Digital and eCommerce Marketing

FLORENCE C. SU

Palo Alto, CA ***** **********@**************.*** 650-***-****

MARKETING DIRECTOR

Intuitive and creative data-driven paid media marketing leader who represents a corporations’ mission while leveraging in-depth knowledge about digital marketing ecosystem (both web and mobile). A consummate problem solver, passionate about customer-facing analytics to maximize the cross-section of branding and marketing to power break-through concepts that address business objectives and exceed company goals. Quickly adaptable to the ever-evolving environments with consumers, products, technologies, and digital/media.

Core Competencies

Consumer Marketing Strategy SEM/Display/Mobile App E-Commerce Marketing

New User Acquisition Digital Marketing Budget Social Media Advertising

Cross-Functional Lead A/B Testing Data Analytics

Honors And Awards

DMA Presenter - "Search Engine Marketing Best Practice"

Member, "Search Alliance Product Advisory Group", Microsoft/Yahoo

Kenshoo Client Advisory Board

AOL Client Advisory Board

Professional Experience

DISNEY INTERACTIVE (Disney), Palo Alto, CA

Senior Manager, User Acquisition 2015-2016

Pushed forward innovative thinking by developing the global user acquisition marketing strategy, from launch to sustainment phases, and roadmap for Disney Interactive mobile apps across genres and digital channels. Supported apps with first-class services – providing detailed spending, insights, and performance reports for internal and external use. Managed analytics projects to monitor industry move as well as keeping leading edge UA tactics – identifying and executing cost-effective strategies to acquire high lifetime value customers.

Drove International Expansion: Grew country list 400%. Expanded running user acquisition effort in less than 10 countries to over 50 through discovering new channels and countries for deployment based on research.

Collaborated with Internal, Cross-Functional Teams: Lead in working with Product, Product Marketing, and Regional Teams in owning the communication process with senior management. Ensured Disney’s media strategy was accurately positioned to get senior manager's buy in and sign off and communicate to all stakeholders (including product team, regional team) for awareness.

Social Media Strategy: Worked closely with key external partners including Facebook, Google, and Twitter mobile display vendors to design and structure paid media and organic searches and well as digital analytics to achieve additional revenue growth.

11 MAIN (An Alibaba Group Company), San Mateo, CA

Director of Customer Acquisition 2014-2015

Led SEM, SEO, Display, Paid Social, and Mobile strategy across B2B and B2C with the goal of creating and executing a strategy to drive new user acquisition. Helped improve the health of clients through customer analytics and behavior change strategies.

Built Awareness: Generated an increase in marketing budget by 5X in only six months through driving transformations to improve cost per acquisition and develop model-based marketing budget planning.

Optimized Marketing Across The Digital Landscape: Planned, executed, and enhanced cutting-edge marketing solutions across web, mobile, and social. Bridged analytical measurement with creative messaging.

Drove Rapid Consumer Acquisition: Utilized a variety of channels that required not only a strong understanding of the economics of each channel but also the particular nuances of each that helped optimize from ad view to acquisition to order.

Global Expansion: Assisted coordination with the broader organization on marketing opportunities in China.

HEWLETT PACKARD (HP), Palo Alto, CA 2005-2014

Senior Manager, SEM and Mobile Marketing – Americas Marketing (2009-2014)

Managed tens of millions of budgets across the Consumer and Commercial segments. Holistic search strategy included search retargeting, search/social integration, and SEO/SEM collaboration while owning target strategy for digital display advertising. Managed both ROI and Branding focused campaigns. Produced hands-on continual performance analysis using A/B testing results, KPIs, and Landing testing.

Led and Built Best Practices: Coached regional teams on Technical Analysis, Competitive Analysis, Website Migration, and other deliverables as needed

Innovative Search Strategies: Drove innovation through migrating to new search platform, evaluate attribution to enhance customer acquisition insights, advanced bidding strategy by connecting in-house CRM data.

Cross-Channel and Cross-Devise Analytics: Improved campaign performance to keep at the forefront of SEM/mobile technology – landing page optimization, keyword cluster analysis, online/offline impact multiplier and clickstream.

Media Coverage: Ensured traffic through top tier engines, content network, Facebook and MSN/Google mobile.

Marketing Analytics Manager, HPShopping.com Marketing (2007-2009)

Managed ROI analytics and optimization for SEM, SEO, Affiliate, Email, CSE, display, and Social online programs. Translated and interpreted business needs into actionable metrics and conveyed information to personnel and staff at all levels of the organization.

Full Lifecycle Advertising Campaigns: Developed online programs from concept stage through execution including ROI analysis, shifting budget allocation, and actively finding ways to help optimize each program.

Qualitative and Quantitative Research: Developed creative ideas and solutions based on industry research and consumer insights to formulate thinking for new programs or improve existing online program performances.

Forecasting Manager, HPShopping.com Store Operations (2005-2007)

Built and led central forecast team to ensure forecast accuracy across all revenue, traffic, AOS, and conversion store metrics. Utilized strong business, analytical, and problem solving skills – creating solutions, managing deliverables, and meeting deadlines.

Communicated Any Changes: Flagged any risk to the management team for P&L and ran scenario analysis to support key decisions.

Kept Abreast of Trends: Constructed and refined analytics model (regression) for the ever-changing product, environment, competitor, and strategy landscape – to ensure forecasting reflected business situations.

Prior To 2001

Gained significant experience in budgeting, forecasting, competitor analysis, price analysis, and month-end closing/variance reporting. Managed ad hoc reports. Built an Access database for Asset Management.

Positions Included:

Manager of Financial Planning & Analysis, Finance Department – WEBMETHODS (formally Active Software)

Financial Analysis Manager, Finance Department – HYPERION SOLUTIONS

Financial Analyst, Information System Department – ARGONAUT INSURANCE

Financial Manager, Marketing Department – CITIBANK (S.F)

Financial Analyst, Financial Control Group – CITIBANK TAIWAN (Taipei, Taiwan)

Education

STANFORD UNIVERSITY

Master of Science, Statistics – Specialize in Data Analysis

Certificate

American Society of Actuaries Probability and Statistics Examination

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