Philippa Chin Sang

PHILIPPA CHIN-SANG Coral Springs, FL- |-| http://www.linkedin.com/in/philippa-chin-sang-marketing ACCOMPLISHED SENIOR DIGITAL MARKETING/ADVERTISING LEADER (15+ Years) Developing, managing and optimizing the digital media strategy and tactics for Fortune 500 Companies, across consumer products goods and services (DTC/B2C) and business services (B2B). Passionate & Curious. A strategic, data-driven, hands-on, enterprise level performance marketing leader focused on delivering results: growing traffic, demand/lead generation and revenue. Data driven, performance centric and brand-identity oriented, geared towards the optimization of the integrated omnichannel/Multichannel Go-To-Market (GTM) strategy, across the entire customer journey & lifecycles (Consumer & Business). Adept at leveraging unstructured data to garner data insights/intelligence to drive campaign optimization. Proven creative ideation, planning and effective execution on brand and product initiatives/services. A highly cross-functional, innovative leader and thinker and storytelling. Detail-oriented with strong analytical skills, an effective communicator with a proven track record supporting business objectives. Strong organizational skills, process and project management oriented. Leading in fast-paced environments, fostering high-performing teams. Enterprise level experience developing, managing and optimizing the digital strategy and tactics for Fortune 500 Companies (regional, national and international), managing marketing budgets in excess of $24MM. Entrepreneurial mindset, open to new challenges. Organic & Paid Campaign Management & Other Expertise (Years in brackets) (B2B 4 Years: B2C 15 Years) Paid Search (PPC/SEM (15) Paid Social Media (12) (& Social Commerce) Natural Search (SEO) (8) Programmatic Media/Display (6) Video (4) eCommerce (15) Data Analytics & Reporting (12) Strategic Thinking (8) Go-To-Market Strategy (8) Additional Skills: Digital Marketing Strategy Brand Strategy & Communication Product/Service Marketing Team& Vendor Management Industry Benchmarking Multi-Touch Attribution (Omnichannel) Budget Planning & Management Content Planning/Development Agency Experience Resource Allocation & Development Operational Excellence Research & Analysis TECHNICAL PROFICIENCIES Digital Platforms: Google Marketing Platform, Google Ads, Microsoft Advertising, (Bing) (& Display Network), Marin Software, SA360, DV360, CM360, DoubleClick, stack Adapt, Yahoo advertising (Gemini), YouTube, Shopping, SingleFeed, Amazon Marketplace, Facebook Ads, Instagram Ads, (Business Manager), LinkedIn Ads, Sprinklr, Buffer, Brandwatch ,Brand24, AdGooroo, Adthena, Searchmetrics, SEMRush, MOZ, Screaming Frog, Trustpilot, Power Reviews, Google Search Console, Call Tracking Metrics, GMB, LiveRamp, SimilarWeb (Alexa), SAP Emarsys (omnichannel marketing automation). Web Analytics: Coremetrics, Google Analytics, Adobe Site Catalyst, CoreMedia. Business intelligence platforms: Tableau, Domo, Salesforce, Google Tag Manager, Google Data Studio. Marketing Analytics/Attribution Tacking: Adometry, C3 Metrics, Attribution App, Analytics Partners PROFESSIONAL EXPERIENCE VIVO360 Inc. (Boutique Digital Agency) Atlanta, GA 2024 – Present Digital Marketing Consultant (Remote, Contractor Role). Industries: Healthcare. Responsible for the development and execution of marketing plans to increase brand awareness through creative and effective strategies for a confidential startup healthcare company. Direct and manage the team accountable for daily marketing operations: social media, website, content optimization and creative (execute operational excellence for efficiency). Highly cross-functional role managing the client relationship and the business stakeholders to support existing business and new service offerings, to drive new patient, provider and payer growth for their medical practice and network. Adept Marketing (Ohio-based Marketing Agency, soon to be Smith Commerce) Columbus, OH 2022 – 2023 Vice President of Performance Media (Remote). Industries: Travel & Hospitality, Medical Supply, Pharmaceutical, Healthcare, Business Services (including SaaS). B2B & B2C Architect the development and management of the integrated digital media strategy across Paid Search, Shopping, YouTube, Paid Social Media (Facebook, Instagram, LinkedIn) and Programmatic Media, driving revenue growth and enhancing brand awareness for clients