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PEIWEN CHEN

Strategy, Marketing and Operations Leader

Work experience

December 2021Present

VP of Marketing

Abodu
  • Built out holistic marketing strategy balancing brand and growth in the first 3 weeks of joining with full forecast model & obtained buy-in from full executive team and the board. 
  • Revamp the attribution & analytics model - connecting all marketing and sales data into one master dashboard that provides true cohort performance for the brand. 
  • Grew opportunity volume by 2X through performance marketing while maintaining spend steady, reducing cost per opportunity by half. These opportunities in turn created a 2X growth month over month in sales, hitting the company's record monthly sales. 
  • Built holistic research plan, repositioning & user experience plan that will unlock long-term defensibility for the brand. Implementing this plan in the next 3 months. 
  • Managing external vendors for Growth, SEO and creative and a team of 4 in-house resources - revamped our operational model to drive better visibility & execution efficiency by implementing Asana.
  • Sourced UI/ UX designer to execute against a website redesign to drive further growth. 
Oct 2020December 2021

GM of Agency - withagency.com

Curology
  • P&L ownership of the next growth platform for the company.
  • We are the only Rx Skincare brand to win the Allure Best of Beauty award - considered one of the most prestigious in the beauty category (within 7 months of launch). 
  • In the first 6 months of the brand, we have doubled our monthly acquisition volume and decrease our acquisition cost by 5X advertising on Facebook, Instagram, Search, Youtube and Tiktok. Membership has increased by 7X when compared to the first full month of operation.
  • Took over the Agency launch efforts in October 2020 and executed all brand, creative, performance marketing, and company-wide coordination efforts for the launch of Agency (new Anti-aging business). We were able to deliver our launch in time in February of 2021 despite severe under-hiring and execution in October.
  • Built out the team from 3 members to 20 direct reports within 6 months of taking over the business leading creative, creative strategy, brand marketing, user acquisition, and marketing strategy and ops functions.
  • Leading efforts to scale performance marketing (digital advertising, site optimization, and new features), brand strategy, digital and physical product strategy, product launches, PR, reputation management, creative execution, and offline advertising.
  • Redefining the marketing and creative strategy - better balancing advertising efforts between brand and performance and realigning the strategy to power each other vs competing on budget. Redefining our creative team structure to enable creative production that aligns with different objectives by team (Brand, Performance, Physical Product, Digital Product).
Apr 2019Oct 2020

Director & Sr. Director of Marketing Strategy & Operations

Curology
  • Formalizing annual & quarterly planning process for the entire marketing team to improve our predictive forecast for acquisition, cost, and headcount efficiency
  • Built out and managing a highly effective marketing strategy & operations team - Built a team of 5 FTEs + 4 MBA summer interns; mentored managers and directors I have worked with in the past. 
  • Led the process to overhaul the User Acquisition & Creative teams to maximize our effectiveness and efficiency by co-creating with the operating teams
    • Redefining channel and audience expansion processes to ensure that they scale (working with each team on the ground to build out and test different strategies)
    • Bridging the collaboration gap between both teams 
    • Finding efficiency in our creative process to optimize for volume and quality of content
  • Worked directly with the Anti-Aging GM to build the go-to-market strategy for the new launch
    • Supported GM in executing consumer research to support Brand architecture work with brand agencies
    • Supported the GM in building out a new product offering and experience for the new business (utilizing external and internal consumer research to inform this)
    • Supported the GM in driving the Brand positioning work to build higher emotional resonance with the new target audience
  • Ran the process of hiring for key roles in the marketing team with external and internal recruiting teams (highly involved in finding our head of brand, consumer insights, and product marketing)
  • Established strategy and spearheaded process improvement efforts with the Influencer Marketing team and grew high-quality content by 4x and 13x in new audiences
    • Redefined the influencer strategy 
    • Established analytics design, worked with the Data Science and Platform teams to build out the data pipeline & dashboards for the team that enables strategic & operational decisions to be made
    • Built a better Influencer sourcing process that resulted in 5X more efficiency in this part of the process, unlocking additional time for other high-value activities (implemented the programs myself to pilot with the team)
    • Overhauled the usage of the CRM that allowed the team to take advantage of integrations of the tool to streamline additional processes
    • Scale the team from one associate to a structure with 7 FTEs 
Feb 2018Apr 2019

Manager of Strategy & Business Operation (B2C & B2B)

