Silvia Yang

Experienced professional with over a decade of expertise in advertising and e-commerce, specializing in seller strategy operations at Alibaba.com for the Southeast Asia region. Proven track record in B2B product go-to-market strategies and channel operations. Skilled in leading performance ads teams at global agencies, focusing on media execution and optimization across digital platforms. Extensive background in e-commerce, subscription-based businesses, and media agencies, with a demonstrated ability to collaborate cross-functionally to achieve commercial targets.

Singapore Permanent Resident(PR), seeking opportunities without the need for work sponsorship.

Online Lead Acquisition for Cisco

Premium Membership GTM (Malaysia Market)

Alibaba.com, Global Supplier, South Asia Region | 2023

• Background: Malaysia market faced declining new seller signups and revenue due to intensified e-commerce competition. Channel partners showed weak performance and low commitment, with high sales rep turnover. I was tasked with driving new member revenue by launching a new product and reactivating the channel ecosystem.

• Action:
  - Bundled membership and managed ad services into a premium product by leveraging Malaysia’s SME digital marketing subsidy.
  - Collaborated with ad ops to provide SOPs and join seller conversations, increasing perceived product value.
  - Designed differentiated pricing, sales incentives (e.g. national sales leaderboard), and commission ladders for channel partners.
  - Led sales enablement including sales kits and in-person training across Malaysia.
  - Partnered with lead generation and paid media teams to drive early sales volume.

• Result:
  - Premium package reached 55% of total sales, boosting average deal size by 37% (MYR 6.9k → 10.9k).
  - Malaysia’s overall sales revenue increased 25%.
  - 60% of sellers repurchased ads, and partner motivation significantly improved.

Leads Ops & ROI Lif Optimization (Paid Leads)

Alibaba.com, Global Supplier Department, Central Operations | 2022

• Background: Paid media ROI was critically low (0.7), and global lead-to-close conversion was under 0.2%. Sales teams reported poor lead quality and low follow-up due to delayed CRM updates.

• Action:
  - Initiated a lead auto-import system using the marketing automation tool, enabling real-time sync from Facebook/LinkedIn to CRM, which reduced lead latency from 24+ hours to under 1 hour.
  - Implemented lead scoring based on behavioral intent (e.g. Seller Central page visits) and company profile (e.g. company size, industry) matched via third-party data, tagging high-potential leads for prioritization.
  - Introduced a 72-hour lead rotation rule to prevent lead hoarding, 72h unfollowed leads were automatically released into a shared pool.
  - Designed a global media budget reallocation framework based on ROI performance and business priorities (e.g. increased investment in Korea due to it will sell the high-ticket product, reduced spend in Italy because less attention to paid leads).

• Result:
  - Global paid media ROI improved from 0.7 to 1.5; lead-to-close rate rose from 0.15% to 0.8%.
  - Lead follow-up rate doubled (from 40% to 80%), while budget efficiency and fairness across regions were significantly improved.

Online Leads Acquisition For Cisco

Dentsu B2B (Merkle Inc.) | 2017–2021

• Background: Cisco, a global leader in networking technology, relied heavily on online lead generation to reach both enterprise and SME customers in China. Before partnering with us, Cisco had worked with another agency for 3 years, but the cost-per-lead (CPL) was rising steadily, and lead growth had plateaued. Our objective was to improve both the cost-efficiency and quality of digital lead acquisition.

• Action & Result
• - Managed omni-channel campaigns across Baidu/360 (SEM), Toutiao/WeChat (native ads), and vertical media (e.g. 51CTO), with search as the core driver.
• - Rebuilt SEM account structure by product line, optimized budget by priority, and redesigned tracking logic; reduced CPL by 60% (Baidu) and 90% (360) within 9 months.
• - Expanded 300+ SKU keywords and tailored ad creatives per landing page; decreased bounce rate by 36%, boosted video views by 12%.
• - Bi-weekly A/B testing on copy, visuals, and placement for Brandzone(Baidu), maintained 20% higher CTR vs category average.
• - Piloted innovative formats like LBS targeting, Baidu Live, and Wenku(Baidu) content zones to support offline summits (e.g. Cisco Live).
• - Negotiated extra ad resources (e.g. APP splash ad) and keywords ad rebate, increasing Cisco’s ROI and media commitment.