Yi (Yvonne) Wang
Princeton
Summary
Holistic Campaign Performance Summary – Able to distill and derive post-campaign insights from data, transforming results into comprehensive, strategic summaries. Provide actionable recommendations on audience targeting, creative effectiveness, retailer strategies.
Expertise in Media & Sales Data – Strong analytical skills in interpreting media and sales data, including campaign performance metrics and consumer engagement trends to optimize advertising strategies
Advanced Analytics Skills – Proficient in ROI modeling, statistical analysis, and predictive modeling to support high-level strategic decisions. Experienced in leveraging first-party data to optimize spend allocation and maximize business impact.
Mentorship & Team Development – Experienced in mentoring and guiding junior analysts, fostering skill development in data analysis, measurement strategies, and client communication. Dedicated to knowledge-sharing, team collaboration, and cultivating a data-driven mindset to enhance overall team performance
Overview
10
10
years of professional experience
Work History
Sr. Manager, Analytics
GroupM OpenX
New York City
02.2024 - Current
- Transformed post-campaign reporting from 400+ fragmented one-pagers into a comprehensive, holistic campaign summary spanning 33+ retailers. Delivered valuable tactical insights across audiences, creatives, and strategies, empowering clients with data-driven recommendations for future campaign planning.
- Developed a master reporting sheet that centralized commerce data, streamlined data analysis across optimization touchpoints, and served as the foundation for comprehensive campaign performance evaluation
- Applied advanced analytics, modeling, and data visualization to address high-level client inquiries, including ROI analysis to guide spending strategies and optimize efficiency across various tactics
Manager, Analytics to Sr. Manager, Analytics
GroupM EssenceMediacom
New York City
08.2021 - 02.2024
- Led the evolution of brand effectiveness measurement by developing robust campaign measurement plans, encompassing setup, questionnaire design, and results interpretation to ensure precise KPI tracking across channels
- Designed and executed A/B testing strategies in collaboration with research vendors and media partners, generating actionable insights to refine audience targeting, creative performance, and channel effectiveness
- Strengthened client partnerships through tailored education on media fundamentals (channel roles, reach & frequency, creative effectiveness)
- Enhanced deliverables by strategically restructuring the reporting framework for a clearer and more effective storyline
- Directed benchmarking and RF initiatives through collaborative efforts with diverse internal stakeholders, resulting in comprehensive deliverables for both internal decision-making and external communication
- Mentored a Senior Analyst, fostering growth in measurement expertise, client communications, and project management
Sr. Strategic Analyst
FCB NEW YORK
New York City
10.2019 - 08.2021
- Launched and managed campaign reporting processes, ensuring seamless integration of digital and social media data while delivering strategic insights for creative optimization
- Developed a real-time website tracking system in Google Studio, improving data accessibility and facilitating faster insights
- Optimized digital analytics by refining Google Analytics tagging strategies, including UTM tracking for streamlined campaign performance measurement
- Supported new business pitches with data-driven storytelling, leveraging survey analysis (cross-tabs, significance testing, Max-Diff, etc.) to shape compelling narratives
- Established data QA protocols collaborating with external agencies to ensure accuracy and consistency in client research reporting
Marketing Research Analyst-Consumer & Marketing Intelligence Team
SYMRISE
Teterboro
11.2018 - 10.2019
- Assisted Consumer and Market Directors in developing, implementing, and analyzing consumer research studies across Business Units (Household, Oral Care, Beauty Care, and Fine Fragrance) to support client brands (Quantitative, Qualitative, and Neuroscience)
- Led data validation using SPSS, conducting statistical analyses (ANOVA, correlation, t-test) and interpreting discrimination testing results (triangle test, duo-trio, paired comparison)
- Supported Senior Analyst in developing a collaborative proprietary database system with the global analytics team (APAC, EMEA, NA), ensuring data compilation in the correct format and providing solutions for internal and external requests
Analytics Intern
ATTENTION GLOBAL
New York
11.2017 - 02.2018
