Rover Liao 廖韋丞

Job Title

  Taipei City, Taiwan

- Highly motivated professional with digital marketing skills and project management, especially good at data-driven decision making.
- Solid 10+ years of performance marketing experience, excellent multitasking skills, and the ability to communicate effectively.
- Specialized in media buys, including but not limited to Google Adwords, Facebook Ads, and Bing Ads, etc. Accumulatively managed paid media budget over US$10M.
- Eager to help new brands succeed, growth and go to market.

 

工作經歷

Guest Trainer(Part time)  •  Growth Marketer Academy

一月 2020 - Present

Be invited to share Facebook Ad skills and experience with students since 2020.

Digital Media manager  •  Pinkoi

六月 2017 - 七月 2021

Core responsibilities include:
- Plan and execute online ad purchase, ad channel expansion, and optimization via diving deep into data across TW, HK/MO, JP markets. Independently execute the largest paid channel of GMV.
- Daily optimization of campaigns such as budget allocation, creative optimization, and more on Facebook Ads and Google Ads.
- Drive online traffic to the team’s key business priorities.
- Cooperate with the Growth team to predict user behavior, increase LTV and cross-selling.

Performance:
- Optimize Facebook Ads, Google Ads, Criteo Ads Independently at the same time without agency support.
Facebook Ads CPA decreased 53.87% and ROAS increased 130.81%, GMV grew 151.79% YoY.
Google ads CPA decreased 24.11% and ROAS increased 303.54%, GMV grew 182.31% YoY.
Criteo ads CPA increased 4.99% but ROAS increased 32.03%, GMV grew 120.61% YoY.
- Executed Brand Refresh media buy, aim GMV 31% YoY.
- Manage Members’ Day promotion, set the tutorial, and broke the highest GMV record in the past 9 years.
- Headed Pinkoi for Men Project and sales grew 700% YoY.
- Plan and implement generating online traffic via paid media and for driving conversion to assigned products/projects to meet the business goal.
- Launch Google shopping ads, Facebook product feed(DPA, DABA) from 0 to 1.
- Launch Google my business(GMB) for Pinkoi.
- Launch CPAS as a MVP service.

Assistant Marketing Manager  •  91APP

八月 2016 - 五月 2017

- Promoted "91APP Quick-Build Omni-channel Commerce Solutions".
- Brainstormed and executed new marketing/branding events and ideas.
- Hosted seminars, events and collaborated with partners and customers.
- Created interactive events for website online members and Facebook fans.
- Attend client meetings to provide key insights on optimization strategies.
- Consulted clients regarding media buying and social media strategies.
- Ensured projects were completed on time and within budget.

Assistant Marketing Manager  •  iTutor Group

五月 2012 - 七月 2016

- Implemented online strategies that deliver rapid growth and strong ROI in highly competitive e-learning markets.
- Managed and supervised a team of 6 marketing planners to accomplish key accounts’ campaigns.
- Researched and planned online campaigns, ensuring that promotional activity was targeted, effective, and attracting potential customers.
- Campaign tracking, measurement, evaluation, and reporting on all activity.
- Monitored and optimized key internet search engine campaigns.
- Recommend ongoing creative and priced strategies to improve performance.
- Contacted press and media for media advertisement resource exchange.
- Hosted events and collaborated with partners and customers.
- Acted as a communication liaison between departments.
- Responsible for the cross-department project.

Account Executive  •  WIS Internet Inc.

九月 2011 - 五月 2012

- Provided practices recommendations and consulted clients for PPC landing page development.
- Achieve monthly sales target goal.

學歷

2006 - 2010

Ming Chuan University

International Business

技能

User Experience


  • User testing
  • Web usability

Product


  • Competitor analysis
  • Business research

Language


  • Chinese
  • English
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