Experience

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  Fy international llc

  Sept 2018 - May 2019

  E-commerce digital marketing analyst

  • Responsible for B2B & B2C sales strategy optimization, advertising enhancement, product sourcing and inventory management for products on Amazon, Google Express, Walmart, Newegg and eBay• Set and executed comprehensive marketing strategies including campaign insights and recommendations to improve sales performance, monitored the campaign KPI through Google Analytics• Constructed cost-effective PPC advertising campaign on Google Ads and Amazon for SEM• Achieved ACOS of 4.98% for Amazon Advertising Campaigns and increased monthly revenue of tablet and laptop products from $200K to $600K ($2M in hot season) with Net Margin of 10% - 15% Show less

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  Berkshire blanket & home co.

  Jul 2019 - Sept 2021

  • Took responsibility of Google Ads and all 8 digital channels’ Data ETL, Modeling and Analysis with SQL & Python• Built supervised ML models of Ads Keywords Acquisition/Biding & Customer Segmentation to improve Customer Engagement and Keywords Efficiency• Constructed 8 comprehensive automated reporting dashboards in DOMO to monitor and manage Sales & Ads KPIs• Aligned new brand launch, new products set up, product strategy and promotional campaigns on all channels, enhanced total digital revenue from 4M to $5.25M within 9 months• Improved Brand Store Traffic by 64.68% and boosted Google Ads Conversion Rate to 5.98% with Annual Conversion Value of $1.05M and ROI of 7.34 Show less • Optimized marketing strategy, analyzed business data and identified market trends on Amazon• Collaborated with Product Development, Design, Supply Chain and Marketing departments for Product Catalog Management & Lifecycle Marketing, Sales Strategy Development, Website Merchandising, Online Performance Tracking and Digital Content Management• Managed multi-channel product merchandising, feed development and inventory sync in ERP system• Built up Amazon Storefront, Product Catalog, Page Framework and Promotional Campaign• Constructed systematic SEM algorithm, advertising campaign and keywords list & bids on Amazon Advertising, improved the advertising sales by 87.26% with the ACOS of 17.4% • Boosted Amazon overall sales revenue by 63.78% and AOV by 40.6% with average net margin of 38.75% Show less

  • Digital Media Manager/ E-commerce Data Analyst

    Apr 2020 - Sept 2021

  • Digital Product Merchandising Manager

    Jul 2019 - Apr 2020
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  Lg household & health care, ltd.

  Sept 2021 - May 2022

  Ecommerce associate/ data scientist

  • Brand & Vendor Management: Managed 15 brands with 1500+ SKUs’ Catalog across 4 vendors, 5 Brand Websites and 4 marketplaces regarding Brand Awareness, Brand Positioning, Market Share & Account Health.• Data ETL: Built large-scale Data ETL process in PBI (DAX, M) with systematic ER Diagrams of Sales, Marketing, Ads, Operation, Website Activities and Customer Engagement/Demographics Data from omnichannel resources.• Data Modeling: Led Data Cleaning, Mining & Wrangling with SQL & Python for further data analysis & decision-making.• Machine Learning: Established interpretable and actionable supervised/unsupervised ML models for Predictive Analytics, Customer Segmentation, Content Optimization, SEM/SEO, A/B Testing, NLP, Email Marketing & Fraud Detection • A/B Testing: Conducted ML powered A/B Testing on Promotional Campaigns, Advertising, Web Contents and Customer Segments to execute continuous Model Calibration and optimize KPIs, boosted YoY sales by 35% with Margin of 40%.• Business Intelligence: Constructed 15 comprehensive automated reporting dashboards in PBI to uncover beneficial inspirations and actionable insights for goal alignment and potential growth in a daily and SKU level.• Digital Marketing: Developed Promotional & Email Calendar, Advertising Campaigns (PPC & DSP) and Storefronts• Product Merchandising: Lead Product Launch, Listing Optimization, Content Development, Discounts & Coupons• Sales Operation: Established & Oversaw day-to-day Operation procedures including PO Processing, Inventory Allocation, Fulfillment Schedule, Invoicing and Account Remittance. Show less

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  The avon company

  Jun 2022 - now

  Data scientist/ ecommerce associate

  Company Re-organization, part of LG Household & Healthcare• Personalized Targeting: Developed predictive Logistic Regression model based on customer browsing behavior, purchasing history and demographic to acquire potential customers, generate product and deals recommendation, increased Promotion Conversion Rate by 34%.• Predictive Analysis: Established XGBoost model based on customer purchase RFM (Recency, Frequency and Monetary) to predict CLV (Customer Lifetime Value) in a specified time scale for promotional planning.• Time-Series Forecasting: Designed end-to-end ARIMA/SARIMAX model, including Stationary Checking (ACF/PACF, ADF Test), Time Series Decompositions (Trend, Seasonality & Noise), and Parameter Optimization (GridSearchCV) for sequential/time-based forecasting of Sales, Ad Clicks and Demand.• Content Optimization: Conducted market research regarding Market Trend Keywords, Search Volume, Traffic & Conversion Rate to identify most performing, profitable, and relevant keywords to be added for SEO, improved Organic Traffic by 29%, Overall Conversion Rate to 42%.• SEM: Built Dynamic Biding Algorithm based on Market Trend, Search Volume, Keyword Competitiveness, Conversion Rates and Budget Constraints to optimize Ads Placement, Conversions and Budget Allocation, boosted Paid Traffic by 38% and ROAS to 8.41.• Customer Segmentation: Created detailed customer profiles and segments based on browsing behavior, purchasing history and demographic to improve customer engagement, retention, and Ads Audience Targeting, increased SnS rate to 6.3%, and CTR by 23%.• Model Tuning: Initiated Feature Selection to reduce Data Dimensions and optimized models using Correlation Analysis, Hyper-Parameter Tuning (HPs-T) and Cross-Validation with diverse Evaluation Metrics. Show less