Digital Marketing Manager
Resume:
JAMES W. LI
Sunnyside, NY *****
m: 917-***-****
********@*****.***
PROFESSIONAL SUMMARY
Vision-driven change agent with career-long record of data analytics, business development, and marketing management success for leading organizations
Growth-focused thought leader with expertise spanning digital marketing, strategy development, team leadership, data analytics, client relationship development, media planning, market analysis, search advertising, PPC, cross-functional team collaboration, technology solutions, and project management. Exceptionally dedicated professional with keen interpersonal, communication, and organizational skills.
PROFESSIONAL EXPERIENCE
E*TRADE, NEW YORK, NY, April 2017 to Present
DIRECTOR - MEDIA ANALYTICS
Champion and direct all aspects of digital and offline reporting, data management, testing, and QA for the E*TRADE Media and Acquisition team.
Drive performance and growth on all data, technology, modeling, and reporting fronts.
Cultivate and maintain an alliance between marketing and technology to propel MarTech capabilities, technology intake, architecture, and direction to streamline operations.
Produce all omni-channel digital and offline media reporting for review by C-Suite leaders and key stakeholders.
Collaborate with agency, vendor, and internal partners to co-develop, build, and design the Media Mix Modeling, Multi-Touch Attribution modeling, and LifeTime Value to optimize media and monitor spend/budget metrics.
Create an environment that encourages team members to ask “why” and “how” to measure and score initiatives, campaigns, and creative.
Establish and outline all team and company standard metrics, report automations, and oversee and manage data hygiene.
Lead a team of marketing analysts to deliver reliable analytical services and actionable insights to clients and internal agency teams by leveraging proper tracking technologies, data mining techniques, and visualization tools.
Manage external vendor relationships and selection process. Conceptualize, design, and develop solutions to solve marketing, merchandising, and property development problems across the enterprise.
Examine large customer data sets using advanced analytic methods to develop custom models and algorithms to uncover insights.
Re-launched a legacy financial product and re-started E*Trade in the premium/high yield savings space; efforts resulted in placing among the top premium savings options on the market. HUGE, BROOKLYN, NY, March 2016 to March 2017
MEDIA ANALYTICS LEAD
Chaired media analytics, data management, optimization, and audience targeting for the digital acquisition launch of a new personal loan product, Marcus, by Goldman Sachs.
Created digital media, organic, and CRM strategies and designed corresponding Schema and data warehouse model.
Designed and developed a measurement plan, KPIs, and digital media optimization strategies for Search, Display, and Organic.
Outlined requirements to achieve attribution goals and ensure tagging strategy and effective data collection.
Completed preliminary three- and six-month channel level lifetime value, revenue, and path to conversion analysis.
Maximized the use of attribution modeling techniques to validate the use of different media buys.
Led the go-to group for finding creative solutions to complex business problems, including customer behavioral segmentation and media mix modeling.
Initiated a rigorous modeling discipline for fact-based decision making. JAMES W. LI Page 2
TRAVELCLICK, NEW YORK, NY, March 2015 to March 2016 BUSINESS PERFORMANCE MANAGER
Directed daily operations of the Business Performance team, tasked with leveraging all accumulated data to improve actionable insights and direction.
Served as an advisor and consultant for all enterprise account teams and clients.
Formed and managed analyst team, while simultaneously advising the VP of Media regarding optimizations, performance, and forecasting.
Identify and interpret data to tell comprehensive stories to make and defend conclusions and recommendations.
Performed comprehensive forecast and revenue analysis of client P&L to determine the acceleration of profitability.
YAHOO!, NEW YORK, NY, January 2014 to March 2015
DATA CAMPAIGN MANAGER
Oversaw and managed multiple verticals, including Retail, Finance, Online Services & Education, Entertainment, and Auto for the US Hispanic, LatAm, and Canada regions.
Conceptualized and created detailed audience strategies to achieve objectives of reaching qualified users via Video, Mobile, Display, Retargeting, and Search.
Chaired global expansion of Yahoo Ad Operations to Brazil, Argentina, and Canada. MEDIACOM, NEW YORK, NY, February 2012 to January 2014 SENIOR MANAGER – INSIGHTS and ANALYTICS
Liaised and managed clients such as Dell, DirecTV, Shell, Audi, Century 21, Tom’s Shoes, ADT, and Subway.
Offered in-depth forecast models and simulations, ad hoc analysis, optimizations, consulting, and KPI strategy to clients.
Pioneered the use of SAS and visual analytics as a client-friendly troubleshooting and dashboarding tool.
Conducted lifetime value analysis, multi-channel attribution, and product lifecycle analysis. REPRISE MEDIA, NEW YORK, NY, October 2010 to February 2012 SENIOR MEDIA ANALYST
PERFORMICS, NEW YORK, NY, January 2010 to October 2010 ASSOCIATE ACCOUNT MANAGER
EDUCATION AND CREDENTIALS
BACHELOR OF ART (B.A.) IN PSYCHOLOGY, MAY 2006
Villanova University, Villanova, PA
VOLUNTEERISM
DON’T WALK BY, NEW YORK, NY, 2012 to Present
HEAD OF REGISTRATION OPERATIONS AND VOULENTEER ENGAGEMENT
Donate time to support the ‘Don’t Walk By’ initiative to reach and provide help to the homless and less fortunate of New York City; conducted a 4 week campaign to comb every inch of New York to provide food, shelter, clothing, medical and social services to those in need.
Own and develop a registration experience for voulenteers for our February engagements.
Utilize previous year’s historical data to help shape voulenteer engagement zones to best reach our homless neighbors.
ADDITIONAL INFORMATION
Languages: English (native), Mandarin (fluent in speaking) Technical Proficiencies: SQL, R, Excel, Python, Adobe Analytics and Google Adwords Interests: Digital and film photography, AR/VR, podcasts, statistics, and sports
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