Charlie Tang

Performance Marketing Manager @BBC

London, GB

In this role I own the BBC\'s acquisition & retention campaigns with an aim to increase consumption of our core services (e.g. BBC iPlayer, Sounds, Sport, News, Kids) across our digital channels (web, app & connected TV). I am also responsible for developing strategies in lifecycle marketing to drive digital product usage, and implement them across ASO, SEO, PPC, paid social and programmatic. My role also leads on paid experimentation, campaign optimisation and attribution.My responsibilities include- Leading the performance marketing team where I embed digital best practice across the organisation with the aim to decrease campaign costs via efficient bidding and optimizing our paid media accounts to a best-in-class standard- Owning all Acquisition and Retention activity across 5 mobile apps- Developing audience segmentation strategies based on demographics, behaviors, and interests- Providing insight, support and analysis on conversion rate optimisation, attribution & incrementality testing and campaign experiments- Develop innovative adtech/martech solutions using first party data to track Measurement, Effectiveness & Optimisation- Partnering with key internal teams including insights & data, brand & comms strategy, creative and planning & operations to collaborate on the execution of integrated marketing plans that deliver against the BBC’s objectives.

Barca Innovation Hub

Leadership, Ethics and Social Responsibility

CIM | The Chartered Institute of Marketing

CAM Diploma in Digital Marketing, Digital Communication and Media/Multimedia