Allen Pang
San Jose,CA
Summary
Dynamic digital marketing strategist with a proven track record at LinkedIn, driving over $2B in digital pipeline growth. Expert in media planning and AI integration, I excel in team development and operational efficiency, achieving a 30% increase in performance. Passionate about leveraging innovative strategies to enhance campaign success and client satisfaction.
Overview
30
30
years of professional experience
1
1
Certification
Work History
Digital Marketing Strategy (Contract)
LinkedIn
Mountain View, United States
12.2024 - Current
- Drove full funnel acquisition strategy and managed performance of channel campaigns..
- Delivered product innovation for digital teams to optimize campaign efficiency at scale.
- Leveraged new technologies, processes, and AI to enhance campaign management.
- Lead team through change in process and skills to enhance their impact through digital channels.
Senior Director, Digital Acquisition Strategy & Operations
ServiceNow
Santa Clara, United States
01.2022 - 05.2024
- Oversaw Activations team for Americas, managing Media Planning, Paid Display, Social, Email Marketing, and Content Syndication.
- Drove scalable growth and digital transformation through collaboration with Demand Marketing and Analytics teams.
- Achieved digital pipeline exceeding $2B, surpassing growth targets under challenging macroeconomic conditions.
- Enhanced operational efficiency by 30%, showcasing resilience in a dynamic market landscape.
Director, Digital Marketing
LinkedIn
San Francisco Bay Area
09.2020 - 01.2022
- Drove annual marketing value growth to $275M through strategic digital initiatives.
- Developed a robust demand generation engine in collaboration with partners across multiple channels.
- Enhanced operational discipline by leading cross-functional teams to optimize marketing investments.
Group Manager, Digital Marketing Operations
LinkedIn
San Francisco Bay Area
03.2018 - 09.2020
- Spearheaded development of LinkedIn's owned media strategy, increasing site traffic and engagement significantly.
- Drove marketing impact from $35 million to $180 million over three years, establishing fastest-growing channel.
- Built high-performance team, achieving over 50% higher revenue per head than industry peers.
Senior Manager, Digital and Marketing Operations
LinkedIn
San Francisco Bay Area
07.2015 - 03.2018
- Led the hiring and development of the email marketing automation and operations team, enhancing LinkedIn's lifecycle marketing for Talent and Learning Solutions.
- Achieved over 50% increase in email engagement while reducing opt-out rates below 0.10% through data-driven strategies.
- Drove field marketing success by delivering hundreds of event marketing communications and optimizing web pages for better performance.
Head of Ad Operations- Americas
LinkedIn
San Francisco Bay Area
04.2012 - 06.2015
- Led the growth and development of our campaign planning and campaign management teams for LinkedIn's Marketing Solutions business and org of over 75 talented individuals across four continents and seven countries.
- Team planned, executed, and managed thousands of display ads, marketing InMails, and Sponsored Updates for revenue that grew from $50M a year to nearly $750M over the span of 4 years.
- Introduced a focus on campaign success for clients and revenue delivery for the business where our team delivered 99%+ of contracted bookings a quarter and a positive NPS across both internal and external partners.
- Drove the creation of a number of tools that helped scale the ability to forecast and deliver every dollar contracted at scale.
Senior Manager Ad Operations
LinkedIn
04.2011 - 04.2012
- Led, including the creation of, the online operations, campaign management, campaign planning, and campaign strategist teams for our marketing, online, and corporate solutions businesses with a focus on delivering every dollar sold at scale.
- Led the operational roll out and built teams to support our display, email, self-service, and native content ad businesses.
- Oversaw the operational support of 600% YoY growth in our Talent Media business and 350% growth in our Marketing Solutions business.
- Hired and trained a large team of managers and individual contributors into transformational roles for their careers.
Enterprise Ad Ops Manager
LinkedIn
03.2010 - 04.2011
- Helped grow recruitment media revenue 800% in the first year through product changes and process enhancements while keeping staff size flat.
- Team managed an average of 200 opportunities per month worldwide.
- Helped institute recruitment media products uniquely integrated with LinkedIn's core enterprise products and unprecedented in online advertising.
- Created a workflow that brought ad sales into a traditional enterprise sales group.
- Optimized clicks that resulted in a 250% increase with 2 quarters.
- Increased email open and conversion rates greater than 4X.