RealSelf
  • Led company-wide strategy planning  with the executive team and working directly with our CEO to build a framework that enables us to build a more sustainable model that will lead to a product, marketing, and monetization cross-functional activities enabling business model transformation
    • Developing a framework that transforms the company from a lead generation focus into a nurturing system that helps consumers move from consideration to purchase.
    • Align marketing  leaders and product teams into the framework and develop action plans that feed into the strategy plan  
    • Goal setting at a company level based on revenue targets, resource planning in partnership with the finance team to inform decision making &  ensure we prioritize the highest impact activities
    • Cascading goals  into individual departments & sprint teams and tracking progress & KPIs to ensure that we move towards the right direction 
  • Led cross-functional efforts and strategic planning for a business line where I am accountable for mid and long term planning for a product, marketing, and sales efforts.
    • Partnered with PM and VP of strategy and operations to create a long term product vision, strategy, roadmap, and positioning based on marketing research insights and product benchmarking. 
    • Partnered with sales, marketing and product to collaborate on cross-functional in-market  supply acquisition and gamification efforts 
  • Spearheaded evaluation of business adjacencies and expansion opportunities 
    • Built market point of views to evaluate business verticals and geographies for potential go to market strategy
  • Led secondary research as part of repositioning work - Through this research, I was able to provide a point of view about the aesthetics market and main demographics and psychographics of users considering and getting procedures. This informed our qualitative and quantitative research efforts as part of a wider repositioning work which I continued to collaborate on with our internal research manager. 
Aug 2017Feb 2018

Head of Consumer Insights (B2C)

Whitepages Inc
  • Planned and executed the segmentation and understanding of our user base (~50M unique monthly users) and was pivotal for establishing the vision and roadmap for the product and marketing teams
  • Implemented in-product surveys and connected them with user behavior through data mining, lead customer interviews, and user experience sessions
  • Outlined and built the operational dashboard for the VP of marketing - including traffic, LTV, ROAS, revenue and engagement metrics by key business lines
  • Worked hand-in-hand with product PMs to uncover growth opportunities within our free and subscription products (Mobile and Web App) in a fast-paced, high growth environment
May 2016Aug 2017

Customer Acquisition Manager (B2C)

Whitepages Inc
  • Led the paid marketing team and was responsible for a $5M budget - Managed a team of SEM consultants, SEM analyst, dedicated data scientist, and an external development team
  • Successfully transitioned an ad operations marketing model to a subscription-based model and later brought the full operation in-house
  • Plan and executed with a data scientist on a project to connect our long-tail marketing efforts with our internal database to better target consumers in search engines (expanded our keywords from 1-2 million to +10 million which helped grow our non-branded terms by 2X)
Oct 2015May 2016

Associate Program Officer (Bain externship)

Bill & Melinda Gates Foundation
  • Developed the business case for a manufacturing process in Global Health drugs (HIV, Malaria, Tuberculosis) by building a business case for each individual drug class and successfully procured funding for a full extension of the initiative - Shared findings with the President of Global Health and this work was later presented at a conference with major donors in the WHO  
  • Coordinated & project managed Foundation-wide effort for the response to an urgent global health emergency and led a workshop to scope out the strategy for the response (+10 deputy directors and directors involved in the effort) and facilitated planning to scale an investment focused on inhibiting disease transmission through mosquitos through novel technology. 
Sep 2014Sep 2015

Senior Associate Consultant

Bain & Company
  • Lead the development of point of views of Mexican and Latin American market perspectives including retail, consumer goods, financial services, PE landscape and key macroeconomic trends
  • Managed the process and 1-2 associate consultants at a time to execute each one of the point of view
  • Managed an associate consultant for a reorganization project  for the Mexican branch of a major insurance company 
  • Aided owners of Peruvian conglomerate worth ~$8-9B to define their future asset allocation strategy by creating a 10-year allocation model that would effectively diversify 30-40% of assets into financial assets, resulting in 2 p.p. improvement in returns and 3 p.p reduction in risk
  • Assessed the potential disruptiveness of OTT streaming market (e.g. Netflix) in Spain to quantify the value of acquisition target company’s OTT business and built the financial business case for the overall company in a due diligence for a Pay TV provider
Aug 2012Sep 2014

Associate Consultant

Bain & Company
  • Performed customer segmentation, built synergy models and created a full point of view on disruptive business models for a Financial Service company looking to expand into adjacent lending models 
  • Managed and ran nationwide survey for a hedge fund due diligence to understand the low-cost retail landscape in the US which resulted in our client increasing their confidence to invest more heavily in one of the key players in the market 
  • Built financial projection models and business cases for a group of airlines looking to break into the online travel agency business in Latin America. This included forecasting full P&L and potential business models for a $140M USD revenue business.