Yi-Chen Hsieh-Rohde

Driving data-based marketing ROI enhancement projects not limited within digital marketing as team transitioned to overall Europe Marketing Center. Conducting agency and local marketing team review and providing media best practices to ensure effectiveness. Continuous initiatives across internal and external stakeholders for digital marketing maturity to support organizational profitable growth.

Co-founded the Digital Marketing Center team at European Headquarter from scratch. Fundamental Digital strategies & Digital Media activation both across EU key markets and support Germany locally for new product launches. Working in both English and German. Drove digital marketing infrastructure enhancement across LG Europe with full project ownership including management buy-in, pitch process, education, consultancy, and technical support.

Leading/ liaising a digital team of 20 members including planners, Search, Social and analysts. Oversee Samsung Germany's annually 300+ digital campaigns across Mobile/ Tablet/ Wearables, TV/ Sound System, White Goods, and IT/ B2B products (both English & German as working languages). Ensuring quality and speed throughout the process from strategy/ ideation, planning, budget approval, buying, technical implementation, monitoring/ reporting/ optimisation, to final analysis and billing/ controlling.

- Digital Media buying in multiple channels for Kia Motors across Middle East, Africa, Latin America, APCA, and Europe. - Allocated budget among markets and channels based on local audience, consistency with overall strategy, creative assets and campaign objectives. - Negotiated with vendors and validated their proposals to ensure the quality of Media Buying

- Re-engineered Performance Report to enable effective Campaign monitoring for 20+ Markets and 10+ vendors in an interactive format. - Utilised Analytics background from previous position to support strategising and execution for Havas Media’s proprietary data and analytics platform

Delivered market analysis for Ford’s Chief Marketing Officer and Board of Directors/ Co-Founded the Analytics Team, trained new joiners, and established the value of the team among colleagues and clients/ Pioneered the weekly Media vs. Online Performance Tracker for Ford’s first global carline launch / Streamlined processes of major monthly reports, covering Leads (E-mail and Direct Mail), Sales, and Online Metrics/ Facilitated the migration from Sophus to Omniture by providing Analysis