Herman Shum Email and Phone Number
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At Flywheel, I focus on pioneering strategies in Paid Search media for top-tier US advertisers, particularly in the CPG sector. Leveraging tools like Excel and PowerBI alongside Flywheel's proprietary technology, our team transforms complex data into actionable insights, scaling clients' growth. Through collaboration with cross-functional teams, I've played a pivotal role in securing over $200k in incremental budgets, driving substantial sales increases.Previously, as a Creative Program Manager at Amazon, I spearheaded complex global beta Audio Ad Products and contributed to significant reductions in creative production SLAs. My work included developing go-to-market strategies, internal and external communications, and influencing product roadmaps. I have also worked extensively with Search, Display, Video, Streaming TV, and Custom Sponorship ads, collaborating closely with advertisers such as Microsoft, Apple, Samsung, and 3M in Hardlines as a Campaign & Creative Manager at Amazon.
Flywheel
View- Website:
- flywheeldigital.com
- Employees:
- 246
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Media Account ManagerFlywheel 2024 - PresentToronto, Ontario, Canada• Lead clients calls to drive Paid Search media strategy and planning for US advertisers in CPG• Build media plans based on advertisers’ objectives, budgets, and KPIs across brand awareness, consideration, and conversions• Analyze data using excel, PowerBI, and Flywheel’s Tech to develop performance insights (keywords, product, seasonality, etc)• Create out-of-budget reports to assess missed sales opportunities; secured $200k+ incremental budget to drive incremental sales• Collaborate with XFN teams (Media, Retail, and Creative) to manage Retail Media ads across Amazon, Kroger, Uber, Meijer, etc
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Creative Program ManagerAmazon May 2022 - Aug 2023Los Angeles, California, United States• Led multiple programs for complex global beta Audio Ad Products, GTM development, internal & external communications (SLT & Client Updates, WBRs, MBRs, etc), and business operations to drive product adoption and revenue• Developed program plans to define scope & success criteria, outline creative requirements & terms of services, create work-back schedules, assess trade-offs, identify risks, and develop mitigation plans• Influenced product roadmaps & positionings to integrate visual design production with audio production, introduce new service tiers as up-sell opportunities, and reduce the creative production SLAs by up to 38% for a multi-modal interactive ad product • Partnerd with XFN teams across Creative Studio (CDs, Producers, Designers, etc), Product (PMs, PMMs, PgMs, etc), and Sales (AEs, AMs, etc) to develop GTM content (Kickoff Deck, Pitch Deck, etc) to drive education & adoption for global complex beta products • Conducted quantitative & qualitative analysis to anaylze Voice of the Customer feedback and understand advertiser needs • Created internal business readiness SOPs, communication plans, 1:1 & group trainings, and workstreams• Supported $XMM incremental revenue from advertisers such as Lexus, Coca Cola, Kraft, DoorDash, Carnival, Amtrak, and Taco Bell -
Campaign & Creative Manager, Large Customer SalesAmazon Jul 2019 - May 2022Toronto, Canada Area• Collaborated with AEs and AMs to create media plans as the expert on creative, products & campaigns during the RFP process• Executed 120+ display, video, and custom campaigns across Amazon Ads, IMDb, Twitch & Fire TV with $XMM in revenue annually• Managed 317 complex projects with Amazon Designers, key clients, and ad agencies to create banners, videos, and landing pages• Led external comm. to deliver best-in-class ad campaigns, adopt best practices, and educate advertisers on ad policies• Developed strategies & experiments and recruited advertisers for A/B tests (E.g. Drove a 10% stronger consideration rate)• Analyzed performance data, identified performance trends, optimized campaigns, and provided data-driven insights to upsell• Drove Fire TV adoption and grown revenue by 505% and 855% YoY in Canada & US from Apple TV+ by collaborating with Creative Studio to reduce the global production SLAs for select Fire TV products by up to 60% • Oversaw the development of a Creative Experimentation Playbook, and strategies for internal & external communications• Created key business ad operations SOPs and helped transition low complexity campaigns to an offshore Ad Ops team• Global clients included Apple, Sony, Nintendo, Samsung, Google, Microsoft, Dell, Intel, Ubisoft, Activision, Oculus, Mattel & 3M
