William Zhou 

Marketing without data is like driving while blindfolded
[email protected] • (214) 597-8213 • Denver, CO

Education & Experience

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

Sling TV - Marketing Lead (Paid Social), March 2017 - Now

  • Led the transition from full agency to in-house management of Facebook media buying
  • Managed a seven figure monthly Facebook budget
  • Revamped the remarketing campaign (~$500k monthly spend), increasing average conversions per month by 36% (from 18,267 to 24,763) and decreasing CPA by 45% (from $34.26 to $18.91)
  • Built a tobit model that predicted performance for each promoted matchup in the college football campaign
    • Achieved a 109% increase in total trial conversions YoY (from 15,041 to 31,488) while decreasing the CPA by 46% (from $69.47 to $37.77) with the help of this model
  • Achieved an overall $41.48 CPA in prospecting campaigns, a 50% lower CPA compared to agency-managed prospecting campaigns in 2017 ($83.21)

Sportle - Head of Marketing and Growth, September 2015 – March 2017 

  • Was responsible for all user acquisition and retention efforts at Sportle, a venture-backed digital media startup
  • Generated a monthly average of 100k sessions and 240k pageviews, with almost zero marketing budget
  • Peaked inside the top 10 iOS sports apps within the first 30 days of launch
  • Cold emailed journalists and got Sportle featured in Mashable, Vice, Fox Business, Forbes, Inc + more
  • Built models in R to look at factors that affected key KPIs, like time watched / month
  • Redesigned mobile onboarding flow
    • Led to 32% increase in users entering cable credentials, an event identified to 3x 7D retention rates

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 100k+ combined followers with zero spend
  • Implemented paid ads on social and display, including retargeting through Adroll / Perfect Audience (~6x ROAS)

Freelance Marketing Consultant - December 2012 – September 2015

  • Worked with 30+ companies with a focus on both paid and organic user acquisition
  • Managed paid marketing campaigns with Facebook / Instagram and influencers
  • Implemented advanced analytics tools (Mixpanel, Segment) to get granular user insights by cohort (CAC, churn, LTV)

Skills


MARKETING: Paid Acquisition, Organic Acquisition, eCommerce, A/B Testing, Adobe Photoshop / Illustrator

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

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