Stefanie Yan Email & Phone Number

San Francisco, California, Us

San Francisco, California, Us

• Managed entire growth portfolio including Google, Facebook, TV, Radio, Podcast, and Content, overseeing a $15M annual budget.• Expanded reach by scaling TV + Audio programs by 35% in 3 months, while maintaining efficient marketing acquisition costs. • Led brand + performance agency reviews, negotiated agency contracts, RFP’d agencies to support our growing marketing portfolio.• Led creative agencies to build out creative roadmap for TV, social, and display campaigns. Optimized TV creatives resulting in 15% efficiency in response rates.• Created a framework for media forecasting and budget allocation, tracking volume and efficiency targets on a daily cadence. • Built launch roadmaps for new growth channels such as Pinterest, Taboola, and Reddit. Optimized campaigns for creative, bidding, audience, budgets, and more.

Sunnyvale, California, Us

STRATEGY & PLANNING:• Managed agencies and vendors to develop weekly campaign performance reports, state of media landscape, and build competitive analysis.• Collaborated with consumer insights to identify audience segments that compliment paid media plans.• Ideated with Brand team on creative strategy & developed media recommendations.DATA & ANALYTICS:• Created A/B strategies to improve KPIs by deploying creative, audience, landing page, placement, and format testing. • Synthesized detailed data points into simple reports for broader marketing & business teams to drive strategic decisions.• Strategized with analytics team on building a custom Media Mix Model with CPA and contribution margin outputs to make budget recommendations in an omni-channel plan.MEDIA CHANNEL OWNERSHIP & MANAGEMENT: TV: Managed $30M+ TV budget including linear TV (upfronts, scatter, DR,integrations) and CTV. Increased brand awareness by 2x in 2018 with strategicplacements on high reach events such as the 2018 Winter Olympics, Men’s FIFAWorld Cup, Billboard Music Awards, and co-branded ads for The Grinch movie.Audio: Managed a $5M+ audio budget consisting of podcasts, radio, andstreaming. Introduced audio as an ongoing media strategy by developing anattribution methodology to measure CPA and ROAS. Led efforts to build a custombranded podcast, called Spit, which reached #2 on iTunes top charts.Digital: Led evaluation of YouTube placements for inclusion in media mix.Collaborated with Brand team for creative and Google for campaign execution tobuild audience segmentations, bidding, and flighting strategies.International: RFP’d new agencies in UK & CA, to evaluate fit based on businessgoals, media skills, analytics capabilities, and localized expertise.

San Mateo, Ca, Us

LEAD GEN STRATEGY:• Managed $1MM+ marketing budget in developing strategic lead gen campaigns utilizing paid social, display, and programmatic. • Developed paid Pinterest campaign in-house and managed from the ideation to execution. Increased lead volume by 60% month-over-month in 6 months.• Increased average margins for paid social campaigns by 9x within 1 quarter. • Created a marketing incubator to develop a test & learn culture to validate new channels to scale leads & revenue. DATA & ANALYTICS:• A/B tested copy, images, landing pages, placements to optimize for performance.• Gathered insights and analytics on high value customers and created lookalike segments to target additional marketing channels. • Tracked and pulled weekly metrics and insights and create optimization plans to improve KPIs.CREATIVE STRATEGY:• Leveraged celebrity endorsements to promote brand and created 15% lift in margin.• Conceptualized 20+ creative developments to execute and launch campaigns.• Developed a comprehensive marketing funnel with specific messaging in each stage to help draw user deeper down the funnel to convert.

Jersey City, Nj, Us

Quotient (formerly known as Coupons.com) is the leader in the digital coupon industry, providing online printable, coupon codes, save to loyalty card and mobile promotions. Business Goals: Revenue TargetsMedia Management: Programmatic, Display, Native, FacebookMEDIA STRATEGY:• Managed budgets of $10M+ for Fortune 500 CPG companies and developed media strategies to meet their campaign objectives.• Helped drive media business revenue by 4.5x in 4 years.• Built paid digital media plans by finding the right media mix between Facebook, display, native, video, and mobile channels.• Developed targeting tactics to deploy by creating different audiences in our DMP platform.DATA & ANALYTICS:• Tracked, monitored, and optimized campaign performance for all digital campaigns.• Conducted A/B tests to gather insights and learnings to optimize future campaigns.• Created customized reports to track historical paid media bookings and performance.MANAGERIAL RESPONSIBILITIES:• Managed and mentored 4 full time media planners and organized a regional structure to support a growing 8-figure media business.• Oversaw team campaign planning, optimization strategies, and campaign performance success.• Collaborated with key stakeholders (sales, finance, 3rd party vendors, business analytics, creative, and product teams) to streamline internal/external processes. • Led training sessions to educate other departments on upcoming ad media products and planning strategies.

Advertising agency that specializes in print and digital newspapers.• Negotiated large media buys with top digital publishers such as Fox News, SF Gate, Cox Media Group and Bay Area News Group.• Directed partnered publishers to maximize available inventory, managed creative specs, and optimized budgets for clients such as Virgin America, PG&E, Blue Cross Shields, National University, PGA, and more. • Managed client relationships to promote and build business. • Resolved billing discrepancies and prepared monthly billing.• Hired and mentored 4 interns and supervised their campaign planning strategies.