Sophia Fen

Experience

• 

  Park Plaza Hotel

  Jun 2008 - Aug 2008

  Front Desk Agent

  - Scheduled reservations- Checked guests into and out of the hotel- Assisted guests with any needs and requests during their stay

• 

  U.S. House of Representatives

  Jun 2010 - Aug 2010

  Intern for Rep. Pete Sessions

  - Attended House and Senate hearings; crafted summary documents for Congressman and other staff- Researched policies and assisted Legislative and Communications staff members

• 

  Holtkoetter International

  Jan 2011 - Apr 2013

  Social Media Coordinator

  - Designed print concepts used in advertising placed in "T: The New York Times Style Magazine"​- Independently created and managed social media pages for this lighting fixture manufacturer- Developed event specific content to generate local buzz- Attended semi-annual home design and lighting trade shows to update the company's social media in real time

• 

  STETrevisions: Exploring the Intersection of SEM/SEO, PR and Social Media

  Jun 2011 - Jun 2012

  Online PR Associate

  - Managed and produced content for Twitter, Facebook, and LinkedIn accounts for four clients ranging from human resources to technology- Produced and edited weekly press releases for client web sites

• 

  Boston University

  Jan 2012 - Jan 2013

  Director of Advertising and Publicity, Alpha Phi

  - Composed press releases to publicize campus events, including two annual philanthropy events each raising $7,000 for the American Heart Association- Worked directly with the VP of Marketing in the planning and execution of all events- Managed social media efforts and accounts- Led strategy for most cost-efficient advertising methods; examples include Twitter, newspaper, alumni connections and local businesses

• 

  Nancy Seltzer and Associates Public Relations

  Jun 2012 - Aug 2012

  Intern

  - Created and edited celebrity client biographies to be used on IMDb and other outlets- Prepared celebrity client pitches to achieve media coverage and secure event attendance

• 

  Pinnacle Public Relations

  Jun 2012 - Aug 2012

  Intern

  - Pitched celebrity clients for national and regional promotional media opportunities- Updated and edited 30 celebrity clients' electronic and hard copy press kits- Partnered with the senior publicist during client photo shoots

• 

  Boston Magazine

  Jan 2013 - Apr 2013

  Sales and Marketing Intern

  - Supported team in prospect research, fundraising efforts, logistics, planning, and execution of high-profile events- Generated Tweets and Facebook posts to increase awareness and interaction with public and share events' success- Wrote and distributed internal monthly office newsletter to update all employees on company news and events- Mentored high school intern; managed her calendar and projectsFor more than 40 years, Boston magazine's experienced writers, editors, and designers have captured all sides of our city with award-winning and insightful writing, and groundbreaking reporting and design. Our expository features, narratives, profiles, and investigative features tell our half-million monthly readers how this city works, while our unsurpassed, sophisticated service journalism helps them get the most out of it. We report which towns and neighborhoods are the most desirable, which schools and workplaces are at the top of the heap, which doctors are first-rate, and which restaurants, stores, and services are the "Best of Boston®." Show less

• 

  Arnold Worldwide

  Feb 2013 - Apr 2013

  Account Management Intern

  - Accounts: Carnival Cruise Lines, New Balance, Volvo- Researched competitors' marketing strategies for both traditional and digital media (including TV, print, online, and social) for all three clients; created PowerPoint decks to organize and present competitive trends and findings- Conducted and analyzed market research on current health and fitness trends for New Balance- Organized campaign and media calendars to ensure target deadlines were met- Trained in brief writing, competitive research, crisis management, and context-relevant advertisingArnold Worldwide is a global creative agency delivering services across all communication touch points – advertising, digital, promotions, direct, design and branded content. Show less

• 

  Carat USA

  Sept 2013 - Aug 2015

  Account: Disney Parks and Resorts-Plan, manage and optimize digital media campaigns for Disney Parks and Resorts based on client objectives -Determine media vendor selection based on campaign strategy and ability to reach Disney’s target audience; manage the media buy and negotiate with vendors to maximize media dollars -Analyze and present weekly reports and performance on direct response campaigns (driving resort room night and theme park ticket bookings, generating leads for Disney’s internal CRM team, and purchases on DisneyStore.com), tasked with efficient CPA and CPL goals-Maintain strong knowledge of changing digital media space and available media tacticsAbout Carat: Carat is the world's leading independent media planning & buying specialist and the market-leader in digital and non-traditional media solutions. Owned by global media group Aegis Group plc, listed on the London stock exchange, the Carat network is more than 5,000 people in 70 countries worldwide. Carat has retained its #1 position in RECMA's global network rankings for three consecutive years: 2013, 2014, 2015, and has also been named Media Agency of the Year by MediaPost, Ad Age, and Adweek. Show less Account: Disney Parks and ResortsAbout Carat: Carat is the world's leading independent media planning & buying specialist and the market-leader in digital and non-traditional media solutions. Owned by global media group Aegis Group plc, listed on the London stock exchange, the Carat network is more than 5,000 people in 70 countries worldwide. Carat has retained its #1 position in RECMA's global network rankings for three consecutive years: 2013, 2014, 2015, and has also been named Media Agency of the Year by MediaPost, Ad Age, and Adweek. Show less

