Clients: Toyota Motors, Nationwide Insurance, NPR Affiliate KCRW • Democratized data access by designing interactive visualization, stimulating data usage. • Charted measurement plans for new clients from metric definition, KPI selection to attribution. • Constructed customized POVs on emerging data partners based on client’s business goals. • Forecasted conversions with media mix modeling to rationalize optimization. • Mined and refined data from available sources to uncover actionable insights and key performance drivers.

AAAZA, Inc. | Jul 2018 - Oct 2019

Digital Media Analyst II

• Clients: DIRECTV, AT&T Mobility, AT&T TV • Key responsibilities: Managed and analyzed performance of a $5M media plans across search, paid social, programmatic display & video, audio, CTV. • Visualized cross channel performance reporting, improving optimization efficiency by 4x. • Analyzed optimal reach & frequency per TA with GCM data, resulting in a 17% CPA drop. • Built ad-op SOP for QA audit, placement structure & naming, saving 60% time per activation. • Accelerated internal on-boarding training by creating 101 decks and templates for recurring tasks.

AAAZA, Inc. | Apr 2017 - Jul 2018

Digital Media Analyst I

• Achieved 3x higher conversion rate with precision targeting, winning 25% incremental budget. • Automated data collection from 5 ad platforms with Python, reducing reporting time by 85%. • A/B tested creatives to inform overarching communication style for new target audience. • Optimized $1M search performance through structure improvements, dynamic keyword copy insertion, keyword expansion through search term analysis, increasing conversion rate by 48%.

BlackRock | Jun 2014 - May 2015

Sales Marketing Analyst

• Managed B2B sales database within Excel and discovered opportunities for promotional activities. • Coordinated events such as media conferences, seminars and road shows; increased retail outlets by 20%.

BlackRock | Dec 2013 - Jun 2014

Sales Intern

N/A

KGI Asia Limited | Jul 2013 - Aug 2013

Research Intern

N/A

My Education

Take a look at my formal education

Master's degree, MarketingUniversity of Southern California | 2016

Bachelor's degree, FinanceNational Taiwan University | 2014

Creativity and Entrepreneurship Program National Taiwan University | 2014

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