- Assembled and validated incoming data in different social listening and social media analytics platforms (such as Crimson Hexagon, Synthesio, Quintly, Radarly, Facebook Analytics, Twitter Analytics, Instagram Insights, etc)
- Coordinated the flow of data across internal and external partners to ensure timely update of campaigns' data with measurable results
- Executed content performance analysis to meet clients' immediate request to support strategic planning efforts
- Assisted with the production of a variety of social media and content marketing reports, including analyzing KPIs to meet clients' needs
- Conducted research to stay ahead of social platform updates and trends that may impact current clients and industries
Graduate Assistant to Undergraduate Marketing Program Chair
PACE UNIVERSITY
New York
09.2015 - 05.2017
- Developed a new and efficient analytical method to analyze, track and report students' large volume of data from their marketing management simulations
- Analyzed simulation project that covers pricing, sales force, advertising, promotion, and budget strategies decisions and results made by individuals and teams
- Concluded a significant amount of data, then provided feedback and recommendations for students and reported weekly to the professor
- Performed secondary marketing research under specific requirements and guidelines to facilitate the professor's academic work
Marketing Intern
HAGTAP
Jersey City
06.2016 - 09.2016
- Managed data in CRM to ensure information updated on time
- Developed and led execution of promotion strategies as identified by CEO, including corporate with local venues, street events, and music festivals; Coordinated the entire marketing team to create marketing campaigns to drive brand awareness and attract more app users
- Managed social media platforms (Instagram and Facebook) by creating engaging content and engaging active users daily, resulting in Instagram followers increased by 30% and likes by 40% of each post
- Created Snapchat account and updated content with ongoing events and interacted with followers to drive brand awareness
- Collaborated with a graphic designer to create compelling promoting products, sending those products to local venues and events resulting in increased influences and users
Education
Master of Mathematics and Computer Science -
HARRISBURG UNIVERSITY OF SCIENCE AND TECHNOLOGY
Harrisburg, PA10.2020
Dual Master of Business Administration - Marketing & Financial Management
PACE UNIVERSITY, Lubin School of Business
New York, NY05.2017
Bachelor of Light Chemical Engineering -
SHANGHAI INSTITUTE OF TECHNOLOGY, School of Perfume and Aroma Technology
Shanghai, China07.2012
Skills
- Data Analytics & Visualization: Google Analytics (Website Traffic, User Behavior Tracking), Google Data Studio
- Advanced Statistical Analysis and Modeling: SPSS, R, A/B Testing, Regression Analysis
- Data Processing & Management: Advanced Excel (Pivot Tables, VLOOKUPs)
- Social & Market Intelligence: Sentiment Analysis, Boolean Query, Social Listening Tools
- Reporting & Measurement: Campaign Performance Analysis, ROI Modeling, KPI Tracking, Media Effectiveness Evaluation (eg, Brand-Lift Studies, Sales Lift Studies)
Awards Activities
- Dean's List Scholarship of Analytics Boot Camp, Fall 2015
- Pace University, Graduate Advertising and PR Society, Digital Marketer, Fall 2016-May 2017
Languages
Chinese (Mandarin)
Native/ Bilingual
Timeline
Sr. Manager, Analytics
GroupM OpenX
02.2024 - Current
Manager, Analytics to Sr. Manager, Analytics
GroupM EssenceMediacom
08.2021 - 02.2024
Sr. Strategic Analyst
FCB NEW YORK
10.2019 - 08.2021
Marketing Research Analyst-Consumer & Marketing Intelligence Team
SYMRISE
11.2018 - 10.2019
Analytics Intern
ATTENTION GLOBAL
11.2017 - 02.2018
Marketing Intern
HAGTAP
06.2016 - 09.2016
Graduate Assistant to Undergraduate Marketing Program Chair
PACE UNIVERSITY
09.2015 - 05.2017
Master of Mathematics and Computer Science -
HARRISBURG UNIVERSITY OF SCIENCE AND TECHNOLOGY
Dual Master of Business Administration - Marketing & Financial Management
PACE UNIVERSITY, Lubin School of Business
Bachelor of Light Chemical Engineering -
SHANGHAI INSTITUTE OF TECHNOLOGY, School of Perfume and Aroma Technology
Similar Profiles
Gina ChowGina Chow
Account Manager at OpenX APACAccount Manager at OpenX APAC
Dimple ThakurDimple Thakur
Group Head - Digital at EssenceMediacom (GroupM)Group Head - Digital at EssenceMediacom (GroupM)
Yip Sher NingYip Sher Ning
Senior Performance Executive, Social at GroupMSenior Performance Executive, Social at GroupM
Michael CrewsMichael Crews
Fabrication Welder at PEMCOFabrication Welder at PEMCO
Eric MuellerEric Mueller
Delivery Driver at Domino's PizzaDelivery Driver at Domino's Pizza