Ivy Tsai
Seattle,WA
Summary
Experienced senior management professionals with strategic planning, team leadership, and operational management. Bringing strategic leadership and operational excellence to drive business growth and enhance brand visibility. Track record of building and growing partnership programs, piloting and scaling business initiatives, developing GTM strategies and leading market expansion.
Overview
19
19
years of professional experience
Work History
Senior Manager, Paid Marketing Partnership
Remitly Inc.
01.2024 - Current
- Led a team of six, built, and led high-impact marketing partnership programs across sports sponsorships, influencer, affiliate, and community marketing to drive full-funnel growth.
- Built and scaled a performance-driven influencer marketing program in-house, acquiring over 5,000 new customers in 6 months at an efficient CAC. On top of this, a refined large influencer program delivered at least a 50% reduction in CPM.
- Led the sponsorship strategy from strategy development, partner evaluation, deal negotiation, to activation. Partnered with Major League Cricket, La Liga, and youth leagues to build brand awareness and preference among key target audiences.
Sr. Product Marketing Manager, Amazon Ads
Amazon.com
09.2022 - 12.2023
- Drove the adoption and revenue of Sponsored Products, the largest ad product among Amazon ads portfolio among Amazon Ads partners (agencies and API integrated tech partners). Conducted opportunity sizing, data analysis to identify and prioritize growth opportunities. Defined growth pillars, developed Go-To-Market activities, and led cross-team initiatives to drive product adoption and revenue growth, leading to 34% YoY revenue growth.
- Led strategic pilot program to drives partner-to-partner matchmaking. Defined program scope, target audience and business requirements. Developed value propositions, program strategy and GTM activities. Drove alignment cross-functionally including BD, Product, Finance, marketing, and data analytics to execute and deliver on key goals.
- Owned cadenced reporting and narratives (e.g., WBR, MBR, QBR). Identified gaps in reporting metrics. Developed wireframes and collaborated with Business Intelligence Engineering team to build dashboards that enable key metrics tracking.
Sr. Partner Development Manager, Amazon Ads
Amazon.com
07.2019 - 07.2021
- Built and managed C-suite relationships with strategic agency partners in the US. Influenced partners product roadmap and priorities.
- Led and executed co-marketing initiatives with key partners including webinars, blog posts that help drive new customer acquisition for partners and awareness of ads products. Led new initiative that scaled operation including developing scalable bi-weekly email program that reached across 400+ Amazon ads partners.
- Consistently exceeded annual revenue goals. Achieved 95% YoY revenue growth vs benchmark of 69% in 2021.
Senior Manager, International Marketing and Development
FIJI WATER
05.2017 - 07.2019
- Reporting to VP of International, led marketing & BD strategy. Supervised a team of three assistant brand marketing managers and worked with six regional PR agencies to drive brand marketing activities across Asia, EMEA, and Australia. Facilitated 40% annual growth in core markets with growing profit margin. Partnered with General Managers and Regional Directors to develop effective marketing plans to drive brand awareness and sales revenue across regions.
- Transformed marketing strategy from PR/Event focus to a portfolio of digital marketing, social media, events, PR, and sponsorship. Test-and-learn new social media initiatives including content strategy and influencer marketing. Grew Facebook engagement rate from 9% to 14% on Singapore and HK pages.
- Spearheaded eCommerce initiatives with a focus on UK and China. Launched Amazon listing at Amazon UK. Managed catalogue, promotions and advertising, expanded YoY sales growth by 350% since launch.
Strategic Partner Manager
Google Inc.
03.2016 - 01.2017
- Oversaw new partnership acquisition in mobile apps and webs for both Hong Kong and Taiwan markets. Developed scalable acquisition plan to increase adoption of Google ad monetization solutions (AdMob, AdSense, DoubleClick). Achieved 40% annual growth, exceeding international average.
- Developed strategic partnerships to enhance business opportunities and drive revenue growth. Acquired and managed partnerships with five leading online video streaming partners in Taiwan to take part in Google's programmatic advertising pilot program, contributing to 40% annual growth and providing premium content package to advertisers to shift advertising dollar from TV to online
Project Leader, Global Innovation Acceleration
NESTLE S.A.
05.2014 - 03.2016
- Developed market expansion strategy for Purina to drive innovation rollout to Europe (UK, Germany, France, Spain, Italy) and LATAM (Mexico, Brazil, Argentina, Chile). Conducted pet care category and consumer research, optimized product positioning, concepts, and messaging. Created launch strategy, including manufacturing scenarios, financials, legal, and go-to-market plan.
- Conducted analysis and developed growth strategies for Movenpick, a Swiss super premium ice cream brand. Conducted market sizing, category and competitive analysis, defined scenarios, and built business case for international expansion.
- Led new product development for Nestlé's food business unit to build innovative products through design thinking process. Propelled new product development for Nestlé's cereal business. Built mockup and fast-prototyping through design thinking process.
Sr. Market Strategy & Planning Manager
PROCTER & GAMBLE
12.2009 - 10.2011
- Directed oral care business in Hong Kong and Taiwan. Led Go-To-Market planning by developing trade marketing strategy and promotional campaigns and drove cross-team collaboration between Sales, Finance, Logistics, and Brand Marketing, resulting in 52% and 26% sales growth at top two retailers in Taiwan respectively.
- Implemented go-to-market strategy and channel-differentiated product offering. Attaining record-high market share in Hong Kong in 2011. Exceeded annual business target by 10% with less trade marketing budget.
Key Account Manager
PROCTER & GAMBLE
07.2006 - 11.2009
- Oversaw P&G Taiwan's leading account, PX-mart. Negotiated trade terms, forging solid customer relationships and managed business operation of nine distributors to deliver against business goal. Propelled sales development, achieving 20% growth across all categories, exceeding average growth of 5%.
- Received P&G Greater China Customer Manager Gold Award out of 200+ account managers in the Greater China region.
Education
MBA - Business Administration
IESE BUSINESS SCHOOL, UNIVERSITY OF NAVARRA
Barcelona, Spain06.2014
Bachelor of Arts - Business Administration
NATIONAL TAIWAN UNIVERSITY
Taipei, Taiwan06.2006
Skills
- Paid marketing strategy
- Business Development
- Influencer marketing
- Marketing Strategy
- Partnership development
- E-Commerce
- New Product Development
- Channel Marketing
- Product Marketing
- Team leadership
- Go-to-market strategy
Languages
English
Native or Bilingual
Chinese (Mandarin)
Native or Bilingual
Timeline
Senior Manager, Paid Marketing Partnership
Remitly Inc.
01.2024 - Current
Sr. Product Marketing Manager, Amazon Ads
Amazon.com
09.2022 - 12.2023
Sr. Partner Development Manager, Amazon Ads
Amazon.com
07.2019 - 07.2021
Senior Manager, International Marketing and Development
FIJI WATER
05.2017 - 07.2019
Strategic Partner Manager
Google Inc.
03.2016 - 01.2017
Project Leader, Global Innovation Acceleration
NESTLE S.A.
05.2014 - 03.2016
Sr. Market Strategy & Planning Manager
PROCTER & GAMBLE
12.2009 - 10.2011
Key Account Manager
PROCTER & GAMBLE
07.2006 - 11.2009
Bachelor of Arts - Business Administration
NATIONAL TAIWAN UNIVERSITY
MBA - Business Administration
IESE BUSINESS SCHOOL, UNIVERSITY OF NAVARRA