Summary
Overview
Work History
Education
Skills
Timeline
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Oscar Yu

Markham,ON

Summary

An innovative and highly motivated marketing professional with 15 years of progressive experience in crafting and implementing impactful marketing and e-commerce strategies for industry-leading organizations and brands. Recognized for adeptly guiding and cultivating high-performing teams, demonstrating a collaborative approach, and possessing a strong aptitude for strategic thinking. The proven track record includes elevating brand visibility, igniting demand, and enhancing overall customer experiences.

Overview

15
15
years of professional experience

Work History

Director, Strategy and Performance

PUSH Media
03.2022 - Current
  • Clients: Choice Hotels, Global Pet Foods, Bulk Barn, Clover Leaf Seafoods, Queen's University, Pharmacare, Canadian Internet Registration Authority (CIRA), Bernstein Diet and Health Clinic, University of Antigua, YOUTH MediaSpa, and Grumbalina
  • Developed effective marketing strategies for all clients.
  • Provided strong leadership and guidance for successful media operations.
  • Managed and optimized media budgets, driving growth and profitability.
  • Stayed updated on industry trends and tech innovations, offering valuable insights to clients and the team.
  • Built and maintained strong relationships with media partners for campaign success.
  • Improved performance through evaluation and optimization strategies.
  • Provided strong leadership and guidance for successful media operations team.
  • Fostered a high-performing team environment and leveraged individual strengths.
  • Led the integration of technology tools and platforms to meet company and client needs.

Director of Marketing

StyleDemocracy
02.2021 - 03.2022
  • Clients: H&M, Hudson's Bay, October's Very Own (OVO), Adidas, Reebok, PUMA, Herschel, Knix, OAK + Fort, Ted Baker, Pajar, and MaxMara
  • Led B2C and B2B marketing efforts, driving client growth and sales conversions.
  • Orchestrated digital marketing, advertising, and community growth strategies, boosting brand awareness and conversions.
  • Managed the marketing team, consistently increasing sales revenue.
  • Developed a strong brand and content strategy, enhancing overall engagement.
  • Spearheaded VIP loyalty and membership programs, boosting customer retention.
  • Implemented an advanced HubSpot CRM system for efficient client engagement.
  • Optimized web platforms for better user experiences and increased online engagement.
  • Successfully launched strategic initiatives, resulting in substantial revenue growth.

Consultant, Marketing and ECommerce

Diamond Marketing Group
07.2020 - 05.2021
  • Led the creation, planning, and execution of strategic partnerships for HelloFresh with national brands.
  • Managed communication and liaisons between HelloFresh and partner brands.
  • Oversaw the activation and execution phases of partnerships.
  • Spearheaded business development initiatives to identify growth opportunities.
  • Crafted compelling sales pitches to secure new business leads.

Senior Director, Marketing & eCommerce

Samko And Miko Toy Warehouse
08.2018 - 07.2020
  • Accountable for spearheading the digital transformation and shaping the strategic growth of two business divisions, with full responsibility for overseeing the entire marketing department. Managed e-commerce operations and coordinated events to achieve organizational objectives. Also, managed P&L and orchestrated media planning and analysis for both B2C and B2B campaigns.
  • Achieved a remarkable 125% increase in online sales by implementing innovative initiatives, enhancing the customer experience, and optimizing the media mix.
  • Successfully reversed declining retail sales trends, achieving positive growth through strategic brand awareness initiatives and the acquisition of new customers.
  • Drove business expansion by identifying new growth opportunities through rigorous market research, consumer insights, and data analysis.

Senior Manager, Digital Marketing

Toys R Us | Babies R Us
01.2017 - 01.2018
  • Led diverse digital marketing and customer experience initiatives, spanning social media, advertising, email, search, digital properties, and more.
  • Enhanced on-site user experience, resulting in significant conversion rate and engagement improvements.
  • Achieved a remarkable 23% YoY revenue growth in holiday season paid media, showcasing a strategic approach.
  • Developed a tailored digital and e-commerce plan for investors, aligning objectives and growth strategies.
  • Identified emerging digital trends to adapt to evolving consumer preferences and stay innovative.
  • Established robust marketing benchmarks for performance analysis and strategy optimization.

