Who am I?

About Me

Will Yong

Hi. I’m Will Yong and I’m a data-driven marketer.

Through my 6 years marketing experience and postgraduate studies (MBA and Master of Marketing), I’ve developed a deep interest in all things data and analytics. Professionally, I add value where data and marketing overlap. My skill set allows me to derive effective insights to drive smarter marketing strategies.

Following is my experience and background. Get in touch if you have any questions.

My Professional Background

Work Experience

2015 Jul - Present

Found Digital

Digital Insights Analyst

Found Digital is a full-service digital agency with clients across energy, automotive, telecommunications, legal and healthcare services industries. It is a division of Sensis, one of Australia’s largest marketing service companies, which is valued at $649M.

Client Strategy: Evaluate client’s website and marketing performance across all digital channels and produce comprehensive 80-page reports outlining insights and strategic recommendations.
Conversion Rate Optimization (CRO): Utilize heat mapping and A/B and multivariate testing software to observe user behaviour and test hypotheses to drive more goal completions.
Google Analytics & Google Tag Manager (GTM) Management: Agency lead for all Google Analytics & GTM matters related to setup, goal management, ecommerce and troubleshooting.
Data Analysis: Collaborate with Campaign Managers to derive insights from campaigns and to drive strategic direction.
Reporting: Define metrics and visualisations for Business Intelligence dashboards.
Marketing Automation: Design strategies for clients to automate workflows, convert more users and bring back users that drop off the sales funnel.

Key Achievements:

  • Completed numerous client strategy projects that resulted in new business, most notably a $300k+ p.a. project that across 5 agency channels (Strategy, SEM, Social, Marketing Automation and SEO).
  • Overhauled new client onboarding process and introduced best practice Google Analytics setup, which became a new revenue stream for the agency.

2014 Sep - 2015 May

Thirst Creative

Digital Marketing Consultant

Thirst Creative is a marketing, design and digital agency that services a mix of SMB and leading brands such as Universal Studios Japan, FOX Footy and National Australia Bank.

Marketing Strategy: Combined industry and competitor research with performance data to create marketing strategies for existing and potential clients.
Performance analysis and reporting: Analyzed data from Google Analytics and channel campaign data to deduce insights and optimize performance.
Digital Planning and Implementation: Project managed paid search, display ads, social media, email, homepage takeovers and native advertising campaigns.
Paid Search and Display Advertising: Built and managed AdWords campaigns, created keyword lists and executed test and learn strategies.
Social Media: Assess content performance across social channels, oversaw paid ads on Facebook and worked with the social media team on content creation.
SEO: Partnered with an SEO agency and used SEO tools to monitor and improve organic search rankings for targeted keywords.

Key Achievements:

  • Spearheaded a strategy pitch that resulted in a new business contract that allowed the agency to grow the team by 5.

2012 Jan - 2014 Dec

Melbourne Business School

Student

Took a hiatus from full time employment between Jan 2013 – Sep 2014 to complete two Master’s degrees (MBA and Master of Marketing) as outlined in Education.

2010 Dec - 2012 Dec

Because We Care

Marketing and Sales Manager

Because We Care is a world-leading manufacturer of sustainable plastic products for customers including Target and Officeworks.

Management: Led a team of three to evolve and fulfil marketing strategies.
Digital strategy, planning and implementation: End-to-end campaign management and delivery across paid search, display and email.
Sales and lead generation: Attended and exhibited at trade events and oversaw direct marketing strategies to grow sales and leads.
Account management: Oversaw accounts for more than 30 local and international clients.
Ecommerce management: Oversaw performance, managed inventory and provided monthly reporting.

Key Achievements:

  • Headed B2B marketing initiatives to increase year on year number of leads by 20%
  • Exceeded revenue goals by over 30% by nurturing leads

2008 Dec - 2010 Dec

Because We Care

Marketing and Sales Coordinator

Content creation: Created promotional images and wrote content for websites, ads, promotional material, a corporate video and a TVC.
Trade events: Event managed trade events in Australia and Hong Kong.
Websites: Project managed the launch of two website launches and an ecommerce store update.

