Cliff Lin

Dynamic, resourceful, and effective Marketing professional with a decade of experience in both digital and traditional marketing. History of accomplishment in effectively evaluating needs and creating compelling communication campaigns and marketing programs that accelerate business development. Well regarded by subordinates and managers for resourceful problem-solving abilities, team playing mindset, and stellar results.

WINK Technologies Montreal, Canada

Marketing Director Jan 2022 – Present

• Lead a team of senior marketing professionals to plan and strategically implement the vision and goals of the executive management
• Create go-to-market strategies, USPs, pricing, and licensing models for SaaS products in new markets, all of which surpassed launch engagement targets
• Conduct and supervise the strategic planning and development of branding campaigns from brief to execution, ensuring alignment between resources, ROI, and business strategy
• Manage and implement data-driven performance marketing programs such as affiliates, referrals, and partnerships to grow sales leads, market share, and brand awareness
• Organize all satellite events, tradeshows, and seminars to maximize brand exposure and generate leads

Digital Marketing Manager Nov 2016 – Jun 2020

• Led, delegated, and oversaw digital marketing team as well as external marketing agencies to drive monthly sales targets, increasing both inbound and outbound leads by 5%-10% a month
• Developed, launched and managed digital brand marketing & advertising campaigns for the new SaaS product, AutoTURN online, which increased positive social sentiment by 237%
• Implemented marketing automation tool Marketo, and developed nurture campaigns which reduced abandonment rate by 30% and increased lead acquisition of cloud solution by over 250%
• Drove the loyalty & CRM strategy using business analytics to increase customer retention by 17%
• Analyzed consumer digital footprints and purchasing behaviour to develop remarketing campaigns that increased software renewal rate by 12%

Marketing Specialist Aug 2014 – Nov 2016

• Gathered and analyzed measurable metrics via A/B testing of title, content, image, and offers to improve the conversion rate of existing landing pages from 6% to 15%
• Produced and executed social media strategies using online reputation management tools such as Hootsuite and Sprout Social, raising brand awareness and search volume by 5-30% for each dealership
• Developed and executed social media strategy and brand management tactics

Marketing Specialist May 2013 – Aug 2014

• Initiated and crafted new product launch marketing strategies, produced performance-driven campaigns, and utilized marketing automation tools for effective product branding 
• Designed new products and formulated strategic marketing plans, expanding the repertoire of service lines which generates 20% of the overall revenue
• Organized an extensive study to determine the effects of the hydraulics of the Great Dam on PPC cost, reducing CPA from $42 to $23 per transaction

Marketing Coordinator Jul 2011 – Apr 2013

• Applied extensive SEO knowledge such as social signal building, onsite optimization, and content curation to grow company organic traffic by 50% over eight months
• Designed and implemented an affiliate marketing system through Commission Junction that increases overall revenue by 5%-8% a month
• Established relationships with potential clients at all levels, and executed all marketing-related tasks

McGill University, Desautels Faculty of Management Montreal, Canada

Master of Business Administration, Specialization in Marketing Aug 2020 – Present

• Timothy Thompson MBA Fellowships Scholarship for academic excellence

Bachelor of Business Administration, Concentration in International Business Sep 2006 – Jun 2011