A passionate and results-oriented Marketing professional with proven experience driving revenue improvements and increased levels of marketing campaign performance in multiple industries. I leverage strong business and marketing acumen, including having personally managed the development and execution of large scale strategic plans, budgets, research projects and product launches. Specialties include: Multi-channel Marketing Strategy and execution; New product launch for consumer, B2B and B2B2C products; Competitive, Market & Customer Research (quantitative and qualitative); Marketing campaign testing, measurement and optimization; Cross-functional team leadership. Passionate about Personal Finance and Retirement Planning

Head of Marketing @ We help people prepare for retirement and other milestones with free tools that provide clear, simple guidance on key financial decisions. aboutLife’s tools include budgeting, Social Security optimization, Cost of Living and Relocation, Saving for College, building an Emergency Fund, Estate Planning, Insurance, 401ks, and more. From January 2015 to Present (1 year) San Francisco Bay AreaSr. Product Marketing Manager @ Founded in 1996 by Nobel Prize-winning economist Bill Sharpe, we provide customized advice and guidance for saving, investing, and retirement income. • Responsible for driving vision and strategy, business case, product plan, customer research (qualitative and quantitative) and competitive analysis for key engagement and conversion efforts to drive online adoption of retirement management services. • Led a complete redesign of Financial Engine’s online conversion flow experience that included a multi-channel approach to drive customer engagement and lead nurturing opportunities in addition to adoption of retirement management services. • Managed Agile test design and discovery efforts to produce a 3x lift in initial customer engagement and overall conversion rate through improved placements, landing pages and conversion flow experiences. • Developed marketing strategy and managed campaign execution to support a new product launch (Financial Wellness) working with UX/Creative designers and developers. Initiatives drove a 2x increase in online adoption of core retirement management services. From January 2013 to January 2015 (2 years 1 month) Marketing manager @ The Intuit 401(k) plan makes it easy for small businesses to offer employees a high-quality retirement solution without requiring a big investment. • Rolled out quantitative and qualitative research through landing pages, in-product placements and customer interviews to launch new products targeting small businesses. • Developed value proposition for retirement product targeting Small Businesses using Intuit’s payroll products. • Effectively managed all online marketing initiatives for key Intuit products including: website redesign, SEM, Social, Email campaigns, Webinars, Telemarketing as well as landing page optimization and in-product testing. • Increased response rates among older leads 40% by implementing a Lead Nurture program for Intuit’s retirement product targeting Small Businesses. From April 2011 to September 2012 (1 year 6 months) Demand Generation manager @ HPshopping.com offers desktops, laptops, printers, digital cameras, televisions, and ink and toner cartridges directly from HP. · Developed and implemented a multi-channel strategy to support direct-to-consumer business growth through email, direct mail and social media programs. · Spearheaded the launch of a CRM database that integrated numerous internal data sources into a consolidated customer view. · Led cross-functional teams with resources from IT, product management, customer service, marketing and external vendors in order to launch CRM database and boost overall marketing program efficiency by 30%. · Increased opt-in rates by 20% and repeat orders 45% over the previous year by developing/launching personalized marketing initiatives via email and direct mail campaigns. Managed external creative agency to deliver best-in-class Marketing collateral design. From March 2006 to June 2010 (4 years 4 months) Board President @ Direct marketing community and networking organization. CeC members attend marketing seminars and events, learn and share the latest catalog and e-commerce trends, and network with their peers and colleagues in the San Francisco Bay Area. Served two terms as Board President, leading a team of 16 Board Members to revitalize the organization and drive the transition from traditional direct mail marketing to multi-channel marketing. Collaborated with board members to develop and implement several key initiatives designed to increase membership, event attendance and overall member engagement. From 2008 to 2010 (2 years) Marketing planner @ High-end American consumer retail company that sells kitchenwares, furniture and linens, as well as other housewares and home furnishings, along with a variety of specialty foods, soaps and lotions. · Identified key target market segments and additional business opportunities as part of developing the catalog circulation strategy and test plans in support of a $50M direct-to-consumer brand launch. · Drafted a detailed market penetration analysis that successfully identified opportunities among a desired target industry. · Increased direct mail productivity by 20% through programs that leveraged the existing customer base. · Developed customer LTV analyses and implemented findings within selected marketing campaigns, ultimately increasing partnership ROI. From February 2001 to March 2006 (5 years 2 months)

Bachelor of Science, Business Administration @ Universidade de BrasíliaCertificate, Marketing @ University of California, Berkeley Lidia Shong is skilled in: Multi-channel Marketing, Cross-functional Team Leadership, Strategy, Marketing Strategy, Integrated Marketing, Email Marketing, Direct Marketing, E-commerce, Analytics, CRM, Marketing, Creative Direction, Database Marketing, Digital Marketing, Online Marketing