Who am I?

About Me

Will Yong

Hi. I’m Will Yong & I’m a data-driven marketing strategist.

Through my 6+ years marketing experience & postgraduate studies (MBA and M.A. of Marketing), I’ve developed a deep interest in data & analytics. Professionally, I add value where data & marketing overlap by deriving effective insights to drive smarter strategies.

My experience spans agency & client-side marketing across diverse industries e.g. automotive, telecommunications, tech, utilities, healthcare, & sustainable products. This will allow me to offer a unique & creative perspective in the face of new marketing challenges.

Born & raised in Australia, I recently relocated to the U.S. where I hold a visa & work permit.

Following summarizes my experience & background. Get in touch with any questions.

My Professional Background

Work Experience

2015 Jul - 2016 Oct

Found Digital

Digital Insights Analyst

Found Digital is a full-service digital agency and is a division of Sensis, one of Australia’s largest marketing service companies, which is valued at $649M.

Strategy: Evaluated website and marketing performance for clients across all digital channels and produced comprehensive 80-page reports outlining insights and strategic recommendations.
Conversion Rate Optimization (CRO): Utilized heat mapping and A/B and multivariate testing software to observe user behavior and tested hypotheses to improve conversions.
Google Analytics & Google Tag Manager (GTM) Management: Agency lead for all Google Analytics & GTM matters related to setup, goal management, maintenance, audits, attribution, eCommerce, and troubleshooting.
Data Analysis: Collaborated with Campaign Managers to derive insights from campaign performance and to drive strategies.
Reporting: Defined metrics and visualizations for Business Intelligence dashboards.
Email marketing & marketing automation: Designed email marketing strategies for clients to automate workflows, convert more users and bring back users that drop off the sales funnel.

Key Achievements:

  • Completed 10+ client strategy projects that resulted in new business, most notably a project that benefited 7 agency channels (strategy, SEM, programmatic advertising, social, CRO, email, and SEO).
  • Created and launched a revenue generating analytics clean up service and implemented 30+ of these projects.
  • Client achieved year on year 131% increase in conversions and 24% improvements in bounce rates after implementing recommendations from my CRO project.

2014 Sep - 2015 May

Thirst Creative

Digital Marketing Consultant

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

Strategy: Combined industry and competitor research with performance data to create marketing strategies for existing and prospective clients.
Performance analysis and reporting: Analyzed Google Analytics, app and channel campaign performance data to deduce insights and to optimize performance.
Digital Planning and Implementation: Oversaw 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: Measured content performance across social channels and drove content and paid ad strategies.
SEO: Partnered with an SEO agency to create optimized websites for organic search and to improve organic search rankings for targeted keywords.

Key Achievements:

  • Spearheaded a successful client pitch that resulted in the largest new business contract win for the agency, allowing it to grow by 5 additional members.
  • Developed, planned and implemented digital strategies for the launch of 2 apps.
  • Named Global Analytics Manager and Paid Search Manager in Australia for a client project.

2012 Jan - 2014 Dec

Melbourne Business School

Student

Took time off between Jan 2013 – Sep 2014 to focus on completing two Master’s degrees (MBA and M.A. 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 fulfill marketing strategies.
Digital strategy, planning and implementation: End-to-end campaign management and delivery across paid search, display and email.
Trade events: Organized presence at trade events in Australia and Hong Kong.
Sales and lead generation: Sourced leads at trade events and drove direct marketing strategies.
Account management: Grew a portfolio of 30+ local and international clients.
eCommerce management: Established an eCommerce store and led product development, pricing, and promotion strategy for it.

Key Achievements:

  • Contributed 15% company revenue with my client portfolio.
  • Exceeded yearly sales revenue targets by 17% on average.
  • Grew eCommerce store sales by average 15% per annum.

2008 Dec - 2010 Dec

Because We Care

Marketing and Sales Coordinator

Content creation: Created content for promotional materials, websites, ads, a corporate video and a TVC.
Websites: Project managed the update of two websites.

2008 Feb - 2008 Dec

Arup

Marketing Assistant

Worked as a Marketing Assistant with Arup, a billion pound multinational professional services firm, and traveled 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

M.A. of Marketing

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

Activities:
MBS Marketing Association (MMA)

2012 Jan - 2013 Dec

Melbourne Business School

M.A. of Business Administration (MBA)

Joined the top-ranked MBA program in the Asia Pacific region by The Economist 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 (RMIT)

B.A. 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

  • Alain De Sales

    Digital Strategy Director from Found Digital

    Will and I worked together for a year and a half and he is someone that is extremely talented, he works both hard and smart, and would be an asset to any organisation.

    Given the opportunity, I would work with him again.

  • 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 traveled 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 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