Digital Marketing Manager Marketing Analyst

JOCELYN CHAN

San Francisco, CA +1-413-***-**** *************@*****.*** linkedin.com/in/tzuning-chan/ Job Objective

Marketing manager specialized in e-commerce and technology industries. Mastered at project management in advertising, social media marketing across channels. Analyzed market trends through SQL and created reporting and pitch decks to clients. Automated email drip campaigns and conducted lead scoring analysis to optimize CRM. Worked with sales, product and brand teams to drive user engagement. Retargeted each sales stage with customized content. Skills

Digital Marketing: Ad Management, Email Marketing, Webinar Castings, Event Marketing, Marketing Analytics Data Analytics Tools: Salesforce, Tableau, Looker, Mode, Omniture, Segment, GA, Google Tag Manager Certifications: Google Ads, A/B testing, Google Analytics, YouTube Ads, Inbound Marketing, Excel, PowerPoint Key Projects

Ad Channel Attribution Analysis – SQL with Mode and Looker

• Manage multi-million monthly ad budget based on attribution analysis and exponential smoothing forecasting in sales. Wrote subqueries to apply logics in analysis that will allow data mapping from different schemas to retrieve website purchase details in combination with campaign source to attribute different acquisition channels.

• Calculated CPA for each campaign and LTV by channel and compared results from first, last touch or weighted attribution of pageviews before purchase to determine the most effective ads channel to invest. Facebook, YouTube, Hulu Ad Strategies – Project Management and Metric Driven Content Optimization

• Identified market demand through search volume, % of impression share and seasonality to prioritize ad budget for different markets. Understand client purchase intent by testing ad variants like content types, copies and audience interests to drive engagement and lower CPC from finding the winning conversion path across channels.

• Focused on Google, YouTube ads for retargeting and Facebook for outreach to open up audience funnel through social medias and retargeting audience through paid search targeting early and later influenced keywords. Dynamic Landing Page Retargeting Experiment – Collaboration with Web Developers using Optimizely

• From the lead form submit, schedule calls, profile creation to final purchases, the curated landing pages for each conversion stage were developed after cross-functional teamwork with brand, product and engineering teams.

• Conducted incrementality test by determining test sensitivity, sample size and creating holdout and test groups on Facebook Ad Manager with engineers to evaluate conversion lift by testing customized retargeting landing page. Experience LYRIC HOSPITALITY- San Francisco, CA 10/2019 – 3/2020

- Airbnb backed short term rentals for Business Travelers looking for curated stay experience [Company Size: 150 employees]

- Focused Market: NYC, Philadelphia, D.C., Houston, Dallas, Chicago

- Marketing Channel: Google Search, Hulu, Twitter, Facebook, Display, TripAdviser, Kayak, OTAs platforms like Expedia Performance Marketing Manager. Manage sales forecasting and budgeting. Wrote complex SQL queries in Mode

& Looker. Created dashboards to understand market performance, paid ads ROA, and channel attribution.

• Processed datasets from the database, which require data massaging, querying and data validation to turn data into visuals, dashboards, slide decks that enable performance monitoring and presentation.

• Drove 7% more direct bookings to Lyric.com which was attributed to bookings on OTAs like Expedia before through channel performance dashboard tracking, sales journey drop-offs analysis using SQL. Targeted campaigns based on seasonality and engagement metrics. Achieved 6 times of ROA and average 1.5 times more bookings. TIMELAPSE MARKETING AGENCY – San Francisco, CA 2/2019 – 10/2019

- Clutch.co featured 5 Star creative marketing agency based in SF, NYC and Denver [Company Size: 50 employees]

- Focused Industry: Technologies, Biotech, Sustainability

- Client list: AirBus, LinkedIn, databricks, Rokuten Viber, Bolt, Stanford Research Park, Science 37 Growth Marketing Analyst. Ad spend budgeting, user acquisition and marketing optimization for clients from SEM, paid social, event marketing execution to Google ad scripts configuration to run auto bid adjustment.

• Helped B2B clients manage SEM, Pinterest, social channels and dashboard development. Attained the record of generating 13.4% monthly revenue growth, 30% increase of monthly purchase, and 4.85% of CTR increase.

• Utilized ActiveCampaign to develop CRM automation pipeline to drive webinar attendance. Used Adjust for in-app audience builder and API integration with FB ads to conduct lookalike audience clustering.

