ANDY FANG

As a member of Skai's client success team (working closely with holding companies and agencies), I focus on product enablement and training.

I'm responsible for overseeing all aspects of client utilization of Skai's ecommerce software platform, enabling advertisers to scale and achieve marketing initiatives across retail publishers (Amazon, Walmart, Instacart, Target/Criteo).

Accomplishments in 2020:

• Managed $2.3M in revenue (more than half of total team's revenue)
• Onboarded 96 accounts onto the platform
• Maintained high customer retention rate (1 churn out of 25+ accounts)

Success stories that I've helped my clients accomplish:

• Fortune 500 CPG Brand Increases Share Of Voice By 92%
  with Kenshoo Ecommerce
• Leading CPG Brand Drives 42% Increase In Amazon Share Of Search With Wavemaker And Kenshoo Ecommerce
• Leading CPG Brand Doubles Revenue On Amazon Prime Day With Wavemaker & Kenshoo Ecommerce
• World Leading Food Company Increases Revenue By 21% Thanks To Kenshoo’s Products Manager

As Vamp's Account Director, I developed the strategy and integration of brand content onto Amazon through product page content, brand stores, and display advertising assets. I also identified and managed the support of short and long-term influencer marketing campaigns and ensuring they met client expectations and goals.

I helped build the campaign strategy and framework supporting the growth of Adobe's Instagram accounts @adobecreativecloud, @adobestudents, @adobestock, and @adobedrawing:

• Acquired over 100 influencer relationships within 3 weeks
• Increased @adobedrawing's following by 415% in 3 months, achieving a 3% average in growth per Instagram takeover
• Independently delivered 1,326 pieces of content (photos, videos, stories)

As the lead account manager at content26, I was responsible for managing Bai's day-to-day search marketing initiatives across Amazon's search engine including campaign planning, implementation, budget management, performance reviews, and optimization of paid search campaigns.

Within 1 year, I helped improve Bai's presence on Amazon:

• Increased ad spend by 84%
• Increased ROAS by 128%
• Increased sales by 208%
• Average CPC's were 54% lower than top competitors
• Average ROAS was 58% higher than top competitors
• Bai became a top 10 search term with the most clicks in the cold beverage and carbonated beverages categories
• Bai's add-to-cart ratio's were greater than 22% (beverage category ratio's were under 5%)
• Managed 60+ Super Bowl-specific campaigns and boosted impressions up to 1.5 million per day

• Bai slashes Amazon advertising costs
• Bai wins fans with Amazon Super Bowl advertising

As the lead account manager at content26, I managed 25 of Newell's brands (CPG, health & personal care, baby, and arts & crafts categories) on Amazon's paid search platform. This was a quarter-long pilot with an ad budget that consisted of $2.5 million.

Project Highlights:

• Maintained an average ROAS of 8.5x, surpassing all category averages
• Spent 92% of total ad spend
• Generated $9.4 million in sales
• Maintained a 99% daily coverage rate of campaigns
• Leveraged third-party technologies to scale/manage campaigns and for performance insights
• Mentored a team of 4 marketing specialists that helped analyze 800+ products to generate thousands of category and branded keywords in hundreds of campaigns within a two-week period

Amazon Advertising is is an exclusive advertising program for Amazon vendors and sellers to drive discoverability and sales for their products on Amazon.

As one of the first team members on the team (Amazon Advertising started in the US in 2012), I successfully developed scalable processes and trained international teams to launch advertising programs at scale, enabling advertisers to independently achieve and exceed their business objectives.

I managed editorial and creative ad review and advertiser support in order to migrate scalable processes, lower cost resources, and reduce editorial review by 80%, enabling the ad platforms to fully launch to the public.

I'm very proud to have been part of this team; Amazon Advertising now operates in 7 countries worldwide.

The ad business continued to grow in 2018 as it made significant updates to its advertising systems and capabilities. Amazon Advertising topped $2 billion for the first time in Q1 and continued to see triple-digit growth year over year in the following quarters, reaching $2.945 billion in Q3.

Outside of work, my interests include traveling to new places, going to live music shows, art, and streetwear/sneakers.

In 2015, a friend and I launched our own brand, Heroes for Hire, specializing in creating pop culture in pin and patch form.

Our products are sold through multiple channels including Shopify, Etsy, Pinterest, Amazon, and boutique shops across the country.

Accomplishments:

• Etsy shop has sold over 3,000+ products with 400+ 5-star ratings
• Instagram following has grown over 5,000+ organically
• Featured in 2 fashion show events held by the University of Washington's Hip Hop Student Association
• Featured on BuzzFeed 3 times

With over 50 designs today, we hope to get into larger retailers this year.