Jonathan Chen Email & Phone Number

Pleasanton, California, Us

Pleasanton, California, Us

Pleasanton, California, Us

- Currently leading key advanced marketing analytics projects at Workday, including predictive lead scoring using data science and machine learning techniques through Marketo, along with marketing and sales attribution modeling through Bizible.- Successfully implemented a predictive lead scoring model to identify key marketing qualification criteria from prospect and customer leads, resulting in a 200% increase in conversion rate from MQL to S1, and 20% fewer rejected leads by pre-sales for poor quality.- Directed development of the predictive lead scoring model using logistic regression techniques, including demographic, firmographic, behavior, intent, and preference characteristics of leads and accounts.- Developed documentation and led training for predictive lead scoring process changes with CSD and sales operations teams, obtaining very positive feedback on post-training surveys for clarity and effectiveness.- Leading efforts to develop a full-path attribution model for marketing and sales, tracking key engagements by customers and prospects on digital, social, e-mail, event, and sales channels.- Successfully rolled out implementation of new campaign taxonomy in order to establish a clear campaign, channel, and asset hierarchy within Salesforce, streamlining process for tactic mapping for attribution. - Discovered and presented insights for impact of events on velocity of MQL to opportunity creation through Tableau reporting, establishing key velocity baselines and identification of opportunities for improving conversion speed.- Presented major projects and initiatives at large-scale Workday-internal conferences.

San Jose, Ca, Us

Global Lead - Marketing Operational Insights and Analytics- Led optimization of Cisco's B2B go-to-market strategy across the demand waterfall focusing on marketing insights, optimal marketing investment modeling, and rapid experimentation.- Built and currently directing a global testing and optimization organization in center-of-excellence model, with team suggesting, executing, and analyzing results of major tests on web pages serving 100m+ unique visitors annually.- Leading digital strategic planning and goal setting using market potential and competitive data to drive focus and initiatives for Cisco’s major campaigns spanning enterprise networking, data center, collaboration, and brand.- Designed global inbound marketing strategy for Cisco focusing on paid, owned, and earned channels, delivering results over $750m annually in inbound sales qualified leads for Cisco and partners.- Introduced and established a framework for measuring and predicting customer engagement across omni-channel experiences, highlighting opportunities to improve customer loyalty and revenue.- Coordinated and socialized efforts from various teams by joining reporting from Adobe Analytics, contact centers, and Salesforce.com into DOMO to develop an end-to-end view of the demand pipeline.- Delivered dashboards, in-depth insights and analysis from business intelligence tools such as DOMO and Tableau to optimize marketing performance generating increased customer acquisition and improving the revenue pipeline.- Presented best practices to external and internal audiences through speaking engagements with Haas School of Business and Norwegian School of Business (BI), in addition to Cisco’s marketing organization of 1000+ employees.

Foster City, Ca, Us

- Led online marketing strategy, media budget, and analytics for two verticals delivering revenues of $10m annually.- Established PPC campaigns focused on maximizing return on investment for multiple monetization models (CPM, CPC, CPA/CPL) in both a direct marketing and in an agency of record approach.- Increased overall marketing campaign margins by 20+ percentage points through aggressive optimization and bid management, as well as dayparting, adcopy creation, conversion tracking, and landing page A/B testing.- Enhanced campaign quality and efficacy by integrating Google Analytics and conversion optimization tools with day-to-day campaign management, resulting in increased quality for clients and fewer returned leads.- Created reports for executive management summarizing entire paid search media performance using SQL/Excel, including macros to segment data by vertical, advertising platform, and search vs. display.

Sunnyvale, Ca, Us

- Developed strategy and experiments to optimize results for research and development projects, leading to major yield improvement.- Increased speed for identification of issues by designing data mining systems through SQL/MS Excel to highlight defect trends, resulting in reduced engineering time by 8x.- Designed classification algorithm with large-scale database to clearly identify relevant data and determine significant risk factors to production resulting in mitigation of production risk.

Master Of Business Administration (Mba)

Bs, Electrical Engineering/Computer Science