Serena Y. L. Email & Phone Number

Edmonds, Wa, Us

London, England, Gb

As the Director of Global Client Solutions, I report to the VP of Global Operations, overseeing the day-to-day business operations of the Airbnb account. I partner with Client Service, Finance, Talent, as well as all media, creative, and measurement disciplines to ensure successful delivery of multi-million dollars media campaigns in 16 countries across NAMER, LATAM, EMEA, and APAC regions. I proactively identify barriers to delivery, mitigate risks, optimize processes, innovate and streamline ways of working to ensure global synchronicity and client satisfaction.In 3 years since I managed the account, the team grew the Airbnb account revenue by 5x.

London, England, Gb

As an Associate Account Director of the Media AOR of Airbnb, I reported directly to the SVP, Global Client Service. I served as the day-to-day client lead for multiple line of businesses: Guest, Host, Experience, as well as high visibility campaigns such as the Tokyo Olympics. I liaised daily across multi-discipline teams of 120+ in the North America, EMEA, and APAC regions, and ensured the satisfaction of 50+ client partners including the global Head of Media, creative directors, producers, data science leads, and program managers at Airbnb. I managed multi-channel creative delivery to the global team, designed the Source of Truths for each campaign, and oversaw the delivery of multi-million dollars media campaigns in 7 countries (US, Canada, UK, France, Spain, Italy, Australia), which encompassed TV, Cinema, OOH, OTT/BVOD, Display, Social, and Influencer campaigns.

London, England, Gb

As an Account Supervisor, I was responsible for overseeing the media campaign delivery for the digital AOR of T-Mobile. I served as the day-to-day client point of contact for campaigns in multiple Lines of Businesses: Postpaid and Prepaid (Consumer) Performance Marketing, Home and Entertainment (Home Internet, TVision), T-Money, and T-Mobile for Business. My role was a combination of Client Service and Project Management, to ensure accuracy and timeliness of client deliverable, and maintain client satisfaction throughout the media campaign life cycle. As a Client Service lead, I QA’d external facing processes and documents, provided actionable feedback on behalf of the client to the multi-discipline teams, identified potential risks/opportunities and escalate as necessary, and supported Director and VPs of Client Services to deliver exceptional client experience during every agency interaction. I led daily agency huddle, client status calls, and cross-agencies alignment meetings on behalf of the clients. I communicated client expectations and brief to the multi-discipline teams, fostered and managed collaboration across practices and with other partner agencies.As a Project Manager lead, I maintained and improved campaign project plans such as internal task assignment, creative messaging flowcharts, as well as internal and external status documents to increase team efficiency. I also provided project management support for Essence senior leadership's strategic workstreams, compiled weekly executive summaries and facilitated leadership meetings.

Co-founder, COO and CMO of BookAnAuthor.com, a new matchmaking platform for authors and institutions. Participated in the National Asian / Pacific Islander American Chamber of Commerce & Entrepreneurship (National ACE) Capital Readiness Accelerator (2024).

Edmonds, Wa, Us

Founder and Editor-in-Chief of Duck Duck Books, a MWBE certified publisher of multilingual board books and designer of eco goods for children. Lead a team of 25 diverse creators to design sustainable products that introduce language learning, cultivate emotional intelligence, and instill eco-conscious lifestyles.Grew revenue 300% YoY from 2021-2023. Ranked Top 10 Publishing Service Providers of 2023 by Media Entertainment Business Review.

San Francisco, Ca, Us

Parenthood Ventures is a founder ecosystem for ParentTech: Startups serving parents and children, fertility to teens. Parenthood Ventures’ founders have raised more than $65 million in funding in the 9 months since our launch, and this is the tip of the iceberg, as millennials and gen z age into parenthood and demand a new generation of tech-enabled products and services - including family fintech, maternal and pediatric digital health, connected devices, education, childcare, clothing, entertainment and more. As in any industry, the founders best placed to build fit-for-purpose solutions are those living the challenges they’re solving: which means our teams are mostly parent-led, often female-led and typically based in suburban locations outside of traditional tech hubs. We are proud to be the first and only digital-always ecosystem for the sector.

Seattle, Wa, Us

As the Associate Account Director, I oversaw the day-to-day direction, organization, and delivery as the account lead of the AAPI Agency of Record for AARP. I continued to manage the multicultural communications contracts as a key consultant for the WA Department of Licensing and Seattle Public Utilities targeting the AAPI, Hispanic/Latino, Middle Eastern and East African segments; and provided strategic insights and support to the Census 2020 Asian American website and partnership orders. I built positive and long lasting client relationships; responded timely and effectively to the clients’ needs, led collaboration across strategic planning, creative, social, PR, paid media teams to deliver results above and beyond client expectations, ensured financial well-being and efficiency of my account portfolio, and secured incremental budgets to grow existing clients.

