Joanna Luu Email & Phone Number

Leading customer growth marketing for SMBC's fintech arm, spearheading digital performance strategy and activation across a portfolio of consumer financial products.

Birmingham, Al, Us

Oversaw lead generation efforts across BBVA's portfolio of consumer financial products. Accountable for all digital performance channels, driving 80% of total site traffic. In the first 12 months, increased new customer growth 43%, decreased cost per acquisition 58%-Redefined SEO/SEM integrated strategy to align with customer intent-Evangelized deeper analytics and targeting methodologies to better serve the customer-Developed four high performing direct reports across five digital channels-Proud committee member of BBVA's TRUE (Trust-Respect-Unity-Equality) business resource group

Katy, Texas, Us

Digital Marketing Specialist May 2011 - Dec 2013Digital Marketing Manager Jan 2014 - Dec 2014Sr. Digital Marketing Manager Jan 2015 - May 2019Accountable for driving over 24% of total Marketing Driven Sales, supporting 4 product divisions and 20+ categories-Achieved media rates savings of 15%-20% by implementing iterative testing across audience segmentation, market prioritization and saturation, content variation-Scaled email base from 1.7M to 3M, the most ever incremental additions in one year in the history of the program-Grew digital Co-Op investments 2X for four consecutive years. Developed playbook and process to support co-op branded initiatives-Launched Academy’s first mobile fitness application (5K+ downloads in the first two months)-Evolved department KPIs, transitioning from last click to multi-touch cross-functional measurement-Identify, assess, and drove adoption of Ad Tech SaaS: Google DoubleClick Campaign Manager, Programmatic Buying, Movable Ink Signals-Mentor and develop 5 highly effective marketers, developed two members into manager level

Houston, Texas, Us

-Developed lead generation strategies across paid search, display, and social media channels-Oversaw purchasing funnel across two of Waste Management’s key services: Dumpster.com and Curbside.com

Houston, Tx, Us

-Created and optimized paid search campaigns for 60+ paid search oil and gas clients-Created holistic client and management facing dashboards to drive leads (Google Analytics, Insite Metrics, Omniture)

Jacksonville, Fl, Us

-Developed and managed B2B SEM campaigns for HP and HP network partners-Supervised timeline, budget, and workflow between multiple departments to develop interactive tools for client internal and external distribution (Wells Fargo, Intel, HP)

New York, Ny, Us

-Created and maintained media plans for Shutterfly and WaMu Card Services-Researched consumer behavior and media consumption habits utilizing Comscore, Nielsen (NetView, @Plan, AdRelevance), Quantcast, and AdSpender. Presented valuable insights to help clients achieve overall branding and efficiency goals-Compiled and presented competitive landscape and category trends analyses, including SWOT analyses spanning various industries to support new business pitches and business development projects-Analyzed weekly reports to ensure prime metrics of success were being met, successfully yielding YOY gains in activation ratios-Created and maintained publisher relationships, met regularly to negotiate lower rates and to learn about new technological opportunities to present to clients

London, England, Gb

-Created media plans for Kodak, Network Applications, EchoStar, and Stella Artois-Managed publisher tag implementation to ensure proper campaign tracking-Compiled reports from third party servers to support weekly analyses-Produced detailed billing and monthly reconciliations based on CPA and branding metrics

Bachelor Of Science In Advertising, Media, Business Foundations

Certification, Executive Leadership, Performance Leadership

International Business And Economics