Grace Tsai
Advanced Data & Performance Marketing Executive
Troy,MI
Summary
• Demonstrated success in pitching and winning new businesses.
• Data-driven and result-oriented. Ability to present business opportunity to a diverse group of senior executives through data visualization and storytelling.
• Experience in consumer retention and conquest strategy design.
• Consistently recognized as a leader trusted by clients and internal functions to translate business needs to campaign execution requirements.
• Strong business acumen to “see the whole field” and able to get things done.
• Dynamic, personable, energetic motivator who can influence thoughts for change.
Overview
18
18
years of professional experience
4
4
years of post-secondary education
Work History
SVP, Data-Driven Performance Marketing
Iris Worldwide
03.2023 - Current
- Managed US performance marketing, data intelligence, and technology portfolio.
- Designed and presented solutions for RFPs, securing $13M wins within a year with 77% win rate.
- Collaborated on go-to-market planning with executive team to ensure clear value proposition and portfolio profitability.
- Productized CRM, audience, and omni-channel campaign activation offerings for global cross-sell.
- Oversaw enterprise digital and CRM programs for consumer electronics and healthcare clients with 100% retention (Samsung, NIVEA, Wellstar)
- Fostered top talent retention through servant leadership approach.
Director, Marketing Intelligence & Innovation
Perficient
12.2021 - 03.2023
- Designed and sold customized marketing intelligence solutions to SMBs in Healthcare, Insurance, Manufacturing, and Automotive aftermarket, yielding $1M+ bookings in 6 months.
- Managed P&L, sales pipeline, and strategic account growth for a rapidly expanding analytics and MarTech team.
- Developed assessment solutions for MarTech selection and capability roadmap design, encompassing people, process, data, and technology maturity.
- Designed journey personalization strategies to optimize enterprise MarTech investments, including Salesforce, Adobe, Optimizely, Sitecore, Google, and Tealium.
- Engaged C-Suite, marketing, and technical audiences effectively throughout the pursuit cycle.
SVP, Global Marketing Sciences Lead
Organic/BBDO
09.2019 - 12.2021
- Delivered digital transformation for Ford, covering customer journey analysis, MarTech implementation, segmentation, KPI framework, and corporate change management.
- Spearheaded analytics best practices globally, integrating people-based insights platforms (Omni & Q Insights).
- Developed EV & D2C subscription go-to-market strategy.
- Evolved measurement thought leadership to analyze the correlation of brand equity, demand, and campaign performance.
- Utilized AI-informed cultural signals to forecast automotive innovation trends, influencing Ford's strategic brand positioning.
VP, Data Science and Analytics
HUGE
09.2016 - 09.2019
- Delivered holistic digital transformation services encompassing user research, segmentation, test&learn, campaign analysis, media mix, ROI, and MarTech integration.
- Deployed predictive analysis for customer loyalty, attrition forecasting, and journey touch point conversion correlation.
- Recognized as top three data science pitch professional, achieving 84% win rate in B2B/B2C RFPs.
- Secured new and organic growth across diverse industries, including John Hancock, United Health Group, TracFone Wireless, and Bell Tire.
VP, Analytics Director (Marketing Science Unit)
GTB
06.2013 - 09.2016
- Conducted weekly analysis on automotive sales, market share, consumer behavior, and cross-channel marketing opportunities.
- Led the DMP implementation for Ford Motor Company and served as SME in behavioral data collection and segmentation.
- Transitioned SEO to Search Science, informing content strategy through consumer search intent.
- Directed 50+ marketing science professionals in data management, analytics tagging, audience insights, and MarTech integration.
Associate Director, Analytics Integration
MRM/McCann World Group
04.2010 - 06.2013
- Orchestrated cross-platform data integration for audience segmentation and personalization, integrating Adobe Audience Manager, Adobe Target, Genesis, and ForeSee.
- Spearheaded agency-wide initiative, boosting Analytics tagging accuracy by 95%.
- Drove organic growth through SEO cross-sell for Pure Michigan, Colonial Williamsburg, and ALDI.
Global Search and Display Manager
General Motors
06.2008 - 04.2010
- Served as digital retail lead for multimillion campaigns, contributing up to 19% of vehicle sales during key promotions (Toyota Recall, Cash for clunkers, May the Best Car Win).
- Collaborated with agencies on tier I/II/III paid search and display campaigns targeting prospects and owners.
- Implemented global best practices in search & display campaigns, saving $1.7M through optimizations like tier bidding, trademark protection, behavioral targeting, dynamic ads, and ROI measurement.
Web Marketing Account Manager
Awecomm Technology
05.2006 - 06.2008
- Managed organic and paid search campaigns for diverse clients, focusing on search ranking, bid management, ad positioning, CTR, conversion rates, CPA, and funnel abandonment.
Education
Bachelor of Arts - Advertising
Columbus College of Art And Design
Columbus, OH 09.1994 - 05.1998
Skills
Omni-channel Experience Strategy
Core Values
"Commit yourself to lifelong learning. The most valuable asset you will ever have is your mind and what you put into it.”
Timeline
SVP, Data-Driven Performance Marketing
Iris Worldwide
03.2023 - Current
Director, Marketing Intelligence & Innovation
Perficient
12.2021 - 03.2023
SVP, Global Marketing Sciences Lead
Organic/BBDO
09.2019 - 12.2021
VP, Data Science and Analytics
HUGE
09.2016 - 09.2019
VP, Analytics Director (Marketing Science Unit)
GTB
06.2013 - 09.2016
Associate Director, Analytics Integration
MRM/McCann World Group
04.2010 - 06.2013
Global Search and Display Manager
General Motors
06.2008 - 04.2010
Web Marketing Account Manager
Awecomm Technology
05.2006 - 06.2008
Bachelor of Arts - Advertising
Columbus College of Art And Design
09.1994 - 05.1998