reputation management.
• Manage both organic and paid social media strategy and campaign execution.
• Grew PPC gross revenue by 174% and display channel by 163%
• Generated incremental about $3M in gross profit vs previous year. Digital Marketing Director
Americor Financial - Irvine, CA
January 2021 to September 2021
• Create, monitor and improve the performance of each marketing channel, SEM, SEO, Social Media, Print, third party agencies to help maximize key performance indicators.
• Market Analysis to Identify Challenges and Opportunities for Growth.
• Forecast the business trend of the marketing department.
• Participate in quarterly and annual planning of company objectives.
• Workflow automation via Hubspot and Marketing for less human error, reduced labor time, and more efficient reports
• Created digital video content and managed video pre-roll campaigns
• Facebook and Pinterest Ads Manager expert
• Targeted mobile marketing campaign with performance tracking and localization of ad serving. Digital Marketing Consultant - Contract
Kaiser Permanente - Burbank, CA
August 2021 to August 2021
· Develop digital marketing optimization strategy and Web Analysis on enterprise level.
· Performs evaluations of online marketing campaigns, third party partner relationships, key revenue drivers, and customer behavior.
Marketing IT Consultant - E-Commerce, B2B - Contract KSwiss Global Brands - Los Angeles, CA
July 2020 to December 2020
Developing & delivering strategic & innovative marketing strategies focused on acquiring, converting & retaining customers for DTC & wholesale business.
Development of brand strategy, e-commerce, digital marketing, PR, social & creative content. Ensure e-Commerce, B2C and B2B strategies and efforts align to the company's direction, supporting growth targets & profit goals.
• Standardized all processes for the vendor ecosystem, reducing internal friction and time to onboard.
• Manage sell-through, inventory to deliver against targets & support revenue and margin targets
• Partner with external agency to optimize online marketing programs with a focus on consumer acquisition, conversion, and retention, efficiently and creatively reaching financial targets with an optimized spend that reaches strategic goals
• Balance branding and ROI-generating activations. Implement opportunities that will grow the business / generate incremental revenue while enhancing brand positioning
• Ensure consistent customer experience across all marketing touchpoints - responsible for creating a digital environment that is the best representation of the brand & provides a premium customer shopping experience.
• Manage and build B2B marketing strategy with all retailers by segmentations.
• Use Shopify and redesign website to optimize best customers UX/UI. Director Marketing Global E-commerce
Gizmogo Global - Chino, CA
June 2019 to June 2020
• Develop marketing strategies, overall responsibility for marketing budget, formulate clear and measurable key performance indicators.
• Manage and optimize digital and traditional marketing channels with budget over
$10 million.
• Develop and implement a cohesive marketing plan to enhance brand awareness.
• Set current and long-term goals for internal teams - prioritize marketing projects and allocate resources accordingly.
• Create, monitor and improve the performance of each marketing channel, SEM, SEO, Social Media, Print, third party agencies to help maximize key performance indicators.
• Grew PPC gross revenue by 74% and display channel by 63%
• Generated incremental $2M in gross profit in my first year of the program
• Establish relationships with partners and stakeholders through all business channels, including negotiating contracts conducive to the company.
• Use Trends, Markets, and Consumer Surveys to Identify Growth Opportunities.
• Monitor all marketing activities and channels: paid, owned and profitable media.
• Prepare periodic reports and presentations on marketing indicators for CEO.
• Dynamic landing page development and monitored A/B testing and search funnel. Director/Team Lead Digital Marketing, Optimization and Analytics Confie Insurance Group Holdings - Huntington Beach, CA September 2015 to June 2019
• Manage and optimize digital marketing channels with budget over $30 million across 18+ brands.
• Lead development and execution of thoughtful and effective strategic marketing, corporate responsibility and plans that maximize results.
• Develop and execute marketing strategies for company/product visibility.
• Led marketing transformation to accelerate the growth of Digital Health solution by bringing an enterprise-based model to a technology-driven sector of healthcare facing perceived commoditization.
• Create, lead and collaborate on strategy development and project management, develop new digital marketing means to increase brand awareness and support the organization's channel partners.
• Performs evaluations of online marketing campaigns, third party partner relationships, key revenue drivers, and customer behavior.
• Driving down advertising costs by 25% while increasing conversions by 45%.
• Oversee all digital channels to provide data analysis and actionable insights on SEM, SEO, online Directories, Display, Social Media, etc. Digital Marketing Sr. eMarketing Analytics Manager Teletech-Revana Digital - Los Angeles, CA
June 2014 to September 2015
• Oversee accounts like Epson, J2 Global, WellPoint Anthem, Sage account software(Peachtree), Verizon, Arrow electronics, LA Weight Loss/Herbal Magic,
Corinthian Colleges Inc., etc. to provide data analysis and actionable insights on SEM, Online Media, SEO, Social Media channels.
• Manage digital marketing team and provide direction to make better data driven decisions to increase acquisitions and conversions.
• Manage media budget, setup marketing campaigns and create optimization analyses based on data.
• Manage day-to-day relationships with vital clients, agencies, and print partners
• Nurture existing client relationships and ensure relationships are continually deepening Enterprise Digital Marketing Analyst / Optimization Sr Manager Transamerica - Los Angeles, CA
January 2013 to June 2014
AVP eCommerce Channel Consultant
Bank of America - Pasadena, CA
January 2007 to January 2013
Digital Marketing Sr Manager, Web Analyst /Data Analyst Sony Corporation - Los Angeles, CA
January 2006 to January 2007
Sr. Manager Data Analyst and Database Administrator Alfa Leisure, Inc - Ontario, CA
January 2000 to January 2006
Sr. Manager Software Engineer / Database Administrator Promedia Inc - Irwindale, CA
January 1998 to January 2000
Education
Bachelor's in Computer Science in Computer Science UCLA
Bachelor's in Computer Science in Computer Science UCLA
Skills
• Google Analytics
• Digital Marketing
• Search Engine Optimization (SEO)
• Google AdWords
• E-Commerce
• Analytics
• SEM
• WordPress
• Marketing
• Management
• Social media management
• Market Research
• PPC Campaign Management
• User Interface (UI)
• Branding
• Email Marketing
• Business Requirements
• Microsoft SQL Server
• Microsoft Excel
• Performance marketing
• SQL
• Content development
• B2B/B2C marketing
• Adobe Creative Suite
• Facebook Advertising
• B2B/B2C Sales
• Salesforce
• Web Development
• Marketing Automation
• Supervising experience
• AI
• Digital marketing
• Email marketing
• Marketing automation
• SEO
• SEM
• Marketing
• Data analytics
• WordPress
Assessments
Analyzing data — Proficient
June 2020
Interpreting and producing graphs, identifying trends, and drawing justifiable conclusions from data Full results: Proficient
Teamwork: Interpersonal skills — Proficient
September 2020
Responding to challenging team situations at work
Full results: Proficient
Analyzing data — Proficient
December 2020
Interpreting and producing graphs, identifying trends, and drawing justifiable conclusions from data Full results: Proficient
Software developer fit — Proficient
September 2020
Measures the traits that are important for successful software developers Full results: Proficient
Marketing — Proficient
August 2023
Understanding a target audience and how to best communicate with them Full results: Proficient
Social media — Proficient
August 2023
Knowledge of social media techniques and analytics interpretation Full results: Proficient
Work motivation — Proficient
September 2020
Level of motivation and discipline applied toward work Full results: Proficient
Indeed Assessments provides skills tests that are not indicative of a license or certification, or continued development in any professional field.
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