ming li

* Developed brand strategies and managed digital marketing campaigns to increase awareness, customer acquisition, and efficiency for the B2B division of the second largest online retailer * Provided strategic approach, implementation, optimization, and analysis of paid search and display campaigns * Managed and optimized the client’s 300+ digital marketing campaigns, resulting in a monthly budget increase and greater customer acquisition volume * Drove initiatives resulting in the amplification of the client’s key performance indicator by 328% YoY * Audited the client’s desktop and mobile websites, providing recommendations on organic search and SEO * Owned weekly external performance meetings in a client-facing role and presented opportunities to translate strategic vision into tactical solutions and results during quarterly onsite performance reviews with the client

* Provided support for multiple post doctoral fellows and the Principal Investigator in their research, including the construction of Power Point presentations, peer reviewing manuscripts for publication, and through the provision of administrative aid * Collaborated in the preparation of grant applications, requisitioning multi-million dollars of federal funding from the National Institute of Heath and the Department of Defense * Successfully recruited 9 summer Research Assistants and 2 full time Research Assistants from BC, BU, Harvard University, MIT, and NYU * Effectively delegated tasks and projects to summer Research Assistants, by coordinating assignments to better support the Principal Investigator, Senior Researchers, and Visiting Scholars

Programmatic, display, paid social, paid search, and email marketing

* Directed overall strategy and execution to drive customer acquisition and increase KPIs across key digital marketing channels—including paid search, display, YouTube, and SEO—in 15 of the most prominent clients within the entertainment and Broadway theatre industries * Advocated and executed extensive, iterative A/B testing and optimizations to deliver client goals, while leading agency level education of statistical analysis in high volume testing environments * Revamped paid search messaging and led creation of a multitier, buying-cycle specific landing page strategy, resulting in a 12% increase in overall customer acquisition * Successfully requisitioned a 43% increase in a priority client’s Google budget, and grew branded paid search revenue by 13%, while improving ROI by 22% * Enlarged a strategic client’s budget in Bing by 78%, while improving non-branded search revenue by 1,024% and increasing ROI by 240% * Increased YouTube budget within a priority account by 34%, and enhanced engagement rate by 938%, while only increasing average cost per view by $0.06

* Co-authored, critiqued, and edited a sociological research paper for publication * Collaborated in the statistical analysis of data, translated research results into story driven reports, interpreted, and presented findings in biweekly meetings * Participated in the management and maintenance of our research database, including data entry * Conducted secondary research in sociological journals, and synthesized a systematic review of relevant literature

* Manage overall strategy and execution to drive revenue and increase KPIs across paid search, for a leading brand within the travel industry, totaling multi-million dollars in monthly paid search revenue * Exceed client growth goals after taking over the account, by generating a 23% increase in revenue, while improving ROI by 11% YoY * Provide ongoing campaign recommendations, cross-channel guidance, industry trends, and performance reporting in weekly client calls and quarterly meetings, as the primary client contact for paid search * Manage relationships with vendors by communicating client goals and ensuring that performance meet expectations * Manage and develop Account Executives and Search Analysts, by emphasizing story driven results and creativity

* Oversaw multi-million dollar budgets in paid search and YouTube for a finance brand across 3 lines of business * Led 4 lines of business in CPG brand with $1+ million annual budget in paid search, YouTube, and programmatic * Managed client relationship with VP of Digital and Social Media Strategy and VP of Integrated Media * Developed and present strategic recommendations and post campaign readouts for paid search, paid YouTube, and programmatic, ensuring extensive testing opportunities, with a focus on ROI, conversions, and engagement rate * Oversaw the hiring and training for a team of up to 6 people, including Senior Strategists, Strategists, and Associate Strategists * Exceeded finance client’s growth goals by improving KPI by 168% YoY, resulting in a 91% increase in YoY budget