Data-driven marketing leader managing and maximizing ROI, ROAS

Willco Liu

Arcadia, CA

*********@*********.*** 626-***-****

Professional Summary

Results-driven Digital Marketing leader with over 15 years of experience managing and optimizing performance marketing programs. Driving successful marketing strategies across various industries and Fortune 500 companies. Financial industry with Bank of America, B2B / B2C E-commerce with Sony, K-SWISS, Life Insurance with Transamerica, Consumer Packaged Goods with Zevia, Healthcare with Kaiser Permanente, eCommerce with Sony and Kswiss, SaaS, Auto insurance, Startup, Agency, etc. Proven track record in planning, executing, and scaling campaigns on Branding, GTM, Products marketing, traditional and digital marketing, SEM, SEO, Social Media, Email marketing, Paid media, Direct Mail, TV, Radio, Print, etc. Skilled in data-driven decision-making, data analysis, and staying ahead of digital marketing trends. Adept at maximizing revenue and cost goals through direct response marketing and optimization strategies.

Professional Experience

Sr Marketing Manager - Consultant

Aseel Group - ECommerce (Multinational company), Washington, DC

July 2023 – Present

●Developed and executed SaaS go-to-market strategies, leading to significant market penetration and revenue growth from strategic planning, to tactical execution.

●Gather and analyze data to create actionable insights, present to stakeholders utilizing analytics tools like Google analytics, Tableau, Google data studio, Brandwatch, Comscore, etc.

●Developed and executed comprehensive marketing strategies across digital and traditional channels.

●Improved brand awareness and led campaigns that boosted e-commerce sales by 250%.

●Optimized the e-commerce platform, enhancing user experience and conversion rates.

●Champion data-driven decision-making, resulting in a 35% reduction in advertising costs while simultaneously increasing conversions by 65%.

●Managed successful fundraising campaigns, securing substantial financial support.

●Utilized data analytics to achieve a 700% increase in organic traffic.

●Collaborated with various departments to align marketing initiatives with organizational goals.

Sr Marketing Manager, Lead Gen and Optimization

StylishTech Consulting, Los Angeles, CA

January 2020 – Present

●Managed various client’s accounts on go-to-market strategy, products marketing search engine marketing program.

●Scaled digital marketing campaigns across Google and Bing, achieving a 30% increase in sales in a SaaS environment.

●Provided data-driven insights on SaaS campaign performance, optimizing strategies to enhance revenue and cost efficiency.

●Led cross-functional teams to ensure seamless execution of SaaS marketing plans, contributing to client success and retention.

●Tracked cost, demand, and revenue performance against weekly and quarterly goals, optimizing to improve value based on performance.

●Stayed ahead of the latest developments in the search engines, digital marketing landscape, and industry tools.

●Evaluated opportunities against financial goals and brand fit, testing as appropriate.

●Recommended and executed on new tests and beta opportunities.

●Provided analytics on campaign performance.

Director of Digital Marketing and Communications Consultant

Karl Kani Apparel, Los Angeles, CA

June 2023 – Jan 2024

●Provided strategic guidance and executed digital marketing initiatives to enhance brand awareness and revenue growth.

●Directed integrated campaigns across social media, email, SEO, and paid advertising, resulting in a 200% increase in online sales.

●Leveraged data analytics to optimize campaign performance and identify growth opportunities.

Director, Marketing Consultant

Eagle Investors Management, New York, NY

November 2022 - June 2023

●Managed a $5 million marketing budget, driving significant revenue growth through innovative campaigns.

●Set up, launched, tracked, and scaled campaigns on Google and Bing, including text and Google Shopping (PLA) ads.

●Led a high-performing team, resulting in a 300% increase in customer acquisitions and a 35% reduction in advertising costs.

●Developed and managed strategies across SEM, SEO, social media, and email marketing.

●Forecast the business trend of the marketing department.

●Participate in quarterly and annual planning of company objectives.

