William Zhou 

Marketing without data is like driving while blindfolded

[email protected] • (214) 597-8213 • Los Angeles, CA

Education & Experience

The University of Texas at Austin • Bachelor of Business Administration - Marketing • Graduation: May 2012

Sportle

Head of Marketing and Growth, September 2015 – Now

  • Was responsible for all user acquisition and retention efforts at Sportle, a venture-backed digital media startup
  • Generated a monthly average of 90k sessions and 230k pageviews since website went live, with no marketing budget
  • Generated 14k app installs in the first 30 days after launching on iOS, peaking inside the top 10 sports apps
  • Cold emailed relevant journalists and got Sportle featured in Mashable, Vice, Fox Business, Forbes, Inc + more
  • Built regression models in R to look at factors that affected key KPIs, like time watched / month
  • Utilized SQL to segment users, and crafted autoresponders / one-off campaigns to improve retention
  • Redesigned mobile onboarding flow - this led to users becoming 32% more likely to enter cable credentials, an event identified to 3x retention rates
  • Hired and managed a small team that assisted with digital marketing and web scraping

Winter Lotus

Founder, August 2014 – Now

  • Founded a menswear brand as a hobbyist project and learning exercise
  • Went from zero to 1000+ customers in 30+ countries in the first 12 months, with $54k in rev
  • Grew Instagram, Twitter, and Tumblr accounts to 57k+ combined followers with zero spend
  • Built attribution models in GA to better understand valuation of marketing channels
  • Implemented and tested paid ads on Facebook, Adwords Display Network, Adroll (~6x ROAS), and reddit

Freelance Marketing Consultant

December 2012 – September 2015

  • Started a digital marketing consultancy, with a focus on both paid and organic user acquisition
  • Worked with 30+ companies to determine key metrics (CAC, churn, LTV) across various acquisition channels
  • Tested and scaled paid marketing campaigns (Facebook, retargeting, influencer marketing) 
  • Created and A/B tested landing pages using Unbounce and Optimizely
  • Helped brands implement advanced analytics tools (Mixpanel, Kissmetrics, Segment) to get granular user insights
  • Built predictive models based on behavioral data to help companies score their leads

DuPont Crop Protection

Marketing Specialist, June 2012 – August 2013

  • Helped grow the business from $65m to $90m+ as the only new hire in the sales territory
  • Used SQL and Excel (pivot tables) to seek out growth insights, which were implemented by management
  • Learned the ins and outs of an ultra-complex, technical knowledge-driven industry with zero prior knowledge

Skills


MARKETING: Organic Acquisition, Paid Acquisition (Facebook, Google Adwords, Retargeting), A/B Testing, Email Marketing

DATA: Excel, SQL, R, Predictive Modeling, Google Analytics, Mixpanel, Kissmetrics, Segment

OTHER: Adobe Photoshop

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