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Manager Sales

Pasadena, California, United States
August 27, 2018

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Davy Chai


SUMMARY I am a performance driven marketer committing to paid traffic acquisition and lead generation through

paid search, paid social (Facebook) and product feed advertising with proven records of strong growth in

paid campaigns for optimal quality, scalability and efficiency. I have successfully led sales and

leads growth in paid media channels for corporate, agency and startups in the last 5+ years.

I am proficient with various digital marketing platforms, including but not limited to DoubleClick

Search, AdWords, Facebook Ads and Bing Ads. I am also expert for Product Feed platforms that includes

Channel Pilot, Merchant Center and Facebook Product Catalog.

WORK, Pasadena, CA (Online Retailer with Billions Revenue, Direct Ship to 160+ Countries)

EXPERIENCE Paid Media Manager, Mar 2017 – Now

I work in the marketing department with a team of 30+ people, sales nearly doubled in March 2018

compared to March 2017 when I first joined iHerb.

Lead growth in Five of the Top Markets. Owns Adwords accounts in five of the top Markets: SG, CN, MO, HK and TW. Sales almost tripled from March 2017 to March 2018 with effort in building various types of new AW campaigns including but not limited to search: search, RLSA and DSA; display: display remarketing, DPR, Smart Display, Similar Audience; shopping: PLA, universal shopping, showcase and Universal App Campaign.

Lead growth in Product Feed Ads. Created and maintained feed ads for all Markets iHerb advertise in. Product feed ads contribute to more than 20% of sales generated in paid media. Feeds ads include AW PLA, USC, showcase, DPR, Bing PLA, Facebook DPR and DPR with Similar Audience.

Communication & Management. Direct manage two specialists on the five Market accounts. Lead weekly meetings with them and report back and get orders from senior manager of paid media who reports to the VP of marketing. Also lead meetings with account managers from Google, Bing Ads and Facebook bi-weekly.

Jump450Media, New York, NY (Direct Response Media Agency)

Adwords Lead (Display/Search), Feb 2016 – Oct 2016

Campaign Management Led direct response media buying on Search, Display and Facebook Ads. Oversee Accounts across Finance, Medical, Sports, CPG and Tech categories with 6 million Spent annually.

Communication & Management Daily presentation internally to president. Update and create daily reports with Excel. Communicate with client regarding tracking, tagging and technical issues.

Train and mentor junior Adwords media analyst on daily bases. Project Management with Graphic Designers, Copywriters, Webmasters and Web Designers., New York, NY (Midtown Based Online Furniture Retail Startup)

Marketing Manager, SEM/SEO, May 2013 – Feb 2016

SEM. Generated Leads for quoted furniture (B2C) via Paid Search, Shopping Ads and Brand Facebook Ads. Raised company sales from 600K to 1.2M per month in 18 months.

SEO. Increased 40% of SEO traffic on 500 on-page optimization keywords. Conducted off page SEO on updating video blog and product description rewriting. Oversee SEO agency for link building.

Communication & Management Signed up and managed SEM/SEO/BI Agencies. Acquisio BBM (SEM), Brightedge(SEO). Oversaw Actbold (SEO) agency for link building. Signed up RJ Metrics (BI). Developed Product ROI reports manually by merging Paid Search Cost Data with CRM Sales Data using Excel, built Customer Data and Insights reports via BI Tool RJ Metrics.

KNOWLEDGE Paid & Organic Media

& TOOLS DoubleClick Search, Adwords, Bing Ads, Facebook Ads, Acquisio, Amazon Product Ads, Baidu, QS360,

Sogou, BrightEdge, Conductor, MOZ, SEMRush, Majestic SEO, Ahref SEO,

Product Feed & Data Analysis:

Merchant Center of Google and Bing Ads, Versafeed, Magento, Channel Pilot, Tableau, Excel, RJ Metrics

Tracking and Tagging:

Double Click for Search Floodlight, Google Tag Manager, Google Analytics, Cake, Thrive,

EDUCATION Pace University, Lubin School of Business, New York, NY

MBA in Marketing Management, May 2014

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