Strategic eCommerce Architect

Transforming ad spend into SCALABLE REVENUE & MARKET DOMINANCE.

Results-driven performance and eCommerce marketer focused on revenue efficiency, ROAS growth, and conversion outcomes through full-funnel strategy and data-driven planning.

About
Me

James Chan

Results-driven performance and eCommerce marketer with 7+ years of experience across agency and platform environments.

Proven ability to improve revenue efficiency, ROAS, and conversion outcomes through paid media, data analysis, and growth planning.

Experienced in contributing to critical marketing decisions by aligning campaign strategy with creative direction, promotional mechanics, brand positioning, audience segmentation, and commercial priorities.

Quick to adapt to AI and emerging digital tools to improve workflow efficiency, accelerate analysis, and enhance day-to-day marketing execution.

Why
Choose Me

Performance Ownership

Direct ownership of eCommerce KPIs including revenue, ROAS, CPA, and purchase growth across enterprise retail accounts.

Commercial Impact

Track record of improving revenue efficiency through restructuring, optimization, and conversion-led media planning.

Strategic Input

Able to advise beyond media execution on creative direction, promotional mechanics, brand positioning, audience strategy, and competitor differentiation.

AI-Enhanced Execution

Quick to adopt AI and emerging digital tools to accelerate analysis, streamline workflows, and support faster marketing decisions.

The
Numbers

28+

Global Brands Served

7+

Years Experience

+135%

ROAS Growth Highlight

-45.5%

Cost Reduction Highlight

Industries

  • Jewelry & Luxury Goods
  • Banking & Finance
  • Insurance
  • FMCG
  • Food & Beverages
  • Beauty & Skincare
  • Telecom & Electronics
  • Health Care
  • Fashion
  • NGO

My Clients

Sasa
Chow Tai Fook
Prudential
Amex
AUSupreme
Suntory
Vans
Sasa
Chow Tai Fook
Prudential
Amex
AUSupreme
Suntory
Vans
Vans
MyDress
Blackmores
Blackrock
Bank of China
Nestle
Haagen-Dazs
Coca-Cola
MyDress
Blackmores
Blackrock
Bank of China
Nestle
Haagen-Dazs
Coca-Cola
MLB Korea
Peach John
La Prairie
Melvita
LVMH
Nin Jiom
Eu Yan Sang
MLB Korea
Peach John
La Prairie
Melvita
LVMH
Nin Jiom
Eu Yan Sang

Data Analysis

Leveraging GA4, Data Studio etc data for funnel analysis

Result Driven

Maximizing ROAS, GMV targets or other KPIs

Strategic Planning

Tailored marketing strategies with full-channel mix

Media Skills & Platforms

  • Google Ads
  • Meta Ads
  • Apple Search Ads
  • Bing Ads
  • LinkedIn Ads
  • Snapchat Ads
  • DV360
  • DoubleClick
  • Google Analytics 4
  • Adobe Analytics
  • Looker Studio
  • Google Merchant Center
  • Google Search Console

Education

Degree in Business (Marketing)

University of Tasmania (HKUE campus)

Certificates

  • Google Ads Display Certification
  • Google Ads Search Professional Certification
  • Facebook Blueprint
  • WSET Level 2
  • Professional Bartender

Languages

Cantonese
English
Mandarin
Korean

Availability

1 Month Notice Period

Work Experience

2024 Dec - Now

Digital Marketing Specialist @ 91APP HK

  • Performance Ownership: Led performance marketing for enterprise retail accounts across Google Ads and Meta Ads, owning eCommerce KPIs including revenue, ROAS, CPA, and purchase growth.
  • Commercial Impact: Delivered measurable account improvements through restructuring and optimization initiatives, including ROAS uplift ranging from +35% to +135%, revenue growth up to +84%, purchase growth up to +126%, and significant reductions in media cost and CPA.
  • Strategic Input Beyond Media: Contributed to broader growth planning by advising on creative direction, campaign messaging, promotional mechanics, brand positioning, product priorities, audience segmentation, and competitor differentiation.
  • Full-Funnel Planning: Worked closely with brand direction, promotional priorities, and customer funnel data to shape acquisition strategy, audience targeting, and conversion-focused media planning.
  • Data-Driven Decision Support: Developed Looker Studio / GA4 reporting frameworks and actively adopted AI and emerging digital tools to speed up analysis, streamline reporting workflows, and enhance day-to-day execution and decision support.

