Cassie Yu
Toronto,Canada
Summary
Data-driven digital fundraising expert specializing in audience segmentation, email/SMS strategy, and performance analytics. Proven track record in optimizing donor engagement, increasing revenue, and leveraging machine learning for targeting. Experienced in GA4, Salesforce, Looker Studio, Fundraise Up, and Dataro, with hands-on expertise in predictive modeling, eCommerce fundraising, and digital acquisition.
Overview
4
4
years of professional experience
Work History
Digital Fundraising Senior Specialist
Canadian Cancer Society
Toronto, Canada
04.2024 - Current
- Led national email campaigns, increasing annual revenue by 23% YoY.
- Developed audience segmentation and optimized KPIs for engagement and conversion.
- Launched Gifts of Impact e-commerce store, managing vendors, testing, and reporting.
- Piloted machine learning segmentation via Dataro for campaign optimization.
- Improved digital fundraising through A/B testing and performance analytics.
- Supported SMS pilot, FRUP integration, and UX enhancements.
Specialist, Digital Fundraising and Analytics
Canadian Cancer Society
Toronto, Canada
01.2023 - 04.2024
- Conducted performance analysis and optimized digital fundraising strategies.
- Managed dashboards (Salesforce, Shopify, GA4) to track campaign effectiveness.
- Led email segmentation, enhancing personalization and conversion rates.
- Strengthened web tracking, paid media analytics, and donor engagement.
Marketing & E-commerce Management Trainee
ASC Fine Wines
Shanghai, China
07.2021 - 07.2022
- Analyzed sales performance trends, conducted sales report on a daily, monthly, and quarterly basis, providing actionable insights to optimize revenue growth.
- Managed JD Mall and TikTok Flagship Store operations, developing promotion strategies, executing keyword bidding, crafting compelling copy, and designing campaign pages, ensuring optimal inventory forecasting and seamless order processing, addressing customer inquiries and complaints.
- Led brand marketing events (e.g., national road-shows, tasting events, training sessions), boosting brand awareness and customer engagement.
Education
Bachelor of Commerce - Coop Hotel & Food Administration
University of Guelph
Guelph, ON06.2021
Skills
- GA4
- Salesforce
- Fundraise Up
- Dataro
- Email Marketing
- Audience Segmentation
- Data analysis
- A/B testing
Timeline
Digital Fundraising Senior Specialist
Canadian Cancer Society
04.2024 - Current
Specialist, Digital Fundraising and Analytics
Canadian Cancer Society
01.2023 - 04.2024
Marketing & E-commerce Management Trainee
ASC Fine Wines
07.2021 - 07.2022
Bachelor of Commerce - Coop Hotel & Food Administration
University of Guelph
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