Adam cheung resume


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Current resume for experienced email marketing professional

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Adam cheung resume

  1. 1. Adam Cheung<br />10200 Spectrum, Irvine, CA 92618 | (917) 816-6987 |<br />Objective:<br />To seek a challenging leadership position in a dynamic organization that will enable me to leverage my considerable business and technical knowledge base to contribute to the success of the organization<br />Summary of Skills: <br />Broad professional experience of 8 plus years in email marketing, both acquisition and retention based on the agency and client side in a variety of roles from account management to sales engineering to deliverability.<br /> <br />Retention based Email Marketing: <br />Agency experience managing Fortune 1000 clients at Digital Impact, CheetahMail and Zeta Interactive <br />High level assessment of email marketing programs and subsequent recommendations based on findings<br />Execution of ESP vendor selection process <br />Opt-in registration path analysis and optimization<br />A/B split testing across a number of variables<br />Advanced customer segmentation strategies based on profile data and website behavior<br />Implementation of triggered email campaign and lifecycle marketing programs<br />Analysis of campaign results <br />Creation of periodic reporting to analyze overall email program effectiveness across various messages streams and presentation to clients<br />Managed email programs with external ESP vendors as well as via internal software solutions<br />Participated in cross-functional teams for knowledge sharing purposes across the organization<br />Acquisition Email Marketing: <br />Managed CPM, CPC and CPA acquisition campaigns for top-tier affiliate network<br />Managed list management business for top-tier affiliate network<br />Managed targeted list rental and coregistration campaigns <br />Email Deliverability<br />Extensive experience working with ISPs to maximize inbox deliverability for in-house mailings<br />Extensive experience in the analysis of campaign deliverability<br />CAN-SPAM compliancy <br />Represented various organizations with deliverability industry groups such as Email Experience Council and ESPC Coalition<br />Additional Marketing Exposure: <br />Experience creating AdSense and AdWords campaigns for sites<br />Twitter and Foursquare setup for local businesses<br />Business development of lead gen business from ground up for advertorial marketing site<br />Establishment and negotiation of website content partnerships<br />Technical (not otherwise stated): <br />Fully proficient in Microsoft Office including Access, Excel, PowerPoint, Word, & Outlook; upload to FTP; basic knowledge of SQL as pertains to email marketing databases; familiarity with Linux, HTML and XML; and understanding of computer hardware & networking <br />Communication: <br />Strong communication and writing skills<br />Able to understand the needs of clients through effective negotiation with a focus on building mutually beneficial relationships with integrity<br />Ability to communicate effectively between technology and business users and vice versa<br />Self-starter, organized, and detail-orientated<br />Able to effectively lead and motivate<br />Emphasis on integration across cross-functional teams<br />Education:<br />The Wharton School, University of Pennsylvania<br />Philadelphia, PA<br />Bachelor of Science in Economics, concentration in Accounting<br />May 1996<br />Professional Experience:<br />ThirdAge Media LLC, Aliso Viejo, CA <br />Vice President of Marketing – September 2010 – present<br />Overall oversight of Marketing for leading baby boomer lifestyle site ( and an advertorial marketing ( site, including development of third party advertising partner relationships, email database growth, strategy and execution of retention and acquisition email programs and overall business development and client satisfaction of advertorial lead generation business. P/L responsibilities for email business and advertorial site<br />Accomplishments:<br /><ul><li>Grew email database from 50K to150K active subscribers
  2. 2. Grew annualized profit of email newsletter business from a slight loss to $200K annually
  3. 3. Development and execution of end to end communication strategy for new email subscribers, including standalone marketing drops, automated welcome campaign streams and newsletter communications
  4. 4. Procured 15 new advertising offers for advertorial site in first month of operation. Managed day to day client relationships with advertisers
  5. 5. Established website content partnerships with Fortune 500 companies
