Keith Yu Email & Phone Number

St. Louis, Missouri, Us

Milan, Italy, It

New York, Ny, Us

T-SQL, SSMS, R, ggplot, Google Tag Manager, Google Analytics, JavaScript, Jira, Confluence, Trello, Postman, Search Console, SimilarWeb, Lighthouse, DataStudio

Zurich, Ch

ANALYST RESPONSIBILITIES:• Provided insights and recommendations for future partnerships by analyzing 3P partnership campaigns using redemption, CSAT, Google Analytics, search trends, comScore, email and experiment data in R and Python notebooks;• Provide insights and recommendations on future paid marketing campaigns by analyzing paid marketing campaign data from Adwords, Facebook, Twitter Instagram, and Google Analytics;• Provided ad-hoc reporting/forecasting to support partnership setup (e.g. securing quantities of perks based on expected future growth);• Performed ETL on partner provided data using SQL and spreadsheets to create a data warehouse;• Created experiment groups using SQL;PAID MARKETING MANAGER RESPONSIBILITIES:• Managed paid media campaigns with yearly budgets over 1MM using Adwords (Display, Search, Video), Facebook, Twitter, and Instagram;• Oversaw Adwords/GTM conversion tag implementation;• Developed marketing collateral for creative experimentation and provided insights on the best performing user motivations;• Developed campaign proposals and policy exception requests for direct response and brand campaigns;• Advised content team on paid media best practices for direct response;ANALYST ACHIEVEMENTS:• Identified impactful perk types;• Supported larger business group on Google Analytics custom dimensions setup using JS data layer;• Identified creative by highest conversion rate, widest appeal, new content opportunities;• Strategized KPI tracking and data sharing agreements with partners;• Beta tester for DataStudio;PAID MARKETING MANAGER ACHIEVEMENTS:• Improved acquisition and retention marketing campaign KPI for Google Local Guides and Zagat;• Identified core user motivations using Search, Display, and Video experiments;• Led the exploration of the business group's paid media programmatic infrastructure;

New York, Ny, Us

RESPONSIBILITIES:• Led strategy on new product development, logistical/technical challenges, and identifying priorities for current builds with a focus on client fulfillment, marketing and sales execution;• Led cross functional team consisting of internal and external research/editorial, production, marketing and clients to ensure milestones are met on a portfolio of 60 projects/year.ACHIEVEMENTS:• Improved CSAT of event products by introducing social experiential activities to foster camaraderie between attendee buy-side and sell-side audiences;• Improved team efficiencies through regular progress reporting and post mortem analysis;• Increased open-rates by creating standardized process for email testing using Email On Acid;• Decreased Time-To-Launch by ramping team up on Adobe Campaign Management system;

New York, Ny, Us

RESPONSIBILITIES:• Owned brand development of products (webinars, in-person events, classifieds/directories, white papers) from conception to launch of all user touch points including email newsletters, brochures, banner ads, print ads, websites, and video;• Owned direct response and brand marketing for business group using search ads, digital and print display ads, email, landing pages, social media, partner swaps and CRM campaign management tools.ACHIEVEMENTS:• Grew ROI 2x through achieving efficiencies on marketing spend and growing our audience YoY;• Met or exceeded conversion goals for sponsored products;• Stayed employed at a financial publication after the financial crisis of 2007-2008.

New York, Ny, Us

RESPONSIBILITIES:• Managed direct response and brand marketing using search and email, landing pages, banner ads, print ads, social media, partner swaps and CRM campaign management tools;• Project managed event setup and production using various vendors (A/V, printers, swag, design, catering, venue, website development, web hosting).ACHIEVEMENTS:• Increased organic site traffic YoY by recommending SEO improvements and external site linking strategy;• Increased pageviews per session and session length by analyzing Google Analytics data provide UX recommendations to conform with user expectation;• Increased conversion volume YoY using subscriber-based mobile-first email newsletters and email marketing systems;• Increased quality of conversions by targeting high-value acquisitions using SQL;