Manager, Brand and Digital Marketing

Acklands-Grainger
01.2015 - 01.2017
  • Developed and managed digital marketing strategy across email, social media, SEM/SEO, display ads, affiliates, and brand marketing.
  • Achieved impressive 35% YoY online revenue growth while reducing digital marketing spending by 10%.
  • Played a key role in successful website re-platforming, enhancing online performance and user experience.
  • Led adoption of Adobe Campaign as the new email service provider, establishing a best-in-class CRM system.
  • Enhanced supplier partner advertising program, generating a significant $5.5 million revenue increase through effective partnerships.

Relationship Marketing Manager, CRM

Travelocity
01.2014 - 01.2015
  • Directed the comprehensive development and execution of all customer-focused marketing strategies encompassing email, social media, display advertising, affiliates, public relations, and sponsorship.
  • Oversaw customer acquisition and retention efforts across diverse digital marketing channels and programs, managing an $8 million marketing budget.
  • Spearheaded the expansion of the email database, achieving an impressive 50% year-over-year growth and driving a remarkable 150% increase in revenue within the email channel.
  • Identified and capitalized on new growth opportunities by launching a successful affiliate program, resulting in a substantial 15% increase in top-line revenue.
  • Managed all aspects of social media, including agency partnerships, leading to the acquisition of over 100,000 new followers and significantly enhancing brand engagement.

Digital Marketing

Staples
04.2011 - 01.2014
  • Led digital marketing and customer experience initiatives, including social media, email, advertising, and more.
  • Improved on-site user experience, leading to increased conversions and satisfaction.
  • Achieved an impressive 23% YoY revenue growth in holiday season paid media.
  • Developed a tailored digital and e-commerce plan for investors, aligning objectives for growth.
  • Identified emerging digital trends to stay innovative and relevant in the industry.
  • Established strong marketing benchmarks across digital channels for performance optimization.

Marketing Specialist

Staples
11.2008 - 04.2011
  • Conducted in-depth market analysis, forecasting market share by industry to identify and capitalize on new potential opportunities.
  • Developed compelling value propositions instrumental in securing contracts and driving business growth.
  • Diligently monitored campaign performance, generating post-project analyses and comprehensive reports to inform strategic decisions.
  • Evaluated service offerings through competitive comparisons and extensive market research, enhancing overall product positioning and effectiveness.
  • Conducted thorough user acceptance testing of website platforms, ensuring seamless user experiences and optimal functionality.

Education

Bachelor of Arts -

University of Toronto
Toronto, ON

Marketing Certification -

University of Toronto
Toronto, ON

Skills

    Digital Marketing

  • Social Media
  • Influencer Marketing
  • Paid Search
  • Programmatic Media
  • SEO
  • Marketplace (Amazon)
  • Affiliate Marketing
  • Email Marketing
  • Retail Media

    • Traditional Marketing

  • TV
  • Radio
  • Print
  • Direct Mail
  • Outdoor Advertising
  • Sponsorships
  • Trade Shows

    • Skills

  • Strategic Planning
  • Analytical Thinking
  • Problem-Solving
  • Relationship Building
  • Data Management
  • Project Management

Timeline

Director, Strategy and Performance

PUSH Media
03.2022 - Current

Director of Marketing

StyleDemocracy
02.2021 - 03.2022

Consultant, Marketing and ECommerce

Diamond Marketing Group
07.2020 - 05.2021

Senior Director, Marketing & eCommerce

Samko And Miko Toy Warehouse
08.2018 - 07.2020

Senior Manager, Digital Marketing

Toys R Us | Babies R Us
01.2017 - 01.2018

Manager, Brand and Digital Marketing

Acklands-Grainger
01.2015 - 01.2017

Relationship Marketing Manager, CRM

Travelocity
01.2014 - 01.2015

Digital Marketing

Staples
04.2011 - 01.2014

Marketing Specialist

Staples
11.2008 - 04.2011

Bachelor of Arts -

University of Toronto

Marketing Certification -

University of Toronto

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Oscar Yu