Kevin Wu Email & Phone Number

San Francisco, Ca, Us

San Francisco, Ca, Us

Director (Oct 2022 - Present)Sr. Manager (Feb 2022 - Sep 2022)

San Francisco, Ca, Us

• Lead measurement of various marketing initiatives such as performance marketing, brand marketing, lead generation, content and experiential through thought leadership, creation of measurement frameworks, and custom analyses of multi-channel marketing programs.• Advise on testing design and KPIs for marketing experiments to test incrementality of different marketing tactics.• Partnering with Data Engineering to improve infrastructure, reporting and analysis of our lead generation initiatives to improve effectiveness of said programs.• Manage a team of 3 analysts that support Brand Marketing, Content, Leadgen and EXM teams.• Partnered with data science team to recalibrate Square’s internal MTA for Facebook view-through attribution with the absence of user-level data.• Showcased effectiveness of Linear TV at driving qualified visitors to site with TV creative outperforming their digital counterparts by 4-8x by implementing Square’s first TV attribution study.• Led revamp of our multi touch attribution model for leads in partnership with Sales Operations to migrate to a new SFDC data source and new marketing touchpoints data source. Unlocked new functionality of tracking every MQL and SAL journey and revised attribution logic to support this new functionality.

Los Angeles, Ca, Us

• Manage and mentor team of 8 analysts of varying levels (Jr. Analyst, Analyst and Sr. Analyst) to support Hyundai and Genesis Motor America marketing units• Craft intricate analyses of holistic marketing initiatives spanning offline and online mediums (Search, Social, Display, TV, Radio, Print) through utilization of a variety of data sources (syndicated research, surveys, web analytics, performance marketing metrics, offline visitation data, and etc.) and present directly to senior marketing executives (including C-suite) at Hyundai and Genesis Motor America• Serve as thought leader within department and company by leading trainings, designing reporting processes and advising on best practices such as taxonomy• Act as consult to Database Engineering team during stand-up of company’s internal PostgreSQL data warehouse, advising on data feeds and reporting workflow• Create SQL scripts to extract and transform data to power existing templates & dashboards and ad hoc analyses

Los Angeles, Ca, Us

• Analytics lead for emerging luxury brand Genesis, serving as subject matter expert overseeing branding and performance marketing measurement• Led implementation and utilization of Visual IQ multi-touch attribution platform for pathing analysis to assess true impact of all marketing touchpoints across consumer journey• Crafted agency’s first TV Attribution analysis to showcase TV’s effectiveness via multi-touch attribution and the impact it has on digital marketing’s performance to Hyundai CMO and his marketing team• Developed nuanced forecasting models by marketing channel to predict performance against digital KPIs• Designed A/B tests to ascertain impact of different creative and lift tests to determine effectiveness of advertising against target audiences• Identified optimization opportunities such as SEM keyword streamlining and frequency capping of display media, which resulted in increases in efficiency exceeding 30% after deployment• Trained new team members to proficiency on processes and marketing landscape pertinent to each business unit

Los Angeles, Ca, Us

• Supported performance marketing teams for Hyundai and emerging luxury brand Genesis• Provided insights and recommendations to internal teams to continually improve performance of digital marketing campaigns• Served as Analytics lead in implementation of DOMO business intelligence platform to deliver visibility into real-time performance of ongoing marketing campaigns to Hyundai clients• Overhauled existing Tableau dashboards to improve usability and to better illustrate performance• Constructed new dashboards in Google Data Studio, Tableau and Power BI to inform internal teams and external clients of ongoing campaign performance metrics and trends

New York, Ny, Us

• Led digital strategy for 2016 Hyundai Retail campaign ($80MM), focusing on mixture of high-impact and efficiency-oriented media to reaching and driving qualified in-market shoppers towards local dealerships• Utilized comScore to determine which sites aligned with the demographics of target audience• Improved CTR by 30% to support client strategy shift by revising media mix to shift away from high-impact media to emphasize efficiency-oriented media • Developed POV on evolving mobile landscape to be presented to internal senior leadership

New York, Us

• Managed over $12MM annually across Match.com and Kowa Healthcare integrated media campaigns.• Heavily involved in long-term and short-term strategic planning of media campaigns utilizing national television, digital, and radio.• Improved Match.com registrations by 20% year-over-year through optimization strategies and data analyses.• Compiled weekly reports analyzing key metrics and performance trends of ongoing media campaigns.• Developed POVs that provided in-depth analysis such as strategy, trends, segmentation, and competitive analyses to be presented to clients. • Trained Assistant Media Strategist to proficiency with MediaOcean system.

New York, Us

• Liaised with media investments team and vendors to identify and present new media opportunities to clients to augment their media campaigns.• Assisted with management of media campaign budgets and revenue projections across accounts. • Utilized tools such as comScore, Kantar Stradegy and Experian Simmons One View to compile competitive analysis for new business opportunities.• Oversaw accounts’ financial processes and records. Clients reported increased satisfaction.