Rachel’s Marketing Qualifications

Experience level: Manager

100+ people coached for Marketing

Rachel has helped clients get into these companies:

Born in China, I’m a first-generation immigrant and the first person in my family to attend an American university. I have 12 years of work experience in the digital marketing space, spanning from advertising technology, digital publishing, to agencies (media, PR, and advertising). I'm very familiar with many disciplines within marketing as I have worked in different fields (analytics, content marketing, project/campaign management and demand generation) at various types of companies (from multinationals to mid-size to startups). By day, I’m a senior demand manager who helps a global advertising technology company attract more customers post-IPO; by night, I’m a career coach who can help you position and promote yourself to your target audience.

Rachel can help with:

Interview Prep

LinkedIn Review

Promotion Strategy

Cover Letters

Digital Marketing

Resume Review

Networking Strategy

Freelancing

SEO

Marketing Strategy

Salary Negotiation

Branding

Content Creation

View all of Rachel’s categories

Why do I coach?

Born in China, I’m a first-generation immigrant and the first person in my family to attend an American university. As an immigrant, the odds were against me initially -- my parents couldn’t share any career advice with me and I didn’t go to a prestigious school with an extensive alumni network. But I managed to pave my own path to a successful career in digital marketing through lots of networking and making strategic moves. The journey hasn’t been easy, I've been through career changes, layoff, reorg, as well as M&A. But I've survived them all and continue to thrive by leveraging good job search and networking skills. Now, I'm ready to apply these lessons learned and valuable insights to help others like me (women, immigrants, or minorities).

Work Experience

Senior Manager

PubMatic

April 2021 - Present

Hiring Manager

- Spearhead demand gen efforts spanning across owned, earned, organic and paid channels, working in collaboration with product marketing, sales operations, corporate marketing, and sales teams to generate and qualify more than 11K+ inbound leads, including 94% New Account Leads​ in 2023 - Built and expanded the business development representative (BDR) function from the ground up by recruiting, mentoring, and supervising BDRs to vet and convert inbound leads into 452 MQLs, 248 SQLs, and 36 accounts, resulted in $400K+ pipeline in 2023 - Expanded the BDR function to support global sales team with outbound prospecting, including target account research and nurture campaigns to boost our ABM strategy. Business Development, New Business Development and +13 skills

Marketing Manager

TransUnion

October 2019 - April 2021

NOTE: TransUnion announced the acquisition of Neustar in Sept 2021 https://newsroom.transunion.com/transunion-accelerates-growth-of-identity-based-solutions--with-agreement-to-acquire-neustar-for-31-billion/ Highlights: - Won GSD outstanding employee recognition in Q4 2020 for marketing contributions - Head of Product Marketing created this new role specifically for me to leverage my analytics skills to help the PMM team drive more leads, MQLs, SQLs, pipeline and bookings - Led and organized Neustar's first-ever, company-wide mindfulness meditation workshop series Demand Gen and Analytics Manager on the Marketing Solutions Product Marketing team, focusing on performance marketing, growth marketing, Account-Based Marketing, and marketing automation. In this role, I work closely with product marketing, content marketing, marketing ops, corporate marketing, sales ops, business intelligence, SDR, and sales teams to accelerate growth.

Content Marketing Manager

Cendyn

June 2018 - October 2019

Won outstanding employee recognition in Q4 2018 for marketing contributions. As a multi-faceted marketer, I manage, optimize, and grow all our digital channels including the website, blog, email lists, webinars, review sites, newswires, social media (LinkedIn, Facebook, Twitter) as well as video channels (YouTube and Wistia). Key accomplishments: • Drove 53% YOY increase in website users and contributed to generating $13.8M worth of Marketing Qualified Leads by strategizing, creating, and launching email campaigns, webinars, videos, blog posts, and case studies • Collaborated with internal senior leaders and external partners to create and execute 7 thought leadership webinars, attracting on average 350 registrants and 100 attendees • Helped the company win 4 Hotel Tech Awards by soliciting 66 positive client reviews through strategic email campaigns • Established the analytics framework and created new analytics dashboards and reports to improve tracking and measurement of marketing campaigns • Created storyboards and project managed the creation of 3 product videos, 3 client testimonial videos, and 3 executive interviews that drove 8.1K+ video views and 200+ engagement actions since launched in Q3 2018 • Increased LinkedIn followers by 59% YOY (12,000+ followers) by regularly posting engaging content

