EMMA ZHAO

• Managed eight-figure budgets, overseeing global paid media campaign operations and performance analytics across Paid Search, Social, Display, and YouTube platforms.
• Led full-funnel marketing campaigns to drive awareness, demand generation and product signups for both sales-assisted and PLG initiatives. Delivered 100M annual pipeline revenue targets, and 20% of signups sourced by paid.
• Created Tableau dashboards to report key performance metrics, use data-driven insights to guide A/B testing recommendations, spanning ad copy, creatives, landing pages and content.
• Partner closely with Web, DevX and SEO to create better synergies between SEM and SEO, ensuring extensive keywords coverage to maximize site traffic.
• Assisted leadership in managing forecasts and establishing quarterly OKRs, communicated weekly and monthly paid media performance to cross-functional teams and senior leadership.

Pocket Gems is one of the world's great creators of innovative interactive entertainment in mobile.

• Managed eight-figure budgets and owned channel execution to drive new user acquisition across Paid Search, Paid Social, and Display ad networks.
• Collaborated with data engineers to integrate Marketing APIs, facilitating real-time reporting of spend, impression, and click metrics from ads platform. Developed Tableau dashboards to align front-end platform data with downstream conversions to measure campaign performance.
• Created quarterly testing roadmaps, providing guidance to the design team for regular testing of new creative assets, resulting in improved marketing funnel efficiency.
• Partnered closely with the Data Science team to develop a user-level Lifetime Value (LTV) model, utilizing Tableau to transform insights into actionable strategies for campaign optimization.
• Managed relationships with marketing vendors, explored and evaluated new channel to identify growth opportunities.

NewBornTown is a Chinese leading mobile internet company, IPOed in HK 2019.

• Developed and executed Go-to-market strategy for Solo Launcher, managing global acquisition campaigns across Facebook, Instagram, and Google Ads Network, resulting in 50M downloads and positive ROI.
• Optimized campaign performance through various of creative, ad copy and landing page tests to improve CTR and CVR, reducing acquisition cost by over 20%.
• Created performance dashboards, and effectively communicated weekly, monthly insights to stakeholders.
• Identified testing opportunities and set up A/B experimentations to evaluate new targeting & bidding strategy.