LINDSEY LU
Richmond Hill
Summary
Media Strategy & Marketing Leader with 7+ years of experience driving brand growth and performance across automotive, retail, and B2B industries. Proven record of optimizing multi-million-dollar budgets, aligning Tier-1/Tier-2 strategies, and improving ROAS, ROIs, and customer acquisition through paid search, social, programmatic, and video. Recognized for building cross-functional alignment, managing agency/vendor relationships, and delivering data-driven strategies that connect awareness to conversion.
Overview
10
10
years of professional experience
Work History
PDM Lead – Buick/GMC
General Motors (GM Canada)
10.2024 - Current
- Designed and executed integrated media frameworks to strengthen brand visibility across awareness, consideration, and conversion funnels.
- Directed agencies on campaign execution, ensuring timely delivery of national and key city initiatives.
- Leveraged analytics dashboards to monitor HVB pacing, ROAS, and sales lift, recommending budget reallocations to maximize impact.
- Presented strategic insights and budget recommendations to senior stakeholders, influencing multi-million-dollar spend decisions.
Digital Campaign Manager
Prospect Media Group
06.2022 - 10.2024
- Managed omni-channel campaigns (display, video, social, search) for retail and automotive clients, optimizing performance against CPA and CTR benchmarks.
- Analyzed campaign results to uncover efficiency opportunities, achieving up to 20% reduction in HVB costs.
- Led and mentored junior planners; collaborated with vendors to align tactics with client goals.
- Produced comprehensive monthly and quarterly performance reports presented to client executives.
Marketing Manager
EMR Shielding Solutions
07.2020 - 06.2022
- Expanded e-commerce sales channels by securing partnerships with Home Depot, Wayfair, and Amazon, driving double-digit sales growth.
- Built and executed paid social campaigns that increased lead generation by 30% YoY.
- Managed Google Ads campaigns with optimized bidding and keyword strategies to improve conversion efficiency.
- Supervised a 4-member customer service team to enhance client experience and retention.
Senior Digital Marketing Specialist
Business Exchange
05.2019 - 06.2020
- Executed SEO/SEM, Google Ads, social, and email campaigns that boosted client lead generation.
- Designed and sustained social presence across Facebook, Instagram, LinkedIn, and YouTube.
- Delivered creative ad copy and tracked daily performance, reporting actionable insights to stakeholders.
Marketing Communications Specialist
MONEXGroup
12.2015 - 11.2018
- Developed annual marketing strategies integrating PR, advertising, and webinars.
- Launched targeted campaigns that improved customer acquisition and retention rates.
- Created digital and print communications, ensuring consistent brand voice.
Education
Google Ads Online Certificate -
Google
01-2025
Post-Grad Certificate - Public Relations
Humber College
01.2013
B.Sc. - Psychology
University of Toronto
01.2009
Skills
- Media Strategy & Planning
- Paid Social, Paid Search, Display/Video
- Performance Marketing & Analytics (MMM, CPA, ROAS, CRO)
- Stakeholder Engagement & Executive Presentations
- Brand & Campaign Management (Automotive, Retail, B2B)
- Agency/Vendor Collaboration & Leadership
- SEO, SEM, CRM/Retention Tactics
- Friendly, positive attitude
- Customer service
- Teamwork and collaboration
- Problem-solving
Languages
Mandarin: Native/Bilingual
Cantonese: Native/Bilingual
Timeline
PDM Lead – Buick/GMC
General Motors (GM Canada)
10.2024 - Current
Digital Campaign Manager
Prospect Media Group
06.2022 - 10.2024
Marketing Manager
EMR Shielding Solutions
07.2020 - 06.2022
Senior Digital Marketing Specialist
Business Exchange
05.2019 - 06.2020
Marketing Communications Specialist
MONEXGroup
12.2015 - 11.2018
Post-Grad Certificate - Public Relations
Humber College
B.Sc. - Psychology
University of Toronto
Google Ads Online Certificate -
Google
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