MENGYING LI
Jersey City
Summary
Strategic Ads and Consumer Insights leader at Publicis Groupe with a 0-to-1 builder mindset. Specialized in clean room-based data architecture and cookieless targeting strategies for enterprise advertisers, translating complex behavioral data into executive-level insights that drive creative strategy and media investment. High-agency operator with demonstrated leadership across global teams, data science partners, and technical publishers.
Overview
5
5
years of professional experience
Work History
Manager, Data Architecture (Client: CitiBank)
Publicis Groupe
New York
10.2022 - Current
- Architected and managed enterprise clean room implementations across client-owned LiveRamp environments and external partner clean room integrations, securely processed 70M+ unique client 1P records, and reduced data ingestion time by 35% through optimized spine selection.
- Led a structured test-and-learn program spanning 15+ high-priority AdTech pilots; validated, operationalized, and scaled 3 solutions (CAPI, rTag, DOOH Targeting) into ongoing use, driving a 12% improvement in overall media efficiency.
- Established executive reporting standards and decision frameworks, building automated Tableau audience insights dashboards to surface performance, reach, and overlap trends, significantly reduced ad-hoc reporting requests, and accelerated time-to-decision.
- Led offshore audience teams and owned audience and clean room strategy, ensuring uninterrupted operations and delivering four strategic initiatives for the client’s largest campaigns.
- Partnered with Data Science team to connect first- and third-party signals and develop audience index reports in BigQuery, uncovering high-value audience insights that were activated across major campaigns and drove a ~13% lift in conversion rate.
- Directed suppression and frequency logic design with the Data Science team, reducing media waste by 18% and increasing unique reach by 10% within a fixed budget.
Digital Marketing Specialist
Verisk
Jersey City
06.2021 - 10.2022
- Established performance reporting and insight frameworks across social and email channels, delivering recurring executive-ready insights and recommendations to senior marketing leadership.
- Designed campaign tracking dashboards aligned to stakeholder success metrics, enabling consistent performance evaluation and optimization across marketing initiatives.
- Applied data-driven audience segmentation and email performance analysis to identify high-impact target segments, driving a 5% lift in conversion rate within one month through more precise messaging.
- Built and operationalized Salesforce CRM segmentation frameworks for product marketing teams, creating high-conversion distribution lists to support campaign activation and measurement.
- Led SEO optimization initiatives in partnership with content teams, improving discoverability and driving a 30% increase in page views and a 4% lift in share of voice (SOV).
Education
Master of Science (M.S.) - Marketing Intelligence
Fordham University, Gabelli School of Business
New York, NYBachelor of Science (B.S.) - Marketing
University of the Pacific
Stockton, CABachelor of Science (B.S.) - Psychology
University of the Pacific
Stockton, CASkills
- LiveRamp Clean Room
- ADH
- Identity Resolution
- Cookieless Strategy
- CAPI
- RTag
- Signal Recovery
- Google Marketing Platform
- Reach & Frequency (R&F)
- Incrementality
- Behavioral Profiling
- SQL (BigQuery/GCP)
- Python
- Tableau
- Salesforce (CRM)
- Google Analytics 4
Websites
Certifications And Tools
Google Analytics, Google Ads Display, LiveRamp, Epsilon, BigQuery, Tableau, Excel, Lean Six Sigma Certification
Timeline
Manager, Data Architecture (Client: CitiBank)
Publicis Groupe
10.2022 - Current
Digital Marketing Specialist
Verisk
06.2021 - 10.2022
Master of Science (M.S.) - Marketing Intelligence
Fordham University, Gabelli School of Business
Bachelor of Science (B.S.) - Marketing
University of the Pacific
Bachelor of Science (B.S.) - Psychology
University of the Pacific