Seattle, Wa, Us

As an Account Supervisor, I served as the agency's primary point of contact on large and complex client campaigns, managing an annual budget of $2.2 million. I oversaw audience research and insights, as well as creative strategy and planning; managed cross-office collaborations and campaign execution; and recapped and audited campaign performance to ensure marketing efforts meet client’s goals and objectives. I have planned and executed cross-cultural marketing campaigns with integrated tactics in more than sixteen different languages targeting eleven countries and territories, transcending language barriers and effectively communicating the key messages to each ethnic group. My most notable accomplishment was leading the Western Union account, targeting eight corridors. Under my leadership, my team members travelled to the Philippines to partner with celebrities, leveraging new platforms such as Facebook Live to tell stories internationally. Our Hispanic/Latino effort, the Western Union Be Futbol campaign, launched during Copa América Centenario and the Rio Olympics with 10 tactics (digital, social, experiential, and a short film) seamlessly integrated together, garnered more than 2+ million combined YouTube and Facebook video views, 5+ million social media impressions, and 6,000+ scrubbed leads. We are also the first brand and agency to leverage HTC Vive for marketing campaigns, which was only made available to consumers 2 months before our campaign launch date. The BeFutbol campaign won Top Hispanic Digital Advertising Campaign, Top Integrated Hispanic Campaign, and the grand prize Best Campaign / Grand Winner at the 2016 Portada’s Hispanic Advertising and Media Awards. Our combined effort has led to 44% YoY revenue growth in 2016 for the targeted corridor.

Seattle, Wa, Us

As a Senior Account Executive, I nurtured existing client relationships and developed new partnerships, in addition to serving as the subject matter expert on client accounts related to transportation, financial services, and telecommunications. I advocated for the underrepresented communities by contributing to public involvement campaign strategies, and being a key personnel in inclusive outreach. In July 2015, I was invited as a guest speaker at SPIN Academy in Atlanta, to provide strategic communications training to leaders from national non-profit organizations working to implement President Obama's DACA policy. My most notable accomplishment was integrating innovative technology into marketing campaigns. In 2015, using Augmented Reality, my team and I digitized the Lucky Bag experience for Verizon's retail stores and made it available in 4 languages. Promoted via a 360-degree approach through traditional, digital, and social media channels, the Digital Lucky Bag campaign effectively addressed various operational challenges for the clients, brought cost efficiency across verticals, and maximized reach. We were honored to be a finalist for Best Campaign from Augmented World Expo's 2015 Auggie Awards.

Seattle, Wa, Us

As an Account Executive, my responsibilities included: planning, execution, and staffing of key client projects in WA, CA, NV, AZ, TX, IL, DC, FL, NY; market research and analysis for Asian/Pacific Islanders, Asian Indian diasporas, and total market millennial trends; partnership development with production vendors, media partners, and community-based organizations; transcreation in Chinese (simplified and traditional), script writing and TV content integration segment production; as well as communication between clients, agencies, and partners to ensure projects are completed with quality, efficiency, and under budget. Throughout each campaign, I actively managed community engagements and partnerships with various multi-ethnic groups and partner agencies, as well as represented the clients on-the-ground. In 2014 and 2015, I was designated by Verizon clients as the bilingual Chinese spokesperson on stage at various Lunar New Year events across the nation. My most notable accomplishment was working closely with team members to plan and develop a total market social media campaign for Verizon's Global Ready devices – #GlobalReadyChallenge – which generated over 123,400 views on YouTube. The campaign won numerous awards: Best Marketing Communications Program from PRSA Totem Awards, Best Integrated B2C Campaign, and Best Integrated Multicultural Campaign from AMA Puget Sound Pulse Awards.

Seattle, Wa, Us

As an Account Coordinator, my responsibilities included: planning, execution, and staffing of key client project in WA, CA, TX, DC, and NY; market research support; partnership development with production vendors and community-based organizations; brand ambassador recruitment and training; trafficking and production of advertising/promotional materials; as well as communication between clients, agencies, and partners to ensure the project is completed with quality, efficiency, and under budget. My most notable accomplishment was working closely with Seattle Public Utilities on a construction impact community outreach project, targeting the ethnic audience in the most diverse zip code of the country, 98118. I was responsible for planning and executing the outreach campaign in more than six different languages, transcending language barriers and effectively communicating the key messages to each ethnic group. In June 2013, I was invited to be a guest speaker at the City of Seattle Ethnic Community Engagement Best Practice Forum, an all-day mandatory workshop for all City of Seattle project managers, to share best practices and successful case studies that effectively outreach to the ethnic community.

San Francisco, California, Us

Received 20/20 perfect WOW random customer surveys for delivering excellent customer service.Exceeded sales goals by understanding customer’s need, providing expert advice, offering the right financial solutions, and building and maintaining customer and partner relationships. Chosen as Business Champion in the South Seattle District to acquire small business accounts and maximize business banking partner referrals.

San Francisco, California, Us

San Francisco, California, Us

Eden Prairie, Minnesota, Us

Managed critical accounts, determined the best solutions for clients' logistic needs, developed global relationships, and ensured timely movement of goods for the clients.Identified inefficiencies in current processes, collaborated across teams to improve the process, and demonstrated superior attention to detail.

Eden Prairie, Minnesota, Us

Seattle, Wa, Us

Individually raised $40,000 in 2008-2009 and became the “Most Money Raised” Fundraiser of the Year.