Digital Marketing Program Manager

YAN LIU

Fairfax, VA ***** 703-***-****

**********@*****.*** https://www.linkedin.com/in/yan-liu-b422a32/ Program Manager/Digital Marketing Manager

Experienced digital marketing and program manager (team leader) with a proven track record in executing marketing campaigns and driving impactful results. Adept at leveraging insights to optimize strategies/decisions and strive to drive business results. Skilled in marketing market strategy planning, forecasting, and executing market rollouts. Demonstrates a healthy leadership mindset, adept at leading teams and collaborating on cross-functional initiatives. Highly motivated and able to perform effectively under pressure. A dedicated team player with a sense of humor, quick learner, and seeking opportunities in the digital marketing sector to apply expertise and drive innovation in a dynamic, forward-thinking environment. Skill/Knowledges

Knowledge: Planning, Strategy development, Project Management, Program Management, SEO, SEM, Social, Affiliate Marketing and more

Analytics: A/B Testing, SQL, Tableau/Power BI, Google/Adobe Analytics, Alteryx and more Campaign Management: Google Ads, Facebook/LinkedIn/Snapchat, Campaign build and execution Work Experience

PEARSON OBL, Remote

Sr. Analytics Insight Manager 2022 - 2024

• Led the team in developing comprehensive dashboards to monitor business performance and meet client needs.

• Collaborated with finance and marketing stakeholders to build business annual planning and forecasts.

• Acted as project manager for all marketing-related analytics initiatives, ensuring timely completion and presenting results as required.

• Conducted ad-hoc analytical requests independently or in collaboration with the analytics team. Sr. Program Manager/Digital Strategy Manager 2020 – 2022

• Managed Pearson Online Academy's branding launch and program expansion globally during the pandemic.

• Collaborated with Finance, Product team, Marketing team, Admission, Academic and external agencies to implement digital campaigns driving key business metrics.

• Led digital strategy, execution, and management across paid search and social channels, refining market acquisition strategies, enhancing customer experiences across various touchpoints, and optimizing messaging.

• Proactively sought growth opportunities through collaboration with the team, executing new ideas and converting them into tangible results.

• Tracked and managed budgets, ensuring all marketing efforts stayed within allocated resources and provided feedback on progress.

Strategic Education Inc./Strayer Education

Sr. Marketing Manager/Marketing Manager (Feb 2016 – Jan 2020)

• Managed a digital media team and provided leadership guidance and support to the team and agency partners

• Led and mentored a digital media team, offering guidance and support to both internal members and agency partners. Collaborated closely with analytics, creative services, testing, developers, and agencies to promote marketing programs across diverse digital media channels.

• Developed and owned strategic quarterly/annual business plans, presenting them to executive leaders

(VPs/CMO/COO). Partnered with the brand team to deliver channel best-in-class creative and messaging recommendations.

• Directed digital strategy and executed campaigns across omni-channels, including SEM, paid social, display, and affiliate platforms. Acted as a key liaison with major ad-platform partners, operational partners, and agencies to identify new media opportunities and products, enhancing the existing media mix.

• Established KPI dashboards to measure the effectiveness of marketing activities and campaigns. Oversaw the entire lifecycle of landing page development, from initiation to completion, and introduced new concepts to improve landing page performance and user experience.

• Continuously challenged the team with innovative ideas and evaluated new partners or vendors to introduce operational technologies, enhancing marketing program execution cycles and capturing new prospective student sources.

Additional Experience

Carfax

Sr. Consultant/Sr. Web Analyst (Mar 2014 – Feb 2016)

• The product owner of A/B testing, came up with the testing roadmap and implemented/refined the landing page and website tests.

• Provided strategic guidance/recommendations to the team on the selection and implementation of the web analytics tools. Designed and also implemented the new digital data collection mechanism. Strayer

Sr. Consultant (July 2012 – Mar 2014)

• Initiated A/B testing concept and owned testing on all the web properties, including implementation and reporting. Built annual/quarterly testing roadmap and worked cross-functionally with other teams to successfully deliver the tests on time.

• Designed and built multiple paid media reports and landing pages reports to report to evaluate business KPIs

T. Rowe Price, Sr. Consultant (Nov 2010 – July 2012) Accomplishments

• Grown the channels in consecutive 16 quarters

• Doubled the annual program budget from 2020 to 2021 Education

MBA – Strayer University

BBA, Business Administration –Xi’an Jiaotong University

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