in diverse industries. A highly collaborative role leading a team of digital media managers, as well as working cross-functionally with account management, Web Development and Creative teams, building relationships. Demonstrated strategic leadership by forecasting, planning, managing budgets, competitor analysis, industry benchmarking, while continuously refining strategies (including audience targeting) to maximize ROI and meet evolving market demands (B2B & B2C): Roadmap development (for existing and new business (RFPs)), planning, ad hoc reporting, forecasting, budget management across direct response, lead generation, demand generation and strategic brand awareness initiatives (full funnel marketing) focused on growing revenue and delivering measurable results. Proactively directed new initiatives to improve efficiency. Realized significant reductions in CPA (targets up to 30%) across the book clients. Instituted best practices to streamline the account management communication, workflows for account management team and reporting on client deliverables. Ideate, develop and test strategic messaging to enhance the brand voice and improve user engagement for client accounts (& the agency brand). Develop strategic positioning (thought leadership), keyword research and A/B testing for landing page optimization following SEO best practice to improve keyword relevance. Developed standard operating procedures and process flows for the team. Instituted the roadmap for team development, including skills training and mentorship to build competencies. Hear.com LLC (Global company headquartered in Germany- Medical Hearing Aid Products) Miami FL 2021 – 2022 Director of Search, GDN & YouTube (Remote). Industries include Retail (Luxury products), Healthcare. B2C Architect and implement the integrated digital customer acquisition strategy and tactics (campaign management) across paid search (SA 360 & Google Ads), the Google Display Network and YouTube (USA & Canada) generating inbound calls and online leads (MQL) to drive sales for the hearing aids (SQL & Sales). A highly collaborative role as part of a global/international marketing team across the USA, Canada, Europe, Asia & South Africa. Forecast, plan and manage media budgets (to meet KPIs (CPA/CAC) and business goals). Work cross-functionally with the sales, creative, product, marketing operations and development teams across marketing initiatives/projects, including A/B testing methodology (ads and landing page optimization), to drive demand generation, email list growth, brand awareness and revenue. Spearheaded the integration of a strategic, omnichannel approach to digital media. Project managed the integration and activation of the Google Marketing platform integration for greater efficiency driving greater efficiency through higher conversion rates (+20%) (conversion rate optimization). Architected and implemented SOPs to enhance workflow and efficiency (transition campaign management to SA 360 & DV 360 leveraging ore advanced predictive modeling and real-time bidding technology). Developed tactical plans, implemented PPC best practices across to optimize account management, conduct competitor analysis, industry benchmark comparison to improve relevance, A/B test ads and landing pages with keyword optimized content to drive higher quality scores and conversion rates. Worked with the product team to develop landing pages geared towards improving keyword relevance (leveraging SEO best practices & keyword research) and the user experience (UI/UX, using Optimizely to A/B test (optimization around drive data driven analysis and insights, realizing higher revenue and lower CPA targets). Partner with the MarTech and development teams to build out dashboards enabling data-driven decision-making and performance optimization (including Salesforce CRM & Sales integration. Spearheaded the partnerships with Audience Acuity to target audience segments more effectively for display media. Rearchitected YouTube paid video campaigns, video content creation and marketing strategy. Zimmerman Advertising (BrandTailing Agency- Part of Omnicom) Fort Lauderdale FL2019 –2020 Supervisor SEM/Digital Media Campaign Manager (Remote). Industries: Retail Luxury products, Healthcare. B2B & B2C Supervise the activation, management, optimization, reporting and growth of digital advertising strategies for client account. Manage and track a $17MM