Anthony Yu
Verified Expert in Marketing
Marketing Expert
San Francisco, CA, United States
Toptal member since September 3, 2024
Anthony is a performance marketing leader who transforms data into strategies that fuel growth and profitability. He has a track record of helping B2C and B2B organizations scale their marketing efforts to achieve their highest potential using a blend of creative problem-solving, innovative campaigns, and marketing operations and measurement solutions. Anthony is skilled at campaign management and optimization, creative strategy development, lifecycle marketing, and user engagement.
Project Highlights
Expertise
- A/B Testing
- Campaign Management
- Customer Acquisition
- Customer Acquisition Cost (CAC)
- Facebook Ads Manager
- Google Ad Manager
- Paid Media
- Performance Marketing
Work Experience
Senior Performance Marketing Lead
The Athletic
- Led direct-to-checkout and build strategies and campaigns across paid acquisition channels, including Facebook and Twitter, for new user acquisition and winbacks, growing the program year-over-year with a profitable ROAS of 15%.
- Handled direct-to-checkout strategies for company-wide promotions, including Black Friday and EOY sales, contributing to 20% of The Athletic's subscriptions.
- Increased clickthrough rates from 1% to 2% and marketing efficiency for performance marketing campaigns, stitching efforts across brand, design, and CRM.
- Improved the frequency of motion and static ad design deliverables.
- Drove a 10% statistically significant lift in weekly active users (WAU) using thoughtful experimentation.
Growth Marketing Manager
Huckleberry Insurance
- Built and led the company's 1st successful paid media program, which fed a 15x increase in quality leads to my sales counterpart.
- Drove a 10x increase in insurance policies closed, an 8x increase in revenue generated, and a 30% reduction in customer acquisition cost (CAC), helping the company secure its $18 million Series A investment from Tribe Capital.
- Increased cross-functional productivity by delivering marketing insights to the company daily, partnering with the data engineering team to develop an in-house analytics suite using SQL scripts querying live from Redshift.
Customer Success Growth Manager
STRIVR
- Advised enterprise customer success managers and co-developed user adoption playbooks as an internal cross-functional lead, helping them train 30% more of their client's employees on STRIVR's virtual reality and mixed reality platform.
- Increased expansion revenue by driving STRIVR's stickiness with our enterprise customer base through experimentation with adoption strategies and tactics.
- Acted as a cross-functional internal growth consultant, empowering and mentoring customer success managers to help customers adopt effective usage strategies.
Head of Customer Acquisition
Quicken
- Led paid media strategies focused on net new customer acquisition and supported SEO strategies.
- Acquired new customers and grew revenue 2.5x quarter-over-quarter via Google and Facebook Ads.
- Hired and managed a performance marketing agency to scale acquisition during the fall holiday sale.
- Enabled SEO initiatives that beat monthly customer acquisition forecasts by 20%.
Online Marketing Manager
Intercom
- Laid the foundation for Intercom's paid acquisition program as an early marketing hire employee number 118, scaling to a multimillion-dollar yearly budget with a 10% profit margin vs. the conservative one-year customer lifetime value model.
- Drove $6 million in yearly revenue with a $5 million budget in the 2nd year using thoughtful experimentation, efficient campaign management, and A/B testing of the landing page and ad copy.
- Improved revenue acquisition by 45% across top-of-funnel paid user acquisition and retargeting strategies, reinvesting profits from Google Ads into paid social and video advertising experiments, efficiently increasing top-of-funnel demand.
Growth Marketing Manager
Alongside
- Helped Alongside gain initial traction in online marketing during the 500 Startups accelerator program.
- Managed ad and outbound sales email campaigns, manually funneling cold leads into 300 marketing-qualified leads.
- Ran ad campaigns on Twitter and Facebook to gauge the quality of the marketing-qualified leads created.
Senior Search Engine Marketing Specialist
Inflection
- Built and optimized Google Ads and Bing Ads strategies to profitably acquire B2C customers, accounting for 45% of monthly subscriptions for the business.
- Drove a 30% increase in internal discussions of key marketing learnings primarily for the PeopleSmart.com product, Inflection's people search engine.
- Experimented with additional ad strategies to drive users in through the top of the marketing funnel.
Media Analyst
Brighter Collective
- Managed lead generation paid search and display campaigns.
- Optimized creatives, keywords, and bids to deliver high-quality leads for clients in the education and healthcare sectors.
- Helped increase client retention and satisfaction by 10% quarter-over-quarter by creating easy-to-digest reports presented to clients.
Search Analyst
Ticketmaster
- Analyzed in-house and agency-run campaigns against KPIs and provided data-driven reports across search engine marketing, search engine optimization, and Google+.
