Anson Chan Email & Phone Number

Toronto, Ontario, Canada

• Client: Lexus (Tier 1, Tier 2 and After-sales Services)
• Managing multi-million dollar paid social and search portfolios, strategically planning budgets based on media performance and sales volume to ensure cost-effective spending;
• Coordinating with vendors, clients, and integrated agency teams, providing data-driven recommendations on budget allocation, tactics, and channel selection to execute campaigns in line with best practices;
• Optimizing campaign performance by analyzing bid strategies, keyword auctions, audience targeting, and ad quality, ensuring alignment with business goals and KPIs;
• Developing measurement plans, including Brand Lift Studies, to assess media effectiveness across funnels; and,
• Producing monthly and post-campaign reports, offering insights into platform performance, placement efficacy, and tactical execution, along with actionable recommendations for enhancing campaign results.

Toronto, Ontario, Canada

• Autonomously performed in-depth data analysis on audiences and attribution to develop cross-channel paid media strategies for the business development of clients;
• Analyzed user behaviors and funnels with Google Analytics to generate insights for optimizing user experience;
• Created automized reporting with Google Data Studio dashboards to enhance efficiency and responsiveness;
• Monitored campaign performance to constantly review and revamp digital strategies for maximizing ROAS; and
• Collaborated with clients on executing media plans and evaluating strategy for cohesive strategies.

Yorkdale, North York

• Managed organic and paid social campaigns for increasing brand awareness and Lead Gen;
• Produced highly engaging digital content and copywriting embodied by the client’s avatar; and
• Designed data tracking model of 1st and 3rd party sources to optimize quality of leads.

Hong Kong SAR

• Achieved CAD$2.4 million revenue for B2C E-commerce business targeting markets in North America and Europe;
• Trafficked paid media campaigns with a/b testing, budget planning and performance analysis across Facebook, Pinterest, TikTok and Google with monthly Ad spending of CAD$100,000;
• Performed monthly analysis of ad spending, ROAS and profit margin of campaigns and product listings to strategize budget allocation, resulting in an increase of 30% ROI in a quarter;
• Managed Content Management Systems (CMSs), including Shopify, Wordpress, and Shopline to enhance user experience (UX) on landing pages and to simplify sales funnel flow, leading to an improvement of checkout rate by 6%;
• Coordinated teamwork on content creation and planning for paid ads and online stores.

Hong Kong SAR

• Analyzed profitability data, potentials of trending products, and competitors’ marketing campaigns to continuously inform product launch;
• Produced videos for Facebook ads with over 3% Click-Through Rate, and graphics of landing pages with 8% transaction-per-session rate, and;
• Performed Click-through Rate (CTR) evaluation of videos and landing pages with Media Buyers to maximize traffic and profit of Shopify stores.

Postgraduate, Marketing Research & Analytics

• Developed a comprehensive research project assessing the relationship between various causes of cardiovascular disease using SAS.

Bachelor Of Arts - Ba, School Of Creative Media