Willco Liu

Arcadia, CA *****

adz8fg@r.postjobfree.com

626-***-****

Summary:

Accomplished marketing leader with over 14 years of comprehensive experience driving successful marketing strategies across diverse industries. Proven expertise in digital and traditional marketing, branding, strategic planning, and team leadership. Track record of delivering exceptional results through data-driven insights, innovative campaigns, and optimized user experiences. Proficient in utilizing cutting-edge tools and analytics platforms to achieve business objectives. Working experience in the Financial industry with Bank of America, B2B / B2C E-commerce with Sony, K-SWISS, Insurance with Transamerica, Healthcare with Kaiser Permanente, auto insurance, Startup, etc.

Professional Experience:

Sr Manager of Marketing and Demand Gen (contract)

Eagle Investors - New York, NY

April 2023 - Present

• Oversee a substantial marketing budget of over $50 million for a portfolio of 20 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.

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

• 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.

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

• Manage the company's overall marketing strategy, budgeting, executing across all media, online and offine channels from concept to launch, for SEM, SEO, social media, paid search, display, content marketing, managing agencies and affiliates, email marketing, direct mail, TV, radio, print, OTT, etc.

• Create and present data-centric reports to the executive team, showcasing campaign performance, ROI, and strategic recommendations.

Digital Marketing and Online Sales consultant (contract)

SCAN Health Plan - Healthcare - Long Beach, CA

September 2022 - April 2023

• Developed project plans, budgets, business requirements, and go-to-market strategies, digital transformation program, etc.

• Spearheaded partnerships with third-party lead generation providers, enhancing customer acquisition efforts and contributing to a successful marketing strategy.

• Formulated and executed marketing strategies that led to a 163% growth in online channels revenue, optimizing SEM, SEO, social media, and other digital platforms vs previous year.

• Drove email marketing campaigns from concept to production, ensuring alignment with strategic objectives and elevating engagement rates.

Digital Marketing Director

ClearOne Advantage Financial - Baltimore, MD

September 2021 - September 2022

• Directed a comprehensive digital marketing strategy that achieved a 174% growth in PPC gross revenue, resulting in approximately $3 million in incremental gross profit.

• Managed organic and paid social media strategies, enhancing lead generation, education, and reputation management efforts.

• Oversaw cross-functional teams and collaborated with stakeholders to drive data-driven decision-making and streamline marketing operations.

• Targeted mobile marketing campaign with performance tracking and localization of ad serving.

Digital Marketing Director

Americor Financial - Irvine, CA

January 2021 to 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.

• Market analysis to identify challenges and opportunities for growth.

• Forecast the business trend of the marketing department.

• Participate in quarterly and annual planning of company objectives.

• Workflow automation via Hubspot and Marketing for less human error, reduced labor time, and more efficient reports

Marketing IT Consultant - E-Commerce, B2B - contract

KSwiss Global Brands - Los Angeles, CA

July 2020 to Decem 2020

Developing & delivering strategic & innovative marketing strategies focused on acquiring, converting & retaining customers for DTC & wholesale business. Development of brand strategy, e-commerce, digital marketing, PR, social & creative content.

Ensure e-Commerce, B2C and B2B strategies and efforts align to the company's direction, supporting growth targets & profit goals.

• Standardized all processes for the vendor ecosystem, reducing internal friction and time to onboard.

• Manage sell-through, inventory to deliver against targets & support revenue and margin targets

• Partner with external agency to optimize online marketing programs with a focus on consumer acquisition, conversion, and retention, efficiently and creatively reaching financial targets with an optimized spend that reaches strategic goals

• Ensure consistent customer experience across all marketing touchpoints - responsible for creating a digital environment that is the best representation of the brand & provides a premium customer shopping experience.

• Manage and build B2B marketing strategy with all retailers by segmentations.

• Use Shopify and redesign website to optimize the best customers UX/UI.

Digital Marketing Consultant - contract

Kaiser Permanente - Burbank, CA

August 2022 to August 2022

•Develop digital marketing optimization strategy and Web Analysis on enterprise level.

•Performs evaluations of online marketing campaigns, third party partner relationships, key revenue drivers, and customer behavior.

Director Marketing Global E-commerce

Gizmogo Global - Chino, CA

June 2019 to June 2020

• Develop marketing strategies, overall responsibility for marketing budget, formulate clear and measurable key performance indicators.

• Manage and optimize digital and traditional marketing channels with budget over $10 million.

• Develop and implement a cohesive marketing plan to enhance brand awareness.

Director/Team Lead Digital Marketing, Optimization and Analytics

Confie Insurance Group Holdings - Huntington Beach, CA

September 2015 to June 2019

• Lead development and execution of thoughtful and effective strategic marketing, corporate responsibility and plans that maximize results.

• Develop and execute marketing strategies for company/product visibility.

• Oversee all digital channels to provide data analysis and actionable insights on SEM, SEO, online Directories, Display, Social Media, etc.

Digital Marketing Sr. eMarketing Analytics Manager

Teletech-Revana Digital - Los Angeles, CA

June 2014 to September 2015

• Oversee accounts like Epson, J2 Global, WellPoint Anthem, Sage account software(Peachtree), Verizon, Arrow electronics, LA Weight Loss/Herbal Magic, Corinthian Colleges Inc., etc. to provide data analysis and actionable insights

• Manage digital marketing team and provide direction to make better data driven decisions to increase acquisitions and conversions.

Enterprise Digital Marketing Analyst / Optimization Sr Manager

Transamerica - Los Angeles, CA

January 2013 to June 2014

AVP eCommerce Channel Consultant

Bank of America - Pasadena, CA

January 2007 to January 2013

Digital Marketing Sr Manager, Web Analyst /Data Analyst

Sony Corporation - Los Angeles, CA

January 2006 to January 2007

Sr. Manager Data Analyst and Database Administrator

Alfa Leisure, Inc - Ontario, CA

January 2000 to January 2006

Sr. Manager Software Engineer / Database Administrator

Promedia Inc - Irwindale, CA

January 1998 to January 2000

Education

Bachelor's in Computer Science in Computer Science

UCLA

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

• Technical Proficiency: Google Analytics, Tableau, SQL, WordPress

• Business Acumen: Strategic Planning, Budgeting, ROI Analysis

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

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

• Tools: Adobe Creative Suite, Salesforce, Facebook Business Suite, Marketing Automation Platforms

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

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