Calvin Lu

About me

I am a data-driven digital marketer with 7+ years of hands-on experience focused on managing B2B & B2C paid social and search campaigns, marketing automation, and the optimized customer journey. I've seen firsthand just how powerful of an impact my ads can have, whether if it's working anywhere between a $1,000 to $1,000,000+ monthly budget. I am constantly honing my unique background in demand generation, marketing operations, and content creation.

My career thus far has involved working with both agency and in-house marketing teams to create landing pages, customized funnels, paid media campaigns, and engaging collateral to drive optimized CPL, CPA, and CAC. I approach my tasks with identifying customer personas and opportunities for SEO and long-term product-led growth (PLG) as a foundation for growth.

Portfolio - Websites & ROAS

Work Experience

SR. GROWTH MARKETING MANAGER

Buzzer / Oct 2022 - April 2023 (layoffs)

• Owned the ongoing planning, optimization and execution of all Buzzer paid and O&O marketing channels, including marketing plans for new channel assessments and testing plans

• Improved paid acquisition of new users CPL from $15 to sub-$6

• Worked cross-functionally with creative, email, and social teams to ensure all marketing creative assets were built and executed with a data-driven approach

• Managed external agency relationships, reporting progress & shifts in strategy internally

• Collaborated closely with Product & Data teams to ensure measurement via tools such as Looker & Adjust effectively informed organic and paid growth channel efficacy

PERFORMANCE MARKETING MANAGER

Zumba / Oct 2021 - Sep 2022

• Managed budgets and campaigns across all digital channels to drive strong return on investment and efficient CPA and CAC

• Led successful planning, execution, and optimization of product-led growth (PLG), tracking KPIs via paid, organic, & own media channels such as Google Ads, Meta Ads (Facebook & Instagram), LinkedIn ads, OTT, & more

• Identified and tested new channels to continue to meet or exceed established critical metrics

• Clearly communicated with management and product team to share funnel conversion results, feedback and improvement ideas

• Developed with copy & creative team to iterate and test new ideas via both B2B and B2C messaging to improve campaign performance

CLIENT OPERATIONS | CAMPAIGN MANAGER

Kargo (formerly StitcherAds) / May 2020 - Oct 2021

• Developed and oversaw client onboarding, offboarding, & related documentation

• Created and implemented 30/60/90-day plans for new clients with Success & Data team

• Oversaw project management & communication with clients for specific integrations with Data, Engineering, and other teams

• Managed 6-7 figure monthly spend for several Fortune 500 clients, generating high return on ad spend (ROAS)

• Analyzed direct response performance & compiled custom reporting according to customer needs

• Created, edited, optimized and scaled social media campaigns based off complex performance trends

LEAD MARKETING COORDINATOR

Quantum ePay / Mar 2018 - May 2020

• Improved cost per lead (CPL) from $100 to sub-$40 per lead across multiple paid channels (Google, Facebook, LinkedIn), allowing for increased scaling for B2B lead acquisition and optimized Sales team appointments

• Generated weekly Salesforce reports on marketing campaign performance to ensure consistent CPL and CPA

• Built and maintained connections to pass lead data into internal CRM (Salesforce)

• Developed marketing collateral including product features, SaaS solutions, news pitches, and social media posts

• Managed company’s social media handles such as Facebook, Instagram, Google My Business, LinkedIn, and Twitter

DIGITAL MARKETING SPECIALIST

Fit Body Boot Camp/ Jan 2017 - Mar 2018

• Designed and developed website funnels for optimized sales conversion

• Created paid Facebook ad campaigns for 20+ monthly franchise owners to generate new leads, sales, & grow brand presence

• Analyzed data and metrics, adjusting ad campaigns to ensure optimal performance

• Provided daily metrics updates for franchise owners running paid ads and billing at conclusion

• Managed digital campaigns and marketing efforts for all new franchise owners

• Implemented new venues of outreach for Fit Body Boot Camp brand marketing

MARKETING COORDINATOR

iPZMall & iPZGames/ Oct 2016 - Jan 2017

• Developed clear marketing objectives and strategies to raise brand awareness

• Analyzed competitor activities to plan counter strategies

• Wrote copy, optimized SEO, and managed brand social media channels

• Maintained product database and e-commerce inventory via Magento

• Conducted outreach for brand managers & social media influencers to promote the iPZMall & iPZGames brand

• Coordinated various marketing plans with marketing staff and upper management

PERFORMANCE MARKETING MANAGER

Paravel / April 2024 - Present

• Lead PPC and Paid Social campaign strategy, optimizing performance by adjusting bidding strategies, ad copy/creative, and targeting parameters to improve conversion rates, build quality pipeline, and achieve KPIs
• Effectively manage and optimize a multi-million dollar advertising budget across Paid Search and Paid Social channels to maximize ROI and achieve set KPIs
• Collaborate with creative teams for consistent ad creative development driven by both qualitative and quantitative creative insights
• Conduct comprehensive keyword research and analysis to optimize PPC campaigns, ensuring high-quality traffic and pipeline creation
• Analyze data and metrics, testing and iterating to improve ROAS and scalability of marketing efforts
• Optimize attribution methodologies, model and forecast ROI, and develop testing plans to enhance campaign performance and identify growth opportunities

CLIENT SOLUTIONS MANAGER

TikTok / May 2023 - March 2024

• Consulted and grew client relationships with advertisers of all sizes
• Created media plans that deliver against client KPIs
• Monitored, analyzed campaign performance, and made proactive recommendations to improve results
• Managed complex media buys with multiple stakeholders, timelines, and assets
• Served as an external product expert, educating clients and agencies on TikTok ad solutions and best practices
• Managed measurement strategy and creative execution
• Collaborated with cross-functional teams to ensure successful campaign executions and troubleshoot client issues
• Collected marketplace feedback and insights to guide advertising strategy and ad offerings

"I had the pleasure of working with and managing Calvin for two years at Quantum Electronic Payments! He was such a impactful and valuable part of our Marketing team and company culture.

With his years on media buying experience, Calvin took our digital presence to the next level through targeted ad campaigns and precise scaling strategies. Very knowledgable B2B/B2C Marketer - couldn't recommend him enough!"

- Quantum ePay, Marketing Manager Ryan Wess

"Calvin is a detail-oriented and strategic growth marketer that is an asset to any team. He operates cross-functionally with ease while constantly delivering on both his assigned responsibilities and beyond his scope responsibilities. Really glad I got the chance to work directly with him."

- Buzzer, Head of Growth Jack Kingsley

"Calvin was an awesome teammate and marketing lead at Buzzer. He meaningfully cut our CPI and CPA targets in a matter of weeks through thoughtful paid creative & platform optimization. More importantly, Calvin was a constant source of energy and optimism. He’s a highly personable and tireless marketer that would be provide an instant impact to anyone smart enough to hire him."

- Buzzer, Chief Business Officer Andrew Barge

Testimonials