Hanna Zhao
Associate Director, Acquisition Marketing @Everyday Health Group
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WORK HISTORY
Associate Director, Acquisition Marketing @Everyday Health Group
New York, NY, US
AWARD: ACT (Accountability, Can-Do Attitude, Task Initiative) Award Winner at Everyday Health Group-Lead acquisition marketing strategy and execution for Everyday Health\'s Pregnancy & Parenting brands (What to Expect & BabyCenter), optimizing and scaling paid and organic media channels for sustainable growth-Manage an $8M+ media budget, driving strategic media planning and spend optimization, resulting in 24% YoY user growth and a 22% reduction in CPA-Mentor and lead a high-performing team to execute best-in-class campaigns across Paid Search (Google & Bing Ads), Paid Social (TikTok, Meta), Programmatic (DSPs), Native, Affiliate, CTV, Display, Video, and App Install Ads (ASA, UAC)-Develop and implement robust A/B testing frameworks, optimizing landing pages, creatives, messaging, placements, and audience segmentation to drive efficiency and performance gains-Drive cross-channel innovation by integrating emerging platforms and technologies, improving key efficiency metrics (CPC, CPA, CTR, CVR%) and growth outcomes (Conversions, LTV, ROAS)-Lead App Store Optimization (ASO) efforts, enhancing app visibility and keyword rankings through metadata updates, icon, and screenshot testing-Optimize owned and organic acquisition channels to drive web and web to app user growth, leading to an 8X YoY increase in web user registrations through audits and strategic initiatives-Partner with analytics teams to translate data into actionable insights, refining acquisition strategies to align with downstream business objectives, including engagement, lead generation, and LTV-Present marketing performance insights to executive stakeholders, demonstrating short- and long-term strategic impact on downstream businesses including email, app sessions, lead generation, and sales, ensuring alignment with organizational goals through data-driven decision-making.
EDUCATION
Northwest University of Political Science and Law
Bachelor of Business Administration (B.B.A.), Marketing
Hofstra University
Master of Business Administration - MBA, Marketing
Hofstra University
Master of Business Administration (MBA), Marketing
Harrisburg University of Science and Technology
Master of Science - MS, Project Management
SKILLS
ABOUT HANNA ZHAO
Data-driven and results-focused Sr. acquisition marketing manager with over 7 years of experience in both advertising agency and in-house teams. Proven ability to drive brand awareness, user acquisition, retention, and revenue. SEM/Paid Search, Paid Social, Programmatic, ASO (App Store Optimization), Social Media Marketing, Email Marketing, Budget Management, Data Analytics, Team Management, Strategic Planning, User Acquisition, User Retention, Lead Generation, A/B testTools: Adjust, Appsflyer, Firebase, Google Analytics, Google Data Studio, Looker, Marin Software, AppTweak, Jira, Asana.Certification: Foundations of Data Driven Decision Making by Harvard Division of Continuing Education, Growth Marketing by ConversionXL (CXL) Institute, Google Ads & Google Analytics by Google
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