Shanya Tsai
New York,NY
Summary
Digital marketing strategist with over 7 years of experience in developing and executing comprehensive marketing campaigns that drive engagement and business growth. Proven track record in managing successful SEM strategies, creating compelling marketing collateral, and executing high-impact events. Strong analytical skills with a focus on performance metrics and ROI optimization. Adept at collaborating in cross- functional environments to deliver impactful marketing solutions that align with brand objectives and foster client relationships.
Overview
11
11
years of professional experience
1
1
Certification
Work History
Founder & Marketing Director
HangRr (Savvy Closet Inc.)
New York, NY
01.2016 - Current
- Spearheaded the launch and growth of a fashion tech startup, developing digital marketing strategies to build a community of users and boutique partnerships
- Created and executed marketing campaigns, including in-person and virtual events, workshops, and social media initiatives that increased brand visibility and engagement
- Developed and distributed marketing collateral such as style guides, newsletters, and digital assets to support promotional efforts and align with brand guidelines
- Organized the 'Season of Giving' capsule wardrobe campaign, driving customer engagement through a 6-week styling challenge and weekly virtual coffee hours
- Implemented data analysis tools to track user engagement and optimized content based on performance metrics
Senior SEM Marketing Specialist
HomeServe USA
Norwalk, CT
01.2021 - 01.2024
- Developed and scaled SEM campaigns, increasing sales by 30% over 18 months while maintaining a 5% CPA growth
- Managed a $3.5M annual SEM budget, optimizing ROI through data-driven strategies and keyword bidding
- Led multi-channel digital marketing campaigns across HVAC and plumbing segments, achieving a 4:1 ROAS goal and a 25% cost-per-acquisition (CPA) reduction
- Analyzed campaign performance, delivering insights that optimized strategy and drove measurable business outcomes
- Collaborated with cross-functional teams to align marketing strategies with broader business objectives
Marketing Specialist
Farmers Insurance
Woodland Hills, CA
01.2021 - 01.2021
- Optimized paid search campaigns, reducing overall spending by $40K while increasing ad relevance and lead generation
- Designed and executed SEM strategies for multiple product lines, achieving significant improvements in click-through rates and cost-per-click metrics
Digital Marketing Manager
Diamond Lighthouse
New York, NY
01.2014 - 01.2015
- Managed paid search strategies, reducing CPA by 25% while increasing sales conversion rates
- Led the development of a sales pipeline analytics dashboard, improving visibility into marketing performance and client acquisition processes
Education
Certificate - Marketing
The Wharton School, University of Pennsylvania
01.2015
Master of International Business -
HULT International Business School
01.2011
Bachelor of Science - Journalism
Chinese Culture University
01.2001
Skills
- Digital Marketing Strategy
- Campaign Management
- Event Planning & Webinars
- Marketing Performance Metrics & ROI Analysis
- Customer Engagement & Relationship Building
- Content Development & Collateral Creation
- SEM and Paid Search Optimization
- Project Management & Team Collaboration
- Digital Marketing
- Branding
- Market Analysis
- Campaign tracking
- Project Management
- Google Analytics
- Marketing campaign strategy
- Strategic Planning
- Analytics and SEO
- Campaign Development
Certification
- Google Ads Certification
- SEMrush SEO Fundamentals
Languages
Chinese (Mandarin)
Native/ Bilingual
Hobby
- USTA tennis
Timeline
Senior SEM Marketing Specialist
HomeServe USA
01.2021 - 01.2024
Marketing Specialist
Farmers Insurance
01.2021 - 01.2021
Founder & Marketing Director
HangRr (Savvy Closet Inc.)
01.2016 - Current
Digital Marketing Manager
Diamond Lighthouse
01.2014 - 01.2015
Certificate - Marketing
The Wharton School, University of Pennsylvania
Master of International Business -
HULT International Business School
Bachelor of Science - Journalism
Chinese Culture University
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