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Hi, I’m Esme. I’m a data-driven performance marketer with hands-on experience building and optimising PPC and retail media campaigns across search and programmatic channels. I love turning data into action—finding growth opportunities, running rigorous A/B tests, and refining account structures to squeeze more value from paid media. Over the past few years I’ve partnered with product, design, and retail teams to drive conversions, improve user journeys, and deliver measurable impact for partners like Currys, Argos and John Lewis. I’m passionate about turning insights into scalable strategies and communicating results clearly to stakeholders.…Hi, I’m Esme. I’m a data-driven performance marketer with hands-on experience building and optimising PPC and retail media campaigns across search and programmatic channels. I love turning data into action—finding growth opportunities, running rigorous A/B tests, and refining account structures to squeeze more value from paid media. Over the past few years I’ve partnered with product, design, and retail teams to drive conversions, improve user journeys, and deliver measurable impact for partners like Currys, Argos and John Lewis. I’m passionate about turning insights into scalable strategies and communicating results clearly to stakeholders.

Mengyi Tang

PPC Manager, Marketing Strategist, Growth Marketer, +2

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Hi, I’m Esme. I’m a data-driven performance marketer with hands-on experience building and optimising PPC and retail media campaigns across search and programmatic channels. I love turning data into action—finding growth opportunities, running rigorous A/B tests, and refining account structures to squeeze more value from paid media. Over the past few years I’ve partnered with product, design, and retail teams to drive conversions, improve user journeys, and deliver measurable impact for partners like Currys, Argos and John Lewis. I’m passionate about turning insights into scalable strategies and communicating results clearly to stakeholders.…Hi, I’m Esme. I’m a data-driven performance marketer with hands-on experience building and optimising PPC and retail media campaigns across search and programmatic channels. I love turning data into action—finding growth opportunities, running rigorous A/B tests, and refining account structures to squeeze more value from paid media. Over the past few years I’ve partnered with product, design, and retail teams to drive conversions, improve user journeys, and deliver measurable impact for partners like Currys, Argos and John Lewis. I’m passionate about turning insights into scalable strategies and communicating results clearly to stakeholders.

Available to hire

Hi, I’m Esme. I’m a data-driven performance marketer with hands-on experience building and optimising PPC and retail media campaigns across search and programmatic channels. I love turning data into action—finding growth opportunities, running rigorous A/B tests, and refining account structures to squeeze more value from paid media.

Over the past few years I’ve partnered with product, design, and retail teams to drive conversions, improve user journeys, and deliver measurable impact for partners like Currys, Argos and John Lewis. I’m passionate about turning insights into scalable strategies and communicating results clearly to stakeholders.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Language

English

Fluent

Work Experience

Digital Marketing Specialist at Anker Innovation

May 1, 2025 - Present

Built and optimised full-funnel retail media campaigns across search and programmatic display, driving 5× sales growth while sustaining ROAS above 1000%. PPC and media activation; CRO and landing-page optimization; in-flight campaign optimization; and regular performance reviews for major UK retail partners (Currys, Argos, John Lewis).

Product Strategy Intern at Tencent

November 1, 2021 - April 1, 2022

Supported product strategy through A/B testing, conversion analysis and quantitative research, contributing to a 2–3% lift in community engagement. Conducted user research and journey mapping; shaped optimization briefs; ran A/B tests; translated results into data-backed recommendations for product decisions.

User Growth Intern at Kwai Technology

August 1, 2020 - December 1, 2020

Supported user acquisition through structured A/B testing and funnel optimization, refining ad creative and audience targeting to improve conversion and profitability. Planned and ran tests; diagnosed funnel drop-offs; refined targeting to high-intent cohorts; helped build semi-automated workflows for scalable ad delivery.

Paid Media Analyst at Dentsu Aegis Network

June 1, 2020 - August 1, 2020

Monitored and optimized campaigns across Google Ads, Meta Ads, and LinkedIn; tracked KPIs (CPA, ROAS) and built client-facing dashboards; collaborated with planning, buying and account teams to ensure timely material delivery and accurate media schedules.