Digital Marketing | Diana Y Chang

DIANA Y CHANG

Agile Marketing. Digital Marketing. Marketing Operations.

512.850.7552 | dianayc168@outlook.com

Core Competencies | Technical Skills | Professional History | Certifications & Education

An innovative, accomplished Marketing Professional highly regarded for her planning and executing strategies in support of business goals. Demonstrated success in driving the growth of target markets through the analysis of market data, assessment of business trends, and development of comprehensive plans within the budget to ensure corporate objectives are achieved. Proven leader with excellent communication skills, effectively motivates and inspire cross-functional teams and diverse individuals. Always stay up to date with the latest traditional and digital marketing tactics and identify opportunities to create integrated campaigns.

core competencies

Inbound Marketing | Agile Marketing | B2C, B2C, ABM | Sales Enablement

Digital Marketing | Marketing Automation & Campaigns | Content Marketing

Project Management | Business Development | Trade Shows | Budgeting

Cross-Functional Teamwork | Leadership & Team Building

PeerEMed Inc.

Stanford, CA | 2009 - 2012

Director of Marketing & Operations

Took the business concept to the next level by revamping the website and its function, developing a brand new intuitive roadmap and successfully assisted the found acquire $500K during series A. Recruited and managed web development team. Varian Medical System acquired PeerEmed for $4M in 2012. Translated business concept and objectives to technical requirements. Provided speedy and excellent tech support to our clients.

Stanford University

Stanford, CA | 2006 - 2010

Residency & Fellowship Program Mgr

Marketing Principal/Consultant

Develop and deliver holistic and candid strategies that connect and serve best to the target audience. Integrate tools to drive sustainable growth. Develop effective strategies for generating leads, nurturing leads, and customer lifecycle. Implement content management with tracked result and identify content to be repurposed in different stage throughout buyer’s journey. Conduct research and analyze reports to identify and drive competitive advantage and desired business results. Assist each business to build all aspects of marketing and marketing communications. Covered industries include Internet of Things Solutions (ABM, B2B), Fintech chargeback and fraud Software (B2B), Fintech SaaS (B2B), Data Cleansing SaaS (B2B), Real Estate (B2C), eCommerce (B2C) and nonprofit organizations (pro bono). Defined key metrics and goals and created a centralized shared template to track each market metrics/ROI calculations.

Project Management & Digital Marketing

Covering APAC, EMEA, and North America markets. Working directly with the stakeholder and marketing lead on implementing the new myAlcon global template and localization. Advising each market with SEO strategies and best practice. Implement and execute a seamless workflow with all markets. Contract extended in December and was assigned to all Vision Care Franchise efforts in addition to the ongoing global template and localization project.

CRM and Marketing Automation

Migrated data from the previous CRM tool to the new system. Conducted company-wide training on the new CRM. Created and executed a cheatsheet. Performed ongoing support. Executed email campaigns, set up HTML templates for marketing. Designed and published landing pages for all new markets.

Strategic Marketing Planning

Built and implemented a holistic marketing plan from website audit to SEO on-page audit, to content development, editorial calendar, and competitive analysis. Planning also includes a comprehensive budget sheet provided to stakeholders.

B2C/B2B/ABM

Applied the most appropriate sales enablement method to shortern the overall sales cycle and the buyer's journey. Converted existing leads in the nurturing program to customers.

PRODUCT MARKETING

Created, developed, and executed positioning document and sales decks to ensure both sales and marketing are aligned and worked efficiently to generate opportunities and close deals.

Public Relations

Researched for relevant opportunities to introduce the startup to consumers and the industry while establishing credibility. Efforts include submission of industry influencer, Entrepreneur360 List, and speaking engagement at various conferences and trade shows.

Created and modified content based on buyer personas and applied throughout the entire inbound methodology. Increased lead generation rate as well as MQL by 80%.
Monitored and analyzed metrics such as formats, social shares, and number of leads generated to identify the effectiveness of each content.
Originated compelling, customer-centric eBooks and interactive worksheets to bolster lead generation strategy and increased overall revenues in only 3 months.
Drove a 20% increase in monthly web traffic while boosting open and click-through rate by 55% by implementing long-tail keywords and optimized each content.
Managed all external agencies/vendors and developed innovative metrics and measurement tools to maximize ROI, cutting operational inefficiencies to improve customer experience and reduce overall operational costs by 30%.
Reduced monthly spending on PPC by identifying key issues and yet increased monthly traffic
Expanded and flawlessly managed PR efforts via speaking engagement opportunities, interviews, guest articles, pre-trade show media outreach, and strategic alliances, and elevated high-quality leads and PR exposure by 50 – 60%.
Optimized Salesforce workflow and implemented SLAs between Sales and Marketing team to improve efficiency by 60%.
Integrated best practices to shorten the sales cycle while improving the purchasing process.

Revamped original business model and website to be more customer-friendly, rebranded the company’s logo and color scheme and slashed operating costs by $10K+ by designing and creating all marketing communications and collateral.
Managed marketing and an operational budget of $500K, and executed marketing campaign which exceeded all expectations and attracted 2000+ submissions in a few weeks.
Supervised external web content writer on communication and tonality, and established and executed website production while maintaining a stellar and highly competitive user experience.
Developed and supervised all aspects of project management, and provided well-received weekly reports to the founder.