• ANDY FANG

    Marketing | Advertising | eCommerce

    I'm a marketing professional based in New York with a focus in advertising and eCommerce.

     

    I'm passionate about helping brands grow and providing online shoppers a great customer experience. I have experience managing the advertising efforts of world-renowned brands across a wide range of industries and product lines.

  • Skills

    Skills I've picked up over the years

    Expertise

    Digital Marketing & Advertising

    Account Management

    Campaign Management
    Client Management

    Relationship Building

    Advertising

    Paid Search
    Programmatic Display
    Budget Management

    Budget Forecasting

    eCommerce

    Amazon
    Walmart

    Target/Criteo
    Instacart

    Branding
    Content Management
    Site Merchandising
    SEO

    Social Media

    Influencer Marketing

    Content Marketing

  • Work Experience

    A few places I've worked at

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    Skai (previously Kenshoo)

    Client Success Director

    March 2019 - Present

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    Vamp

    Account Director

    Developed the strategy and integration of brand content onto Amazon’s platform through product page content, brand stores, and display advertising assets

     

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    content26

    SEM Account Manager

    Managed client day-to-day search marketing initiatives across Amazon's search engine including the campaign planning, implementation, budget management, performance review, and optimization of paid search campaigns

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    Agile Impact

    Content Marketer

    Developed content strategy for both internal business development and external client initiatives

     

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    CommerceHub

    Marketing Manager

    Primary strategist and point of contact for IR-500 clients in order to continuously to meet and exceed all their marketing goals and initiatives

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    Amazon

    Technical Account Manager

    Successfully developed innovative, scalable processes while training international teams to operate advertising programs at scale, enabling advertisers to independently achieve and exceed their business objectives

  • Client Management

    Some brands I've worked with

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    Adobe

    Account Director

    Built a campaign strategy and supporting the growth of @adobecreativecloud, @adobestudents, @adobestock, and @adobedrawing on Instagram

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    Bai

    SEM Account Manager

    Managed product content and paid search advertising campaigns on Amazon

     

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    Newell

    SEM Account Manager

    Managed product content and paid search advertising campaigns on Amazon (25 brands)

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    Peet's Coffee

    SEM Account Manager

    Managed product content and paid search advertising campaigns on Amazon

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    Sony

    Marketing Manager

    Collaborated with internal retail and development teams to create customized brand stores, tailored to appropriate shoppers

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    Marmot

    Marketing Manager

    Collaborated with internal retail and development teams to create customized brand stores, tailored to appropriate shoppers

  • Accomplishments

    Things I'm particularly proud of

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    Skai

    2019 - present

    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:

     

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    Adobe

    2018 - 2019

    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)

     

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    Bai

    2016 - 2018

    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
    Success stories:
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    Newell Brands

    2017 - 2018

    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
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    Amazon Advertising

    2012 - 2014

    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.

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    Heroes for Hire

    2015 - present

    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.

  • Let's Connect

    Available to chat about all things advertising, eCommerce, and things.

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    Email

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    LinkedIn