Jiayi Joy Xiang
Irvine,United States
Summary
Amazon Advertising Specialist with 4 years of agency experience managing 15-20 accounts simultaneously and budget up to $50K/month. Focused on full-funnel marketing and data driven strategies that drive consistent brand growth. Pacvue and Helium 10 certified. Amazon advertising and DSP certified. Proficient in Excel and Pivot table.
Overview
7
7
years of professional experience
1
1
Certification
Work History
Amazon Adversing Specialist
SellerSlice
Remote
02.2023 - Current
- Oversee end to end strategy and execution of Sponsored Products, Sponsored Brands, Sponsored Display and Video campaigns across multiple brands.
- Manage 15-20 retail and agency brands across multiple ASINs and product lines, ensuring effective budget allocation and performance growth.
- Design and optimize campaign structure across campaign types and match type to improve efficiency and scalability.
- Develop product-level advertising strategies and growth plans to drive revenue, improve ROAS.
- Conduct advanced keyword research and competitor analysis using Helium 10, Brand analytics, Search Query Performance,Search Terms Reports to identify high-converting opportunities.
- Build and maintain negative keywords strategies to reduce wasted spend and improve targeting efficiency.
- Manage bid optimization across placements (Top of search, Product Pages, Rest of Search), applying performance-based, seasonal adjustment.
- Continuously test and iterate on bidding strategies, targeting, and creatives to improve campaign efficiency and scalability.
- Manage and pace daily and monthly budget to maximum ROI, profitability, share of voice.
- Analyze advertising metrics including ACos, TACos, ROAS, CTR, CVR, impressions, and new to brand performance to drive data driven decisions.
- Analyze campaign data and Search Term Reports to identify trends, harvest converting keywords and improve performance.
- Track Organic vs. Paid performance to evaluate the impact of advertising on ranking, sales, and overall brand growth.
- Prepare and deliver clear, data-driven insights and strategic recommendations to clients through regular meetings and performance reviews and collaborate with the team to improve listing quality and conversion rates.
- Identify growth opportunities tied to product launches, seasonal trends, and promotions and develop full-funnel strategies to drive sustainable growth.
- Stay up to date with Amazon Advertising trends, platform updates, and industry changes.
Amazon Advertising Coordinator
KASPIEN INC
07.2022 - 01.2023
- Manage 12-20 retail and agency brands and allocated the budget effectively to their advertising on Amazon.
- Create ad campaigns and bid optimization strategies to meet partner objectives.
- Analyze campaign performance data by utilizing software to create custom optimization processes based on the objective to increase sales or better optimizing Tacos/Acos.
- Create growth plan to hit revenue targets, efficiency goals and explore new lines of revenue through search marketing for brand.
- Calculate revenue, sales and expenses using financial accounting or excel spreadsheet to improve the brand's contribution margin.
- Collaborate within marketing team and provide solutions to improve product’s listing quality and find the unique differentiation point among their competitors.
- Provide ongoing marketing reporting to clients with insights and recommendations to drive growth.
- Implement regularly keywords research and competitors analysis for advertising campaigns and target the specific customers.
- Submit and create a case to Amazon support to solve issues.
- Execute the company's strategic vision for active and potential customers.
- Help expand value proposition of company's marketing channel.
Amazon Marketing Specialist
SABANG INC
08.2019 - 01.2023
- Process In-depth product research and find the marketing gap to differentiate the product on Amazon.
- Implement target audience research and collect information about the buyer avatars and understand buyers' needs.
- Establish the marketing plan by working on keyword research, and competitor analysis to enhance the keywords ranking and improve brand awareness to increase the total revenue.
- Create PPC campaigns and analyze data to implement optimization process and improve advertising strategies on Amazon.
- Allocate the PPC budget efficiency and calculate the revenue, expense and meet the profit and revenue goal.
- Establish an effective inventory management.
- Strong customer service communication and problem-solving skills.
- Create and submit the case in Amazon support to solve the issues.
Education
Master of Marketing Management -
Oklahoma City University
Oklahoma City02-2012
Skills
- Proficiency in Excel
- Microsoft Office and Google Suite
- Experience with Amazon and E-commerce
- Pacvue software Certified
- Helium 10 software Certified
- Analytic thinking
- Problem Solving
- Work well independently and as part of a team as well
- Superior Time Management
- Self-starter and Strong ability of learning
- Optimistic and Positive Attitude
- Professional phone and video conference etiquette
Certification
- Amazon Ads & DSP Certificate
- Pacvue on boarding Amazon ads certificate
- Helium 10 software certificate
- Microsoft Office Excel Basic & Advanced Certificate
- Microsoft Office Excel for Marketer Certificate
- Microsoft Office Pivot Table Certificate
Languages
English
Chinese
Timeline
Amazon Adversing Specialist
SellerSlice
02.2023 - Current
Amazon Advertising Coordinator
KASPIEN INC
07.2022 - 01.2023
Amazon Marketing Specialist
SABANG INC
08.2019 - 01.2023
Master of Marketing Management -
Oklahoma City University