Lingyin Gao

✨ Annual Excellence Award for Individuals in the Financial Management Department 2021 ⭐ Budget Forecast Management Establishing and refining accounting principles for the online business, while routinely producing comprehensive financial reports to interpret key performance indicators for continuous optimization of business operations. ⭐ Operational Analysis and Optimization Enhancing financial management across operations, implementing a swift review mechanism to identify cost-saving and profit-enhancing opportunities, and achieving an annual saving of 220k euros in warehouse rent and operational expenses. Additionally, leveraging the ROI methodology for effective marketing resource allocation. ⭐ Financial Solutions Support Conducting thorough financial evaluations of contracts and providing integrated solutions for new business scenarios and platform development, over 21 financial solutions have already been developed and implemented. ⭐ Payment Channel Development Expanding partnerships with payment channels, coordinating and introducing diverse payment methods like card payments, e-wallets, BNPL and long-term installments for regional payment channels construction. Achieving a 98% coverage rate for mainstream payment methods and increasing payment conversion rates by 15 percentage points. ⭐ Risk Management Addressing payment channel disputes, enhancing payment risk control, and supporting routine activities such as CPS settlement and invoice monitoring to enhance overall operational efficiency.

⭐ Enhancing Financial Capabilities • Established and standardized profit-and-loss regulations for the WEU region, providing monthly financial statements and offering detailed interpretations of profit-and-loss indicators to promptly identify areas for business enhancement. • Developed annual budgets and devised comprehensive financial strategies and solutions for emerging business scenarios. • Conducted meticulous contract reviews, refining financial clauses to mitigate overall risk exposure. ⭐ Supporting Business Operations • Explored strategies for ROI analysis to enhance efficiency and underscored initiatives for cost-saving. • Collaborated closely with business teams to analyze operational KPIs such as payment rate, and refund rate, aiming for continuous improvement in business performance.

⭐ Budget Management • Managed budget planning, monthly tracking of marketing expenses, and conducted expense analysis for the WEU region. • Established a comprehensive monitoring and forecasting model for marketing expenses and introduced a budget code control scheme to enhance accounting efficiency. • Oversaw marketing campaigns from budgeting to accounting, conducting regular reviews to avoid unnecessary expenses, achieved savings of 6 million euros. ⭐ Business ROI Management • Improved regional media procurement agreements (MPA) by refining 8 key clauses and rate cards, leading to contract and cost optimizations. Streamlined the rebate management process, ensuring the recovery of annual rebates totaling $1.72 million. • Developed methods for analyzing ROI on media procurement, established baseline ROI metrics for flagship products, and initiated regional improvement projects. ⭐ Financial Process Construction • Created and published guides for regional marketing expense forecasting and management, to standardize and improve financial processes. • Provided insights into Wavemaker media purchasing and Ebiquity audit reports, empowering national finance teams and deepening their understanding of business operations.