DIANA Y CHANG
Marketing Professional
Contact Info
An accomplished marketing professional highly regarded for her strategic planning and
execution in support of business goals. Demonstrated success in driving the growth of
target markets through analysis of market data, assessment of business trends, and
development of comprehensive plans. A proven leader always stays up-to-date with the
latest digital marketing tactics. Excellent communication skills effectively motivate and
inspire cross-functional and diverse team.
Most Recent Accomplishments
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Austin, TX
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Core Competencies & Skills
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Account-Based Marketing
Inbound Marketing
Demand Generation
SEO SEM Campaigns
Lead Nurture VoC
Sales Enablement
Strategic Planning
Social Media
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Increased 42.73% in website traffic, 202.56% in daily users, and over 90% in social
media followers in less than 60 days
Reduced 66% monthly PPC spending by creating buyer personas, modifying
segmentations, deactivating keywords and key phrases that did not apply to the
target audience, redesigning landing pages, resulted in generating qualified leads
that exceeded the initial goal.
Analyzed audience virtual and purchasing behavior, as well as optimize SEO efforts,
drove a 60% increase in monthly web traffic while boosting open and click-through
rate by 55%.
Orchestrated all external agencies/vendors and developed innovative metrics and
measurement tools to maximize ROI, cutting operational inefficiencies to improve
customer experience and reduce overall operational costs by 30%.
Established a robust collaborative effort between marketing and sales team.
Trained both teams on creating buyer personas and buyer’s journey and
increased MQL and SQL by 20% in less than 3 months.
2012 - Present
Software
InDesign, Illustrator, Photoshop
Advance
HubSpot, Marketo, InfusionSoft
Salesforce
Excellent
Mailchimp. Instapage,
Unbounce
Excellent
SEMrush, SpyFu, SimilarWeb,
Google Analytics
Excellent
Asana, Smartsheet, Basecamp,
Confluence
Advance
Marketing Principal
DYC Marketing
Serve as a consultant or a contractor assisting businesses to develop the
US market or to expand its marketing department. Develop and deliver
holistic and candid strategies that connect with the target audience.
Integrate tools to drive sustainable growth. Develop effective strategies
for generating leads, nurturing leads, and customer lifecycle. Implement
content management with tracked result and identify content to be
repurposed in different stage throughout buyer’s journey. Conduct
research and analyze reports to identify and drive competitive advantage
and desired business results. Assist each business to build all aspects of
marketing and marketing communications. Covered industries include
Internet of Things Solutions (ABM, B2B), Fintech chargeback and fraud
Software (B2B), Fintech SaaS (B2B), Data Cleansing SaaS (B2B), Real
Estate (B2C), eCommerce (B2C) and nonprofit organizations (pro bono).
Defined key metrics and goals and created a centralized shared template
to track each market metrics/ROI calculations. Developed and executed
product marketing and positioning strategy. Ensured global branding,
promotion strategy and calendar are consistent. Trained sales and
telemarketing team during onboarding period.
I have served as Marketing Director, Head of Marketing, and Integrated
Marketing Manager for the following companies:
Carnegie Technologies, Internet of Things Business Unit
Carnegie Technologies, Corporate Marketing
Validis USA
helpIT System US Branch
NetworkDataPedia
www.dianaychang.com/about
DIANA Y CHANG
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Created and modified content based on buyer personas and applied
throughout the entire inbound methodology. Increased lead
generation rate as well as MQL by 80%.
Monitored and analyzed metrics such as formats, social shares, and
number of leads generated to identify the effectiveness of each
content.
Originated compelling, customer-centric eBooks and interactive
worksheets to bolster lead generation strategy and increased overall
revenues in only 3 months.
Drove a 20% increase in monthly web traffic while boosting open
and click-through rate by 55% by implementing long-tail keywords
and optimized each content.
Managed all external agencies/vendors and developed innovative
metrics and measurement tools to maximize ROI, cutting
operational inefficiencies to improve customer experience and
reduce overall operational costs by 30%.
Reduced monthly spending on PPC by identifying key issues and yet
increased monthly traffic
Expanded and flawlessly managed PR efforts via speaking
engagement opportunities, interviews, guest articles, pre-trade
show media outreach, and strategic alliances, and elevated highquality leads and PR exposure by 50 – 60%.
Optimized Salesforce workflow and implemented SLAs between
Sales and Marketing team to improve efficiency by 60%.
Integrated best practices to shorten the sales cycle while improving
the purchasing process.
Marketing Professional
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Career Goal
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Keen to join a company with a
nurturing and diverse corporate
culture that aligns with my core
values and enables me to make
a difference through the work I
do each day.
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Certifications
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HubSpot Content Marketing
HubSpot Inbound Marketing
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HubSpot Sales Enablement
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Lean Sigma Green Belt
Marketing Analytics, Darden
School of Business
2009 - 2012
Director of Marketing and Operations
PeerEMed
Took the business concept to the next level by revamping the website and
its function, developing a brand-new intuitive roadmap and successfully
assisted the found acquire $500K during series A. Recruited and managed
web development team. Varian Medical System acquired PeerEmed for
$4M in 2012. Translated business concept and objectives to technical
requirements. Provided speedy and excellent tech support to our clients.
Education
Bachelor of Fine Arts
Bachelor of Science,
Metaphysics
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Master of Metaphysical Science
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References
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Tim O’Neill, NetworkPedia
Chief Editor/Owner-Matt Hovis, Carnegie Technologies
Chief Creative Officer-
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2000 - 2010
Revamped original business model and website to be more
customer-friendly, rebranded the company’s logo and color scheme
and slashed operating costs by $10K+ by designing and creating all
marketing communications and collateral.
Managed marketing and an operational budget of $500K and
executed marketing campaign which exceeded all expectations and
attracted 2000+ submissions in a few weeks.
Supervised external web content writer on communication and
tonality and established and executed website production while
maintaining a stellar and highly competitive user experience.
Developed and supervised all aspects of project management and
provided well-received weekly reports to the founder.
Please visit www.dianaychang.com/resume
www.dianaychang.com/about
