Carmen Zhu

Retail media and omnichannel marketing for Dan's and BWS

• Explored the onsite retail media opportunities and shaped the omnichannel campaign strategies for 20+ brands in Dan Murphy's and BWS. Contributed to drive significant business growth from zero to one.
• Designed the solutions for pixel implementation and campaign tracking across multi-activation channels.
• Owned the digital data in retail media field. Leveraged SQL to extract and integrate data from internal (Google Cloud Platform) and external vendor databases. Automated data processes using DBT to support data modelling efforts.
• Incorporated multidimensional data sources—such as customer lifecycle, store geo-location and sales, loyalty and reward programs—to enhance the consumer profiling and enable more sophisticated behavioural analysis.
• Created standardized templates for post-campaign reporting, unified key metric definitions across channels, and delivered valuable insights to stakeholders for better business decisions and further investment.
• Documented, streamlined, and optimized internal workflows and responsibilities, ensuring smooth cross-functional collaboration.

CX journey and Customer lifecycle analysis

• Queried and merged datasets from multiple channels, such as customer footprints on the web, app, in-store, as well as transaction sales data and CRM demographics, using Google BigQuery SQL.
• Provided insights regarding digital customer behaviour and customer lifecycle using Adobe Experience Cloud platforms; Present data-driven insights to stakeholders in an effective manner.
• Provided optimization opportunities to drive eCommerce revenue, as well as liaise with other teams for any testing opportunities and experience personalization.

• Performed thorough research and analysis on media campaign performance, customer journey, customer segmentation, multi-touch point attribution and content/ creative A/B testing on Adobe Analytics and Google Analytics.
• Owned the full digital reporting stack across the agency using Power BI (DAX), and Google Data Studio.
• Rich experience in leading projects of marketing strategy design and digital product pitch using data from first party(CRM), second party (marketing platforms) and third party (ABS, qualitative survey, etc.) to help clients in achieving their business goals.
• Collaborated with data engineers to manage the ETL processes using SQL in data lakes and warehouses on Google BigQuery.
• Optimized the data integrity and ensure the data quality across various sources: Social media platforms (Facebook, Instagram, Twitter, LinkedIn, TikTok, Hootsuite), eDM & CRM platforms (Microsoft Dynamics, Mailchimp, Salesforce, Hubspot), SEM & SEO platforms (Google Ads, SEMrush, Bing Ads), App Marketplace (Google Play Console, iTunes Connect), Web analytics platforms (Adobe Analytics, Google Analytics, Google Tag Manager)

• Developed analysis at advertiser, vertical and seasonal level aiming at identifying opportunities related to campaign performance, budget optimization and overall marketplace.
• Analytically supported marketing and sales teams on scoping, processing, interpreting and visualizing data underpinning actionable client facing insights.
• Handled large and complex data sets to understand trends in consumer behaviour, customer decision journey across platforms to help engage audiences.
• Proven experience in online media industry, good understanding of digital marketing, practical knowledge of online advertising platforms.

• Developed automated and streamlined data handling processes to ensure clean data sets using advanced MS Excel and SQL.
• Improved business intelligence and reporting by initiating tailored data visualization reports to leverage existing data sets for better storytelling with Power BI and Tableau.
• Performed data queries and compiled complex data sets using SQL to generate metrics reports on a monthly, quarterly and annually basis.
• Designed, launched and maintained dashboards to hundreds of end users with a clear scope of business requirements from client services.