Director of Digital Marketing

L o r e t t a H ua n g

**** **** *** ******* ** 94536

Cell: 510-***-**** Email: ac1n6c@r.postjobfree.com

S U M M A R Y

Over 12 years of experience in data-driven online acquisitions and marketing analytics for consumers and SMBs

Proven track record in paid media channels - SEM, Programmatic and Video ads, Mobile, Paid Social, Affiliates as well as website optimization CRO, lifecycle marketing CRM and A/B testing

Built and led high-performing teams including performance marketers and analytics managers; Managed Google & Facebook reps as well as media agencies and contractors; Supervised and collaborated with 10+ cross-functional teams

Specialties: leadership, vision, revenue growth, performance marketing, monetization, campaign optimization, consumer insights, retention and nurture, technical analytics and visualization skills (SQL, Tableau and statistical models etc)

E X P E R I E N C E

Director, Performance Marketing Santa Clara, CA

Chegg, Textbooks, Online Tutor & Homework Help Subscriptions June 2017 – August 2017

Led Performance Marketing team to own all paid channels: Supervised 4 Performance Marketers to strategize and launch campaigns in SEM, Affiliate, Programmatic and Paid Social channels. Responsible for budgeting $15+ million annual spend to drive high school and college student prospects and cross-sell. Created cross-channel paid media plans in collaboration with Product Marketing and Analytics. Excelled in strategizing remarketing and lookalike audiences for product cross-sell

Senior Manager, Demand Generation & Marketing Analytics Santa Clara, CA

Centrify, Cloud-based SaaS Identity Security Management September 2016 – June 2017

Accomplished Big Data innovation for lead acquisition and led C-suite presentation: Managed 2 contractors to create a new relational database by combining Marketo campaign results with Salesforce demand waterfall KPIs. Re-designed lead scoring by driving 25% higher marketing qualified leads (10k/quarter) from paid and organic search, display ads, webinars and events. Led business intelligence presentations to C-suite execs and board members via Tableau dashboards. Designed and executed Account-Based Marketing campaigns targeted towards IT professionals in Fortune 500 Enterprises.

Senior Manager, Digital Marketing & Analytics Mountain View, CA

Intuit, QuickBooks Cloud-based SaaS SMB Accounting October 2014 – September 2016

Managed analytics team and supervised marketing partners: Managed and mentored 2-5 Senior Analysts to conduct small and medium-sized business (SMB) customer LTV and retention analysis across Quickbooks ecosystem. Created digital marketing initiatives 1-yr and 3-yrs roadmaps as well as cross-channel campaign tracking & measurement plans. Supervised Adobe/Efficient Frontier, Facebook and Google partners to launch new pilots and run incrementality/lift tests. Led 20+ cross-functional team members from Channel Marketing, Brand, Research, Product Marketing and Engineering for customer insights and marketing initiatives.

Exceeded digital media acquisition goals with new tactics and CPA reduction: Exceeded Quickbooks SaaS subscription acquisition goals by 15% (5k subs/quarter) by launching new paid social tactics and expanding new lookalike audiences with Facebook and Rocket Fuel DMP vendor. Effectively reduced CPA by more than 30% driven from PPC keyword expansion, mobile optimization, data-driven attribution bidding and landing page optimization. Created multi-touch and cross-device programs to optimize omni-channel marketing funnel and introduced a new personalized experience to convert trialers.

Led data-driven marketing & predictive analytics: Responsible for QuickBooks $50+ million online acquisition performance and in-depth analysis with a primary focus on PPC, mobile, paid social and affiliate channels. Created Tableau dashboards for top-of-funnel advertising including TV, online video and programmatic RTB/DSP channels. Developed multi-channel attribution models and adopted predictive analytics to evaluate integrated marketing effectiveness ranging from offline advertising to online brand awareness campaigns.

