Lisa Thai
Roseville,MN
Summary
Results-driven digital marketing professional leveraging data and analytics to craft and optimize cross-channel strategies, achieving exceptional outcomes. Expert in analyzing market trends, identifying target audiences, and deriving actionable insights from complex datasets for creative campaigns. Hands-on approach leads to significant increases in key performance metrics and boosts conversion rates through continuous optimization. Collaborative leader adept at managing cross-functional teams to address current industry trends.
Overview
14
14
years of professional experience
1
1
Certification
Work History
Marketing Manager, E-Commerce (Freelance)
KELVIN COATS
01.2017 - Current
- Spearhead a holistic marketing strategy that encompasses email marketing, pay-per-click (PPC) advertising, search engine optimization (SEO), and social media platforms
- Utilize a data-driven approach to optimize campaigns, enhance brand awareness, and foster customer engagement through targeted messaging
- Drove a 15% year-over-year increase in customer engagement and fueled revenue growth by strategically designing and executing impactful social media campaigns
- Boosted engagement and web traffic through strategically timed postings
- Spearheaded targeted email marketing initiatives, meticulously segmenting lists and crafting engaging newsletter content, achieving an outstanding average open rate of 19%
- Developed and implemented dynamic social media strategies across platforms such as Facebook and Instagram, resulting in a remarkable 45% increase in followers and a 60% boost in engagement rates within one year
- Utilized data-driven analytics to continuously refine content and posting strategies, ensuring precise alignment with audience interests and emerging trends
Marketing Manager, Media
LONDON STOCK EXCHANGE GROUP (LSEG)
01.2021 - 01.2024
- Oversaw $9M in B2B advertising budgets YoY while developing and executing comprehensive media strategies to maximize ROI, collaborating with cross-functional teams to identify audience segmentation, establish key KPIs, and select optimal media channels, all while leveraging strong communication and strategic thinking skills to stay ahead of industry trends and deliver impactful marketing solutions that contribute to sustained growth and market presence
- Achieved 44% increase in brand awareness and 34% growth in brand consideration by leading strategic planning and execution of a targeted multi-channel media mix approach, delivering over 481M impressions across digital global media, and reaching over 50M people exposed to digital advertising
- Reduced overall advertising costs by 15% while maintaining quality by effectively managing key vendor relationships, ensuring adherence to insertion order agreements, upholding quality standards, and negotiating more competitive pricing
- Enabled continuous optimization and improved decision-making by managing UTM parameters, executing Eloqua canvases, and collaborating with SMEs to build dynamic dashboards in Google Looker Studio and Power BI, integrating data from Campaign Manager 360, Adobe Analytics, and DoubleVerify to deliver real-time insights that improved campaign performance by 20%, optimized targeting, adjusted budget allocations, and increased ROI through more efficient ad spend
- Delivered 10% cost savings on a $7.3M media plan by streamlining the end-to-end purchase order process, strategically leveraging prepayments and negotiated discounts
- Collaborated closely with internal stakeholders and external vendors to ensure accuracy, financial alignment, and compliance with campaign requirements
Marketing Manager, Media
REFINITIV (acquired by LSEG in 2021)
01.2018 - 01.2021
- Directed substantial budgets of nearly $15M year-over-year by developing and implementing comprehensive media plans that optimized spending across digital, print, audio, and out-of-home (OOH) channels, successfully maximizing brand visibility and engagement
- Leveraged data-driven insights and performance metrics to continuously refine strategies, ensuring optimal allocation of resources and achieving significant increases in audience reach and campaign effectiveness
- Generated a 62% increase in brand awareness and strengthened market presence by launching a new Refinitiv brand campaign, achieving a click-through rate (CTR) 3x higher than the industry benchmark, maintaining 70% viewability, and generating an average of 3.4 page views per session
- Enhanced effectiveness and achieved desired outcomes by monitoring and analyzing campaign performance through key metrics and KPIs, leading to a 25% increase in conversion rates due to real-time adjustments in ad placements, refined messaging, and targeted outreach to the most responsive audiences
- Improved alignment and consistency across all channels by fostering collaboration among cross-functional teams, ensuring cohesive campaign strategies and messaging through regular communication, real-time feedback, and synchronized launch timelines, which enhanced customer experience and trust, leading to increased engagement and brand loyalty
Media Supervisor
THOMSON REUTERS
01.2018 - 12.2018
Sr. Media Planner/Buyer
THOMSON REUTERS
01.2014 - 01.2018
Media Planner/Buyer
THOMSON REUTERS
01.2012 - 01.2014
Media Coordinator
THOMSON REUTERS
01.2011 - 01.2012
Education
Bachelor of Science (BS) - Business & Marketing, Retail Merchandising
University of Minnesota
Minneapolis, MNSkills
- Project Management
- Strategic Planning & Implementation
- Budget Management
- Brand Positioning & Management
- Negotiation
- Data Analytics
- A&B Testing
- Digital & Traditional Advertising Channels
- Leading Cross-Functional Teams
- Digital Marketing
Certification
- Digital Media Buying & Planning Certification (DBPC), IAB Certification, 01/01/23
- Real-Time Advertising Fundamentals Certificate, Real-Time Academy, 08/01/16
- Account-Based Experience (ABX) Certification, Demandbase, 10/01/24
- Google Data Analytics Certificate, Coursera, 10/01/24
Timeline
Marketing Manager, Media
LONDON STOCK EXCHANGE GROUP (LSEG)
01.2021 - 01.2024
Marketing Manager, Media
REFINITIV (acquired by LSEG in 2021)
01.2018 - 01.2021
Media Supervisor
THOMSON REUTERS
01.2018 - 12.2018
Marketing Manager, E-Commerce (Freelance)
KELVIN COATS
01.2017 - Current
Sr. Media Planner/Buyer
THOMSON REUTERS
01.2014 - 01.2018
Media Planner/Buyer
THOMSON REUTERS
01.2012 - 01.2014
Media Coordinator
THOMSON REUTERS
01.2011 - 01.2012
Bachelor of Science (BS) - Business & Marketing, Retail Merchandising
University of Minnesota
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