  6. 6. Initiated media buying strategy through Anonymous Media platform, with purchase on the Right Media and DoubleClick ad exchanges to drive traffic to advertorial pages.</li></ul>Hydra Media Group, LLC, Beverly Hills, CA<br />Director of Mail Operations – July 2009 – June 2010<br />Charged with overall strategic direction and execution of building a list management business for a top tier affiliate network from the ground up, including the selection of external email delivery vendors, software solutions and selection of offers within network to optimize profitability; development of additional streams of revenue including CPM buys, CPC campaigns and partnerships with other large volume list management companies; identification and acquisition of new list partners based on targeted demographics<br />Accomplishments:<br />Grew business from annualized revenue of $120K to $2.4mm annually<br />Grew business from breakeven profits to $1mm annualized profit<br />Implementation of third party software solution to replace existing legacy software system<br />Development of two staff members from Campaign Coordinators to self-sustained Campaign Managers<br />Verdasys, Inc. – Waltham, MA <br />Security Solutions Architect – May 2008 – November 2008<br />Served as technical point of contact for prospect needs during sales process of enterprise data loss prevention software product, leading product demonstrations, gathering client requirements and answering RFPs and RFIs to provide Global 2000 clients with suitable enterprise-wide data loss prevention solutions; conducted Proof of Concept (POC) to demonstrate that our product can provide for an effective data loss prevention solution; conducted workshops with prospects to document data flows in their business operations and identify how our solution can decrease the risk of data loss within their organization.<br />Accomplishments:<br />Conducted successful Proof of Concept for Federal Reserve Bank of Chicago. Client went on to purchase software license<br />Revamped Design Specification documentation process based on feedback from Program Managers who were responsible for the software implementation phase. New specification document reflected a clearer and better defined process to allow for a more efficient implementation for subsequent projects<br />Zeta Interactive, New York, NY <br />Senior Account Manager/Deliverability Leader – July 2007 – May 2008<br />Managed and grew portfolio of clients by overseeing the overall execution and strategy of their email marketing initiatives; responsible for the ongoing P&L of each client; up sold and managed the execution of custom projects/programs to clients based on an understanding of their needs; managed the overall success of the delivery of our client programs into ISPs, serving as the primary escalation point for all client issues; provided consultative advice to clients that have deliverability issues; served as the primary point of contact between the company and ISPs with regards to issues resolution.<br />Accomplishments:<br />Created and implemented lifecycle program for Bally Fitness including messaging and segmentation strategy<br />Created and implemented triggered messaging system for Dollar Thrifty Automotive Group customers upon rental completion to solicit feedback for their rental experience and subsequent coupon for future rental<br />Created and implemented triggered messaging system for Mattel based on a set of defined activities including purchase confirmations, birthdates and abandoned shopping carts<br />Integrated Return Path solution into campaign management interface<br /> <br />Dow Jones and Company – Princeton, NJ<br />Email Policy and Operations Manager – October 2005 – June 2007<br />Coordinated efforts with each of the stakeholder business units within the company to maximize campaign efficiency; developed and maintained corporate guidelines for bulk email standards based on industry best practices including ISP guidelines with regards to bulk email delivery; assumed responsibility for maintaining opt-out strategies for the company and ensured that business units have the necessary facilities to meet opt-out requirements; maintained communication with the customer service groups and other stake holders regarding problems and problem resolution; diagnosed, assessed and solved issues with ISPs regarding email delivery<br />Accomplishments:<br />Created cross-functional group of email marketing software users across the organization including representatives from Technology, Marketing and Legal departments to meet on a monthly basis and share knowledge across the organization<br />Spearheaded software vendor selection committee and lead team in the creation and review of RFP document that was disseminated to potential vendors and subsequent software demonstration and selection process<br />Collaborated with Marketing and Legal teams to identify issues with existing opt-in process and subsequent development of new process<br />Successfully managed the deliverability of 30mm monthly emails across newsletter and marketing mailings<br />MediaWhiz, New York, NY<br />Email and Web Operations – consulting engagement – May 2005 – July 2005<br />Devised optimal strategy to build list management business from operational perspective including overseeing the development of email delivery operation protocols and reporting infrastructure; established internal reporting benchmarks as well as client facing reporting interfaces for email, lead generation and coregistration products.