Celina Hui

- Scaled affiliate network revenue by 300% by restructuring partner strategy, automating workflows, optimizing campaigns, and expanding acquisition channels - Managed the full lifecycle of 50+ performance partners, including sourcing, onboarding, campaign setup, performance monitoring, and relationship management - Led performance analysis and optimization across acquisition campaigns, defining KPIs and leveraging data to improve CR, CPM, ROAs, etc., and overall campaign efficiency - Reduced campaign launch timelines by 85% (from ~2 weeks to ~2 days) by redesigning operational workflows, improving cross-functional handoffs, and standardizing SOPs - Served as the primary technical point of contact for affiliate tracking and attribution, overseeing integrations across MMP platforms and collaborating with engineering and business teams on implementations involving APIs, callbacks, and backend logic to ensure accurate data flow and reporting

- Contributed to a ~400% revenue growth in 2024 by designing the marketing program and rolling out various marketing strategies - Managed multi-channel campaigns across TikTok, YouTube, Twitter, and Instagram, growing the social user base by 15,000 followers and increasing engagement by 150K interactions, impressions by 2M - Sourced and managed UGC creators across TikTok and Instagram, identifying relevant tech and gaming creators, coordinating product collaborations, and managing creator relationships to generate social content used in marketing campaigns. - Produced in-house promotional videos to elevate brand authenticity, overseeing concept creation, scripting, and post-production - Crafted compelling copy for social media posts, promotional materials, and campaigns, effectively communicating brand messaging and driving engagement - Developed and implemented a Notion-based system for seamless planning and execution of the marketing calendar - Conducted ongoing analysis of social channel performance, providing actionable insights that informed future strategies - Organized and executed esports events, collegiate programs, and community engagement activities, aligning with brand goals

- Manage various teams, such as producers, casters, observers, etc., to deliver quality broadcast experiences of tournaments - Produce major UCLA shows & broadcasts, such as Westwood Invitational, Westwood Showdown, etc., using OBS & vMix - Coordinate with brands such as Team Liquid, ASUS, and Red Bull to create events and marketing campaigns - Create new projects with emphasis on different games and roles to broaden broadcast skillsets - Operate, set up, and adjust event equipment to its corresponding software systems - Recruit, train, and help new members discover their strengths and interests in the realm of Esports & Gaming - Prepare and communicate technical production and labor schedules, project scope, execution plan and individual responsibilities to lead club members and sponsors - Create, plan, and marketize the UCLA Bruin Broadcasting Summer Camp

- Work directly with UCLA Recreation and other departments within UCLA Esports - Coordinate the broadcast team with event expectations to produce competitive, engaging experiences for athletes, students, etc. - Communicate event execution plan and on-site changes including finance, production schedules and sponsor requests externally and internally - Schedule regular meetings, maintain meeting schedules throughout external and internal departments - Assist executives in project management, event planning, team operations, etc. - Organize project deadlines and manage project details - Manage internal finance and fundraising campaigns

- Assist the Head of Partnerships in identifying, reaching out to, and negotiating with potential partners, including game publishers, esports teams, and other organizations - Support the planning and execution of sponsorship sales, helping Ignite Tournaments to secure funding and collaboration opportunities - Participate in the management of existing partnerships through CRM software, ensuring positive relationships and mutual success

- Create and edit graphics, photos, and videos using Adobe Creative Cloud - Produce and distribute content such as blogs, infographics, videos, and press releases on Linkedin, Twitter, Instagram, TikTok, Facebook, etc. - Track social media engagement to identify high-performing ideas and campaigns for scalability - Perform social media marketing research and assist with influencer campaign strategy - Planning, creating, and visualizing for website designs

- Help create communication plans across the Bruin Gaming Club - Support with logistics of club events, including the League Worlds Viewing Party for around 150 students at the Red Bull HQ

- Schedule scrims weekly for 20 players through Google Suite products - Communicate with coaches, players, and upper management to facilitate smooth team operations and healthy team dynamics - Improve team performance by finding proper scrims partners, maintaining connections with other competitive teams, and gathering data within deadlines

Minor in Global Studies