Optimization is the heart of any data driven business; a meticulous plan is paramount. At MBuy, I identified and executed best practices of optimization ranging from bidder training to inventory management and view-ability management.
At Quantcast, I focus on higher-level optimization planning and a deeper understanding of the mechanics behind the algorithm. I also support the day-to-day improvements in our performance.
As a Campaign Analyst, I cultivate a keen understanding of our clients and their goals. I perform critical evaluation of large volumes of data, identifying actionable areas of improvement, and implement the recommendations. At MBuy, I was responsible for the enhancement and efficiency of a majority of MBuy’s online advertising campaigns. At Quantcast, I am responsible for campaigns of all types, ranging from video, mobile, display, political, dCPM, CPM+, and vCPM campaigns. I engage in strategy planning with account managers, support client services, trafficking, sales, and work with our clients to ensure the efficient execution of their media plans and the day-to-day running of their campaigns.
Analyzing large amounts of data is key in my practice; I have a keen eye for both identifying important trends in data and creating actionable plans based on the numbers. The combination of these skills makes me a valuable asset to any data driven profession or company. I am familiar with Google Analytics, Tableau, and other analytics software.
Proficient in a
number of DSPs
I am skilled at setting up and managing campaigns on several different platforms, including AppNexus, Salesforce, Trade Desk, Adelphic, 4C TubeMogul, Google Analytics, Adapt.tv, DoubleClick Ad Manager, Facebook Ads, Google AdWords, Twitter Ads, and
Google Display Network.
It’s important to have someone on your team who is both experienced at interacting with clients and presenting easily digestible plans of action they can approve of. I have composed and presented presentations for clients as well as represented the optimization team on both client phone calls and in
I have worked on campaigns served across the United States, Canada, Australia, and China. I manage many campaigns with budgets over 500,000 dollars. I have acquired a varied knowledge of optimization, data analysis and analytics applicable on a global scale. Every country on earth is unique requiring specialized analysis and optimization.
Proficient in both written and spoken Mandarin Chinese
I have spent eight years studying Mandarin Chinese, from my freshman year of high school to my senior year of college; I have also lived abroad in China for six months, in both Beijing and Shanghai. To keep my skills sharp, I consume a large amount of Chinese media including movies, music, and Chinese-language news.
Responsible for the yield, efficiency, and management of over half of clients’ online advertising campaigns; planned and implemented campaigns; created best practice methods for Account Managers to perform low-level optimizations; designed documents to track spending, progress, and health of campaigns; interfaced with clients to provide optimization strategy; translated Chinese material.
Managed and optimized client’s campaigns for prospecting, retargeting, video, and personalized retargeting. Analyzed data for improvement and expansion plans for client’s campaigns, including yield management, optimizations, and incremental opportunities. Lead meetings with multiple offices to determine pain points and possible improvements to company culture, benefits, and compensation structure.
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New York, NY
June 2014–June 2015
Barnes & Noble
Researched and analyzed competitor products and marketing initiatives, produced copywriting and performed editing for Nook website. Assisted marketing group in launching Hispanic marketing effort; edited website, copywriting press releases and consumer emails, among other work.
Social Media Consultant
Created Google AdWords campaign for high-end Chinese Antique and Art dealership in Chicago. Director and manager of ad campaign, monitored metrics, added new keywords and campaigns, optimized existing campaigns.
Oglivy & Mather Worldwide,Inc
Researched Asia Markets luxury goods and life style, prepared findings and analysis presentations. Assisted development of marketing and brand awareness strategies using Asia-specific social media marketing tools for InterContinental Hotels Group.
New York, NY
Social Media Intern
Created client pitches, composed and designed PowerPoint presentations, updated various contact lists, assisted marketing staff-research and contact sourcing.
Director of Social Media Marketing
Founded social marketing effort, created and coordinated Facebook, Twitter and blog content; originated benefits and solutions deck, increased contact database, managed direct mail campaign.
New York, NY