Summer Zhang
Senior Digital Acquisition Manager at Futu Holdings Limited- Claim this Profile
Click to upgrade to our gold package
for the full feature experience.
-
English Full professional proficiency
-
Mandarin Native or bilingual proficiency
-
Cantonese Native or bilingual proficiency
Topline Score
Bio
Credentials
-
Double click search
DoubleClickJan, 2017- Nov, 2024 -
Bing Advertising
Yahoo! AdvertisingJan, 2015- Nov, 2024 -
Marin Enterprise Certified Specialist
Marin SoftwareFeb, 2014- Nov, 2024 -
Kenshoo Search Pro Certification
KenshooNov, 2013- Nov, 2024 -
Google Adwords (Fundamental and Advanced Search)
Google AdWords CertifiedOct, 2013- Nov, 2024
Experience
-
Futu Holdings Limited
-
Hong Kong
-
Financial Services
-
100 - 200 Employee
-
Senior Digital Acquisition Manager
-
Jun 2021 - Present
Focus on growing the new users of Moomoo – stock trading app through paid acquisition channels for US market and Singapore market. Responsible for leading planning, implementation, optimization, and reporting of paid performance marketing initiatives to help drives conversions and maximize ROI for Moomoo app Strategy: Own the digital customers acquisition strategy to increase Moomoo app users in US and Singapore market via paid search, paid social, affiliate and Display. Paid channels include Google AdWords, Google Universal Campaign, Google Display Network, Bing Ads, Facebook Ads, TikTok ad, Twitter ad, Apple search ad, etc. Channel Optimization and Expansion: Regularly review current paid channel performance and identify execute opportunities for improvement in both efficiency and scale. Also responsible for identifying activating new paid channels across all customers bases and taking a test and learn approach to ROAS Agency Management: Responsible for managing the relationships between multiple agencies and partners related to all paid channels. This includes working collaboratively to create and execute campaigns, setting targets, guiding account changes in line with business goals and aligning workflows with key internal stakeholders and making internal changes to deliver results. Data Analysis: Responsible for analyzing traffic data and gaining actionable insights for marketing; and also making use of the data in digital channels. This includes on-site first party data, second party data (e.g. Google Analytics) and third party acquired data. Reporting: Responsible for providing and maintaining bespoke reporting of paid activity for head of advertising and senior management team Show less
-
-
-
WorldFirst
-
United Kingdom
-
Financial Services
-
200 - 300 Employee
-
WorldFirst, an Ant Group - Digital Marketing Manager(APAC)
-
Aug 2018 - May 2021
Accountable for Paid Search Strategy across Google, Bing, Baidu, 360, Sougou for China, Korea, and Japan market, focused on maximizing new customer acquisition. Drive and execute a content strategy for the China market. Manage 2 digital marketing agencies and multiple Key Opinion Leaders. Overview: Drive record-breaking traffic, engagement, and conversions through an integrated digital marketing strategy that includes PPC, SEO, remarketing, email marketing, social advertising, and content marketing. • Manage PPC marketing strategy that has double-digit improvements YoY and plays a central role in lead generation. Work closely with the agency to implement stringent controls to ensure accounts were actively managed and constantly respond to competitors’ strategy changes. o Increased conversions by more than 130% o Reduced CPA from 626 CNY to 110 CNY despite ever-increasing competition in the industry o Increased new funding clients by more than 600% • Collaborated with the UK team and UED in the Ant group to revamp the company website. The new website includes a live chat function, a blog with the latest industry information, and industries white paper. o Grew unique visitors by 100% since Apr 2020 o Drove growth in monthly pageview 281K to 698K • Drive and execute a content strategy. Collaborate vertical industry websites, key opinion leaders, and online forums to raise brand awareness. o Branded searches increased by 210% since 2019 Apr the strategy implemented o Subscriber counts increased from 20K to 40K o Established China's self-media accounts such as Toutiao, Weibo, etc. Show less
-
-
-
Beyond Media Global
-
Hong Kong
-
Advertising Services
-
1 - 100 Employee
-
Senior Business Manager
-
Nov 2017 - Jun 2018
Selective Key Client: Ctrip, Hotels.com, Hong Kong Trade Development Council, Messe Frankfurt, English Education First, UnionPay, Ocean Park, etc.- Developing tailored digital marketing, measurement and optimization strategies for current and prospective clients in their local markets, mainly HK and mainland China.- Strategies/KPI establishing and Media planning/buying for driving conversions/brand awareness for client’s campaigns- Drive execution of campaigns covering SEM, SEO, display, paid social media- Connecting with key local and regional players, including Search Engines (Baidu, 360, Google, Yahoo, Naver, etc) and social media (Facebook, Twitter, Facebook, Linkedin, Wechat, Douban, Zhihu), tool/technology developers to develop unique opportunities for clients’ campaigns- Helped global brands and startups build their digital presence and sales channels in China, through search marketing (Baidu, 360, Shenma), display marketing, social media (Wechat and Weibo), and Baidu content SEO.- Performance tracking and monitoring on the efficiency, accuracy, and quality of campaigns using multiple advertising platforms (Google adwords, Facebook ads, etc. ) and analytic tool (Google Analytics)- Assist IT department to develop integrated advertising management platform which is specific for China market- Managing a team of 6 team members and developing it with the comprehensive digital knowledge to meet clients' satisfaction.- Assist on new clients pitching with strategic planning Show less
-
-
Business Mangaer
-
Nov 2015 - Nov 2017
- Develop and manage search, remarketing and display campaigns across multiple advertising channels such as Google, Yahoo!Bing, Baidu, Sogou and 360 to meet clients' revenue and business targets- Provide and present digital media planning and strategies for existing and potential clients- Communicate with vendors on media buying and new products information- Develop good relationship with local and overseas clients- Explore additional marketing channels in reaching the most targeted audiences and evaluate the ROI for budgeting- Utilize web analytics tools, tracking platforms to drive effective decisions from the mass of data- Assist IT department to develop integrated advertising management platform which is specific for China market Show less
-
-
-
Beyond Media Global
-
Hong Kong
-
Advertising Services
-
1 - 100 Employee
-
Media coordinator
-
Sep 2013 - Apr 2015
- Develop and manage online marketing campaign for corporate client by having deep understanding and ability to analyze branding and performance goals and KPI benchmark (CPA, CPC, CTR, ROI, Re-marketing, etc.) - Monitor and analyze online marketing and campaign performance data in order to suggest structural and editorial improvements that will optimize advertisement campaigns - Leverage understanding of clients' websites and products to develop creative content for their text advertisements - Provide strategy and insights for clients to improve campaign performance, and to grow campaign through results and trusted relationship - Work closely with client’s team on campaign implementation, basic reports/update Show less
-
-
Education
-
2012 - 2013
The Hong Kong Polytechnic University
Master of Science (M.Sc.), Electronic commerce -
2007 - 2011
Tianjin University of Commerce China - Boustead College
Bachelor of Arts (BA), Hospitality Administration/Management
Community
