Yu Yang Pei

Experience

• 

  AX10

  Chief Growth Officer

  Jan 2021 - Present

  At AX10, we are more than marketers or growth advisors - we are passionate problem solvers. Our driving belief is using the function of marketing as the operating force to propel your bottom-line revenue. Our offering is simple: 1. Provide insight into the unknown: We will help you make intelligent investments in marketing capabilities customized to your business. 2. Create hypotheses and validate tactics using data: Building alongside you from the ground up while being the advocate for the consumer. 3. Delivering beyond strategy: execute special projects from start to finish and establish your unique playbook for growth.

  • The Sculpt Society: Led the transition of Paid Search, Social and SEO to a new agency and resulted in 30% improvement in media efficiency
  • DailyPay: Created an analytics framework for the website optimization team to analyze digital user journeys and identify content to personalize to different B2B decision-makers from various sectors
  • Kangaroo: Launched a new product and created all consumer touchpoints from scratch. The pre-sale of the Indoor + Outdoor Cam sold through 1/3 of the inventory within the first 3 days with zero media spend
  • Kangaroo: Developed grassroots influencer program that delivered 600k+ organic impressions with only product exchange deals
  • Kangaroo: Led a business case to get funding for an in-house content studio, which created photography and video assets for website, email, organic social and paid ads
• 

  Sequencing.com

  Head of Growth and Marketing

  Nov 2021 - Oct 2023

  Sequencing.com's goal was to drive a new behavior for consumers to use advanced DNA technology to help improve health decisions. The platform housed the world's largest collection of DNA reports and an interactive experience that screened for over 10,000 rare diseases.

  • Drove double digital growth for 15 consecutive months
  • Led a rebrand and developed the strategic foundation that underpinned the evolution of the company
  • Overhauled the subscription program to increase margins from 25% to 80% and doubled MRR by prioritizing the membership value prop with internal products instead of third-party offerings
  • Shifted product positioning to health use cases after customer interviews and revenue analysis, and increased spending per customer by 211%
  • Built a team of 5 people to provide a diverse range of marketing scope.
• 

  Equinox

  Digital Marketing & Analytics Lead

  Jul 2017 - Jan 2021

  Equinox was built on the notion that fitness can empower a life well-lived and foster a strong community of high-performance individuals. Throughout its 30-year history, Equinox continues to lead and disrupt the category it singularly defined, operating over 100 full-service fitness clubs globally across major U.S. cities including New York, Los Angeles, Miami and San Francisco as well as London, Toronto and Vancouver, each featuring bespoke design in an unparalleled luxury environment. Grounded in the core tenets of Movement, Nutrition and Regeneration and backed by a Health Advisory Board of industry-leading experts across these disciplines, Equinox provides a holistic lifestyle experience for its members with best-in-class offerings inclusive of signature Group Fitness classes, Personal Training, Pilates, Spa, apparel at The Shop, travel, and more.

  • Built a team of performance specialists across Search, Social, SEO, Programmatic, Affiliate and Native
  • Established measurement KPI framework that determined success benchmarks for growth projects
  • Research market trends and consumer insights for new class development and brand integration opportunities
  • Partnered with tech for A/B tested UX enhancements that resulted in 60% improvement in conversion rates
• 

  Wavemarker

  Senior Manager: Marketing Strategy

  Jul 2014 - Jul 2017

  Wavemarker is the creative transformation company. We use the power of creativity to build better futures for our people, planet, clients and communities.

  • Business strategy lead who developed L’Oréal CPG portfolio omnichannel insights for senior leadership
  • Owned sale forecasting and competitive market share reporting, and provided insights to drive growth opportunities
  • Managed a $30M+ global digital media budget
  • Developed award-winning native content programs with the Washington Post, Forbes & Bloomberg

• Blackfoot

  Marketing Consultant

  Jan 2011 - May 2014

  A boutique, full-service advertising agency. Blackfoot was established in 2009, as a result of its two managing directors identifying a need for agile, efficient services, focusing on client ROI, during the recession.

  • Pitched and won 8 clients, including New Balance, Bayer, and Bridgestone
  • Launched China Southern Airlines in the NZ market
  • Auckland Airport parking: Media plan and ROI post analysis reports for valet parking and short-term parking campaigns
  • Shiseido: Presented media strategies for new makeup color and skincare ranges