Content Marketing Manager

ShareThis

August 2016 - May 2018

Promoted from Associate Marketing Manager to Marketing Manager on May 2018, but left the company due to its reorganization. At ShareThis, I gained diverse experiences in content marketing, demand generation, and corporate marketing. I led, implemented, and managed content marketing strategy for the company, in partnership with internal staff, freelance writers, and consultants across regions. ***Content Marketing & Demand Generation*** • Launched the new blog and built content strategy from scratch, driving 51K unique visits to the blog and 110K unique visits to product pages over the past year • Generated 22K user registrations over the last quarter from organic channels (organic search, referral, email, co-marketing, and social media) • Project managed the creation of compelling content assets from ideation through completion by working with both internal teams and external contributors and consultants (writers, SEO, Product, Design, and industry influencers) • Pitched and landed guest-blogging opportunities on top publications including Flipboard, BuzzSumo, Contently, Wordstream, and Kissmetrics • Managed social media channels (LinkedIn, Facebook, Twitter, Instagram, and Google+) reaching over 2MM followers • Created and maintain a monthly email newsletter reaching 21K recipients • Partnered with a consultant to improve the SEO performance of site and content by implementing keyword research and link-building strategies ***Corporate Marketing and Sales Development*** • Won industry awards such as Fortune’s Best Places to Work, Ad Age’s Best Places to Work, and American Business Awards in collaboration with our HR team • Provided marketing and event support to executives and sales teams across regions for both national and local events (e.g. Cannes Lions, DMEXCO, ShareThis Back to School parties etc.) to increase brand awareness and drive revenue

Associate Product Marketing Manager

Business Insider

August 2013 - August 2016

Promoted to lead a cross-functional team consisting of 8 departments spreading across 4 regions (New York, Chicago, Detroit, and San Francisco) to brand and sell Business Insider sites (Business Insider, Tech Insider, and INSIDER) to Fortune 500 advertisers. Prior to my promotion, the role of Senior Sales Planner did not exist at Business Insider. • Collaborate with Sales, Branded Content Studios, Editorial, Ad Product, Media Planning, Event, Account Management, and Design teams to conceptualize and build innovative integrated marketing programs (~$250K-$2 million) that meet various objectives of advertisers • Leverage strong communication skills to market and sell our ad products—through written proposals and stand-out presentations that bring creative ideas to life • Serve as a subject matter expert on all of our ad products (display, mobile, video, native ads such as editorial sponsorship and sponsored content, research reports, and event sponsorship) • Accounts won in 2015 to date total $3.0MM in billing, including: Boeing, Cartier, Cadillac, Ford, Cisco, Dell, HP, Ally Bank, Best Buy, BAE Systems, Johnston & Murphy, State Farm, Aramark, Lincoln Financial Group and Starr Companies

Digital Analyst

Mindshare

August 2012 - July 2013

• Collaborated with media planning teams on monitoring direct response campaigns • Assessed campaign performances and made optimization recommendations to help media planning teams reduce 25% media cost in first quarter • Provided client with Point Of View document on market research vendors, and facillitated the Request For Proposal and execution processes after client adopted the recommendation • Analyzed consumer insights from brand studies and recommended solutions to improve creative and media strategies on target audience • Trained new Analyst on reporting procedures and tools • Performed audits on data discrepancies to locate and fix technical errors, contributing to more rigorous Quality Assurance process and efficiency in troubleshooting

Rachel was also given offers to work at

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  Publicis

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  Havas

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  Omnicom Group

Education

Zicklin School of Business

Baruch Honors Program 4 year full scholarship, BBA , Major: Industrial psychology (organizational behavior), Minor: Chinese

2008 - 2012

Grade: Summa Cum Laude (GPA: 3.9) Activities and societies: Recipient of Benjamin A. Gilman International Scholarship to study abroad in Beijing, East Coast Startup Summit @ Princeton University, Delegate @ Harvard Project for Asian and International Relations, Senior Staff Writer @ Baruch student newspaper The Ticker, Baruch College Global Student Certificate Program

Harvard Business School

Summer Venture in Management Program (SVMP)

2011 - 2011

Selected as one of 80 participants from a nationwide pool of rising seniors for an immersive, week-long pre-MBA management training program taught by HBS faculty using the renowned case method of instruction. The Harvard Business School (HBS) Summer Venture in Management Program (SVMP) is highly competitive and a weeklong management training program designed to increase diversity and opportunity in business education. Participants are selected based on academic achievement, demonstrated leadership, and personal characteristics. http://www.hbs.edu/svmp/about-the-program/Pages/default.aspx