Gigi Zhang

Experience

1. Head of Marketing - North America

   Getaround

   Dec 2021 — Present · US

   Provided strategic oversight of the company\'s marketing efforts, driving growth and achieving a 20% increase in new user acquisition while reducing the cost of customer acquisition by 50% year over year. • Developed and executed the company\'s growth strategy, including acquisition and retention strategies encompassing performance marketing, brand initiatives, CRM, partnerships, events, and organic media. • Built and fostered a high-performing and engaged team. • Managed a $15M annual marketing budget, setting roadmaps and OKRs to guide the marketing team\'s initiatives. • Implemented a comprehensive brand strategy, including brand positioning, target customer identification, and a brand style guide. • Led the development and launch of integrated marketing campaigns across online and offline channels, driving brand visibility and customer engagement. • Provided leadership and guidance to a design team and managed external agencies, ensuring successful implementation of creative strategies that enhanced the brand image. • Initiated and led a website refresh, improving user experience and achieving a 25% increase in conversion rate. • Built a CRM system and implemented marketing automation tools, executing a lifecycle strategy and promotional communications, leading to a 30% increase in repeat purchases. • Developed a comprehensive digital strategy across various channels, including paid search, paid social, affiliate marketing, programmatic ads, and Apple Search Ads. • Oversaw the marketing technology stack and marketing attribution, identifying areas for improvement and leveraging data to inform business initiatives. • Monitored and analyzed brand performance metrics, providing data-driven recommendations for continuous improvement and optimization of brand strategies. • Collaborated with sales, product, and operations teams to drive company initiatives, support product development, and explore new business opportunities based on revenue results.

Education

• Shanghai Jiao Tong University

  Bachelor's degree, Business, Management, Marketing, and Related Support Services

  2003 — 2007

• Yale University - Yale School of Management

  Master of Business Administration (M.B.A.), Finance, Strategy, Marketing

  2013 — 2015