Summary
Overview
Work History
Education
Skills
Certification
Timeline
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Charlene Chao

Hermosa Beach,CA

Summary

Executive Background Performance-driven leader since 20XX, with a proven track record in driving paid media strategy and delivering storytelling creative campaigns that focus on brands' promise for consumers and achieving key business objectives. Entrepreneurial mindset with a strong core value for collaboration, relationships, and effective communication. Building consumer sentiments, trust, acquisition and retention as key levers across global efforts. XX+ years in managing multi-billion dollar products in optimizing revenue growth. Results-oriented leader in building both short & long term investment through data driven online marketing and sales campaigns. Principle MegaVentures / Present ~ Responsible for managing and optimizing strategic operations across online and offline channels to maximize consumer acquisition, sales, retention, and key objective results. Key stakeholder in managing strategic investment and budgets across multi countries campaigns. Lead a team in driving annual forecasts in conducting consumer segmentation and competitive analysis. Demonstrate a deep understanding of the consumer journey and conduct in-depth market analysis to inform decision-making. Successfully influenced C-level stakeholders and partners to invest in AI software solutions. Forge strong partnerships with Senior Director-level leadership in Engineering, Product Management, Finance, and Design.

Overview

11
11
years of professional experience
1
1
Certification

Work History

Director of Performance Marketing

Skylar
10.2019 - 06.2020
  • Developed & oversee paid digital and customer acquisition strategy and creative strategy across channels
  • Paid media channel strategy, management, and execution primarily focusing on Social Media Advertising (FB/IG)
  • Affiliate, SEM, and Content Marketing with 75% of the budget on social media (+/- $600k monthly FB/IG spend)
  • Measuring, analyzing and reporting on all paid media results based on direct response KPI goals
  • Lead Q4 acquisition strategy generating 1.7x YoY Black Friday Revenue & 2.7x YoY Cyber Monday Revenue
  • Reduced marketing as a % of net revenue generating higher marketing efficiency while increasing AOV
  • Scaling channels to meet revenue goals through e-commerce sales while driving impacting subscription user base.

Sr Digital Campaign Manager

Mutesix Digital Agency
05.2018 - 10.2019
  • Personally managed multi-million dollars in ad spend across multiple platforms focusing on, but not limited to Facebook and Instagram advertising platforms with monthly budgets ranging from $200k - $1MM
  • Build out scalable campaigns for FB/IG, specializing in customer acquisition, subscription, and lead generation for a variety of clients, ranging from start-ups to international enterprise level ecommerce corporations as well as subscription model businesses
  • Create, manage, and measure social strategy for a portfolio of clients in various industries such as fitness, e-Learning, childrens’ product, men/womens’ apparel, accessory/jewelry, and beauty directly impacting revenue and growth
  • Scaled fitness client from $60k monthly spend to +/- 1 MM monthly spend presiding as agency’s highest spending client in 2019; increased client’s YoY revenue growth in the US, UK, Australia, Canada, and Worldwide by over 800%
  • Ideate, conceptualize, develop, script and manage the execution of creative strategy for various paid channels to develop scalable direct response creative assets
  • Scaled multiple businesses driving year-over-year growth both in terms of paid media performance KPIs while maintaining efficiency and profitability leading to multiple Agency use cases.

Senior Manager

U.S. Auto Parts
01.2016 - 05.2018
  • Develop & execute a $6M direct response media plan that consists of Paid Search, Affiliate & Paid Social
  • Led the setup & launch of Facebook DPA & remarketing campaigns to achieved a 10:1 ROAS
  • Oversee a team of 7 members focused on Social media marketing & Affiliate Marketing
  • Collaborate as a cross-functional team with Engineering, Merchandising, Digital Product & Finance on customer acquisition-focused campaigns
  • Ramped up DiscountBodyParts.com from $1M to $23M in revenue and 6:1 ROAS with Google Shopping
  • Restructured the Affiliate program and delivered $5M in revenue and 10:1 ROAS in 2017
  • Plan & develop the Social strategy across three U.S
  • Auto Parts brands eCommerce Founder
  • The A&C Workshop (Acquisition) /

Engagement Manager

Sony
11.2011 - 10.2015
  • Entrepreneur and owner of NancyAugust.com and PoshKidSupply.com e-commerce businesses
  • Created and successfully built the business from ground up as a full stack marketer
  • Accountable for all aspects of the business: marketing, operations, strategy, finance, technology, creative – successfully growing and optimizing NancyAugust.com to over $650k in annual revenue
  • Managed Google search (text and PLAs), display prospecting and remarketing campaigns, collaborating with an SEM specialist to optimize to a 4:1 ROAS goal
  • Oversaw campaign performance of other key channels like Facebook, Pinterest, Affiliate, and Email
  • Led social media strategies and manage multiple ongoing social media presences
  • Responsible for online advertising strategies, including Google Adwords and Facebook campaigns to grow brand
  • Awareness, increase conversions, and enhance customer retention.

Interpublic Group, Mediabrands
08.2009 - 11.2011
  • Managed multiple projects within the constraints of scope, quality, time and cost, to satisfy client requirements
  • Utilized in-depth knowledge of media planning and buying (online/ offline; Social, TV, Radio, Newspapers, Magazines, OOH) to enhance and automate campaign scoping process, providing numbers and information where media planners and buyers were able to improve by 25% within the first 6 months
  • Worked closely with the UM Los Angeles account leads, the Mediabrands internal development department, field service technicians, various vendors, as well as leadership teams across the Mediabrands agency business units
  • Managed implementation requirements, application design and development, application implementation and post implementation, support and changes to the system, and operations.

Education

Bachelor of Science - Business, Computer Information Systems

California State Polytechnic University
Pomona, CA

Certification, Digital Marketing General Assembly, Santa - undefined

Monica, CA

Certification: Google Adwords, Facebook Blueprint, Amazon Marketing Services, Snapchat - undefined

Skills

  • Proficient in
  • FB Ads Manager, Pinterest, Taboola, Adobe Creative Suite, MS applications, Google/Bing/Gemini platforms, Unbounce, Shopify, Tableau, Adobe Analytics, Jira/Confluence, Asana, Wrike, DoubleClick Search

Certification

  • Certified [Job Title], [Company Name] - [Timeframe]
  • [Area of expertise] License - [Timeframe]

Timeline

Director of Performance Marketing

Skylar
10.2019 - 06.2020

Sr Digital Campaign Manager

Mutesix Digital Agency
05.2018 - 10.2019

Senior Manager

U.S. Auto Parts
01.2016 - 05.2018

Engagement Manager

Sony
11.2011 - 10.2015

Interpublic Group, Mediabrands
08.2009 - 11.2011

Bachelor of Science - Business, Computer Information Systems

California State Polytechnic University

Certification, Digital Marketing General Assembly, Santa - undefined

Certification: Google Adwords, Facebook Blueprint, Amazon Marketing Services, Snapchat - undefined

Charlene Chao