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Marketing measurement and strategy leader with 15 years of experience across media, digital, and analytics, specializing in attribution, media measurement, performance diagnostics, and incrementality. Strong track record of turning channel and audience insights into faster, more persuasive decisions that improve funnel quality and budget efficiency. Advanced in Python/SQL for automation, analysis, and reporting, with near 5 years focused on attribution, media measurement, and performance analytics. Currently transitioning into a full-time Marketing Measurement / Marketing Science role, with a focus on media measurement, attribution, and incrementality testing.…Marketing measurement and strategy leader with 15 years of experience across media, digital, and analytics, specializing in attribution, media measurement, performance diagnostics, and incrementality. Strong track record of turning channel and audience insights into faster, more persuasive decisions that improve funnel quality and budget efficiency. Advanced in Python/SQL for automation, analysis, and reporting, with near 5 years focused on attribution, media measurement, and performance analytics. Currently transitioning into a full-time Marketing Measurement / Marketing Science role, with a focus on media measurement, attribution, and incrementality testing.

Ryan Zhang

Marketing Strategist, Performance Marketer, Data Scientist, +5

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Marketing measurement and strategy leader with 15 years of experience across media, digital, and analytics, specializing in attribution, media measurement, performance diagnostics, and incrementality. Strong track record of turning channel and audience insights into faster, more persuasive decisions that improve funnel quality and budget efficiency. Advanced in Python/SQL for automation, analysis, and reporting, with near 5 years focused on attribution, media measurement, and performance analytics. Currently transitioning into a full-time Marketing Measurement / Marketing Science role, with a focus on media measurement, attribution, and incrementality testing.…Marketing measurement and strategy leader with 15 years of experience across media, digital, and analytics, specializing in attribution, media measurement, performance diagnostics, and incrementality. Strong track record of turning channel and audience insights into faster, more persuasive decisions that improve funnel quality and budget efficiency. Advanced in Python/SQL for automation, analysis, and reporting, with near 5 years focused on attribution, media measurement, and performance analytics. Currently transitioning into a full-time Marketing Measurement / Marketing Science role, with a focus on media measurement, attribution, and incrementality testing.

Available to hire

Marketing measurement and strategy leader with 15 years of experience across media, digital, and analytics, specializing in attribution, media measurement, performance diagnostics, and incrementality. Strong track record of turning channel and audience insights into faster, more persuasive decisions that improve funnel quality and budget efficiency.

Advanced in Python/SQL for automation, analysis, and reporting, with near 5 years focused on attribution, media measurement, and performance analytics. Currently transitioning into a full-time Marketing Measurement / Marketing Science role, with a focus on media measurement, attribution, and incrementality testing.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Language

English

Advanced

Chinese

Fluent

Work Experience

Senior Strategy Director – 广州影行天下文化传播有限公司（广汽埃安事业部）

October 1, 2025 - March 31, 2026

Built audience dynamics and channel contribution models to quantify awareness-to-conversion performance across stages. Designed a competitor analysis framework using reverse attribution and confidence-interval inference, plus phased budget allocation and performance forecasting from audience turnover and peak-efficiency signals. Standardized methodology into internal playbooks and trained team members on competitor intelligence workflows. Established launch-period traffic quality assessment and KPI planning data frameworks; institutionalized the approach at team level. Supported AION brand strategy and phased communication planning for N60 model exposure, and improved analytical depth and persuasiveness of strategy proposals.

Freelance Performance Marketing & eCommerce Operator (Global/Overseas) at ROYANI

March 1, 2022 - June 30, 2025

Owned end-to-end eCommerce operations across Shopify and WooCommerce, including storefront setup, product operations, checkout flow, and conversion optimization. Coordinated cross-border fulfillment and logistics via 3PL workflows, SOPs, and delivery-performance monitoring. Managed paid advertising operations and budget allocation across performance channels, tracking full-funnel efficiency from traffic to purchase. Automated reporting with Python and analytics tools, built recurring dashboards for weekly decision-making, and designed/executed A/B tests (creative, audience, bidding, landing flow) guided by statistical methods. Built attribution and tracking workflows to estimate marginal channel contribution and identify high-value user sources. Operated a DTC business (~50K monthly UV, 2.6% CVR), integrating store operations, paid media, and fulfillment; managed ~USD 10K/month ad spend and supported ROAS optimization through iterative testing and budget reallocation.

Group Account Director (Business Director) at Havas, FrontNetwork, Shanghai

August 1, 2017 - March 31, 2020

Led Shanghai office operations with full P&L accountability. Directed client service teams, delivery process governance, and integrated campaign execution. Provided strategic consulting on digital marketing and PR tied to client business targets. Led pitches and managed commercial terms and contract negotiation. Key work included website redesign and development (Jeep), WeChat retainer and cross-sell campaigns with dealer coordination (Porsche after-sales), and WeChat launch-related digital support (Lincoln). Built team structure from early-stage setup, increased Shanghai branch revenue by 100% and gross profit by 25%, expanded team size by 200%, and broadened business footprint in ePR and data-driven marketing.

Account Director, Digital（客户总监） at CCG, Shanghai

January 1, 2015 - October 31, 2016

Managed social and digital retainer business for SAIC Volkswagen-related workstreams. Coordinated multi-agency collaboration across media, digital, and social partners in integrated campaigns. Led quality assurance across strategic/creative outputs from insight and strategy through communication planning. Planned and managed WeChat service account evolution and operational capabilities. Drove digital and ePR revenue across key model programs (New Passat, Polo, Tiguan, PHIDEON). Served as key integration lead across agencies and third-party partners, including CRM-oriented WeChat service account development.

Associate Account Director（副客户总监） at Ogilvy, WPP group

March 1, 2014 - January 31, 2015

Served as senior client relationship lead and coordinated integrated delivery across creative, planning, media, and production teams. Led and coached account team members to improve quality and efficiency. Delivered annual planning and IMC retainer work, and led seasonal key visual development, TVC workstreams, POSM/distribution, BTL events, and media/PR integration.

Associate Account Director, FMCG（助理客户总监） at XMKT（体验营销中国 /声色）, WPP group

May 1, 2012 - February 28, 2014

Led integrated marketing program strategy and execution for FMCG accounts. Owned key client communication, satisfaction measurement, and account-level profitability management. Managed multi-project and high-volume campaign delivery environments. Delivered annual revenue contribution of RMB 30 million and built entertainment marketing capabilities and IMC program depth. Supported high-visibility spokesperson and branded-content initiatives.

Account Director（客户总监） at T&K Communication

February 1, 2008 - August 31, 2011

Managed integrated account delivery across BTL and digital campaigns. Led communication strategy development, quality control, client retention, and profitability oversight. Delivered annual revenue contribution of RMB 10 million. Reduced project operating costs by 10% while increasing sales by 20% within one year. Led MOET & CHANDON new product launch event workstream.

Internship and Senior Media Consultant at Shanghai Daily

December 1, 2005 - July 31, 2008

Coordinated campaign execution between clients and agencies. Managed day-to-day campaign administration to ensure on-time and on-budget delivery. Developed sponsored supplement projects for Element Fresh and Coca-Cola/ASC.