Mark Xiao Email & Phone Number

• Increase subscribers driven from YouTube Ads in United States and Canada by 10% without exceeding the CPA goal by analyzing DoD reports and market trend research• Develop projection models to predict total subscriber volume driven by search, social, display, and video for current day and next day• Define objectives, key metrics, and success metrics based on business and product strategy for ESPN+ UFC events• Led the development of paid display tactics on DV360 through a test and learn approach that will drive more users• Collaborated across a wide array of departments to build growth projects around PPV with product, engineering, design, and marketing teams

• Traffick UFC PPV events from planning budgets to building audiences to ensure all we drive more Pay-per-view sign ups.• Monitor and report ROI and user LTV from campaign to continually improve efficiency PPV over PPV• Built various A/B tests for different audiences segments for ESPN+ to improve marketing campaign performance• Managed media globally to drive sign-ups across EMEA and APAC regions for Disney+• Revamped UFC pay-per-view campaigns by exploring broader customer segments and saw a 15% decrease in CPA• Leveraged catalog titles and explored new demographic opportunities to find pockets of growth and demand within the most mature markets

New York, United States

• Responsible for overseeing Walmart and Unilever social campaigns and to drive new customers and subscribers• Managed over 80 million dollars worth of ad spent across all social platforms• A/B test to find the best performing creatives, adsets, and targeting to find the most efficient ad• Lead internal and external communication during all phases of an active campaigns lifecycle• Built weekly reports to see WoW performance across campaigns, targeting, and creatives• Brainstorm and implemented new ways to improve advertising and engagement on Facebook, Twitter, Instagram,Pinterest, and Snapchat for clients.• Oversea the entire customer funnel from awareness to conversions and optimize for each individual KPIs• Created conditional formulas within the house tools to redistribute budgets based on performance and scale

Greater New York City Area

• Created Facebook campaigns for SMBs to generate 30-50 new customers per month for their businesses• Ran customer research campaigns to find out the exact attributes of their best customers, what they’re looking for andwhat exactly they’re looking for in an ad to increase the conversion rates by 70%• A/B test to find the best performing targeting, copy, creatives, and sales funnels to lower CPL• Used tracking pixels for branding campaigns to make our clients the superstar of their area by constantly retargetingold customers, new customers, and any interested customer in the area• Made sales funnel to increase conversion from click to lead by 40% - 60% while their competitors were seeing a1% - 5% conversion rate from click to lead