I developed and executed promotional campaigns across multiple channels for the eCommerce site, overseeing all things owned media and inbound copy, delivering the best concepts, taglines and social media posts.

I devised platform-specific plans and a content calendar for collaborative management, effectively aligning assets with Marketing's goals. This increased followers across all platforms by 3% and sales from social by 7%. I also revamped the Pinterest account, organizing boards and adding new pins based on impressions and click-through rates to double followers from 3K to 6K.

I launched a new affiliate program on the ShareaSale network as part of growth marketing efforts. I led cross-functional teams to seamlessly transition existing affiliate partners from Shopify to ShareaSale, increasing sales from the affiliate channel from 3-4% to 7-8%.

I launched the blog, wrote articles promoting CLASS101 courses, and repurposed instructor interviews into YouTube videos, podcasts, and blog posts. I enhanced the brand's discoverability on search engines and social media by strategically optimizing content with branded keywords and popular instructors.

I improved the site's SEO with targeted title tags and meta descriptions, and the site's UX by A/B testing website elements. Collaborating with content stakeholders, I edited landing pages for brevity and clarity. Additionally, I supported the Product team in transitioning to a subscription model and consolidating multiple language sites into one global product.

As the brand copy authority, I set the vision and tagline for CLASS101 US. I developed content guidelines for the US team, promoting consistent language in customer-facing materials. Collaborating with the Business Development team, I provide Product Description Page writing guidelines for SEO, resulting in a 2% increase in page views.

Leveraging the customer journey and sales data on Google Analytics and Tableau, I prioritized sports and music event promotions based on potential revenue, strategically allocating resources to maximize sales in a dynamic global event landscape. 

To reduce fan friction in global events with cross-border transactions, I collaborated with teammates in APAC and EMEA to produce collective insights on customer journeys. I communicated these insights through inbound marketing channels, reducing fan friction and bringing the joy of live to fans globally.

I enhanced StubHub's search engine optimization (SEO) strategy, identifying relevant sports and artist pages, optimizing product descriptions and incorporating targeted keywords and internal links. This attracted bottom-of-the-funnel customers and resulted in increased conversion rates. 

Additionally, I created engaging blog content on the official blog, promoting current events and building brand awareness, leading to a 1% conversion rate from the blog. 

I executed sponsored content marketing campaigns, leveraging influencer collaborations to drive ticket sales. In a collaborative effort, I launched a YouTube campaign with an English Premier League soccer fan, generating over 500K views of the promoted content within 24 hours, a 43% increase in site visits and a 250% increase in branding keyword impressions. The campaign achieved close to $200K in Gross Merchandise Sales with a ROAS of 13.5.

Balancing evergreen and viral content, I created thousands of blog articles, which amassed monthly views of 50,000 to 200,000 and ranked highly on SERPs. Many held top positions on SERP for 6`12 months, and a handful of them turned into Google featured snippets. 

I boosted visibility using long tail keywords, a pillar-cluster model and a full-funnel strategy, and diversified content formats to attract return visitors. Through driving substantial engagement, I contributed to DramaFever's 8 million monthly active users in 2015.

I covered press conferences on YouTube and helped promote the shows through press conference footage and photos on WBDL's social accounts. My efforts were pivotal in cultivating highly-engaged, loyal social communities of 5 million fans, lifting the free-to-paying subscriber conversion and amassing 400,000 paying subscribers in 2018 when OTT platforms were not as widely established. 

To captivate the fans, I curated behind-the-scenes content spotlighting the talented individuals behind fan-favorite TV shows and films. 

One interview, which unveiled TV soundtrack composers' experiences, career paths and discography, served as a compelling promotion of the shows available on WBDL. This evergreen content attracts ongoing attention even to this day. 

My approach to identifying consumers' core desires and delivering insightful information has transformed consumers into fans.