Alvin Ooi - Senior Manager, digital marketing, Arlo

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Work Background

Arlo Technologies, Inc.Senior Manager, Digital Media

Oct. 2020

VIZIOSenior Manager, Digital Marketing

Jun. 2017 - Oct. 2020Irvine, CaliforniaManage the P&L of VIZIO.com e-commerce by maintaining contribution margin of each product line. Transition media buying from external agencies to in-house. Develop paid and earned media campaigns to drive awareness, engagement and sales, such as SEM, SEO, Programmatic Display, Paid Social, Native Ads, Digital Audio, etc. Develop creative strategies for product launches and seasonal promotions. Monitor campaign performance and optimize to greater media efficiencies. Maintain digital marketing calendar to drive product launches, brand campaign, and seasonal promotions on VIZIO.com. Optimize user experience through A/B tests and qualitative surveys. Constantly improve internal process to drive operational efficiencies. Manage house ads on SmartCast platform (Connected TV). Collaborate with an external market research company to fulfill all marketing needs. Assist the planning and activation of partnership marketing program for Tidal, Dolby, Paramount Pictures, etc.

VIZIODigital Marketing Manager

Jun. 2014 - Jun. 2017Irvine, CACollaborated with sales team, creative services, and retail partners to develop retail marketing strategies to meet individual account’s business goals. Managed content readiness for product launches and content updates on both VIZIO.com and retail dotcoms (rich content syndications). Collaborated with external media agencies to launch digital advertising campaigns to drive product awareness, considerations, and sales. Collaborated with creative services to develop and refresh creative messaging to reflect the latest promotional offers to maximize sales.

DelleBusiness Advisor, Global Online Marketing

May. 2013 - Jun. 2014Aliso Viejo, CAStrategized and executed inbound marketing efforts (content marketing, paid search, organic search, social media, display and video advertising), focusing on B2B demand generation through measurable and accountable business goals. Used various inbound marketing (SEO, PPC, social, display & video) platforms to manage, execute and optimize campaigns across multiple lines of business amidst worldwide geographies. Developed content that speaks to different persona to drive quality leads and sales. Key contributor sharing inbound marketing best practices with stakeholders in product marketing, solution marketing, demand generation, regional marketing, web analytics, creative services, media services, video production, product management, and marketing communications. Engaged in A/B testing and on-site search result to improve usability and drive conversions.

Automobile Club of Southern CaliforniaAssociate Manager, Interactive Marketing

Jun. 2011 - Jun. 2013Costa Mesa, CA• Develop, implement and evaluate digital marketing strategies to generate quality leads (Auto Insurance and Life Insurance), acquire new members and discount transactions (Membership, Club Rewards), drive bookings and revenue (AAA Travel), encourage product and service utilization (Approved Auto Repair, Car Buying Services), increase brand awareness, improve member perceptions, drive website utilization, and maintain loyalty. • Accountable for business metrics associated with search and display advertising performance including CPL, CPS, ROI, CPA, lead generation, sales revenue, CPC, conversion rates, click-through rates, and interaction rates. • Works closely with internal cross-functional teams to define campaign goals, develop digital marketing strategies, implement tags, and deploy landing pages. • Provide media and creative direction to external agencies and manage end-to-end creative development and media recommendations. • Ensure design and content meet both brand and legal standards, and adhere to best practices in usability. Develop industry research report and competitive analysis. • Identify new and innovative digital opportunities for testing, implement various creative and messaging tests, provide post-testing analysis and recommendations • Coordinate industry research (Comscore, Kantar, Adara, etc.) with agency to define opportunities for creative strategies, product offers and promotional messaging • Develop optimal media mix based on historical performance of online and offline channel . includes search, display, email, web banners, direct mail, FSI, TV, Radio, publication ad, billing insert, etc.

Life TechnologiesSearch Marketing Analyst

Jun. 2010 - Jun. 2011• Develop and implement best-in-class search marketing techniques • Maintain budgets for search engine marketing (SEM) campaigns • Plan campaign strategy and set goals • Review SEM tactics, including: keyword research, ad copy creation, & page optimization • Track & report, A/B testing, analysis and ROI optimization • Serve as primary point of contact for vendor, clients, conduct meetings, manage expectations • Manage campaigns to effectively reach client KPI’s • Continually evaluate and improve the effectiveness of campaigns • Continually evaluate new opportunities for growth and expansion • Maintain program to budget and ensure high profitability • Monitor competitive landscape

AV Planners, Inc.Web Marketing Strategist

Oct. 2009 - Jun. 2010• Define KPI for SEO, SEM, Affiliate Management, Social Media Marketing campaigns. • Manage Web Analytic strategies, develop goal conversion and reporting metric, generate custom report for different promotional campaigns. • Provide user behavior analysis and website interface recommendations for better conversion result. • Develop SEO strategies, including existing keyword ranking, new keyword updates, keyword search volume and KEI analysis, competitor’s SERP. • Develop and manage SEM campaigns on search and content networks, monitor bid management, ad groups, keywords, and generate ROI reports. • Manage corporate profile and drip marketing on major social media network and blogs. Maintain buzz level on all outgoing promotions and press releases. • Develop lead generation campaigns with landing page and call-to-actions through existing and special channels. • Monitor, track and forecast on-going budget spending. • Coordinate with content creation team to ensure consistent branding and communications.

AIC Inc.Marketing Manager

Oct. 2005 - Sep. 2009• Created product datasheet and promotional literature • Managed annual marketing budget • Created and manage channel marketing and promotional campaigns • Developed and manage channel partner program • Created case studies and alternative market analysis • Managed interoperability and compliance program with engineer and ecosystem partners • Created and developed co-marketing campaigns with strategic partners • Managed internet marketing campaign • Created product coding scheme and maintain product database

AIC Inc.Marketing Communications

Jul. 2004 - Oct. 2005• Managed corporate branding strategy, including CIS guide • Developed monthly e-mail blasts • Developed advertising campaigns • Developed co-marketing campaigns • Managed the development of press releases and sales collaterals

Chenbro Micom Co., Ltd.Marketing Coordinator

Jun. 2003 - Jun. 2004• Managed existing customers and leads database • Developed press releases and e-newsletters. • Managed co-marketing plans, sales SPIF programs and promotional campaigns • Participated in corporate branding and product positioning strategy • Designed and scheduled print and online advertising campaigns • Coordinated product review campaigns