Key Achievements:

  • Spearheaded the ecommerce store update that reduced cart abandon rates by 200%.
  • Increased year on year ecommerce sales by 15% p.a. by executing marketing campaigns and promotions.

2008 Feb - 2008 Dec

Arup

Marketing Assistant

Worked as a Marketing Assistant with Arup, a billion pound multinational professional services firm and travelled around Europe throughout the remainder of the year on a Working Holiday visa.

2007 Feb - 2007 Oct

Nova

English Instructor

Took a personal growth year to move to Tokyo, Japan and teach English for the largest English teaching school in the country.

2006 Jan - 2007 Feb

Commonwealth Bank of Australia

Customer Service Specialist

Provided customer support, managed customer accounts and sourced business development opportunities for Australia’s largest retail bank.

What I am good at

Skills & Knowledge

Skills

Digital Insights85%
Conversion Rate Optimization82%
Paid Search75%
Social Media75%
SEO75%
Display Advertising72%
Email Marketing68%

Programs Used


  • Website Analytics: Google Analytics
  • Tag Management: Google Tag Manager
  • Business Intelligence (BI): Klipfolio
  • Competitor Research: Hitwise
  • CRO: A/B Tasty and Optimizely
  • SEO: Linkdex, Moz, AHRefs, SEMRush
  • Paid Advertising: AdWords, Bing, AdRoll
  • Social Media: Facebook, Twitter, Instagram, Pinterest

TECHNICAL SKILLS

Google Tag
Manager
HTML &
CSS
BI
Tools
Microsoft
Excel

CERTIFICATIONS

My Education

Education

2014 Jan - 2014 Dec

Melbourne Business School

Master of Marketing

Undertook a second specialized Master’s degree at one of the leading Business Schools in Asia Pacific to progress my Marketing skill set.

Activities:
MBS Marketing Association (MMA)

2012 Jan - 2013 Dec

Melbourne Business School

Master of Business Administration (MBA)

Joined the top ranked MBA program in the Asia Pacific region by The Economist (2012) to improve my overall business acumen.

Activities:
International Exchange Program: USC Marshall School of Business & USC School of Cinematic Arts, California, USA

2002 Jan - 2005 Jul

Royal Melbourne Institute of Technology

Bachelor of Business (International Business)

Completed my first degree at one of Australia’s top universities located in the heart of Melbourne, Australia.

Activities:
International Exchange Programs: KAIST, South Korea & L’Ecole Superieure de Commerce, France

References

  • Virginia Guzzi

    Director from
    Thirst Creative

    Will worked as part of my team at Thirst Creative, and was responsible for market research, insights and digital analytics. Will’s passion for all things digital and his broad understanding of best practice marketing principles (gained through his MBA and Masters of Marketing) meant he was able to support on the rollout of digital marketing campaigns across social and SEM as well as analytics and reporting. Will has a calm and professional style, and is a pleasure to work with.

  • Andrew Cove

    Manager from
    Because We Care

    It is with great pleasure that I take this opportunity to strongly recommend Will. His presence of mind and strong work ethic are but two of Will’s personality traits that he has exhibited during his time at Because We Care and I believe have been a driving force behind his success to date.

Things that I Love

Interests

  • Travel

    Travel

    I’ve travelled to more than 30 countries and even managed to fill up an entire passport with stamps.

  • Music

    Music

    I love everything about music. Not just listening to it but also seeing how the industry is evolving and to innovating in the face of declining digital sales.

  • TV & Movies

    TV & Movies

    I’m equally as happy chatting about the latest episode of Game of Thrones as I am about movie studios producing reboots and sequels to maximise pre-awareness.

  • Food & Wine

    Food & Wine

    Burgers and wine are my weakness.

  • Fitness

    Fitness

    I maintain a mix of running, yoga and weight training to keep my stress levels in check and my diet liberal.

Contact

CV DOWNLOAD

CV