Kai Lu

Chicago, IL ***** Phone: 312-***-**** adym5c@r.postjobfree.com

Growth l Digital Transformation l MARKETING ANALYTICS I Ex-McKinsey I Ex-Sears I Tech-Startup I B2B l B2B2C I MBA I FINANCE

Results-driven Growth, Digital Marketing, and Pricing Leader with 12+ years of experience in Management Consulting, Marketing Leadership, Digital Transformation, B2B Sales Operations, ERP Implementation in Finance and Procurement, and Project-Based Accounting. Led full-funnel marketing and analytics, excelling in SEO, Paid Search, Display, Social Media, and Email Marketing. Expertise in Digital Merchandising Management, Pricing Strategy, e-Commerce AI algorithm, and Pipeline Automation. Achieved exceptional ROI through advanced analytics. Successfully grew e-Commerce business by 600%.

EXPERIENCE

INHABITR FURNITURE RENTAL

VP of Growth & Digital Transformation 2023.5 - Present

● Led the company's digital transformation strategy, driving revenue growth by implementing sales automation tools and CRM systems, streamlining the B2B sales process, and enhancing B2C customer engagement.

● Spearheaded data-driven sales strategies and performance metrics, optimizing the sales funnels for all business units and increasing conversion rates.

● Collaborated with marketing and product teams to develop targeted marketing campaigns to grow qualified leads and improve lead-to-customer conversion rates.

● Implemented robust data analytics and reporting systems, providing real-time visibility into sales performance, enabling data-driven decision-making, and improving forecasting accuracy.

● Led the end-to-end implementation of an ERP system, streamlining Finance and Procurement processes for the organization, delivering seamless integration of financial data across departments, reducing manual errors, and increasing operational efficiency.

● Oversaw the automation of project-based accounting workflows, developing and deploying customized financial dashboards and providing key stakeholders with critical financial insights and KPIs, establishing a unified platform for tracking project financials, billing, and resource allocation. This resulted in real-time visibility into project profitability and resource utilization, leading to improved project cost control and accurate revenue forecasting.

● Collaborated closely with Finance and Procurement teams to identify pain points and optimize processes through ERP customization.

VP of Marketing & Growth Analytics 2019 - 2023.4

● Spearheaded full-funnel marketing strategy, operation, budgeting, and analytics for a progressive $20MM e-Commerce tech furniture rental startup.

● Directed digital assortment, pricing strategy, and back-end data configuration, optimizing the proprietary re-assignment engine and UI/UX.

● Led end-to-end management of 8000+ product SKU launches across 80+ categories, orchestrating DTC demand generation, customer acquisition, and GTM initiatives.

● Successfully achieved a remarkable 600% growth in the B2C business with ROAS ranging from 700% to 1600% through performance-based marketing and advanced analytics.

● Established comprehensive performance dashboards and reporting frameworks, enabling data-driven analysis of digital sales and customer acquisition metrics by channel, device, and region.

● Implemented cutting-edge attribution modeling and UTM tracking code for in-depth insights into marketing channel attribution and incrementality.

● Automated and distributed daily/weekly performance dashboards and reports, facilitating informed decision-making for various marketing campaigns and strategies.

● Collaborated seamlessly with cross-functional teams, providing tailored reporting and analysis to meet the specific needs of each department.

● Successfully launched and nurtured 30+ partner sites, delivering customized UI/UX, seamless shopping flows, and curated assortments while driving integrated omnichannel marketing experiences.

● Implemented on-page SEO content optimization, resulting in an impressive 400% growth in organic traffic.

● Collaborated closely with Product Development, UX, and Technology teams to ensure seamless customer experiences across diverse solutions and platforms.

● Devised and executed a dynamic pricing model, powering a proprietary AI reassignment engine for the furniture cloud, enabling auto-swap and multivariate pricing. SEARS HOLDINGS CORPORATION

Test & Learn Manager, Strategy and Customer Insight 2006 - 2010

● Drove marketing & strategic initiatives through test-and-learn across Sears Holdings, Sears, Kmart, and Lands-End, covering hard-line and soft-line categories.

● Established test performance reporting and conducted in-depth analysis, translating data into actionable insights and prioritizing growth opportunities based on ROI.

● Built and institutionalized "Test-and-Learn" processes, managing a portfolio of 500+ initiatives and sharing insights across the organization.

● Managed full-funnel test & learn portfolio, defining project plans, structuring tests, overseeing execution, and providing actionable recommendations for growth opportunities.

● Developed and deployed test-and-learn tools, training modules, and processes, enabling collaborative strategic planning, execution, measurement, evaluation, and rollout.

● Created a cloud-based learning library with best-practice business cases to disseminate insights throughout the organization.

● Led marketing tests, including media-mix strategy, TV, radio, circular, FSI, direct mail, digital, and in-store tests, driving decision-making through analytics and ROI.

● Built a financial model quantifying 15 critical initiatives for Home Appliance's 5-year forecast.

● Led a $2.5 MM consulting project, successfully implementing a predictive T&L analytical tool. GERSON LEHRMAN GROUP Market Research Manager 2004

● Developed GTM plan for Asia, establishing global partnerships with a focus on high-tech and financial industries MCKINSEY & COMPANY Business Analyst 2000-2002

● Led a 6-member team in devising a comprehensive restructuring roadmap for a prominent dairy company's business unit, encompassing financial planning, budgeting, HR planning, sales & marketing, R&D, and operations.

● Developed a highly effective Go-To-Market strategy to capitalize on emerging Corporate Banking opportunities for a regional bank. As a result, the client's ranking surged from middle-of-the-pack to No. 1 in the Corporate Banking sector.

● Constructed a robust M&A valuation model for a USD 200 million regional bank acquisition, providing critical insights for informed decision-making.

● Identified key cost-saving opportunities and formulated an action plan to support the firm-wide cost-cutting initiative, ensuring optimal resource allocation and operational efficiency. Education

University of Virginia Darden School of Business MBA National Taiwan University Bachelor's degree, Finance

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