Yiguang Qiu (Dr.Q) Email & Phone Number

Melbourne, Florida, Us

• Leading the marketing, public relations, and communications functions• Growing a premier financial and insurance brand• Driving B2B and B2C business growth• Developing a network of partnerships delivering value to Orion180's customers, employees, and business partners

Lincoln, Ri, Us

Head of Direct Marketing & Targeting Strategy | Agency Management | Partnership ... • Architect and champion of Amica's Omni-channel strategy. Successfully led the team to design an Omni-channel strategy and secured support from C-suite, the board, and division heads to implement this strategy holistically enterprise wide. Results: cohesive messaging and consistent experience across all channels; performance gains and customer experience improvement.• Orchestrated a full array of highly successful marketing programs to drive Amica’s growth. These programs leveraged email, direct mail, paid social and other media campaigns; powered by integrated 1st party and multi-bureau data, predictive models and robust test-and-learn agendas. Results: exceeded KPIs year after year. In 2022, exceeded lead goal by >20% and quality goal by 5 percentage points.• Created and lead the Strategic Partnership business unit. Hired business development talent, formulated enterprise-wide partnership strategy, and led cross functional efforts to create partner vetting and onboarding processes for repeatable successes; onboarded high profile partners such as Rocket Mortgage and BMW CCA. • Spearheaded the effort of developing a CLTV based MROI model. Managed a joint internal and external team to develop and validate a customer lifetime value based MROI model to assess the true impact of marketing investment on Amica’s profitable growth and targeting strategy. Results: confirmed and reassured C-suite that Amica’s marketing investment had been returning impressive ROIs.• Managed brand tracking and the search for a new advertising agency. Worked with direct reports and peers to a). implement an ongoing brand tracker to measure the impact of Amica’s brand-building efforts and calculate the brand strength scores for Amica and its key competitors; b). search for a new advertising agency and collaborate with key stakeholders for Amica’s brand repositioning.

Lincoln, Ri, Us

Head of Targeting Strategy | GTM Strategy | DM and Digital Integration • Transformed a low-quality lead-gen program to a profitable high-CLTV customer acquisition program by instituting strategic shift in campaign planning and audience targeting. Results: lead quality increased by 20 percentage points in two years. • Led the team to conduct a series of surveys, focus groups and analyses to understand customer’s needs and wants; developed a customer segmentation system and created corresponding per-sonas. Results: built the foundation for aligning target audience with relevant messaging and creat-ing a more seamless customer-centric experience.• Headed a cross functional team to conduct an in-depth user experience study. Assessed key features and functional areas of Amica.com, and leveraged insights to guide site enhancement efforts. Results: better user’s experience and auto insurance quote abandonment dropped by double digits.

Lincoln, Ri, Us

Marketing Director | Head of Market Research and Analytics | Campaign Orchestration | Campaign Automation • Managed Amica’s MarTech portfolio. Directed Amica's marketing automation and campaign optimization efforts. Led the successful implementation of the SAS marketing campaign management and analytics platform. Results: implementation was on time and within budget; a consolidated view of key data elements of auto, home and life business to help marketing’s cross channel optimization. • Spearheaded the efforts of driving Amica's data-driven multichannel marketing strategy. Managed online and offline campaign execution, and the successful launches of a number of lead generation partners that produced high quality leads.• Led the efforts of implementing Amica’s NPS program. Collaborated with a cross functional team to develop and launch Amica Net Promoter Score program. Leveraged the Welcome Survey, Customer Service Survey, Claims Experience Survey and Relationship Survey to assess customer satisfaction in key steps of the customer journey and close any gaps that were identified.

Lincoln, Ri, Us

Team building | Predictive Modeling |Web Analytics | NPS | ABM• Built and managed the first Market Research and Analytics Department in Amica’s history. Reorganized internal resources and hired external market research and predictive analytical talents to support Marketing and the Sales team for both P&C and Life insurance business. Results: customer preference insights and informative dashboards integrated with marketing, sales and service KPIs. The team’s success in improving decision making and operation efficiency led to the mushrooming of embedding analytics talents in all divisions of the Amica enterprise. • Kick started the modernization of Amica’s traditional analytics, digital analytics and campaign performance assessment. Consolidate three separate web analytics tools in three departments to a single tool across the enterprise. Results: system cost cut by 60%, unified metrics uncovered Amica.com’s quote completion rate was merely 13%, triggering the revamp of the quoting process; quote completion rate increased to 50%+.

Ph.D., Marketing Concentration

Ms, Pricing & Market Analysis Concentration