Chen (Ellen) Xie

Drive global paid media strategy and execution across Search, Display, Paid Social, Video, and Content Syndication channels. Own multi-million-dollar budgets and performance frameworks that align paid media investment to pipeline generation, conversion efficiency, and full-funnel growth. • Define and execute campaign strategies across brand, product, and ABM initiatives, mapping media tactics to TOF–BOF funnel stages. • Build and maintain reporting infrastructure to measure MQLs, SQLs, and pipeline revenue using Salesforce, GA4, Tableau, and Marketo. • Partner cross-functionally with demand gen, web, and analytics teams to align audience segmentation, creative, and landing page experiences. • Lead audience strategy using intent data, firmographics, and behavioral signals across platforms including Google Ads, LinkedIn, and 6Sense.

Led multi-channel performance marketing efforts across paid search, paid social, and affiliate programs for CBS brands, managing $1M+ monthly budgets and 10M+ keyword portfolio. • Owned end-to-end acquisition strategy across 10+ domains, optimizing bids, audience targeting, and creative to improve efficiency and scale results. • Collaborated with product and engineering teams to test landing page variations and optimize conversion paths. • Built reporting frameworks to surface insights across channels and align media performance with business goals.

Managed paid media strategy across search and social channels for a diverse portfolio of 100+ clients. Focused on improving campaign efficiency and lead volume through testing and optimization. • Executed full funnel paid search campaigns, from keyword research and ad copywriting to bid strategy and performance analysis. • Optimized campaigns daily to improve CTR, CPA, and ROI, staying within client-specific budget constraints. • Ran A/B tests across landing pages and bidding strategies to drive continuous performance gains. • Produced actionable reporting to guide client decisions and refine future campaign tactics.

Managed digital marketing strategy across paid search, SEO, and social media to drive lead generation and brand visibility in the B2B hardware space. • Led paid search strategy from keyword research and ad copy to landing page development and performance tracking. • Increased website traffic by 40% and improved conversion rates by 30% through targeted campaign and landing page optimization. • Collaborated with sales and engineering to align content and offers with audience needs across paid and organic channels.

Managed SEM, SEO, and social media strategy for multiple B2B clients in an agency setting, with a focus on driving leads and ROI through paid channels. • Planned and optimized paid search campaigns across Google Ads and Bing, including keyword strategy, ad copy, bidding, and landing page testing. • Analyzed campaign and web performance data to make recommendations that improved lead volume and client ROI.

Supported integrated marketing efforts across digital, print, events, and PR to build brand awareness and generate leads in the solar energy sector. • Developed and executed digital campaigns across SEO, SEM, social media, and display to drive traffic and lead generation. • Led event marketing initiatives, including trade shows and sponsorship activations, contributing to a 15x increase in qualified leads.

Involved in several credit card programs, served a key role in target customer segmentation and market survey analysis. - Analyzed customer data by income, education level, business with the bank, etc., identified target customers for different credit card programs, and created distinguished marketing strategies for different target customer segment. - Conducted 5 online market surveys that generated over 2000 customer responses and analyzed the survey results that contributed to product improvement and new product market positioning. - Supported sales team with analytical insights and indirectly contributed to 18% increase in credit card applications increase over a 4-month period

Created a marketing plan for the Department Store 13th Anniversary promotion program and achieved high ROI of overall marketing campaigns including SEM/SEO, online banner ads, offline display, and TV commercial. - Conducted competitive analysis and market research for local department stores and creatively designed an appropriately allocated promotion mix proposal with $10K given marketing budget. - Designed keywords, campaign text, and external links that 8 times website traffic and contributed to 10% increase in store traffic and over 30% increase in sales compared to previous year during a 12- day promotion period. - Improved customer loyalty by launching membership programs, tracking performance of campaigns, providing periodical and ad hoc reports, and performing customer satisfaction research.

Involved in a desktop new product launching online advertising campaign project for main client Hewlett-Packard, created a series of advertising proposals and got them implemented in the market. - Communicated with the clients interactively to understand requirements and expectations. - Initiated the digital marketing strategy to integrate SEO, Google PPC Ads, and Social Media as a whole in the campaign proposal. - Conducted statistical analysis to measure the impact of campaigns through A/B testing, pre.post comparison.

Honors: Outstanding Graduate (Top 3%), 2009 Outstanding Award (Top 1%), National English Contest for College Students, 2008 Merit Scholarship, Excellent Student Leader Award every year