Won the Most Valuable Player of 2016 in Online Acquisition Department and received six spotlight awards

Associate Director, SEM & Go-to-Market Strategy Los Angeles, CA

YP/Yellowpages, SMB digital marketing services December 2012 – October 2014

Supervised SEM campaign managers with a focus on mobile search: Led a team of 8-12 PPC campaign managers at Marchex to define and enforce scalable search marketing best practices. Responsible for budgeting $100+ million annual SEM spend by managing Marchex, Google and Yahoo partners to deliver cost-efficient conversions across 250 SMB categories. Excelled in generating phone call leads from mobile paid search campaigns with dynamic call tracking and customized landing pages.

Owned prospect planning, lead generation and nurturing: Utilized advanced analytics techniques to discover potential SMB segments and implemented lead gen sales packages among these prospects. Successfully launched a variety of digital marketing programs including new product launches, customer winback, advertising traffic source partnership, pricing policy restructure, Google search re-seller program negation, and sales contest creation.

Created marketing forecast & partnership negotiation models: Successfully developed financial forecasting models with less than 5% variance to actual. Took a Data Scientist leadership role in collaboration with Finance, Business Development, Sales Operations, Product Marketing and external partners for marketing planning and partnership negotiation projects.

Won CTO award of 2014

Digital Marketing Manager Los Angeles, CA

Rent.com, formerly owned by eBay Inc. January 2011 – December 2012

Managed and expanded multi-million dollar paid search portfolios: Independently managed $12+ million annual spend to generate high quality registrants by PPC optimizations, campaign expansions, ad copies and landing page testing.

Strategized paid social, mobile app downloads and programmatic campaigns: Launched social media campaigns on Facebook, LinkedIn and partnership websites. Led campaign managers to generate mobile app downloads and network buys.

Senior Analyst, Digital Media & Data Science Toyota/Saatchi Account Los Angeles, CA

RAPP, an Omnicom Digital Media and Analytics Agency June 2009 – January 2011

Analytics team lead in Toyota/Saatchi LA online media ecosystem: Produced most of Toyota Online Media campaign reports with an aggregated $100 million plus media budget for Saatchi’s digital media planning and buying team.

Toyota CRM email program deep-dive: Created propensity and engagement scores among millions of Toyota owners. Led business analysts on CRM reporting including hold-out tests, email open rates and engagement tracking.

Online Marketing Manager Los Angeles, CA

Live365.com, Independent Internet radio Network April 2005 – October 2008

Consumer insights: Utilized internet radio audience segmentation data to package online advertising offerings.

Partnership management and direct sales: Sold and managed multi-million dollar interactive advertising business.

SEM Analysis: Conducted in-depth keyword and ad copy analyses on Search Marketing campaigns.

Business insights and data visualization: Created client-facing performance dashboards via Excel macros automation.

E D U C A T I O N

Michigan State University East Lansing, MI

Master of Arts, Telecommunication, Information Studies and Media August 2002 – December 2003

Graduated Summa Cum Laude

Chinese University of Hong Kong Hong Kong, China

Graduate Diploma of Finance September 2001 – June 2002

Bachelor of Arts, Journalism and Communication September 1997 – June 2000

Graduated with Honors

T E C H N I C A L S K I L L S

Proficiency with search engines optimization tools including Google AdWords, Yahoo! Search Marketing, Adobe Media Optimizer (AMO); social media marketing tools including Facebook, Twitter, LinkedIn; mobile app marketing tools including AppAnnie and Kochava; web analytics tools including Google Analytics, Omniture SiteCatalyst (Adobe Analytics), Hitwise, Quantcast and Compete; digital media research tools including comScore, Nielsen//NetRatings, @Plan, eMarketer and AdRelevance; display ad reporting tools including DoubleClick Campaign Manager, Rocket Fuel DMP and DSP management; tag management including Ensighten and content management Adobe Communique 5 (CQ5); marketing automation tools including Marketo, HubSpot and Eloqua; Sales & Marketing Management tool with Salesforce

Excellent knowledge in Business Intelligent and visualization tools such as Tableau, Business Objects, MicroStrategy and Domo; strong SQL knowledge on Big Data platforms including Vertica, Hive and Teradata; strong statistical analysis and data science tools including R, Python and SAS; Excel superuser

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