- Managed a team of up to 4 Campaign Managers while coaching skills that included ad trafficking, customer/client management, sales force management.
- Scaled processes to reduce errors and while increasing order management 5X without scaling resources at the same rate.
Senior Ad Network and Operations Manager
RealNetworks Inc.
04.2008 - 03.2010
- Developed and optimized 3rd party ad network relationships resulting in a 500% increase in eCPMs.
- Grew remnant ad revenue from $20k per month to $150k per month with continued trend upward.
- Developed and optimized Ad Exchanges of Right Media, Rubicon Project and DoubleClick becoming one of the most successful publishers on the networks.
- Project manager in developing a scalable and flexible in-game ad delivery solution which required coordination of business units worldwide.
- Reviewed and managed ad contracts partnerships for both in-bound and outbound ad relationships.
- Developed plan to allow Real Networks marketing on pages to allow for true A/B testing.
- Managed over 50 ad networks from contract negotiations to campaign management and down to invoicing.
- Implemented and maintained several ad management solutions including DoubleClick, Right Media Exchange, and Rubicon Project software.
- Ran implementation and campaign management for our Facebook game apps that have 3 million unique users.
Advertising Manager
RealNetworks Inc.
01.2007 - 04.2008
- Creation and ownership of the online advertising business that grew 25% month over month.
- Managed dozens of advertising relationships with partners, sales forces, and vendors.
- Supporting technological advertising needs of company from tool use to vendor evaluation and product redesign including a switchover of ad delivery systems.
- Working closely with product management and development on ad systems infrastructure.
- Campaign management and optimization that resulted in click rate increase of 500%.
- Ownership of product line from budgeting to sales goals and forecasts.
- Creation of internal and external ad submission and reporting processes.
- Creation of marketing and press releases in regards to in-game ad program for our clients and investors.
Marketing Operations Manager
eBay
12.2004 - 12.2006
- Manage all US and International multi-million dollar ad projects.
- Designed eBay's onsite targeting abilities from ground up to be an internet leader in search, behavior, and database targeting starting in 2004.
- Managed relationship between eBay's marketing solutions vendors such as DoubleClick while responsible as their product's application expert.
- Scheduling and implementation of dozens of internal and external ad orders weekly, and reporting of ad campaigns that ran against 30 billion monthly impressions.
- Support technological advertising needs of US and International sales teams as well as onsite marketing and merchandising teams.
- Helped design and manage eBay's in-house database targeting and content serving solution (Real Time Messaging) to allow for hundreds of layer of user level targeted messaging.
- Manage onsite marketing's testing of advertising's effectiveness which resulting in increasing number of bids on the site by over a million per week.
- Training of Advertising tools to dozens of eBay teams.
- Partnered with eBay's Internet Marketing team to test and understand behavior targeting.
- Managed ad operations transition to Yahoo ad team.
Senior Marketing Operations Specialist
eBay
12.2002 - 12.2004
- Scheduling and implementation of dozens of internal and external ad orders weekly, and reporting of ad campaigns that ran against 30 billion monthly impressions.
- Support technological advertising needs of US and International sales teams as well as onsite marketing and merchandising teams.
- Streamlining of ad submission process as well as increasing banner effectiveness. Increased banner click rate 300% to 600% year over year, while increasing conversion rates by 300% to 600% as well.
- Managed Relationship Marketing conversion tracking systems and abilities.
- Site analysis of advertising and onsite marketing effectiveness.
- Responsible for onsite reporting insights and analytics strategy and training.
- Created, optimized, and managed advertising in eBay site and marketing emails with a circulation of 20 million per week.
- Helped create and build keywords ads for eBay sellers program.
Advertising Operations Specialist
eBay
12.2000 - 12.2002
- Managed eBay's AOL and DoubleClick ad tools and systems from product development to campaign management.
- Scheduling and implementation of dozens of internal and external ad orders weekly, and reporting of ad campaigns that ran against 30 billion monthly impressions valued at $5 million+ per quarter.
- Created the AdVertical Powerseller advertising program that sold hundreds of thousands weekly ad impressions to our top category sellers with sales topping $25k per week.
- Created ad submission and ad management process using AOL ad tool that had never been used on a non-AOL property previous to the year 2000.
