Lena Siara Huang

In charge of digital demand generation via Search, Email, CRM, Social Media, Social Listening, Display, and Retargeting. Developed digital marketing roadmap and media mix. Managed four direct reports, five global agencies, and multi-million dollar budgets. Guided regional Marketing leads with strategic direction + budgets.

(2013-2015) - Sr. Manager, Digital Marketing: Responsible for user acquisition and retention via loyalty, email and local marketing. Mentored and guided Sr. Analysts, managed six technology vendors and creative agencies, developed budgets. (2012-2013) - Sr. Manager, Digital Guest Experience - Business Innovation: Led and implemented digital innovation initiatives, specifically digital in-store technology. Identified business gaps and emerging opportunities.

In charge of online customer experience for Kids, Baby, and Toys. Guided six dotted-line reports. Analyzed shopper behavior, identified experience gaps, developed strategies to increase user engagement and sales.

(2010-2011) - Sr. Manager, eCommerce: Led strategic development of performance-based marketing channels globally: performance display, retargeting, new user acquisition, direct and Meta search partnerships, and affiliate marketing. Managed two direct reports and six global agencies. (2008-2010) - eCommerce Manager: Managed US, UK, DE affiliate marketing channels. Developed 3-year strategy and budgets. Delivered 220% growth over two years.

Managed online marketing programs in the U.S., UK, and Germany including Paid Search, SEO, Affiliate Marketing, and Landing Page Optimization and Testing. Developed marketing plans, and analyzed campaign performance. Worked with legal to handle trademark infringements and brand degradation.

(2004-2005) - Direct Marketing (Shanghai, China): Coordinated and managed direct to consumer marketing initiatives for the Asia-Pacific region. Responsible for organizing image-building events and company visits. (2004-2005) - Direct Marketing (Sydney, Australia): Coordinated consumer marketing initiatives for the Asia-Pacific region. Conducted market research on Australia’s Internet & Home Shopping channels.

Temuco/ Chile

Rome/ Italy

Heilbronn/ Germany