<br />Waterfront Media, Brooklyn, NY<br />Director, Email and Inventory Optimization – December 2004 – March 2005<br />Grew advertising inventory by focusing on getting email through to ISPs and devising strategies to move subscribers from email newsletters to branded websites; developed a systematic set of reports to track revenue across all advertising impressions (email and web-based) and allocated inventory between Marketing, Ad Sales and Business Development<br />Email Operations Manager – May 2004 – November 2004<br />Ensured successful delivery of a 7mm email per day newsletter business, including the development of proprietary tools around out of the box software solutions (ListServ/LSMTP) and the implementation of industry tools to monitor overall email deliverability (Pivotal Veracity and Return Path); strategized with Marketing team to up-sell and cross-sell various Waterfront Media products to existing customer base; increased email database through the negotiation of co-registration deals with potential partners; sold Waterfront Media portals as co-registration opportunities for potential partners; developed reporting to monetize value of database<br />Accomplishments:<br />Launched series of newsletters with optimized banner ad placements<br />Grew list size by 25% through co-registration and list rental acquisition efforts<br />Signed on 10 co-registration partners whose offers were inserted into various registration funnels<br />Increased inbox deliverability by 50% across all email newsletters<br />CheetahMail, an Experian Company, New York, NY <br />Email Privacy Manager – March 2003 – April 2004<br />Developed relationships with ISP's to enable effective delivery of email marketing messages for Fortune 500 client base; stayed abreast of industry news on privacy and unsolicited/solicited commercial email from both technical and legislative viewpoints; educated clients and internal personnel on such issues; participated in various industry groups and conferences related to bulk email delivery; served as the liaison between Account Management and Technical teams in the development of effective client-facing and internal functionality concerning email deliverability; managed and oversaw inbound support team that processes replies to email campaigns for client base.<br />Accomplishments:<br />Launched a series of training sessions and webinars targeted towards customer base to educate and inform them regarding legislation and best practices around email delivery<br />Developed reporting to monitor deliverability of email marketing campaigns<br />Created marketing collateral around Email Deliverability solutions offered by CheetahMail and worked closely with Sales and Account Management teams in the sale of these solutions<br />Digital Impact, New York, NY<br />Sales Engineer – December 2000 – October 2002<br />Served as the technical lead in all sales to Fortune 1000 prospects for the Eastern and London Regions; presented technical overview and demonstrated Digital Impact’s capabilities on sales calls; drafted detailed project quotes for custom solutions after reviewing functional specifications with prospects and assisted in their implementation; reviewed and responded to functionality and technical questions in RFPs; trained internal sales team<br />Program Manager – November 1999 – November 2000<br />Served as the lead relationship manager with clients and interacted extensively with key stakeholders from the operational to VP level; effectively generated up sell and cross-sell opportunities within the clients I managed; supervised the creative dialogue related to copy and design strategy, developed testing and targeting plans, and analyzed short-term and long-term results for presentation to clients; collaborated with Client Services Engineering in the production process as well as for the design and implementation of custom solutions; trained new personnel on Digital Impact capabilities and effective client relationship management techniques. <br />Accomplishments:<br />Generated 25% of the New York office’s total revenue by successfully managing the execution of direct and electronic marketing strategies for a select group of clients, including Publishers Clearing House, Flooz, Time Inc. properties, and<br /><ul><li>Served as the exclusive technical partner for 10 sales people and exercised effective team-based selling techniques to successful close over 25 new clients including Unilever – Calvin Klein, UPS, AOL, GE Financial Services, Diners Club, AT&T, Binney and Smith, Sharp Electronics, Fidelity, Bell Canada, Chase Manhattan, Sony Electronics, National Wildlife Federation and Primedia (all on a retainer basis with annual revenue ranging from $120K to $1.5mm plus).