Gabriel Law: in Santa Monica, CA

As employee number 12, I helped grow Parachute from $4M in annual sales in 2015 to an expected $100M in 2020 and acquired users through search, paid social, display, streaming TV and affiliate. - Managed performance budget of $10M to deliver at least $60M overall eComm revenue - Set and developed annual and quarterly performance marketing budget and strategy - Executed paid search and SEO strategy and set strategy for agency to administrer - Supervised senior manager to execute paid social, display, affiliate and streaming TV strategy - Built KPI and reports as well as attribution model to project and allocate spend and revenue by channels - Leveraged tools such as Looker, GoDataFeed and Moz to manage/pull data set for reporting - Worked with Creative, Tech and Planning to ensure marketing calendar and strategy plan can be executed - Oversaw 6 agencies and platforms to execute daily tactics and meet performance goals

- Performed analysis for cross-media, search, online display, mobile, gaming and social/conversational marketing and overall return on investment by program and model - Used advanced analytical tools to optimize performance of integrated advertising and marketing campaigns, with ability to inform strategic actions - Established & maintained benchmarks for key campaign initiatives and created standardized reporting and process innovation across team - Provided key learning and best practices through evaluation of campaign investment and results - Project managed analytics initiatives with internal and external stakeholders - Composed, analyzed and presented agency POVs on specific findings and implications

Analyst, Paid Media - Managed clients’ paid search accounts with aggregate annual budget of over $10M --> Delivered conversions at or below targeted CPA (average improvement of over 25% YoY) --> Built attribution models through Google Analytics & other platforms to calculate true acquisition costs and its impact on CLV --> Devised & optimized bid strategies to maximize ROI within the constraint of budget goals --> Compiled performance reports and analyze data for improvement - Partnered with editorial teams to launch new campaigns and optimize for existing ones - Initiated landing page testing and analyze results for performance improvement