integrated Digital Media Budget (across B2B & B2C). Work collaboratively across client services, marketing operations, media and BI teams. Direct the activation of a highly targeted Go-To-Market (GTM) portfolio strategy across Video/TV (CTV, OLV, OOH), Linear TV, Paid Search, Programmatic Media/Display, YouTube and Paid Social Media (platforms leveraging predictive modeling and real-time bidding) channels, across sales, lead generation (MQL) and brand awareness to build reach, engagement and drive lead gen and sales. Architect reporting, geared towards measuring brand awareness, online leads, appointment bookings for their network of eye care practitioners and the sales for the global brand Essilor. Development and implementation of best practices and processes including new vendor onboarding and management process. Optimize multichannel media plans. Onboard, develop, train, coach and mentor junior members. 3rd party vendor management. Streamlined areas for improvement and efficiency of the integrated media strategy and provided recommendation for optimization (across the full customer journey and lifecycles). Reduced overall CPA by over 25%. Partnered with the BI, Marketing Operations and Client Account teams to build reporting dashboards and automate reporting for the agency executive leadership team and for the client needs. Launched new projects & beta tests: Google Marketing Platform beta, Discovery Ads, testing new audience segments/inventory sources. A/B test ad copy/messaging, landing pages and DCO creative. AMSI (Automotive Retailer- Internal Digital Marketing Partner Agency), West Palm Beach FL2019 – 2019 Senior Digital Campaign Manager (Consulting Role). Industries include Luxury products, Automotive Sales & Service. (Consulting Role) Responsible for the planning, managing and activation of programmatic media/display (leveraging real-time bidding algorithms), YouTube and paid social media customer acquisition strategies (Facebook & Instagram) and tactics for 30+ client automotive dealerships nationwide driving calls, in-store visits, leads and sales direct response (automotive sales & service appointments). Liaise with the paid search team to analyze and provide optimizations and improve the performance of agency managed PPC campaigns. Develop & manage media plans with partner agency (digital and traditional advertising & internal teams (TV, mail & print). Activation of the integrated, strategic multichannel strategy leveraging banner ads, video ads and audience segments (prospecting (predictive, in-market), remarketing, cart abandoner, etc.). Part of a 3 main team managing budgets in excess of $3MM. Analyzed areas for improvement and efficiency across media operations. Implemented new process flow to semi-automate marketing operations and activation, resulting in a faster more accurate go-to-market execution and reporting, for monthly media initiatives. Optimize and streamline the reporting process for the Executive Leadership team and dealerships (clients) served to track KPI performance more effectively against business objectives and the campaign optimization process. OFFICE DEPOT, INC., Boca Raton FL2015 – 2018 Leading provider of products, services and solutions for small to enterprise businesses with $11B+ in revenue and 38k employees (B2B: SMB & Enterprise) & B2C: Consumers). The company has a sales approach that blends traditional retail, contract sales along with a strong e-commerce presence. Industries: CPG, Retail, Electronics, Furniture, Office Supplies, Business Services & Supplies. Ecommerce Program Manager, Category Digital Manager (2016 – 2018) Managed multichannel digital marketing strategy (acquisition and retention) driving awareness, online sales and in-store traffic (brand building, demand generation and in-store events supporting partners), focused on consumer products goods and business services. Managed core categories across all digital channels: Paid Search, Shopping PLA & LIA (over 100K skus), Local Search (& Local Inventory Search), Natural Search, Media/Display, Social Media, Email & Affiliate. Managed external agencies, leveraged multiple teams to ensure a cohesive, integrated approach to media planning, brand positioning, messaging, promotions, product reviews, market research, customer insights, competitor analysis, audience segmentation (prospecting, remarketing, cart abandoner, loyalty, etc.), as well as leveraging data to