University of Minnesota - Carlson School of Management

East China Normal University

Associate Director, Growth Marketing @ AbbVie   -   
Marketing, Analytics, Product Mgmt, and Design

Leading two groups within the Performance Marketing organization focused on digital innovation and data operations. 

Our Growth Marketing team is focused on proving out innovations (new tech, new platforms, etc.) in user engagement, user activation, and measurement. We build Proofs of Concepts and focus on rapid iteration to unlock new opportunities  and insights for our brands and marketers, eventually working to scale a few select ideas.

Our Data Operations team is focused on ensuring robust and accurate data capture and usage throughout the wider Allergan Data Labs organization. In partnership with our Martech, Data Science, and Engineering teams, we are leading the group's approach toward privacy centricity while maintaining existing digital marketing capabilities and measurement.

AbbVie

Director - Marketing Innovation and Measurement @ Allergan Aesthetics

Associate Director - Performance Marketing @ Allergan Aesthetics

Senior Marketing Manager - Performance Marketing @ Allergan Aesthetics

Spotlyte (theSpotlyte.com) is an innovative editorial hub of curated, expert content helping people discover how beauty and medical aesthetic treatments may fit into their routine.

Responsible for setting user acquisition targets and creating the marketing strategy to hit user and revenue goals across the entire team. Oversaw the activation and ongoing operation of 5 marketing channels, and coordinated with x-functional teams (editorial, product, engineering) to achieve full-team success. Also led the initiative to understand and share the user journey and successful engagement touchpoints.

- Created and executed a pre-launch and launch strategy that provided key learnings to the wider team and also significant user growth out of the gate.
- Acquired over 4M visitors in the first full year of operation, through a mix of paid and unpaid marketing channels
 - Delivered significant offline revenue through a 100% digital property, 18 mo. after launch
 - Built, managed, and oversaw 5 marketing channels, including SEO, Email, and Paid Social
 - Conducted over 100 different in-market tests, across channels, audiences, creative, and journey-triggers.
 - Increased SEO traffic by 423% in one year by closely advising on editorial process improvements
 - Led an analysis that unlocked Spotlyte’s “aha” moment for consumer acquisition
 - Created annual business models, and helped teams with setting goals and metrics to evaluate progress.
 - Led the creation of our marketing tech stack and CDP (Segment) integration to enable personalization and marketing automation.
 - Began transforming traditional marketing efforts by applying growth marketing principles.

Allergan

Senior Marketing Manager - Growth @ Spotlyte

Marketing Manager - Growth @ Spotlyte

Led the strategy and direction of marketing at AHAlife and Kaufmann Mercantile, including marketing mix decisions, team structure and size, and promotional efforts. 
  - Through a focus on low-funnel paid advertising, improved holiday sales by 140% year over year, and improved ROAS in SEM by 100% over the entire year
  - Guided the development of our SEO and Affiliate channel strategies, increasing their contribution to our marketing efforts by over 80% at a profitable ROI in the first year
  - Grew our mobile app’s DAU from 1k to 4k in one month 
  - Grew our marketing team from 2 to 5

Pushed the marketing department towards personalization, connecting past browse and purchase behavior to personalized and meaningful on-site and advertising content. This resulted in 2x to 6x improvements in effectiveness.
  - Personalized email content and timing through email workflows
  - Personalized product recommendations on-site
  - Customized messaging and creative in display ads

Partnered with CEO and creative team to develop engaging seasonal campaigns and to refine the branding of both AHAlife and Kaufmann Mercantile. Through this, I managed a portion of the acquisition of two companies and the integration of both sets of users and marketing content.

AHAlife

Director of Growth

Responsible for our consumer facing sites (www.ahalife.com and www.kaufmann-mercantile.com) and our internal data access, managing the product roadmap, feature requests, and known-bugs for both products. Worked across departments to define business requirements, success metrics and launch features and products through an iterative, agile process.

Led major site improvements on:
  - Increased accuracy of our site search (using Solr)
  - Built product color filtering functionality (through an integration with Google Vision and its AI capabilities)
  - Checkout flow enhancements that reduced cart abandonment by 5%
  - Product sorting and merchandising algorithms
  - Homepage Redesign

Built a loyalty program in partnership with marketing and finance to ensure a simple, easy to understand program that was also easily audited and tracked.

