Transformed clients’ business objectives into digital campaign strategies across paid search (Google Ads) and paid social (Meta & LinkedIn), with a focus on lead generation in the education industry. Paid Search: Developed and launched Google Search campaigns with well-organized ad group structures, in-depth keyword research, and high-performing ad copy, leading to a 15% reduction in CPA. Paid Social: Managed full-cycle campaigns, overseeing audience targeting, creative development, campaign execution, and ongoing optimization. Achieved a 10% CTR and 5% conversion rate during the initial budget-limited phase; ongoing data-driven optimizations resulted in a 35% lift in conversion rate and a 12% reduction in CPA in the subsequent months. Delivered weekly and monthly performance reports, communicating key insights and actionable recommendations, and opportunities for campaign improvement to clients.

Growth & Operations at Meta Ocean International Inc.

August 1, 2022 - Present

Set weekly growth priorities by monitoring sell-through and channel performance trends, then adjusting pricing/promos/messaging to improve conversion. Built and maintained product-category sales and marketing performance reports; cleaned and structured data, analyzed revenue shifts, and delivered weekly insights and actions to guide marketing and operational priorities. Coordinated with suppliers and vendors on timelines and deliverables; enforced quality control on launch assets and channel readiness.

Performance & Growth Analyst (Office of COO) at Easy Group Inc.

August 1, 2020 - February 1, 2022

Consolidated group-level performance data and built recurring reports to support operational planning and growth decisions with the COO. Analyzed digital campaign acquisition and conversion metrics for social media, offline events, and out-of-home campaigns; surfaced key drivers and performance gaps to support management review and decision-making. Produced clear performance updates and issue briefs, aligning campus leadership and head office on priorities, risks, and next actions.

Campus Growth Marketing at Easy Group Inc.

August 1, 2016 - July 1, 2020

Owned acquisition marketing campaigns and enrollment outcomes, planning and executing multi-channel campaigns to drive leads and conversions (in sessions, promotions, recruitment initiatives). Managed paid media & promotion execution across WeChat and Red Book, including campaign setup, budget allocation, flighting, and creative coordination to support enrollment targets. Monitored performance weekly, identifying drop-offs and optimizing messaging, targeting, and channel mix to improve conversion.