Director, Global Digital Marketing  •  Aceolution

October 2023 - March 2024

• Spearheaded the development and implementation of a comprehensive marketing strategy for the company, encompassing website optimization, process refinement, content marketing, organic social media management, branding, and growth initiatives across five distinct service categories                           

• Directed both brand and growth marketing strategies for four client accounts, ensuring alignment with their overall business objectives

• Established and refined operational processes for the marketing team, enhancing efficiency and effectiveness in media channel management and overall marketing efforts

• Conceptualized and executed customized paid advertising programs for various clients, tailored to meet specific business goals and market dynamics

• Reorganized and clarified the roles and reporting structure of existing team members, fostering a more streamlined and accountable work environment

Growth & Digital Marketing Consultant  •  Freelance

February 2023 - Present

• Providing digital marketing services in paid advertising and growth marketing, specializing in SEM strategic planning and account management. Clients include e-commerce startup brands such as Honeylove and Proven Skincare, and SaaS brand Homebase

Manager, User Acquisition  •  Rothy's

October 2019 - September 2022

• Managed $10M+ annual budget across multiple paid channels, including Google, Bing, Pinterest, and Direct Mail, focusing on new user acquisition objectives at scale 

   o Scaled Google spend by 500+% YoY through testing and utilization of its new Performance Max campaigns while maintaining profitable ROAS 

   o Grew the investment of Google and Pinterest from 10% to 23% of the overall marketing mix based on proven conversion efficiency 

• Developed budget forecasts and set strategic plans at the quarterly and annual level to achieve targets 

• Spearheaded bringing Google and Pinterest programs in-house from agency management and continued to manage external partner relationships 

• Oversaw SEO workstreams to establish and grow our SEO presence by managing agency partner as well as collaborating with internal e-commerce and creative teams 

• Led several measurement initiatives, including incrementality testing and a series of complex multi-touch attribution analyses to understand customer journey; results helped drive company-wide plans 

• Managed and mentor a direct report, focusing on building operational excellence and crafting a cohesive career path 

Digital Marketing Manager  •  LQ Digital

May 2018 - July 2019

• Led the SEM growth effort for key clients, including all regions (NA, LATAM, APAC) for McAfee, a top global computer security software company and Getaround, a leading car sharing service 

• Strategized on social, display, and programmatic remarketing initiatives as well as implemented on search and shopping programs via various platforms to drive incremental growth 

• Owned the mobile app user acquisition campaign to achieve KPI target and grow overall profit 

• Provided landing page updates, creative, and performance results and recommendations by collaborating with internal and external partners 

• Developed quarterly and annual budget, performance forecasts, and testing timeline for accurate planning 

Advertising Strategist  •  Resolution Media

June 2017 - May 2018

• Managed $40M annual paid search budget across all business lines; exceeded KPI targets for multiple accounts 

• Owned the management of SEM efforts for 10 lines of business, including its Consumer and Small Business Deposits, Lending, and Financial Advisory accounts, for Wells Fargo, a top U.S. financial institution 

• Secured 20% increase in year-over-year paid search budget due to improved campaign performance via campaign restructures and shift in optimization strategy