Ivy Tsai
Seattle
Summary
Seasoned marketing professional with over 15 years of experience across FinTech, Tech, eCommerce, and CPG industries. Proven track record of turning emerging channels into scalable growth engines. Scaling high-impact marketing channels and partnership programs that deliver measurable results, drive full-funnel growth, and build long-term brand equity.
Overview
20
20
years of professional experience
Work History
Senior Manager, Marketing Partnerships
REMITLY
Seattle
01.2024 - Current
- Led a team of 5 marketing professionals, overseeing influencer marketing, sponsorship, community marketing and affiliate channels. Leverage partnerships to build brand preference, equity and drive full-funnel growth.
- Established and launched influencer marketing program from the ground-up, leading two tracks of influencer programs that deliver full-funnel impact. Transitioned influencer into a high-impact performance channel by designing and leading a pilot that delivered 3,700 new customer acquisitions in 5 months within CAC guardrail. Scaled influencer partnerships from 18 to 179 in one year, drove 38.3M impressions (+1800% YoY) while Improving brand efficiency and reducing CPM by 87%.
- Managed high-profile sports sponsorships (LaLiga, Major League Cricket, LAFC), leading end-to-end activation from strategy, evaluation, deal negotiation to launch. Improving brand metrics across funnels and consistently delivering at least 5x value-fee ratio.
- Led community marketing program to reach prospects and customers in-person at events and pop-ups. Piloted a performance-based ambassador program, growing the number of ambassadors to 150 in 6 months. Scaled our touchpoints to 1000+ events / year at an efficient $15 cost-per-engagements.
- Expanded partnerships into business and publisher channels, securing and executing collaborations with DoorDash, Samsung. Led opportunity evaluation, strategy, and cross-channel execution.
Senior Product Marketing Manager, Amazon Ads
AMAZON.COM
Seattle
06.2019 - 11.2023
- 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 drive 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 the Business Intelligence Engineering team to build dashboards that enable key metrics tracking.
Senior Manager, International Marketing & Strategy
FIJI WATER
Los Angeles
04.2017 - 06.2019
- 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.co.uk, Managed catalogue, promotions and advertising, expanded YoY sales growth by 350% since launch.
Strategic Partner Manager – Online Partnerships Group
GOOGLE INC.
Taipei
02.2016 - 12.2016
- 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.
- Secured 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 dollars from TV to online. Partnered with sales and product teams to define pitching strategy for eCommerce/entertainment vertical.
Project Leader – Innovation Acceleration
NESTLÉ S.A.
Vevey
04.2014 - 02.2016
- Managed new product development and international market expansion as an in-house consultant. Developed go-to-market strategy and new product launch plans. Performed market entry evaluation for Purina to drive innovation rollout to Europe (UK, Germany, France, Spain, Italy) and LATAM (Mexico, Brazil, Argentina, Chile). Researched pet care category; optimized products, concepts, and messaging. Created launch strategy, including manufacturing scenarios, financials, legal, and go-to-market plan.
- Explored and defined growth strategies for Movenpick, a Swiss super premium ice cream brand. Conducted market sizing and competitive analysis, defined scenarios, and built a business case for international expansion. Led 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 in collaboration with designers and production team, including building mockup and fast-prototyping.
Senior Market Strategy & Planning Manager
PROCTER & GAMBLE
Taipei
11.2009 - 09.2011
- Directed oral care business in Hong Kong and Taiwan. Coached two staff members. Influenced operational and financial results by identifying key business drivers.
- Developed promotional campaigns and go-to-market strategy, engaging sales team to execute launch plan, resulting in 52% and 26% sales growth at top two retailers in Taiwan, respectively. Implemented go-to-market strategy and channel-differentiated portfolio, attaining record-high market share in Hong Kong. Slashed inefficient budget spending, exceeding annual target.
National Key Account Manager
PROCTER & GAMBLE
Taipei
06.2006 - 10.2009
- Oversaw P&G Taiwan's leading account, PX-mart. Drove business plan and trade marketing programs. Communicated and negotiated trade terms, forging solid customer relationships.
- Managed business operation of nine distributors. 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
Master of Business Administration - MBA
IESE BUSINESS SCHOOL, UNIVERSITY OF NAVARRA
Barcelona, Spain05-2014
Bachelor of Business Administration - BBA
NATIONAL TAIWAN UNIVERSITY
Taipei, Taiwan06-2006
Skills
- Partnership development
- Cross-functional leadership
- Influencer marketing
- Strategic planning
- Talent development
- International Market Expansion
Timeline
Senior Manager, Marketing Partnerships
REMITLY
01.2024 - Current
Senior Product Marketing Manager, Amazon Ads
AMAZON.COM
06.2019 - 11.2023
Senior Manager, International Marketing & Strategy
FIJI WATER
04.2017 - 06.2019
Strategic Partner Manager – Online Partnerships Group
GOOGLE INC.
02.2016 - 12.2016
Project Leader – Innovation Acceleration
NESTLÉ S.A.
04.2014 - 02.2016
Senior Market Strategy & Planning Manager
PROCTER & GAMBLE
11.2009 - 09.2011
National Key Account Manager
PROCTER & GAMBLE
06.2006 - 10.2009
Master of Business Administration - MBA
IESE BUSINESS SCHOOL, UNIVERSITY OF NAVARRA
Bachelor of Business Administration - BBA
NATIONAL TAIWAN UNIVERSITY