Paul Yu

Focus: Drove performance marketing growth through affiliate partnerships, paid acquisition optimization, and data-driven campaign analysis for a global e-commerce insurance platform.

• Managed affiliate marketing initiatives through impact.com, onboarding high-performing partners and optimizing commission structures, contributing to a 34% increase in affiliate-driven revenue.
• Executed and optimized Google Ads campaigns across branded, non-branded, and retargeting audiences, improving ROAS by 27% while lowering CPC by 18%.
• Partnered with analytics and creative teams to launch A/B tests for landing pages and ad messaging that improved conversion rates by 21%.
• Built weekly performance dashboards in GA4 and Looker Studio to monitor revenue, CPA, traffic quality, and customer acquisition trends.
• Collaborated with external publishers and agencies to ensure accurate tracking, attribution, and promotional execution during seasonal campaigns.
• Identified underperforming keyword segments and adjusted bidding strategies, resulting in a 19% improvement in campaign efficiency.

Focus: Led retail e-commerce marketing strategies focused on customer acquisition, conversion optimization, and digital revenue growth for a women’s fashion brand.

• Managed paid search and Google Shopping campaigns for apparel collections, increasing online revenue by 31% year-over-year during peak seasonal periods.
• Oversaw affiliate partnerships, influencer collaborations, and promotional planning that expanded customer acquisition channels and increased affiliate traffic by 42%.
• Optimized Google Merchant Center product feeds, improving Shopping campaign visibility and increasing click-through rate by 24%.
• Directed landing page testing initiatives that improved mobile conversion rates by 17% and reduced bounce rates across key collection pages.
• Worked closely with merchandising, CRM, and creative teams to align promotions, messaging, and digital campaigns across all customer touchpoints.
• Monitored campaign pacing, budgets, and performance trends to maximize ROAS during major retail events and product launches.

Focus: Supported multi-channel digital marketing campaigns focused on marketplace growth, seller acquisition, and e-commerce performance optimization.

• Executed paid search and display campaigns supporting fashion marketplace growth initiatives, contributing to a 29% increase in qualified seller leads.
• Assisted in optimizing Shopping campaigns and category-level keyword strategies to improve traffic quality and reduce CPA.
• Analyzed campaign performance data and delivered actionable recommendations for audience targeting, bidding adjustments, and promotional planning.
• Collaborated with product, design, and analytics teams to improve campaign tracking accuracy and reporting visibility.
• Built recurring reports tracking ROAS, CTR, CPC, conversion rate, and revenue performance across multiple acquisition channels.
• Supported seasonal campaign launches and promotional events for hundreds of fashion vendors on the platform.

Focus: Managed digital advertising and performance marketing campaigns for multiple retail and e-commerce clients in a fast-paced agency environment.

• Coordinated paid search, affiliate, and social advertising campaigns across 8+ client accounts simultaneously.
• Conducted keyword research, competitor analysis, and audience targeting optimization to improve campaign performance and lead generation.
• Assisted clients with conversion optimization strategies, improving landing page engagement and reducing acquisition costs.
• Developed campaign reports and client presentations summarizing KPIs, optimization opportunities, and revenue impact.
• Collaborated with designers and developers to launch promotional landing pages and campaign assets under tight deadlines.
• Helped improve client retention through proactive communication, campaign insights, and measurable performance improvements.

Focus: Supported digital marketing and customer acquisition efforts for a startup environment focused on brand awareness and campaign growth.

• Assisted with paid social and email marketing campaigns to support customer acquisition initiatives.
• Conducted market research and audience analysis to support campaign targeting strategies.
• Helped coordinate promotional campaigns, improving social engagement by 19%.
• Monitored campaign metrics and prepared performance summaries for leadership review.
• Supported content creation and landing page updates for product launch campaigns.