Director - Digital Marketing and Online Sales

SCAN Health Plan, Long Beach, CA

September 2022 – April 2023

●Provide visionary leadership to a high-performing marketing team, setting strategic direction, nurturing talent, and fostering a culture of creativity and collaboration.

●Developed strategies to increase brand awareness, leading to a 163% growth in online channel revenue.

●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.

●Enhanced customer acquisition through partnerships with lead generation providers.

●Directed email marketing campaigns, significantly improving engagement rates.

Director - Digital Marketing and Demand Gen

ClearOne Advantage Financial, Baltimore, MD

September 2021 – August 2022

●Oversee a substantial marketing budget of over $50 million for a portfolio of multiple brands, 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.

●Increased PPC gross revenue by 174% and generated $3M in incremental gross profit.

●Directed SEO and social media campaigns for lead generation and reputation management.

Marketing Consultant

Zevia CPG

January 2021 – August 2021

Played a key role in marketing strategies during Zevia's IPO.

●Developed and executed campaigns to drive brand visibility and customer acquisition, category growth and portfolio management.

●Coordinated cross-functional teams to align marketing efforts with company goals.

Digital Marketing Consultant

Kaiser Permanente, Burbank, CA

July 2021 – September 2021

●Developed digital marketing optimization strategies to enhance campaign performance.

●Improved marketing channel performance through SEM, SEO, email marketing and social media initiatives.

Digital Marketing Director

Americor Financial, Irvine, CA

January 2021 – 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.

●Forecast the business trend of the marketing department.

●Participate in quarterly and annual planning of company objectives.

●Implemented workflow automation via HubSpot, reducing labor time and improving reporting efficiency.

Marketing IT Consultant - E-Commerce, B2B - Contract KSwiss Global Brands, Los Angeles, CA

July 2020 – December 2020

●Developed strategic marketing strategies for customer acquisition, conversion, and retention. Managing multinational teams in China and France.

Director Marketing Global E-commerce

Gizmogo Global (Multinational company - HQ in China ), Chino, CA

June 2019 – June 2020

●Managed a $10 million marketing budget, growing PPC gross revenue by 74% and generating $2M in incremental gross profit.

Director/Team Lead Digital Marketing, Optimization and Analytics

Confie Insurance Group Holdings, Huntington Beach, CA

September 2015 – June 2019

Digital Marketing Sr. eMarketing Lead Manager

Teletech-Revana Digital, Los Angeles, CA

June 2014 – September 2015

Enterprise Digital Marketing and Optimization Sr Manager

Transamerica, Los Angeles, CA

January 2013 – June 2014

AVP eCommerce Marketing Channels

Bank of America, Pasadena, CA

January 2007 – January 2013

Digital Marketing Sr Manager, Web Analyst / Data Analyst

Sony Corporation, Los Angeles, CA

January 2006 – January 2007

Sr. Manager Data Analyst and Database Administrator

Alfa Leisure, Inc, Ontario, CA

January 2000 – January 2006

Sr. Manager Software Engineer / Database Administrator

Promedia Inc, Irwindale, CA

January 1998 – January 2000

Skill

• Strategic Leadership: Team Management, Cross-functional Collaboration, Visionary Leadership

• Digital Marketing: SEM, SEO, Google Ads, Social Media Management, Email Marketing

• E-Commerce: Online Sales Optimization, User Experience Enhancement

• Business Acumen: Strategic Planning, Budgeting, ROI Analysis

• Marketing Expertise: Creative Development, Market Research, Content Strategy

• Analytics: Data Analysis, Performance Optimization, Data-driven Decision Making

• Technical Proficiency/Tools: Adobe Creative Suite, Google analytics, Tableau, Hubspot, Salesforce, Facebook Instagram Business Suite, Marketing Automation Platforms, Microsoft Office: Excel, PowerPoint, Midjourney, Preplexity, Canva.

• AI Integration: Leveraging AI for Marketing Strategies, Automation Implementation,

Education

UCLA Computer Science

Certifications

• Bing AdWords Certified

Languages

• English (Fluent)

• Mandarin/Cantonese (Fluent)

Contact this candidate