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Marketing Specialist, SmbAmazon Sep 2018 - Jun 2019Toronto, Ontario, Canada• Led content strategy and managed translation to develop Amazon Ads Prime Day webinars with the Product, PR, and Legal teams• Executed keyword strategies for 50+ B2B & B2C advertisers’ Sponsored Products and Sponsored Brand campaigns• Led external communications and prepared campaign reports to provide actionable insights and inform keyword strategies• Optimized campaign structure, keywords, match types, and bids; helped advertisers increase conversions by up to 600%
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Campaign Manager, Retail & EcomAdparlor Oct 2017 - Sep 2018Toronto, Canada Area• Oversaw ad operations to manage Meta & Pinterest ad campaigns with $XMM in ad spends• Drove strategic recommendations and business strategies for retail advertisers such as Bath & Body Works and QVC using data-driven insights; increased ad spends by 50% during high-traffic sales events such as Black Friday and Cyber Monday• Created business operations SOPs for the Ad Operations team to use automation rules for budget and bid optimizations• Executed 15+ campaigns with 300+ ads weekly with various objectives including conversions, app installs, and lead generations• Delivered campaign performance reports via emails and calls on a weekly basis -
Account Coordinator, Telco & FinserveAdparlor Mar 2017 - Sep 2017Toronto, Canada Area• Built and optimized campaigns for QVC, Rogers (Residential and Chatr), VarageSale, and American Century Investment• Served as an internal and external point of contact to manage insertion orders and uploaded media plans on Salesforce• Established an end-to-end QA process for the Ad Operations team from ideation to execution• QAed 60+ campaigns and prevented issues such as incorrect targeting, flight dates, creatives, and copies• Created weekly and monthly performance reports for Account Managers on accounts such as Rogers (Fido, Wireless, Sportnet, Residential, Chatr), QVC, and Audible• Identified overspending and underspending issues more than 10 times
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Operations SpecialistSuper.Com Jun 2016 - Feb 2017Toronto, Canada Area• Provided hotel recommendations, educated customers about Super Travel’s service, and supported reservation amendments• Led and hired a team of 10 remote agents; provided weekly training and support• Worked with the engineering team and CTO to develop hotel reservation receipts with Facebook’s messenger carousel units• Tested new product features and reproduced technical bugs in staging for QA• Identified leads such as travel bloggers, news columnists, and editorial writers for media outreach• Wrote agent response templates, copies for cold emails for media outreach -
Research Assistant (Contract)Ryerson University May 2016 - Sep 2016Toronto, Canada AreaTextual Analysis, Data Coding, Data Entry -
Marketing Assistant & Student Support SpecialistTrsm Student Services At Ryerson University Sep 2015 - May 2016Toronto, Canada AreaMarketing Plan, Poster Design, Recruitment Event
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Research Assistant (Contract)Ryerson University Oct 2014 - May 2015Toronto, Canada AreaSecondary Research, Data Coding, Textual Analysis
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Social Media Editorial AssistantHypebeast Music Jun 2013 - Aug 2013Toronto, Canada AreaContent Management, Copywriting
Herman Shum Skills
Herman Shum Education Details
Frequently Asked Questions about Herman Shum
What company does Herman Shum work for?
Herman Shum works for Flywheel
What is Herman Shum's role at the current company?
Herman Shum's current role is Media Account Manager @ Flywheel.
What is Herman Shum's email address?
Herman Shum's email address is he****@****lor.com
What is Herman Shum's direct phone number?
Herman Shum's direct phone number is +164728*****
What schools did Herman Shum attend?
Herman Shum attended Ryerson University, Advanced Digital And Professional Training, Ryerson University.
What are some of Herman Shum's interests?
Herman Shum has interest in Web Design, Design, Fashion, Soccer, Art, Music, Sports.
What skills is Herman Shum known for?
Herman Shum has skills like Powerpoint, Microsoft Excel, Social Media, Entrepreneurship, Graphic Design, Customer Service, Product Development, Product Design, Market Research, Project Management, Fashion Photography, Project Coordination.
Who are Herman Shum's colleagues?
Herman Shum's colleagues are Martin Jacob, 谭安迪, Bay Mccoll, Celine Wang, Tyson Metcalf, Kelsey Wolfe, Dan Friend.
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