Ricci Chan-Udom

Digital marketing leader with 6+ years driving paid social and SEM performance across Meta, TikTok, Google Ads, LinkedIn, and Snapchat. Led a team of specialists managing $500K+ in combined monthly ad spend, consistently delivering 3-5x ROAS for ecommerce and DTC brands. Combines hands-on campaign expertise with a founder's growth mindset built from scaling my own DTC brand.

Head of Paid Social at Pineberry (2023-06 – 2025-03)

• Led a Paid Social department of 8+ specialists, overseeing strategy and performance optimization across Meta, TikTok, LinkedIn, Snapchat, and Pinterest for 40+ active client accounts.
• Managed $500K+ in combined monthly ad spend, consistently delivering 3-5x ROAS across e-commerce, SaaS, and retail verticals.
• Drove team growth from 4 to 8 consultants, building onboarding frameworks and mentoring on campaign execution, creative testing, and data-driven optimization.
• Secured beta access and priority support from TikTok, LinkedIn, and Snapchat through strategic platform partnerships, giving clients early access to new features and beta releases before wider rollout.
• Built scalable reporting processes and creative testing frameworks that improved campaign efficiency and client retention.

Senior Paid Social & SEM Specialist at Pineberry (2020-12 – 2025-10)

• Served as Product Owner for TikTok and Snapchat, owning platform strategy, agency-wide adoption, and partner relationships, and growing TikTok ad adoption across the agency from 2 to 10+ active accounts.
• Managed $40K-$80K monthly budgets per client across e-commerce, finance, and retail, improving ROAS by 25-40% through iterative creative and audience testing.
• Developed and executed full-funnel paid social and SEM campaigns across Meta, TikTok, Google Ads, LinkedIn, and Snapchat for 10+ concurrent clients.
• Implemented advanced audience segmentation and lookalike strategies that reduced CPA by up to 35% while mentoring 3 junior specialists.

Co-Founder & Head of Growth at Beauto.io (2026-02 – Present)

• Co-founded an AI automation startup targeting DTC and SMB brands; own go-to-market and paid acquisition strategy for US market entry.
• Launched initial paid social campaigns across Meta and TikTok and built the creative testing and reporting foundation from zero.

Founder at Feline Lashes (2016-01 – 2021-12)

• Built and scaled a DTC vegan beauty brand to over $100K in annual revenue through digital marketing and influencer partnerships.
• Grew Instagram to 30K+ followers organically, driving 90%+ of total revenue through social channels.
• Led end-to-end operations including product development, brand strategy, supply chain, and customer experience across Shopify and social channels.
• Optimized website UX and conversion rate by 20%+ through A/B testing, improving customer acquisition cost and lifetime value.

Certificate of Achievement in Sales and Promotion – Santa Monica College (2025-09 – 2026-06)

Bachelor of Science in Business and Economics, Major in Marketing – Lund University School of Economics and Management (2016-01 – 2020-04)