University of Michigan - Stephen M. Ross School of Business

University of Chicago

Vice President of Program Management at Tiki.vn

•  Developed custom generative AI agents to produce thousands of medical ICPC-based diagnosis and
    treatment protocols for SEO with General Vibronics’ unique Mirari cold atmospheric plasma (CAP)
    interventions with Dr. Truong in Vietnam using Langchain on Render, Python, and ChatGPT
 •  Created full customer experience purchasing pathway for subscription and retail purchase of
    revolutionary Mirari cold atmospheric plasma solutions on miraridoctor.com, including live nursing
    video consultations with full legal and regulatory signoff
  •  Launched digital marketing campaign using Facebook, Instagram and Google, generating thousands of users each day at 3-cent CPMs and 10-cent CPCs to drive traffic on-site for new-category generation

General Vibronics, Inc

Senior Advisor to Founder, CEO

As Chief Product Officer:
 • Designed mobile and web apps serving over 200k active users from the ground up, from UX to data modeling to system design, from Figma to ERD to Lucid+AWS, prioritizing OKRs with strategic goals
  • Hired, contracted, and managed remote teams to develop parallel integrated apps using OKRs and Agile methodology with daily Scrum using Jira for issue tracking, Kanban, and Gantt charting with teams across Vietnam, India, and Taiwan, and Figma+Atlassian+Jira+Notion for product requirements 
  • Hosted deep customer UX interviews and UATs to refine requirements on a weekly basis, highlighting priority issues for QA in Jira
  • Conducted budget planning with CEO to scale recruiting, development and AWS hardware to match new rounds of investment. Guided accounting to frame income statements using industry best-practices
  • Architected complete full-stack solution using Lucid Chart and AWS cloud, including:
React Native for Apple iOS + Android, React.js for Web, microservices running Java and Node.js on EC2 via Elastic Beanstalk and Lambda, all behind NAT gateway for security, RDS+RDS Proxy with MySQL, OpenSearch on Python, S3, Cognito,  Bastion for VPC access). Built the largest open source real-time mobile chat platform in existence on top of Zulip. Stripe API for integrated payment gateway
   • Designed tokenomics for our own crypto with self-balancing liquidity pool pegged to XRP. Optimized for DAU and MAU KPIs through rich engagement with blockchain rewards, games, and quests
  • Passionate author, negotiator of IP licensing terms in Singapore domain
  • Led board meetings to guide strategic direction of the company and secure intellectual property
As Acting CMO:
  • Drove over 200,000 active users for over 2000 client companies worldwide with $200k annual budget on Google, FB+Instagram, Reddit, and LinkedIn platforms optimizing for CPA, CPM, CPC, and CPI using Lookalikes and highly targeted keywords

startup oi

Co-Founder, Chief Product Officer, Chief Technology Officer, Acting CMO, Board Member

· Drove $550M GMV from SEM, reaching record ROAS of 15X while growing activations, leading to 80% YoY growth
· Led effort to tokenize product catalog, resulting in 70% increase in bidded keywords at avg 21 ROAS
· Invented new SEM bidding algorithm to scale GMV using rank-weighted logarithmic growth function

Coupang

Director of Product, Paid Search and Loyalty Programs, Growth Marketing

• Launched TikiMEDIA, offering real-time keyword and contextual targeting of Product Ads for Sellers, and Sponsored Brand ads for Agencies. Created the very first display advertising e-commerce platform in Vietnam.
• Launched TikiSAVE, the very first subscribe-and-save program in Vietnam, with 10% discount on repeat orders of hundreds of select items funded entirely by big brands in Mom & Baby, Health & Beauty, and Food and Beverage.
• Revamped TikiNOW loyalty program, using voice of the customer and Agile methodology to scale membership by 18X YoY, comprising 1/3 of total Tiki customer revenue. Led cross-functional task forces with supply chain, marketing, legal, finance, and engineering to improve benefits, reduce costs, and achieve retention rates above Amazon Prime. Members average over 3 orders every month, spend 2.4X regular customers and over 78% would refer a friend. Measured incrementality using sophisticated AB twin-pair propensity matching shows 2X lift in spend and orders per member.

Public speaking engagements:
• American Chamber of Commerce, Digital Transformation, 2019
• RMIT, Setting the Challenge: Technological Innovation and Societal Value, 2019

TIKI Corporation

Vice President of Program Management

Launch new loyalty program RocketWOW offering greater convenience, selection, and service to create a step-function change in GMV retention among our best customers. Defined strategy with CEO, led a small team to create business requirements, built a sophisticated financial model, and managed  dependencies to roll out Phase 0 within 2 months resulting in 1.5 million members in 4 months.