understand the buying cycles. Report on KPIs, Goals, Revenue, ROI, ROAS, etc. weekly/Monthly/Quarterly. A/B test landing pages and ad copy to drive efficiency. Managed monthly campaign budgets, invoice reconciliation, annual budget planning and forecasting. Analyzed areas for improvement to optimize performance, instituting SEO best practices, with a focus on keyword rich content development and optimization for top performers that reversed the declining revenue trend from -20% to revenue growth of +8% for Natural search and from -15% to +25% for Paid Search. Was awarded the Digital Lead for Back to School (BTS). Leading and coordinating the strategic digital marketing initiatives for the BTS launch, resulting in higher online sales than previous year (+25% YOY). Collaborated with the merchandising teams, traditional advertising, development and creative teams for the roll out of the offers, as well as new features and tools. This also coincided with the new Office Depot brand positioning strategy for the new branding initiative (in TV, Print, Direct Mail & Radio) launched at the same time. Collaborated with analytics & BI teams to develop audience models utilizing CRM data (Salesforce), Mixed Media Modeling (MMM), as well as third-party audience platforms (Axiom & Blue Kai) and lead scoring (propensity & predictive) models, to understand LTV and A/B test highly targeted audience segments, messaging and personalization, to drive higher sales and revenue. Ecommerce Program Manager, Print Services / Copy & Print Depot (CPD) (2015 to 2016) Planned, developed and executed the Go-to-Market digital strategy for Print Center rebranding initiative. Leveraged paid search, PLA/LIA, natural search (SEO), affiliates, media/display (across customer lifecycles), social media and email. Liaised with the merchandising, product, web development, creative (content writers and designers) teams and 3rd party agency. Project managed the 3rd party creative agency leading the redesign geared towards driving higher user engagement, conversion rate optimization and incremental revenue. Partner with analytics for data insights to support the customer journey, buying cycles and build loyalty. A highly collaborative, cross-functional role, building partnerships across business teams - Merchandising, Product, Web Development, Content, Creative and Design teams, Public Relations (PR) and Legal. Be the subject matter expert and drive thought leadership (be the change agent and implement paid and SEO best practices). Directed and executed an evergreen marketing strategy for the Copy Print Depot division, in conjunction with the rebrand launch (a new UI/UX redesign, services expansion and new product launches). Drove higher revenue growth (30% increase in sales YOY) by executing the strategic rebranding plan that enhanced website UI/UX, expanded product options, keyword optimized content, improved functionality and checkout process. Drover higher customer retention and loyalty through optimized drip email and SMS campaigns geared at repurchases and subscriptions services. Increased display attributed sales by 120%YOY. Grew ROAS from $13 to $24. Reduced customer attrition through implementation of retention and loyalty program. Realized higher awareness, user engagement and conversion rates fueling greater brand recall, sales and revenue growth. WORLDMEDIA INTERACTIVE (Agency), Miami, FL 2014 – 2015 Senior Marketing Manager Industries: CPG, Travel & Hospitality (B2C) Senior manager responsible for the campaign management of national and global/international paid search and remarketing campaigns (Direct Response (sales) & Lead Generation), across brands including Air Canada, Enterprise, Alamo, National, Aston Hotels, Toronto Tourism & MSC Cruises. Manage 3rd Party vendor relationships. Present monthly performance and manage budgets. Optimize media spend using C3 Metrics attribution platform. Mentor, manage & train junior team members. Presented weekly / monthly / quarterly reports / presentations to client leadership team tracking toward client KPIs (CPL/CPA) & goals, measuring campaigns success (ROI), as well as strategic brainstorming sessions. Analyzed and restructured underperforming campaigns to follow PPC best practices, improving performance and ROI by up to 40%. Partnered with the analytics and reporting team to measure and track performance of SEM, SEO & Display ads campaigns in driving traffic, generating new leads and driving conversions. Leveraged Attribution/Data Analysis tool C3 Metrics to decrease CPA, improve conversions and drive higher revenue. ADDITIONAL RELATED EXPERIENCE Other relevant Digital Marketing Experience (available on request (B2B & B2C). 