• Auto-updates of negative keywords in Google Adwords with R and run landing page A/B testing in Optimizely. AMARA SUBTITLING - San Francisco, CA 6/2018 - 12/2018

- Award winning subtitle editor software to improve worldwide information accessibility [Company Size: 50 employees]

- Business Model: 4 level subscription from Public, Plus, Pro, Enterprise to engage accounts through freemium and upscale

- Enterprise Client: TED Talk, GitHub, Hootsuite, Expedia Group, California Academy of Science, Scientific American Digital Marketing Manager. Optimized website UX, implemented A/B testing in marketing campaigns on Facebook to target different audience segments. Managed market research and competitor analysis to identify customer needs and opportunity of product adoption to boost usability.

• Liaised with engineering team to improve service features on its editing software based on R-driven data analysis of more than 1000 survey responses. Considered both promoters and detractors’ opinion for UX enhancement.

• Built user personas and sales journey to map out the bottleneck to the conversion. Targeted prospects through social ads and conducted content A/B testing for price and ad variants to drive sales within different audience. FOOD FOR ALL - Boston, MA 5/2018 - 8/2018

- Top 100 Food & Drink App created as an online marketplace for selling restaurant surplus food to reduce food waste

[Company Size: 20 employees]

- Business Model: 50% OFF meals available for in-store pick up to connect consumers with quality but less pricey food and earn extra revenue for restaurants while reducing the food waste on a daily basis

- Available Market: Boston and NYC

Marketing Analyst. Managed email marketing to engaged new and existing users. Conducted competitor analysis and persona segmentation. Utilized R and Tableau to present the market performance and user behavior trends.

• Identified competitive gaps by doing competitor analysis from the web traffic, social engagement, and service categories aspects. Plotted the findings in Tableau and presented them to the leadership team.

• Built automated email drip campaigns to nurture customers. Created retention curve charts in Tableau based on days of acquisition and app activities over time. Support Partnership team by creating dashboard to track restaurant partners growth rate per market and monthly meal sold for each restaurant category. CACTUS COMMUNICATIONS - Mumbai, India 1/2017 - 8/2017

- Global scientific & biotech communication company that offers translation, editorial solutions to accelerate research impact.

- Global Top 20 companies for Telecommute jobs [Company Size: 1000 employees]

- Focused Market: UK, US, Canada, Japan, Taiwan, Korea, China

- Enterprise Client: Roche, Pfizer, ELSEVIER, Canadian Science Publishing, AMGEN, US publishing group Customer Experience Manager. In charge of customer experience in collaboration with project managers to optimize internal workflow and delivery process. Worked with marketing teams managing Google and LinkedIn campaigns.

• Managed internal CRM system to ensure projects were well distributed in a timely and effective manner. Created dashboard to track weekly market sales in tableau and attribution from marketing campaigns.

• Collaborated with digital marketing team to brainstorm social media campaigns to drive acquisition of individual researchers and retention based on the findings of customer pain points when publishing paper collected from customer reviews. Experimented different PPC keywords on Google Search and blog post content on LinkedIn. AMERICAN CHAMBER OF COMMERCE - Taipei, Taiwan 1/2016 - 7/2016

- Most impactful and influential international business organization in Taiwan, with about 1,000 members from more than 500 companies to build business netwok between Taiwan and US. [Company Size: 50 employees]

- Business Model: 4 level paid subscription from Corporate Sustaining, Company, Individual, NGO membership

- Enterprise Client: Facebook, IBM, Microsoft, Dell, Amazon, Cisco, Oracle, 3M, Johnson & Johnson, Amway Corporate Account Manager. Supported finance team to forecast paid membership revenue per industry sector supported by the data from the CRM system. Identified prospects by analyzing the survey responses collected from the member events and lead scoring based on average membership tenure and number of referrals per industry.

• Drove enterprise lead generation by understanding needs of the members through survey analysis. Built data visualizations to identify which industry required more business development efforts to acquire more members to achieve diverse portfolio, which will help enable resourceful network and facilitate membership retention.

• Created monthly revenue performance tables and figures to present to the HR and finance team. Helped capture event costs versus return to drive operational and event planning efficiency. Education

Master of Business Analytics & International Business – Graduated with Academic Distinction Hult International Business School San Francisco, California 9/2017 – 3/2019

• Winner, “AI For Good” Hackathon (Virtual Nursing Assistant)

• Marketing Chair of Women in Business Club

Bachelor of Education – Educational Psychology & Cognitive Psychology 9/2012 – 6/2016 National Tsing Hua University (College of Education) Hsinchu City, Taiwan GPA: 3.96

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