Yichen Li

Created, tracked, and managed €20K+ monthly spend campaigns across paid-media platforms, optimizing campaigns across 30+ geos and devices. A/B tested 500+ ad creatives, achieving 5%+ CTR and 30% CVR (vs. ~2.5% / ~9% industry average) through iterative creative and bidding strategies. Scaled top-performing ads by reallocating budgets based on ROI and AP metrics. Supported the automation pipeline of tracking workflows using Google Sheets and Voluum, reducing manual work by approximately 70%.

Created, tracked, and managed €20K+ monthly spend campaigns across paid-media platforms, optimizing campaigns across 30+ geos and devices. A/B tested 500+ ad creatives, achieving 5%+ CTR and 30% CVR through iterative creative and bidding strategies. Scaled top-performing ads by reallocating budgets based on ROI and AP metrics. Supported the automation pipeline of tracking workflows using Google Sheets + Voluum, reducing manual work by ~70%.

Analyzed 306 days of campaign data using Google Analytics, Power BI, and Shopify. Developed a Marketing Mix Modeling (MMM) framework to predict and optimize engaged sessions and conversion rate. Proposed reallocation of budget based on marginal return modeling and diminishing effect analysis. Developed an automated, data-driven process, cutting routine decision-making time by 50-60%.