Wan Hsuan Luo
Senior Global Planning Director L Google Store @Essencemediacom
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WORK HISTORY
Senior Global Planning Director L Google Store @Essencemediacom
NY, US
Lead performance media strategy for 20+ Google Hardware products, including Pixel Phones, Pixel Buds, Watches and Nest Smart Home devices. Own $180MM+ in annual media investment, driving growth with strict acquisition and incrementality goals. In September 2025, transitioning to lead the Google Cloud Platform media strategy to drive B2B acquisition & LTV growth following maternity leave- Define and scale a global audience strategy leveraging 1PD Customer Match and platform-native audiences to accelerate Pixel growth. Lead full-funnel channel strategy across Search, Programmatic, Video and Social- Establish a rigorous testing roadmap to uncover optimization opportunities and scalable best practices; Design and execute 10+ A/B experiments annually to test and validate hypotheses- Execute successful biannual go-to-market launch programs for flagship Pixel and Nest products in partnership with Google Marketing and cross-functional teams- Develop quarterly and annual performance forecasts to identify growth headroom within efficiency constraints;unlocked a ~15% budget increase and ~20% YoY Pixel sales growth in 2022- Pioneered Google Hardware’s shift from last-click to incrementality-based measurement for Google Hardware DR in 2023. Defined key milestones and orchestrated cross-regional workstreams to ensure alignment, adoption, and measurable progress- Distill complex datasets into concise, actionable insights; lead and present QBRs and HBRs to senior Google and agency stakeholders- Deploy an automated reporting dashboard using BigQuery and Data Studio; oversee weekly global data integrity, performance insights, and dashboard operations- Manage and mentor a team of 8+ Strategic Planners. Lead cross-functional collaborations with Activation, Analytics, MarTech, and Creative to drive campaign success and operational excellence.
EDUCATION
Emerson College
MA, Global Marketing Communication & Advertising
National Chengchi University
BA, Korean Language and Culture
SKILLS
ABOUT WAN HSUAN LUO
Data-driven Growth Marketing leader with a proven track record of driving growth for Tech and Hardware brands. Skilled in performance media strategy, digital growth tactics, and A/B testing to scale and optimize acquisition efforts. Thrives in fast-paced environments and takes a collaborative approach to manage complex cross-functional workstreams.
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