Alison Kwan Email & Phone Number

Boston, Ma, Us

Greater Boston Area

Greater Boston Area

- Manage all paid search and social campaigns on Google, Bing, Facebook, Instagram, and job aggregators for six large accounts with over 45 line items and a combined budget of over $1.7 million.- Analyze and report on campaign performance on a weekly and monthly cadence to monitor budget pacing and make strategic optimizations such as budget shifts, keyword list refinements, and bid strategy adjustments.- Develop search engine marketing keyword lists and manage bidding strategy to drive career site traffic while optimizing towards client KPIs.- Partner closely with Client Services, Media Planning, Ad Operations, and Metrics teams to provide budget recommendations and build out campaign tracking structure for reporting. - Communicate regularly on campaign status and continually monitor DFA tag activity to ensure campaigns are tracking properly.

Greater Boston Area

- Served as Interim Account Director from June 2018 to October 2018. Led weekly client and media status calls, handled media implementation and contract billing, as well as trained and onboarded new team members.- Develop strategic integrated recruitment marketing campaigns consisting of online, email, programmatic display, out-of-home, and print media to target prospective candidates and generate employer brand awareness.- Conduct market research and competitive analyses to better understand hard-to-fill markets and develop strategic approaches to generating candidate leads.- Perform ad-hoc data analysis and reporting for clients, including analyzing recruiter media usage to provide actionable insights and to inform future media buying decisions.- Provide daily client relationship support, working closely with the client’s in-house marketing team and Talent Acquisition Managers to effectively manage and deliver against a high volume of field requests.- Collaborate with internal Creative, Media, Metrics, and Development teams, as well as external media vendors, to build out client career sites and implement client’s employer brand and recruitment marketing strategy.

Greater Boston Area

- Develop and implement media campaigns for clients’ employer branding and recruitment marketing initiatives in collaboration with Creative, Social Media, Finance, Metrics, and Media Planning teams.- Oversee transactional account responsibilities including processing media contracts, managing campaign budgets, and editing and proofing client creative while adhering to brand guidelines.- Improved account efficiencies and managed training and onboarding for three new team members through implementing standard operating procedures and standardized client request templates.

Greater Boston Area

- Defined the target conquest audience using defection data, and developed an internal scope of work including defining project activities and deliverables for the MINI USA "MINI Motoring Challenge" test drive event.- Conducted on-site customer testing of website features, developed feedback reports for the design team, and performed quality assurance tests on MINIUSA.com's vehicle configurator to ensure a seamless user experience.- Performed newsletter tracking study to identify how content placement affected the click-through rate on links.- Monitored engagement and conducted social listening on "MINI Takes the States" YouTube video campaign in partnership with BuzzFeed to understand reception of the campaign.- Participated in internal and client facing newsletter review meetings, and helped attain client approvals for content.

Shanghai, China

- Launched customer email marketing initiatives with monthly newsletter.- Conceptualize and design event and promotional visual material.- Write and edit creative and informative content to highlight brand positioning.- Manage social media channels to increase awareness and form brand identity.- Conceptualized and executed spring store visual merchandising plan.- Reach out to media and fashion companies to build collaboration opportunities and foster long-term partnerships.

Greater Boston Area

- Performed social media channel auditing for clients to ensure effective content distribution.- Leveraged LinkedIn groups to research topics for future blog and social media content.

Greater Boston Area

- Performed daily social media monitoring and management for Twitter, LinkedIn, Facebook, YouTube, Pinterest.- Analyzed YouTube video data to track and improve marketing campaign performance and subscriber engagement.- Executed Search Engine Optimization on website blog and YouTube videos to increase search engine rankings.- Created monthly editorial calendars to highlight website content and promote engagement on social media channels to establish Lattice Engines as a thought leader.- Built recommendations and executed changes to revamp company social media channels, including redesigning all channel art, to improve and unify company branding.- Contacted and built relationships with outside vendors for project-specific tasks, such as gathering industry articles for our company publication and acquiring price quotes for various services.- Performed editing and quality assurance tests on marketing materials prior to distribution to ensure flawless content for customers.

Greater Boston Area

- Student Grader for "Introduction to Internet Technologies and Web Programming"- Graded weekly homework assignments and labs for 74 students.- Provided students with continuous feedback for improvement on final website design projects.

Greater Boston Area

- Worked directly with the VP of Products to enhance the sales and development of products.- Analyzed salesPRISM application usage to gain insight on customer preferences on product features.- Researched major competitors to create Competitive Analysis Reports on comparable products.- Produced a software product demo video to assist new employees to better understand the product.- Developed a report on effective selling and prospecting techniques for current employees.

Greater Boston Area

- Conducted weekly market reports on major retailers in the Greater Boston Area for proprietary research.- Reported on styles, sales trends, traffic patterns, inventory positions, and promotional activity.- Tracked trends and monitored leading sales indicators by visiting stores weekly.- Analyzed stores' merchandising and marketing strategies by comparing reports on a weekly basis.

Greater Boston Area

- Directed the implementation of an online client management system to increase office productivity.- Migrated and organized over 7,000 paper-based client records to an electronic system.- Analyzed over 200 insurance product comparisons for clients to ensure customer satisfaction.

Bachelor Of Science In Business Administration (Bsba), Marketing

Graduated Magna Cum Laude - Ellevate Boston University Chapter (Formerly 85 Broads): Vice President of Marketing (2014 – 2015), Vice.

Study Abroad Internship Program

Education record

Newton Educational Workshops Newton South Preschool Program Asian Student Organization