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Laila Chen

Digital Marketing Expert

Chicago, IL

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A highly analytical and strategic, right-brain thinker with extensive experience in Digital Marketing, Social Media, eCommerce, Shopper Marketing, Analytics, Client Service and Marketing Strategy. Enjoys working in and thrives in a fast-paced environment filled with challenges. Shown a proven track record of working above and beyond expectations while juggling multiple projects.

Work Experience

Account Supervisor

Lunchbox
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Chicago, IL
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April 2013 to Present

Responsibilities 
• Designated digital expert and strategic thought-leader, responsible for educating clients on the right type and amount of digital activation within each shopper marketing program 
• Responsible for the development of creative digital shopper marketing solutions for Unilever hair, deodorant, skin, food and refreshment brands at Target 
• Work closely with internal Geometry traditional marketing team to ensure all programs involve 360 activations, featuring the right combination of digital and retail tactics 
• Partner with internal creative teams to conceptualize and build campaigns that successfully adapt national brand marketing activations to fit the right tone and feel to appeal to the Target guest 
• Balance the demands of Unilever Shopper Marketing Manager, Target marketing teams and Unilever brand managers on all programs to maintain an equilibrium of brand equity and retailer individuality 
• Accountable for developing and managing $3MM+ digital shopper marketing budgets across 30+ programs annually 
• Main agency contact for Unilever Shopper Marketing Manager and Target digital marketing teams 
• Work closely with media team to understand a variety of digital vendor capabilities in order to utilize best in class partners that solves each program’s unique shopping barrier 
• Hired and managing two direct reports, a marketing manager and an account coordinator, and oversee their successful execution of all programs 
• Reported to Group Account Director

eCommerce Marketing Strategist

Walgreens
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Chicago, IL
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February 2012 to Present

Develop and execute strategic brand marketing campaigns to support Walgreens's $3 Billion+ online pharmacy business 
• Provide concept and manage timely output of creative team to develop consistent and effective marketing assets across various platforms including but not limited to marketing assets withinWalgreens.com, banner ads for external marketing partners, radio, in-store weekly ad, store posters and emails 
• Developed a marketing campaign to promote Pet Prescriptions that increased pet medication refills by 20% resulting in an YOY incremental revenue increase of $72K over a 2 month period 
• Utilize A/B testing on all email campaigns to ensure optimal open and click-through rates 
• Negotiated contract and oversaw creative development with external marketing partner on a strategic multi-touch marketing campaign to a targeted audience that included direct mail, banner displays and an email 
• Work collaboratively with store marketing teams and shared service teams to develop marketing materials, secure approval, communicate status and achieve production deadlines 
• Manage relationship with digital advertising agency on all pharmacy digital ad buys, including both Social and display ads

Senior Client Service Manager-Retail Vertical

comScore
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Chicago, IL
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March 2011 to January 2012

Managing relationships with four of the largest retail clients at comScore, while working with the Sales Director to develop additional opportunities with new clients 
• Managing all custom deliveries for clients on weekly, monthly and quarterly basis while upselling on current agreements to meet all clients' needs 
• Producing highly valued insights through deep analysis of comScore data combined with industry and web research 
• Creating dynamic and engaging presentations to effectively communicate and educate our clients on their customers and the competitive landscape 
• Demonstrating excellent client service through data quality assurance checks and investigations to ensure that all clients receive the most accurate and relevant research 
• Presenting findings to clients, both in-person and through multi-media channels, to guarantee all clients are fully satisfied in both their understanding of the findings and our data 
• Supervised and mentored two junior Analysts on time management and all client deliveries

Marketing Manager-Product Reviews

Sears Holding Corp
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Hoffman Estates, IL
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August 2010 to March 2011

Conceptualized, developed, and managed multiple campaigns that drove a 35% increase on product reviews across Sears.com, Kmart.com and myGofer.com 
• Managed the budget for all marketing campaigns including both internal invoices and external SOWs 
• Oversaw campaign timelines while managing internal and third-party vendors to ensure that all deliverables were met 
• Integrated traditional, digital and social media throughout all marketing campaigns to drive the highest user engagement and awareness 
• Implemented new strategies that increased visitation and participation to sweepstakes and contests through utilizing traceable vanity URLs, unique hash tags, conversational messaging and other learned Social Media best practices

Social Media Senior Analyst

Sears Holding Corp
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Hoffman Estates, IL
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February 2010 to August 2010

Developed individual Social Media strategies for business units that used both internal and external analytic tools 
• Liaised with multiple business units and customer service teams to ensure all customer needs were met 
• Implemented new tracking procedures for various Social Media campaigns and captured over $300,000 of previously unaccounted for revenue 
• Daily usage of Radian 6 to capture and improve share of voice and sentiments for multiple business partners 
• Daily usage of Omniture to track dozens of campaigns across multiple e-Commerce business units 
• Developed and maintained a Social Media best practices database which contained all key learnings from previous campaigns

Market Intelligence Analyst

Sears Holding Corp
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Hoffman Estates, IL
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January 2009 to February 2010

Conducted competitive benchmarking for multiple multi-million dollar business units that used the recommended merchandising and space utilization strategies to guide buying decisions and update floor layouts in stores. This allowed businesses to stay competitive with other retailers while facilitating the shopping experience for customers 
• Internal consultant for the Diehard Auto Battery brand to examine core customer behaviors and determination for external penetration. The research helped decide on Diehard's partnership with Ace Hardware as a viable retail partner that would not result in self-cannibalization but could still reach a profitable customer base.

Direct Mail Marketing Analyst

Sears Holding Corp
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Hoffman Estates, IL
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August 2008 to January 2009

Managed and executed Sears Direct Mail New Movers' Program that targeted new movers in certain zip codes. Over 1,000 coupons were redeemed each month. 
• Redesigned and implemented the Direct Mail's weekly workflow in order to increase transitional fluidity during multiple marketing campaign processes amongst half a dozen marketing managers and over 15 different business units

Education

Bachelor of Arts in Political Science

Northwestern University -
Evanston, IL

2004 to 2008

Additional Information

SKILLS SUMMARY 
 
Fluent in Mandarin Chinese (Speaking, reading and writing) 
Computer: Microsoft Excel, Access, Word, PowerPoint, HanWangJin (Chinese writing software) 
Web tools: Radian 6, Omniture, Google Analytics, comScore, JIRA, SalesForce, Compete.com and Hitwise