Ad Operations Manager
Communities.com
08.1999 - 11.2000
- Responsible for the scheduling, implementation, and reporting of all advertising and sponsorships commitments sold by Communities.com's advertising sales team.
- Daily management of the CC advertising delivery system.
- Interaction with advertising and sponsorship customers to correctly place insertion orders and provide status reporting.
- Vendor management of third party advertising banner delivery system.
- Provided reports to accounting for customer billing.
- Reported to management on sales status and delivery.
- Analysis reporting on targeting and effectiveness against customer categories.
- Forecasted inventory for sales team against available targets and demographics.
Ad Operations Specialist
Microsoft
03.1998 - 08.1999
- Processed incoming orders for insertion onto Hotmail website.
- Processed changes to active campaigns and communicate them to sales force.
- Tracked ads as they ran on the site.
- Translated raw data for Microsoft ad reporting and sales teams, fielded questions from sales team and clients regarding ads and ad system.
- Contributed to the development of current ad propping system.
Sales and Marketing Coordinator
Broadcast Production Group Worldwide
08.1997 - 03.1998
- Established sales leads, conducted primary market research, edited sales proposals, developed customer and co-worker relations, and created clientele database.
Autism Behavioral Therapist
Self Employed
03.1997 - 06.1997
- Provided intensive, individual, in-home behavioral therapy to autistic children between the ages of 4 and 5.
Product Control Data Intern
IBM
07.1996 - 08.1996
- Developed database for high dollar value procurement in order to establish replenishment pull process.
- Worked throughout Materials, Production Control, Purchasing, and Cost Accounting departments to establish actual volumes and costs for high dollar parts.
Communications Intern
Etec Systems
07.1995 - 09.1995
Education
Certificate - Management
Cornell University - S.C. Johnson Graduate School of Management
01.2011
MBA - Marketing
Santa Clara University Leavey School of Business
01.2009
BA - Psychology
UCLA
01.1997
Willow Glen High School
01.1992
Skills
- Digital marketing strategy
- AI integration
- Media planning
- Principal leadership
- Team development
Websites
Certification
- Executive Leadership
- Developing Executive Presence
- Leading Your Team Through Change
- Inclusive Mindset
- Why Trust Matters with Rachel Botsman
Languages
- Cantonese, Professional Working
- English, Native or Bilingual
Personal Information
Title: Digital Marketer
Patents
- VISUALIZATION OF ONLINE ADVERTISING REVENUE TRENDS
- PREDICTING ONLINE AD REVENUE
- FORECASTING OF ONLINE ADVERTISING REVENUE
Timeline
Digital Marketing Strategy (Contract)
LinkedIn
12.2024 - Current
Senior Director, Digital Acquisition Strategy & Operations
ServiceNow
01.2022 - 05.2024
Director, Digital Marketing
LinkedIn
09.2020 - 01.2022
Group Manager, Digital Marketing Operations
LinkedIn
03.2018 - 09.2020
Senior Manager, Digital and Marketing Operations
LinkedIn
07.2015 - 03.2018
Head of Ad Operations- Americas
LinkedIn
04.2012 - 06.2015
Senior Manager Ad Operations
LinkedIn
04.2011 - 04.2012
Enterprise Ad Ops Manager
LinkedIn
03.2010 - 04.2011
Senior Ad Network and Operations Manager
RealNetworks Inc.
04.2008 - 03.2010
Advertising Manager
RealNetworks Inc.
01.2007 - 04.2008
Marketing Operations Manager
eBay
12.2004 - 12.2006
Senior Marketing Operations Specialist
eBay
12.2002 - 12.2004
Advertising Operations Specialist
eBay
12.2000 - 12.2002
Ad Operations Manager
Communities.com
08.1999 - 11.2000
Ad Operations Specialist
Microsoft
03.1998 - 08.1999
Sales and Marketing Coordinator
Broadcast Production Group Worldwide
08.1997 - 03.1998
Autism Behavioral Therapist
Self Employed
03.1997 - 06.1997
Product Control Data Intern
IBM
07.1996 - 08.1996
Communications Intern
Etec Systems
07.1995 - 09.1995
Certificate - Management
Cornell University - S.C. Johnson Graduate School of Management
MBA - Marketing
Santa Clara University Leavey School of Business
BA - Psychology
UCLA
Willow Glen High School