2008 – 2014 EDUCATION / TRAINING / CERTIFICATION Bachelor of Science (BS), Computer Information Systems Florida Atlantic University, Boca Raton, FL Professional Certifications Google AdWords Qualified - Search Marketing Professional Google Shopping Professional Google Analytics Qualified - Analytics Professional Google Marketing Platform – Media Platform Google Marketing Platform -Display & Video 360 Certification SEMRush Technical SEO Certification SAP Emarsys Customer Engagement - Marketing Automation (ABM/CRM/Email/AI) Other Skills include: Understanding of Adobe Photoshop, HTML & CSS, Canva, Figma. AI tools (ChatGPT, etc.), platform algorithms, Salesforce, CRM, CMS & ABM, platforms. WordPress, Magento & Endeca (CDP). Microsoft Office and Google Suite. Advanced Excel Skills (pivot tables, advanced formulas, chart building, etc.). Effective presentation skills (Advanced PowerPoint Skills). COMMUNITY INVOLVEMENT Digital Media Guest Speaker: Florida Atlantic University For the Digital Marketing course for the College of Business (2023 to present). Charity Volunteer: St. Andrew Council of Catholic Women (SACCW) Director of Social Media Outreach for St. Andrew Catholic Church: Assist the church in developing their social media and digital strategy to build awareness and increase engagement, to drive new visitors and parishioners to the church (2023 to present). Industry Experience Summary Experience Spanning the following Industries: Industry Product/Service Offering 🛒Retail (B2C) (10 years) Office Supplies, PCs and Tech, Cleaning and Break Room Supplies, Office Furniture 🏥 Health Care (5 years) - Medical Services, ambulatory care, surgical & hospital care, medical recruiting, medical/clinical trials), drug and alcohol rehabilitation - Medical Products/Devices (including emergency medical supplies & equipment, prescription hearing aids, laser hair loss caps, eyewear and pharmaceuticals) ✈️ Travel & Hospitality (2 years) Airlines, hotels, cruises, car rental 📞 Telecommunication (5 years) Home and cell phone service 📺 Digital Home Entertainment (5 years (subscription services)) Cable, satellite TV providers, internet and broadband 💡 Energy Providers/Utilities (3 years) Electric providers, water, gas 🔑 Home Security (1 year) Home alarm monitoring systems 🏢 Business Services (including SaaS) (4 years) PC service & repair, cell phone repair, cloud storage, medical patient engagement, telehealth and education platforms, SAP enterprise CRM and CX products 🚘 Automotive (4 years) Sales, service, trade-ins for lines such as Toyota, Honda, Ford, Chevrolet, Mercedes, Genesis, Porsche Brands represented by Industry: Industry Brands 🛒Retail Office Depot (own brands & national brands), AAA, 🏥 Health Care Essilor, Capillus, Centricity Research, Equitas Health, Sarnova, The Ohio State University Wexner Medical Center, Lakeview Health, Hear.com ✈️ Travel & Hospitality Air Canada, Enterprise, Alamo, Hertz, National Car Rental, MSC Cruises, Aston Hotels 📞 Telecommunication Verizon, AT&T, Century Link 📺 Digital Home Entertainment Comcast/Xfinity, Charter, Time Warner, Verizon FIOS 💡 Energy Providers/Utilities AEP, FPL & other utilities part of a home movers’ program 🔑 Home Security ADT 🏢 Business Services Office Depot, Med Bridge (medical services), Smith Commerce 🚘 Automotive Auto Nation, AMSI Summary Statement Highly cross-functional, with an unusual combination of business, technical and creative acumen, partnering across business, creative, product/development, finance and legal teams. A strategic, data-driven, hands-on, enterprise level marketing leader focused on delivering results: growing awareness, demand/lead generation, sales and revenue (I own the key metrics KPIs). A strategic thinker and communicator with a proven track record supporting business objectives (marketing and marketing related). Strong organizational skills, process and project management oriented. A strong entrepreneurial mindset, carving a path where there is none to follow (startup experience). Effective team leadership and management, leading in fast-paced environments. Highly analytical and detail oriented, adept at gleaning data insights.