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I am a results-driven senior performance marketing professional with 16 years of experience scaling paid media programs across Google Ads, Meta, YouTube, LinkedIn, and programmatic channels. I specialise in full-funnel customer acquisition, ROAS optimization, and CPA reduction, delivering revenue growth and efficiency for multi-location franchises and hospitality brands. I combine deep technical knowledge in bid strategy, audience targeting, and A/B testing with strong commercial acumen and executive stakeholder communication. I am AI-certified and have hands-on experience embedding AI into campaign strategy, creative testing, and workflow automation.…I am a results-driven senior performance marketing professional with 16 years of experience scaling paid media programs across Google Ads, Meta, YouTube, LinkedIn, and programmatic channels. I specialise in full-funnel customer acquisition, ROAS optimization, and CPA reduction, delivering revenue growth and efficiency for multi-location franchises and hospitality brands. I combine deep technical knowledge in bid strategy, audience targeting, and A/B testing with strong commercial acumen and executive stakeholder communication. I am AI-certified and have hands-on experience embedding AI into campaign strategy, creative testing, and workflow automation.

Ying Chen

Content Creator, Graphic Designer, Brand Designer, +2

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I am a results-driven senior performance marketing professional with 16 years of experience scaling paid media programs across Google Ads, Meta, YouTube, LinkedIn, and programmatic channels. I specialise in full-funnel customer acquisition, ROAS optimization, and CPA reduction, delivering revenue growth and efficiency for multi-location franchises and hospitality brands. I combine deep technical knowledge in bid strategy, audience targeting, and A/B testing with strong commercial acumen and executive stakeholder communication. I am AI-certified and have hands-on experience embedding AI into campaign strategy, creative testing, and workflow automation.…I am a results-driven senior performance marketing professional with 16 years of experience scaling paid media programs across Google Ads, Meta, YouTube, LinkedIn, and programmatic channels. I specialise in full-funnel customer acquisition, ROAS optimization, and CPA reduction, delivering revenue growth and efficiency for multi-location franchises and hospitality brands. I combine deep technical knowledge in bid strategy, audience targeting, and A/B testing with strong commercial acumen and executive stakeholder communication. I am AI-certified and have hands-on experience embedding AI into campaign strategy, creative testing, and workflow automation.

Available to hire

I am a results-driven senior performance marketing professional with 16 years of experience scaling paid media programs across Google Ads, Meta, YouTube, LinkedIn, and programmatic channels.

I specialise in full-funnel customer acquisition, ROAS optimization, and CPA reduction, delivering revenue growth and efficiency for multi-location franchises and hospitality brands. I combine deep technical knowledge in bid strategy, audience targeting, and A/B testing with strong commercial acumen and executive stakeholder communication. I am AI-certified and have hands-on experience embedding AI into campaign strategy, creative testing, and workflow automation.

Skills

Experience Level

Expert

Expert

Intermediate

Intermediate

Language

English

Fluent

Japanese

Advanced

Work Experience

Senior Digital Marketing Manager at Level Four Digital

June 1, 2024 - Present

Led end-to-end performance marketing strategy across paid media, SEO, and CRO. Owned campaign architecture, budget allocation, and analytics reporting to maximise ROI. Restructured paid campaigns and landing page funnels, cutting cost-per-lead by 93%. Grew organic traffic 280% in four months through technical SEO, content optimisation, and on-page improvements. Increased bookings 240% for a hospitality client through integrated Google Search + Meta campaigns with iterative creative testing. Delivered weekly performance dashboards and strategic insights to clients and senior leadership.

Senior Performance Marketing Manager at Super Easy Storage

October 1, 2020 - May 31, 2024

Owned full-funnel performance marketing for a multi-location self-storage franchise — strategy through execution, landing page CRO, and franchisee reporting across all paid channels. Drove 500% revenue growth within two years through a full-funnel strategy spanning Google Search, Performance Max, YouTube, display, and Meta. Reduced CPL by 70–90% across franchise locations via smart bidding, tightly segmented ad groups, and sequential retargeting. Built and iterated A/B testing frameworks for ad creative, landing pages, and audience segments. Presented channel performance and strategic recommendations directly to franchisees and the executive team.

Senior Paid Media Manager at CCOM

April 1, 2018 - September 30, 2020

Managed multi-client paid media strategies across Google Ads, Bing Ads, and social platforms, consistently meeting ROAS and CPA targets. Conducted full-funnel performance analysis and presented optimisation roadmaps to clients and internal stakeholders. Recommended and implemented website and landing page improvements to lift conversion rates across B2B and B2C accounts.

Search Director / Team Lead at Switch Digital

November 1, 2015 - March 31, 2018

Led SEM strategy for flagship enterprise accounts, delivering strong ROAS and reduced CPA across large-scale Google and Bing campaigns. Mentored and developed a team of paid search specialists, establishing best-practice frameworks for campaign structure, QA, and reporting. Maintained senior client relationships, translating business objectives into paid search strategy and monthly performance narratives.

Digital Marketing Manager / Team Lead at Civic Managed Services

April 1, 2014 - October 31, 2015

Directed multi-channel digital strategy across PPC, SEO, social, email, and affiliate — building a high-performing in-house team from the ground up. Oversaw website development and CRO initiatives to improve UX and lead generation across B2B and B2C service lines.

Digital Marketing Strategist at Nextgen Global Marketing

July 1, 2012 - December 31, 2013

Developed SEM and SEO strategies, managed keyword research and campaign optimisation, and built analytics and tracking frameworks to support data-driven decisions.

APAC Digital Marketing Manager at Study Group

January 1, 2009 - June 30, 2012

Managed APAC-wide digital marketing across paid media, SEO, email, and CRM — driving student lead generation and enrolment growth across the region. Led marketing automation and lifecycle programmes to improve prospect engagement and conversion.

Search Marketing Manager at UM Worldwide

August 1, 2007 - December 31, 2008

Executed SEM campaigns for enterprise clients — managing keyword strategy, bid management, and performance reporting to maximise ROIC.