Annie Tsang

About Annie Tsang

As a passionate marketing strategist, I thrive at the intersection of data analytics and media planning, igniting performance and growth even in the most challenging, high-stakes environments. My expertise spans diverse marketing channels, from digital and social to programmatic, paid search, SEO, and UX design, driven by a passion for understanding and engaging with diverse audiences. What truly fuels my fire is being a collaborative leader, bringing out the best in my teams, and inspiring their growth, which ultimately leads to collective success.

Experience

1. SVP, Performance

   KINESSO

   Jun 2025 — Present

   Lead U.S. performance media strategy for American Express, overseeing Paid Social, Programmatic, and Paid Search, with close collaboration with a global counterpart to ensure alignment and consistency across markets. Own the cross-channel performance vision, translating brand ambition and business priorities into scalable, measurable growth frameworks.• Drive integration across Paid Social, Programmatic, and Search to deliver full-funnel impact across $250MM+ in media investments, ensuring investment strategy, targeting, and measurement ladder up to business objectives. • Architect cross-channel performance strategies for major cultural moments, designing phased investment approaches (build, peak, sustain) that align awareness, consideration, and demand capture. Activate social, video, CTV, and search in concert to maximize attention, intent, and downstream performance impact.• Define and operationalize American Express brand patterns, translating brand equity and lived user perception into repeatable, cross-channel performance signals that inform media strategy, creative rigor, and optimization frameworks.• Shape premium, brand-safe strategies across Social platforms. Translate platform-native behaviors into performance outcomes through creative systems, audience frameworks, and optimization playbooks that balance brand storytelling with measurable demand generation.• Spearhead partnerships with major DSPs and premium publishers to deliver scalable, high-impact campaigns across CTV, OLV, and display. • Lead connected SEM and YouTube strategies and align them as demand-harvesting engines that respond to upstream social and video signals.• Establish frameworks and guardrails to measure effectiveness across brand and performance KPIs, connecting leading indicators to outcomes.• Team Development: Mentor and grow a high-performing organization of 50+ VPs, directors, managers, and associates, building the next generation of cross-channel performance leaders.

Education

• University at Buffalo

  Master of Arts, Economics

  2010 — 2011

• University at Buffalo

  Bachelor of Arts, Political Science, Economics, Japanese

  2006 — 2010

Skills

• Market Research
• Blogging
• Lead Generation
• Google Adwords
• Advertising
• Event Management
• Digital Strategy
• Mobile Marketing
• Analytics
• Media Strategy
• Fine Art
• Integrated Marketing
• Social Media
• Content Strategy
• Customer Insight
• Interactive Marketing
• Social Media Marketing
• Economics
• Development Economics
• International Relations
• B2b Marketing
• Facebook
• Economic Research
• Marketing Research
• Data Analysis
• Media Buying
• Digital Marketing
• Comscore
• Email Marketing
• Google Analytics
• Media Planning
• Sem