Stanley Mak
San Francisco,CA
Summary
Data driven Marketing leader with 10+ years of experience in leveraging data and analytics to optimize marketing performance and drive business growth. Proven track record resulting in higher lead conversions and ROI. Expertise in data, analysis, multi-channel attribution, campaign management, A/B testing, technology, and managing teams. Highly skilled in using data to maximize marketing engagement and spend. Personable and analytical with strong aptitude for problem-solving and effective communication. Possesses in-depth understanding of data analysis and business process modeling, paired with advanced skills in SQL and Excel. Committed to driving meaningful improvements and delivering actionable insights.
Overview
16
16
years of professional experience
Work History
Sr. Business Analyst
Fisher Investments
09.2018 - 11.2024
- Salesforce Admin support for Fisher Investments Institutional Group (FIIG)
- Worked closely with FIIG to determine the best customization to the Salesforce platform
- Collaborated with Salesforce developers to build processes into Salesforce to streamline and automate tasks
Marketing Offline Media Manager
Fisher Investments
10.2016 - 09.2018
- Led team that oversaw the planning, development, and execution of Print, Radio, & TV ad campaigns
- Collaborated with creative team, media vendors, and external agencies to ensure effective ad placement, targeting the right audience while optimizing budgets to maximize leads
- Created internal & external call-in lead campaign attribution system for Print, Radio, & TV that increased campaign attribution accuracy by 70%
- Increased Print appointment set conversion rates by 40% thru data analysis of identifying most important & effective ad components/campaigns via A/B testing
- Print channel went from the lowest to the highest year over year performance gain in 2017 compared to all other lead gen channels (internet, direct mail, TV, radio)
- Created new TV reporting/analysis that Increased appointment set conversions by 15% thru identifying poor TV ad placements by TV ad agency and was able to hold them accountable for ongoing TV ad placements, which led to efficient TV campaign spending
- Increased Radio appointment sets by 20% by creating new reporting/analysis of historical radio campaign performance and applying best Radio ad components
Marketing Data & Analytics Manager
Fisher Investments
09.2015 - 10.2016
- Managed newly created Data & Analytics team that became the heart of Marketing by providing strategic insights, data-driven recommendations, and data interpretation
- Collaborated directly with GVP of Marketing to completely revamp all of Marketing’s analyses & strategies
- Led team of analysts that collaborated with each Marketing channel manager to drive accurate & efficient A/B testing/analysis which allowed the data to drive business decisions increasing each Marketing channel performance between 10-20%
- Uncovered crucial data inaccuracies that over-stated reporting metrics & created Marketing Central data warehouse that allowed data accuracy & ease of SQL data extraction/reporting for Marketing & Sr
- Executives to make accurate business decisions and spending
- Increased appointment set conversions by 25% thru revamping outbound qualified lead calling from 90 days to 30 days
- Increased appointment set conversions by 20% by collaborating with Sales to ensure call-in leads were being engaged in a timely manner resulting from creation of engagement factor scoring
Marketing Strategy Manager
Fisher Investments
05.2009 - 09.2015
- As a result from digging into data, increased appointment set conversions by 25% thru uncovering 70% of multi-responders were not being elevated to Sales
- Revamped Marketing Technology with IT to automate accuracy of data & reporting saving the teams over 10 hours per week and increased data accuracy/integrity
- Designed a marketing dashboard for Marketing management that reduced reporting time by 50%
Education
AA Degree - Accounting
Heald Business College of Business
San Francisco, CASkills
- Microsoft Office
- Access
- Excel
- Word
- PowerPoint
- Analytical skills
- Multitasking
- Problem-solving
- SQL
- Data extraction
Awards
Innovation Award, 02/01/2013 - Increased appointment set conversions by 25% thru uncovering 60% of multi-responders were not being elevated to Sales. Tested & implemented elevating multi-responders that generated over $2 billion in assets in first year without additional spend.
Innovation Award, 02/01/2018 - Created call-in lead campaign attribution system for Print, Radio, & TV (eventually other Marketing channels) that increased campaign attribution accuracy by 70% that led to accurate analysis of campaigns and effective spending.
Timeline
Sr. Business Analyst
Fisher Investments
09.2018 - 11.2024
Marketing Offline Media Manager
Fisher Investments
10.2016 - 09.2018
Marketing Data & Analytics Manager
Fisher Investments
09.2015 - 10.2016
Marketing Strategy Manager
Fisher Investments
05.2009 - 09.2015
AA Degree - Accounting
Heald Business College of Business
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