Director of Product, Loyalty Programs, Growth Marketing

with family and friends

Travel the world

· Personally advised CMO on marketing growth strategy, segmentation, and customer acquisition.
· Created LTV model and Facebook media campaigns to successfully hit CPA targets
 in 3 weeks resulting in net positive cash-flow and Series A funding

Filld: Gas delivered to your car

Sr Advisor to CMO

· Published TV fragmentation research with Nielsen covered in 148 articles globally, core to Facebook Targeted Rating Points launch at AdWeek, earning Global Marketing Solutions Play of the Quarter Award
· Pioneered Search+FB strategy, publishing 6 white papers, and speaking at 8 conferences. Partnered with Resolution CEO and Kenshoo CMO to demonstrate significant lift in mobile search KPIs with Facebook media exposure for mutual clients to guide $26B+ in FB ad spend per year
· Led performance agency road show, speaking at Resolution, iProspect, 360i, GroupM, Digitas, Zenith, Performics, and SocialCode to educate 180 account leads in marketing science

Public speaking engagements:
* Resolution Media, Omnicom, Targeting Tomorrow Series 2014,  2015, 2016
* SocialCode Sessions eCPG Summit 2016
* Kenshoo, Mobile Moments 2016
* MediaPost, Search Insider Summit 2013, 2015
* Adobe Digital Marketing Summit 2015
* LeadsCon, Path2Conversion 2015
* Marketo, Marketing Nation 2015
* AdWeek at Nasdaq, People Not Cookies, 2014
* Facebook, F8, 2014
* Programmatic IO, Cross-Screen Measurement 2014
* Brightedge Share14, Priming Effects, 2014
* Facebook, Nielsen Hack US and UK 2014
* Kenshoo, K8 Summit, Cross-channel Research 2013, 2014

Publications:
* Measuring Campaign Effectiveness [in Search and Social], 2015
* Unlocking Revenue Potential Across Customer Retail, commissioned via Kenshoo, 2014
* Finding the Sweet Spot for Search and Social, commissioned via Kenshoo, 2014
* Creating Better Media Plans Between Facebook and TV, commissioned via 4C, 2014
* Facebook Advertising Boosts Paid Search Performance, commissioned via Kenshoo, 2013

Facebook

Manager, Advertising Research, Marketing Science

· Conducted competitive analysis of top MTA vendors, meeting directly with
 DoubleClick, VIQ, Adometry, ClearSaleing, AK, and Convertro to inform Atlas strategy
· Created Nielsen Hack in US and UK with 8 FB Marketing Partners to integrate programmatically
      with Nielsen reach and frequency, leading to rapid corporate acquisition of winning firm
· Led initiative to produce TV+Facebook Affinity pilot with 150 Publicis SMG brands

Measurement Lead, Marketing Science

· Developed campaign analytics products to predict purchase behavior, provide audience
 insights, and measure purchase lift, leading to $8MM incremental contribution profit
· Negotiated first contracts with Nielsen, comScore, Millward Brown, P&G, and others to
 enable objective campaign measurement while protecting Amazonʹs data
· Led Amazon Student Prime subscription program. Created all program metrics dashboards and financial retention models. Worked closely with Finance, Prime, and Ads teams to make program profitable for the first time, autorenewing millions of members into paid Prime
· Launched the Amazon Student Prime app for iPhone and Android, Amazonʹs
 highest‑rated mobile app and our only app released on‑schedule that year

Amazon.com

Sr. Product Manager, Display Advertising and Amazon Student Prime

Product Manager (Intern)

* Monroe Street Journal, U of Michigan Business Ross School of Business, Front Page ATF, No One Likes to Go Hungry
https://web.archive.org/web/20071012064709/http://media.www.themsj.com/media/storage/paper207/news/2007/10/08/News/American.Habits.And.The.Falling.Dollar.No.One.Likes.To.Go.Hungry-3020937.shtml

* Monroe Street Journal, U of Michigan Ross School of Business, Life is Better with Red Hot Lovers!
https://web.archive.org/web/20071014013540/http://media.www.themsj.com/media/storage/paper207/news/2007/09/24/ATasteOfAnnArbor/Life-Is.Better.With.Red.Hot.Lovers-2989364.shtml

Monroe Street Journal

Freelance Writer

· Led 17 person cross‑functional team to transform US Navy HR systems managing $17B
annual human capital. Partnered with 500+ clients and vendors to deliver 14 releases

Cambridge Technology Enterprises (formerly CellExchange)

Project Manager

· Produced strategic brief for Pentagon Chief of Naval Operations, brainstorming with
Admirals, and coordinating offshore development resulting in $15MM funding
· Directed development of database synchronization for US Navy surface and submarine
fleet, managing 12 engineers to deliver 24 hour transactional capability using Agile Scrum Sprints with Test-Driven Development

Technical Lead

Skills: Problem Solving · Customer Experience · Amazon Web Services (AWS) · Agile Testing · Java · Performance Management · Databases · Program Management · Jira · Data Structures · Scrum · Computer Science · Software Architecture

Senior Software Engineer

Skills: Problem Solving · Amazon Web Services (AWS) · Agile Testing · Java · Databases · Jira · Data Structures · Scrum · Computer Science · Software Architecture

Software Engineer

· Developed pricing system for largest Toyota distributor in the U.S. to process $8.2B
annual financial and insurance contracts, resulting in expanded distribution

Hackett Group (formerly Answerthink Consulting Group)

Senior Consultant, Business Intelligence

Skills: Problem Solving · Agile Testing · Java · Databases · Jira · Data Structures · Scrum · Computer Science

Consultant, Business Intelligence

Skills: Problem Solving · Customer Experience · Agile Testing · Marketing · Program Management · Product Strategies · Business Management · Data Structures · Financial Performance · Industry standards · Computer Science · Software Architecture · Daily Operations · Product Marketing · Entrepreneurship · Finance · Online Marketing

Rob Creekmore