Kiyan Ng

-linkedin.com/in/kiyan-ng-b/ KIYAN NG An accomplished digital marketing professional with extensive experience driving customer acquisition through performance marketing channels. Have repeatedly shown a proven ability to use experimentation and data analysis to optimize media campaigns and increase marketing ROI. Excellent domain knowledge in paid search, product positioning, and funnel optimization. PROFESSIONAL EXPERIENCE Marketing Consultant July 2023 – Present Offer marketing strategy and execution services globally. Services include full-funnel paid ads, conversion optimization strategies/landing pages, user interviews, sales enablement decks, event marketing coordinations, etc. Past/current clients: Stirling Marketing (Braze, Aceik, Enonic, Fergus), Ascenial (Xion Bike, GMass, Red Therapy Co), and Atticus Circle Internet Financial Limited Performance Marketing Manager, Paid Search August 2022 – July 2023 A B2B fintech company that owns USDC stablecoin and offers blockchain-based payments API, (non)custodial wallets, and treasury management to enterprises. ● Owned the paid search and programmatic full-funnel strategy globally. Managed monthly budget ranging from $500k to $2M ● Supervised two agencies, providing them with strategic guidance to optimize their channels. Closed business knowledge gap and increased their engagement by proactively communicating clear instructions ● Collaborated with SEO, ABM, Product Marketing, and Content team to expand keyword coverage, and optimize landing page and adcopy relevance. Increased CTR by 8% and conversions by 53% in one of the campaign themes ● Partnered with Marketing Operations to integrate Salesforce into Google Ads and troubleshooted Hubspot vs. Google Ads conversion discrepancies ● QoQ conversions only dropped 49% when spend was reduced by 60% due to budget pullback; CPA was also down by 20% ● Executed an awareness campaign in 19 countries to connect USDC and Circle using GDN, the Trade Desk, and Permission.io. Drove over 5.4M impressions at a $3.8 CPM and contributed to the 18% brand awareness growth in Brand Lift Study ● Completed a sales enablement deck with Solution Engineering as a Product Marketing stretch project FunnelGuard Product Management Intern/Marketing Consultant – Part-time December 2020 – July 2023 An early-stage startup building an anomaly-detecting platform to eliminate performance marketing ad spend waste. Currently work in Marketing and Product Management. ● Partnered with the CEO to refine and test product messaging and audience targeting to convey the product value and discover market fit ● Product owner duties (writing specifications and JIRA tickets). Reviewed specifications with developers to meet strategic goals ● Provided feedback on prototypes based on personal performance marketing experience, which matches the persona profile of the product ● Developed a go-to-market plan with the CEO and launched a campaign on Reddit where the average CTR was at 0.28% (the industry benchmark is 0.21%) ● Conducted user interviews to solicit feedback on new product features Walker Advertising Paid Search Manager May 2021 – June 2022 A company that connects individuals with experienced attorneys to represent their legal claims. ● Owned the paid search acquisition strategy, landing page experience, and performance reporting for the Hispanic brand Los Defensores ● Partnered with CMO and Finance to determine paid search success metrics using channel revenue ● Implemented an IP exclusion report on Google Analytics to mitigate click fraud. Negotiated vendor contract to automate the exclusion after proofing the value of IP exclusion ● Coordinated with Analytics and Google teams in investigating the offline conversion upload discrepancy ● Improved non-brand exact match ROI by 74% in one month with landing page redesign and keyword expansions Ancestry.com, San Francisco, CA Manager, Paid Search | February 2019 – December 2020 Associate Manager, Paid Search | February 2018 – February 2019 Paid Search Coordinator | November 2016 – February 2018 November 2016 – December 2020 Managed Ancestry Canada paid search acquisition strategy, budget, performance, and analytics across Google, Microsoft, and adMarketplace for AncestryDNA and Ancestry Family History subscription product lines. ● Communicated performance insights and run rates to the Finance and Canada leadership team every week. Reported on strategies, performance, and competition directly to the SVP during the busy Q4 Holiday period ● Collaborated with the Affiliate team to identify opportunities and strategies for leveraging affiliate search aggregators to drive more sales while mitigating their influence on internal paid search costs ● Managed the adoption and ongoing governance of project management software Asana across our 20+ person Performance Marketing team ● Implemented search engine marketing tactics like Google Shopping, remarketing, auto-bidding, dual-domain strategy, and new landing pages. Achieved a YoY conversion growth of 180% in 2017 and 32% in 2018 ● Expanded our upper- and mid-funnel advertising strategies on YouTube in Canada in 2018 and scaled up views by 328% and subscribers by 459% year-over-year ● Launched AncestryDNA on Amazon Marketplace in Canada and the UK, propelling product growth for the new eCommerce channel in those markets ● Spearheaded designing and analyzing SA360 auction-time bidding experiments, which resulted in a 24% lift in non-brand conversions while simultaneously decreasing acquisition costs by 45% ● Built audience segmentation based on consumer behavior and recency by partnering with the Martech organization to expand audience segments using LiveRamp and Lytics (Customer Data Platforms) ● Co-piloted programmatic media in the US and expanded the channel through audience segmentation and ad message diversification ● Act as liaison with internal teams to complete SEM projects, such as landing page creation and bulk order offer launch, to grow business revenue using innovative strategies Becker Media, Oakland, CA Senior Paid Search Specialist | June 2016 – November 2016 Paid Search Specialist | December 2015 – June 2016 December 2015 – November 2016 A full-service marketing and advertising agency specializing in for-profit education. ● Owned the campaign’s full life cycle: budget planning, forecasting, tracking, optimization, and reporting. Managed 8 accounts with multiple marketing channels including Google Ads, Bing Ads, Yahoo Gemini, Campus Explorer, Adroll, Education Dynamics, and QuinStreet ● First hire on the Digital Marketing team. Became an SEM expert in three months and trained two specialists in six months as the business doubled ● Oversaw SEM accounts with a monthly spend ranging between $19,000 and $1.9M. Designed and analyzed landing page A/B tests to optimize conversion rate and cost per lead ● Maximized client ad spend up to 44% as a result of generating 11% more leads on average in five consecutive months through keyword and ad copy optimization ● Increased paid search leads by 137% and reduced cost per lead by 10% in three months through testing and optimizing audience targeting, ad copy, ad extensions, and bids on advertising channels ● Launched and transitioned SEM client accounts, including bid adjustment, campaign expansion, ad-copy composition, pixel implementation assistance, and remarketing to achieve the same volume of enrollment as the client’s previous agency within the first 18 days of operation ● Built ad-hoc reports demonstrating campaign performances and shared recommendations with the internal team PLATFORMS AND TOOLS Google Ads (Search, Google Display Network, Video, and Shopping), YouTube, Microsoft Advertising, adMarketplace, Amazon Advertising, The Trade Desk (DSP), Reddit Ads, Partnerize, Marin Software, SA360, Google Analytics, Google Tag Manager, Facebook Ads, Semrush, Tableau, Domo, Unbounce, Asana, Figma, Jira, Hubspot, SQL(Beginner), Photoshop (In Progress) VOLUNTEER Summer Search Engagement Committee Co-Chair in Bay Area Alumni Board ● ● ● August 2020 – February 2023 Led a 3-person committee to plan and execute strategies around improving alumni engagements thru user research Designed a survey and completed 20 user interviews focusing on the needs of the alumni community to enhance inclusivity within the Board’s program Presented and disseminated research insights to the National Board in digestible formats EDUCATION Grinnell College B.A. in Economics and Spanish Udacity Digital Marketing Nanodegree Coursera Google Data Analytics Certificate Completed in 2018 Completed in 2022