Mandy Xi: Digital Analytics Manager, US Market in Quincy, MA

• Created digital media perfoance dashboard. Initiated regular social media and webanaltyics reporting. • Tracked and analyze digital campaign performance and provide the execution team with actional insights and recommendations. • Guided media partner for relevant campaign reporting including paid search, paid social, programmatic advertisement. Examined such for accountability.

• Developed comprehensive marketing strategy based on research insights and alignment with internal stakeholders from senior leadership to sales managers. Developed brand awareness campaign to build brand equity. Aligned with sales teams and external customers including e-Commerce, B&M and unbranded ingredient business, and created by-channel marketing plans that supported full year sales of $51 million • Managed consumer marketing budget of $2.8 million. Managed multiple agencies for execution in marketing assets creation, campaign design and execution, promotion execution, social media management, and packaging artwork development • Collaborated with insight team to create a 5 years market tracking research plan that continuously provide insights to guide marketing strategy • Developd 2 product lines including a new snacking product platform which will evolve into 5 future flavor varieties in the next 12 months, by leading global project teams across US, Chile, China and Taiwan, and across insights, R&D, finance, packaging, co-pack, sales, and outside agencies • Managed, trained and coached one direct report through the transition from a PR professional to an effective brand marketer with a more strategic mindset

• Increased B2C marketing email click-through rate by 22% • Supported sales team for leads prioritization by modeling potential B2B customer data

• Analyzed web traffic data for advanced usability of website; reduced bounce rate and increased click through rate • Experimented and identified most effective paid online advertisement tool, resulting in 6x traffic increase over testing period • Formulated an overall social media strategy across all channels for increasing UbiCare's online presence