Streamlined internal reporting, resulting in a new data warehouse built on the ELT model, leveraging Microsoft's Power BI as the visualization layer.

Gathered user feedback on Feature MVPs and existing site status through surveys and user interviews.

Product Manager

Responsible for building out and managing a technical team to support existing clients. We work to engineer, build, and implement new product features and platform enhancements for our e-commerce clients in a variety of verticals while also providing enterprise-level customer support.

 - Built and managed a cross-functional team of three developers, a QA resource and a client support specialist to build out new solutions for existing clients

 - Achieved 150% of the 2014 Professional Services Fees goal

 - Implemented a new project management process to provide greater transparency and alignment with company goals and initiatives

 - Defined annual technical strategies to support key accounts

 - Built out a new customer support service, inclusive of support ticket intake, organization, resolution, and reporting reducing support times by 40%

 - Defined internal and external SLAs for the company

 - Experienced in Agile development through varying roles such as Scrum Master, Sprint Planning, QA and Release Management

OrderGroove, Inc

Client Solutions Team Lead

As the product expert, work to integrate new clients while also building out future plans and initiatives with the Client Success team to drive greater program performance. Liaise with sales to close deals and developers to build solutions. 

 - Completed my first client integration after 3 months and in record time for the company to rave client reviews by building strong relationships with the development team and managing project scope appropriately

 - Deliver strong product feature and program initiative presentations to clients to gain client approval and commitment to enhance existing programs

 - Increase team knowledge sharing through knowledge documentation, presentation, and a general openness to take time and teach others

 - Build out and defining simple processes to ensure consistent high-quality integrations without overburdening the team with unnecessary hoops to jump through

 - Assist the sales process through product demonstrations and solution engineering

 - Wear many hats to ensure timely execution, including: Solution engineering with developers, copywriting, design

Client Solutions Specialist

- Led cross-functional team to create a product pipeline for Green Giant in the Club Channel, producing two new products from concept to store to hold $945k in annual profit while securing incremental distribution

 - Created a three-year long range plan for the SGC business in the Frozen Frontier, including size-of-prize analysis and business strategy development

 - Worked with HR and Marketing Managers to develop guidelines for the new Marketing Business Analyst position, expanding the program from 3 to over 20 employees

 - Developed training materials for new Marketing Business Analysts in Nielsen analytics, volume forecasting, and financial tracking 

 - Performed monthly volume forecasting and financial tracking for the $20M Yoplait Smoothie business

 - Analyzed Nielsen point-of-sale and delivery data to provide insights into changing category dynamics

 - Managed over $30M in consumer budgets for the Green Giant Frozen business

 - Oversaw packaging changes across over 100 SKUs

General Mills

Marketing Business Analyst

- Planned and managed $20M in Price Promotion activity across seven businesses while increasing ROI of key vehicles

 - Spearheaded development of a new technology to secure digital coupons

 - Developed a new online platform to leverage digital coupons via customer promotions

 - Led an initiative to introduce digital coupons to Hispanic consumers

 - Coordinated with other IMC planners, Brand Marketers, and Agencies to build cohesive campaigns across all types of media

 - Managed cross-functional process and technology audits of external digital coupon vendors working with General Mills

 - Developed a new planning tool in Excel, through the use of Visual Basic and macros, to reduce the time needed to create coupon plans by 30%

Promotion Marketing Planner

Promotions Planner Associate

Promotions Planner Intern

- Developed a web-based product search tool for all General Mills products, saving over $50,000 annually with ASP.NET and JavaScript.

 - Trained business users how to use a newly developed web-based tracking system for the semi-annual Pillsbury Bake-Off Contest.

 - Developed the flight tracking / management section of a web-based tracking system for the semi-annual Pillsbury Bake-Off Contest using ASP.NET, JavaScript, and SQL.

 - Overcame legal licensing issues related to implementing new technologies at Fortune 500 companies

Nate Ng