Allan Su
Associate Director, Strategy at PHD
- Role
- Associate Director of Strategy at PHD
- Location
- New York, NY, US
- LinkedIn followers
- 500 followers
About Allan Su
Highly motivated Associate Director with versatile experience in Automotive, CPG, Tech, and Financial Services categories: Integrated: Expertise in digital, with exposure to offline channels Full funnel: Branding, Direct-Response, e-Commerce, B2B, National & Regional, General Market & Multicultural Budgets: Managed both large ($80M+) and small (<$200K) scale media campaigns Skills: Strong analytical skills in addition to media strategy and buying. Also have a proven track record in project managing and mentoring junior staff Interests: When I’m not planning media campaigns, I’m traveling. Backpacked around Europe/South America and visited 35 countries
Experience
Associate Director of Strategy
Feb 2023 — Present · NY, US
Client: HSBC Led the full media planning process which includes briefing, audience development, channel strategy, tactical development & implementation, and analysis Managed cross-functionally six internal teams (Analytics, Programmatic, Search, Social, Out-of-Home, TV) to ensure that the strategy across tactics is cohesive, and all deliverables are completed on time Initiated HSBC’s first brand campaign to breakthrough as a challenger brand in the crowded financial services sector. Campaign resulted in lifts in aided awareness and consideration the first year Analyzed customer data and insights to refine targeting, audience segmentation, creative, and media mix, resulting in an increase in new checking account openings and improvement in cost-per-acquisition Led education sessions for external clients to keep abreast the industry as well as pitch new opportunities. Leveraged real estate insights to expand HSBC’s mortgage campaign, which doubled ad spend YOY and subsequently increased PHD’s revenue Nominated by PHD’s leadership as rising talent to participate in Omnicom’s leadership development program focused on coaching fundamentals, storytelling, and personal branding
Education
Utrecht University
Semester Abroad
UCLA
Bachelor’s Degree, Economics, Film
Skills
- Digital Marketing
- Doubleclick
- Digital Media
- Advertising
- Telmar
- Digital Strategy
- Donovan
- Comscore
- Kantar
- Srds
- Media Planning
- Marketing Communications
- Social Media
- Integrated Marketing
- Prisma
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