Ziqi Hua

FP&A Leadership: Led broader FP&A processes including full P&L forecasting, business unit reviews, recurring operating meetings, and executive / Board materials to support decision-making and capital allocation. Ad Revenue Forecasting: Built predictive revenue models incorporating CPM, Fill Rate, traffic seasonality, and ad inventory dynamics; improved forecast accuracy by 25% and developed risk-alert models with 2-quarter early warning for macro ad spending shifts. Presented quarterly monetization strategy to Board and investors. Ad Yield Optimization: Diagnosed monetization bottlenecks via granular CPM (by placement/format/geo), Fill Rate (by demand source), and eCPM analysis; led cross-functional initiatives delivering +4% CPM and +1% Fill Rate through pricing adjustments and demand partner diversification. Monetization Algorithm Partnership: Partnered with Ads Engineering and Product teams to translate auction dynamics, bid logic, and ranking algorithms into financial models; built revenue sensitivity scenarios that informed product roadmap and secured EBITDA-positive trajectory. Ad Metrics & Capital Allocation: Defined ad monetization KPI framework (CPM, eCPM, Fill Rate, Impressions, Revenue per Session); built executive dashboards. Optimized capital allocation toward high LTV/CAC segments, achieving 12% capital efficiency improvement. Capital Markets: Orchestrated financial strategy for Series D Term Sheet; managed data rooms and narratives, achieving valuation and deal terms exceeding management expectations.

Commercial Finance / Sales Partnership: Supported omnichannel planning, channel performance reporting, and variance analysis across e-commerce and broader retail operations; partnered with sales and business teams on promotional ROI, SKU productivity, pricing, and margin analysis to support channel performance and profitability.

Promoted twice within 4 years from Manager to Associate Director based on exceptional performance Revenue Analytics: Built financial analytics framework tracking ARPU by user segment, Paying User Ratio, Live Streaming GTV take rate, and Ad RPM; delivered monthly monetization health reports to CEO and Board, driving resource allocation across revenue lines. Revenue Optimization: Analyzed ARPU and Paying User dynamics; identified under-monetized cohorts and partnered with Product to optimize ad load and virtual gifting prompts, contributing to sustained YoY revenue growth. Strategic M&A: Executed financial due diligence for a $700M M&A deal through a monetization synergy lens — assessing ad inventory and audience overlap; realized $3M savings via non-core divestiture and CEO dashboard design.

Internet / Portal Client Coverage: Served multiple internet, media, and portal clients, developing strong understanding of advertising, platform, traffic monetization, and other digital revenue models through audit and advisory engagements. Monetization Model Advisory: Advised clients on advertising and platform monetization models under ASC 606, including gross vs. net presentation, programmatic transactions, traffic acquisition arrangements, and agency rebates; built commercial understanding of how revenue mechanics translated into financial reporting. IPO & Controls: Supported IPO and public-company readiness work including PCAOB audits, SOX 404, SEC filings, and ICFR improvement, helping reduce audit adjustments by 15%.

STEM MBA Program Professional Experience: Summer Associate | Palm Tree LLC: Executed financial due diligence and M&A consulting for private equity clients. Leadership: VP Finance | Challenge for Charity VP Finance | Graduate International Students Club Core Coursework: - Finance: Financial Analysis & Valuation, Corporate Finance, Financial Statement Analysis. - Analytics: Data Science for Business, Business Analytics, Spreadsheet-Based Modeling.