  • Digital Media Planner/Buyer

    Mar 2015 - Aug 2015

  • Assistant Digital Media Planner/Buyer

    Sept 2013 - Feb 2015
• 

  3Q Digital

  Sept 2015 - Aug 2021

  -Develop paid marketing strategy on behalf of mobile app advertisers, including one that enabled a client to grow their user acquisition program budget from $1M/Quarter in 2018 to $10M/Quarter in 2020-Assess impact of external market factors on client’s digital marketing efforts, including currently implementing new solutions for industry impacting changes such as Apple’s iOS14.5 privacy update-Analyze campaign data to scale and optimize tens of millions in paid media channel budgets, while promoting user engagement in target demographics and markets most effectively-Collaborate with client leadership to build portfolio allocation strategies across channels (including paid search and social, demand side platforms, and display) to maximize efficiency and return on investment for all new and evergreen campaigns-Advise external clients and internal peers on the competitive landscape, paid media strategies, new and emerging technology, app store strategy, and measurement and attribution-Provide agency with updates and best practices across paid channel strategy, ad fraud prevention, attribution, and industry insights Show less -Oversee cross-channel paid marketing strategy for 3Q’s mobile app clients across verticals-Responsible for large monthly and quarterly budgets across channels (including mobile ad networks, DSPs, Apple Search Ads, Google, etc.)-Main responsibilities include: ensuring efficient campaign performance, building and growing successful user acquisition programs, strategic client relationships, and managing, mentoring and training junior team members -Advise external clients and internal peers on the mobile app ecosystem, fraud prevention, mobile tech stack, app store strategies, and mobile attribution/MMPs Show less -Responsible for day-to-day client and vendor relationship management for 3-5 mobile app clients across various verticals (music/entertainment, fitness, e-comm/shopping, social networks) and 5-10 media vendors-In charge of budget pacing, analyzing performance, campaign optimization, creative strategy, and reporting-Presented strategy, insights, and recommendations on weekly calls with each client-Acted as the liaison between internal teams (creative, analytics, client services, etc.) Show less -Manage overall display and native advertising strategy and execution for multiple clients across different verticals including financial, B2B, e-commerce, and retail-Present campaign performance and make strategy recommendations with each client during weekly meetings-Prepare and attend quarterly business reviews for each client-Execute and optimize tactical media plans by managing self-serve DSPs along with multiple media partners to ensure campaign success for each client-Collaborate with SEM and social media team members to drive highest ROI for clients-Utilize and run attribution partners and incrementality tests-Work with internal creative team to create new creative concepts-Traffic creative and put together reports using DoubleClick Campaign Manager 3Q Digital is a fully integrated digital marketing agency based in Silicon Valley, with offices in downtown San Francisco, Chicago, San Diego, and Burlington. We offer full marketing services including SEM, SEO, social advertising, display, mobile advertising, and analytics. We work with the fastest-growing B2C, B2B, ecommerce, and lead gen clients in the U.S. Show less

  • Director, Mobile Strategy

    Jul 2019 - Aug 2021

  • Associate Director, Mobile Strategy

    May 2018 - Jun 2019

  • Senior Manager, Mobile Strategy

    Jan 2018 - May 2018

  • Account Manager, Mobile Strategy

    Feb 2017 - Jan 2018

  • Account Manager, Programmatic

    Sept 2015 - Jan 2017
• 

  The Points Guy

  Sept 2021 - now

  Manage a team of product marketers supporting the acquisition, engagement, and retention for TPG's App, Newsletters (Daily, Weekly, Cruise, Aviation), and other product-based initiatives. Key tactics leveraged include paid media, App Store Optimization, and organic, earned, and owned efforts (including site, social, email, editorial, and push notifications).

  • Director of Media Partnerships

    May 2023 - now

  • Director of Product Marketing

    Sept 2021 - Apr 2023