- Managed and shared cross-functional insights between the SEM and SEO teams.
- Studied ticket sales results for the secondary market and made various marketing recommendations to the agency based on such data.
Search Engine Marketing Analyst
PriceGrabber.com
- Managed campaigns for Google, Bing, and second-tier search ad networks with millions of keywords to drive revenue and profit for the team.
- Drove a 25% increase in additive sales revenue by recommending pay-per-click bid suggestions to clients.
- Provided general observations and overarching insights at the keyword level.
Project History
Performance Marketing for B2B Enterprise Startup
Established a paid acquisition program that scaled to a multi-million-dollar yearly budget with solid profits and increased revenue acquisition by over 45% across years via experimentation, A/B testing, and retargeting.
Intercom is a leading customer support platform that provides essential customer service needs, including AI and marketing automation, for businesses of all sizes and industries. I conducted performance marketing and established a paid media program to grow the company. It resulted in a multi-million-dollar yearly budget with solid profits and increased revenue acquisition by over 45% across years via experimentation, A/B testing, and retargeting.
New Subscriptions Acquisition for The Athletic
Led direct-to-checkout strategies and drove new user acquisition, doubling clickthrough rates for key promotions and growing weekly active users significantly.
The Athletic is journalism for sophisticated sports fans across all sports and fandoms, including American football, basketball, and the Premier League. This project involved leading direct-to-checkout strategies and driving new user acquisition for the platform. Global and local sports journalism has seen a significant expansion ever since, and the Athletic kept growing even after the company was acquired by the New York Times.
Sales Improvement for PeopleSmart.com
Developed and optimized Google Ads and Bing Ads, driving over 25% of the company's monthly subscriptions. I also distilled campaign performance insights into executive reports and learnings for cross-functional partners.
This project involved aggregating business contact data for sales, marketing, recruiting, and independent contractor teams. As a result, many businesses started using PeopleSmart.com, Inflection’s people search engine, to grow their revenue fast through a premier people search tool.
Education
Bachelor's Degree in Economics
University of California, Davis - Davis, CA, USA
Skills
Core
Google Ads, Facebook Ads, X (formerly Twitter) Ads, Omnichannel Marketing, B2C Marketing, Campaign Management, Reddit Ads, A/B Testing, Social Media Marketing (SMM), Retail Marketing Campaigns, Performance Marketing, Mobile Advertising, Media Buying, Marketing, Marketing Mix, Keyword Research, Instagram Marketing, Facebook Marketing, Digital Marketing Strategy, Search Engine Marketing (SEM), LinkedIn Ads, LinkedIn Marketing, Paid Advertising, Growth Hacking, Pay-per-Click (PPC), Digital Marketing, Channel Strategy, Conversion Rate Optimization (CRO), Customer Engagement, Marketing Analytics, AI Marketing, Lead Generation, Account-based Marketing (ABM), Cold Emailing, Inbound Marketing, Product Marketing, Email Marketing, Google Tag Manager, Google Paid Ads, Mobile Marketing, Sales, Ad Campaigns, Funnel Marketing, Search Engine Optimization (SEO), SMS Marketing
Platforms & Tools
Facebook Ads Manager, Google Ad Manager, Instagram Ads, Meta Platform, Google Analytics, Bing Ads, X (formerly Twitter) Marketing
Business Models
B2B, SaaS
Technical
SQL
Other
B2B Lead Generation, Paid Media, Media Planning, Slack, Advertising Technology (Adtech), Web Analytics, Budgeting, Copy Editing, Customer Acquisition, Customer Acquisition Cost (CAC), Remote Team Leadership, Re-targeting, Retargeting Pixels, Proofreading, Project Management, Project Budget Management, Paid Search, Lifecycle Marketing, Keyword Analysis, Growth Marketing, Direct to Consumer (D2C), Digital Strategy, Digital Media, Digital Creative Direction, B2B Marketing, Apps, Meta Ads, Startups, eCommerce, Integrated Marketing, Microsoft Teams, Business Strategy, Competitive Analysis, Contract Management, Customer Journey, Website Traffic, Video Marketing, Product Growth, Machine Learning, Digital Newsletters, Outreach, SEO Copywriting, Economics, Economic Analysis, Creative Testing, Engagement Strategy, Reporting, User Retention, Customer Retention, Nurture & Retention Campaigns, User Engagement, Subscriptions, Client Presentations, Presentations, Analysis, Market Research, Market Research Analyst, Agency, Agency Relationship Management (ARM), Keyword Mapping, Tech Sales, Newsletters, Audience Retention, Campaigns, Google+
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