2023 Jul - 2024 Sep

Assistant Manager @ GroupM

  • Project Management: Actively overseeing the execution and development of media campaigns, ensuring excellent performance is achieved with KPIs completed on time and within budget.
  • Team Leadership: Managing and mentoring a team of 3 employees, fostering a collaborative environment, and guiding the team towards achieving team goals.
  • Client Relationship: Building and maintaining strong relationships with clients, understanding their needs for different KPIs, and ensuring their satisfaction with the agency's services.
  • Strategic Planning: Developed and implemented comprehensive marketing strategies tailored to company goals, market trends, and customer insights, driving brand awareness and revenue growth.
  • Expertise for diverse Business Objectives: Experience on implementing plans for E-commerce, Branding, awareness campaigns. Concrete ability to drive brand visibility, brand awareness and even conversions.

2022 Sep - 2023 Jun

Senior Specialist @ GroupM

Main contact person of various accounts, maintaining relationships with client and is responsible for the communication with different teams.

Led a small team of Biddable Specialists to successfully complete various project while maintaining daily work quality. Handling of the Biddable Strategy part for New Client Pitching.

Client industries: FMCG, Banking, Insurance, Gold & Jewelry, Government department, Beauty etc.

Area and Platform of work: GDN, Youtube, SEM, DV360, Apple Search Ads, Bing Ads, Facebook, Linkedin Ad.

2021 Sep - 2022 Sep

Specialist (Biddable) @ GroupM

Mainly handled Client serving & Biddable Media Management for Bank Of China.

Area and Platform of work: Google Ads, Google Analysis, Double Click, Facebook, Linkedin Ads, Bing Ads, Apple Search, Snapchat Ads etc.

Client industries: Banking & Finance, FMCG, F&B, Shopping Center etc. Market across Hong Kong, Malaysia, Singapore.

2019 Jan - 2020 Sep

Media Executive @ IPG Mediabrands

Assisting the team in the preparation of budget allocation & target audience identification for Media Planning.

Responsible for the team's trafficking on DCM for ad serve and ad tracking.

Maintaining good communication with client in understanding their requirement on campaign objective, tackling technical inquiries and plan amendment.

Preparing periodic reports and presentation with analysis and elaboration on campaign performance as required on assigned accounts. Constantly monitoring active campaign's performance and implement optimization whenever needed.

Experience in solo handling several small campaigns from campaign debriefing to post campaign findings and billing.

The Vault

01

Beauty / eCommerce Case

SasaHK Performance Turnaround

2025 (Apr - Dec) vs 2023 (Apr - Dec, Previous Agency)

0
%

Cost Reduction

0
%

Revenue Growth

0
%

ROAS Improvement

02

Fashion / Performance Case

MLB Efficiency Improvement

2025 Sep - Dec

0
%

ROAS Growth

0
%

CPA Reduction

03

Beauty / Growth Case

Melvita Revenue Scaling

2025 May - 2025 Jul

0
%

ROAS Growth

0
%

Revenue Growth

0
%

Purchase Growth

04

SEM Transformation

SEM Restructure Projects

Re-structured SEM account architecture, keyword grouping, campaign segmentation, and search intent alignment across multiple enterprise brands.

Chow Tai Fook
Prudential
MLB
Melvita
Bank of China
Peach John
Chow Tai Fook
Prudential
MLB Korea
Melvita
Bank of China
Peach John
Chow Tai Fook
Prudential
MLB Korea
Melvita
Bank of China

Work With Me

Direct Email

jameschan0220@gmail.com

Phone / WhatsApp

9339 0291

Location

Hong Kong