Shannon Chang Email & Phone Number

United States

San Francisco, California, US

San Francisco, CA, US

San Francisco, US

• Built and headed global Paid Search campaigns to drive online B2B and B2C subscriptions across core and emerging verticals (including Gaming, Automotive, Engineering, and Media), supporting 18 unique product launches.
• Executed on design, implementation, and operation of full-funnel Paid Marketing programs (across Paid Search, Paid Social, and Display) to support strategic business units in e-commerce and user education.
• Scaled digital marketing initiatives via channel expansions and account restructures while driving consistent revenue growth at strong return-on-ad-spend (200% YoY revenue growth at 2X ROAS to date).
• Conducted regular deep-dive data analyses and communicated performance insights, key learnings, and areas of opportunity to global marketing stakeholders and leaders through weekly cross-functional meetings.
• Updatd budget and revenue forecasts on a monthly basis for leadership visibility and finance reconciliation.
• Managed partnerships with 4 external agencies, overseeing day-to-day campaign performance optimization, creation, budget monitoring, and testing opportunities to grow and expand ongoing programs.

San Francisco, California, US

• Managed long-term growth plans for global SEM campaigns totaling $1M+ in quarterly media spend.
• Oversaw and executed performance marketing strategy to ensure that lead volume targets were met while increasing pipeline-to-spend ratio by 28%.
• Supported new product launches and promotions through research and implementation of new keywords and ad copy testing.
• Conducted regular deep-dive data analyses and communicated insights, key learnings, and areas of opportunity to global marketing stakeholders through weekly team meetings.
• Developed and deployed automated reporting dashboards that reduced weekly manual data aggregation and validation times from 2 hours to 5 minutes.
• Partnered with regional and cross-functional teams including Branding, Content, Sales, Product Marketing, Web Development, and Analytics to improve customer engagement and conversions through enhanced ad creative and.

Chicago, Illinois, US

• Clients: Facebook, Atlassian
• Promoted within 9 months for exceptional client relationships and leadership skills, and consistently exceeding client conversion goals by 15% or more at 80% or less of maximum CPA targets.
• Continued responsibilities held as Search Account Coordinator with increased total of $1.1M in monthly media spend.
• Managed 3 junior team members, coordinating account management responsibilities, and training them on SEM theory and best practices.
• Headed partnership with external agency specializing in ads localization, coordinating project roadmaps and deliverables to grow and scale global SEM program.

Chicago, Illinois, US

• Clients: Facebook, Instagram, Atlassian
• Managed and executed performance marketing strategy for global evergreen and integrated marketing campaigns across SEM, paid social, paid listing, display, video, and mobile app installs totaling $250K+ in monthly.
• Led weekly client calls detailing performance updates, project developments, and strategy for new testing and expansion opportunities.
• Generated Excel-based data analyses utilized in weekly performance and testing updates, accountstrategy formulation, and quarterly business review insights.
• Composed ad copy for regularly conducted tests and refreshes.
• Successfully planned and rolled out account restructure to existing SEM campaigns, reducing CPCs and CPAs by 52% and 47% (respectively) while growing conversion volume by 14%.

Oakland, California, US

• Client: McAfee
• Built and optimized SEM campaigns on Google, Bing, and Yahoo against KPIs including CVR, CPA, LTV, and ROI.
• Proactively identified and implemented opportunities for optimization, including A/B testing for ad copy and landing pages that increased CTR by 24% and CVR by 35% respectively, bid adjustments that reduced CPCs by 30%.
• Crafted ad and landing page copy used in worldwide seasonal promotions.
• Conducted deep-dive data analysis to identify trends and insights to apply in data-driven strategy.
• Assisted weekly client meetings by creating decks detailing performance, storylines, and progress against goals.

San Jose, California, US

• Built and managed a dashboard to track account statuses for ongoing DAS and Customer Success projects.
• Monitored customer support communications for priority clients and reported on critical account developments.
• Conducted biweekly meetings with DAS director and team lead to define upcoming engineer deliverables and team goals.
• Drafted email templates used by DAS engineers and CS representatives for daily client follow-ups.
• Created end-user documents to exemplify and detail Zscaler service in action.

• Researched and identified appropriate platforms, storage methods, and vendors for the company database.
• Managed data cleaning and analysis for over 10,000 constituent records.
• Drafted and administered weekly email marketing campaigns to over 9,000 high level donors across California.
• Consulted with executives from potential partnership company on product design and business needs.
• Spearheaded and documented new office workflow to expedite record deduping and data handling.
• Successfully trained four new interns and coordinated team responsibilities.