ELISA's Resume

ELISA

Director of Performance Advertising

Female

Marketing Director

Live in United States

Nationality

Summary

Bilingual (English / Mandarin) growth and user acquisition leader with 10+ years scaling mobile game and AI-native app portfolios acrossglobal markets, with deep operating experience partnering cross-culturally with Chinese founders and teams. Joined Meshy AI as its first USbased hire and built the performance marketing function from the ground up — including hiring and building out its China-based executionteam — a direct parallel to standing up a new North America function that plugs into an existing China-based advertising team. Proven trackrecord owning UA strategy and publishing execution across multiple mobile titles simultaneously at a publicly traded gaming company —managing $35M+ budgets across Meta, TikTok, Google, Apple Search Ads, CTV, and 5+ DSPs — and driving go-to-market for new titlelaunches, live ops events, and international expansion. Builds and manages agency, platform, and KOL/influencer relationships, and translatesNorth America market intelligence into product and monetization decisions for remote, cross-cultural teams. CORE STRENGTHS UA Strategy & Publishing Execution | Multi-Title Portfolio Management | ROAS/CPI & Media Mix Optimization | Cross-Cultural TeamLeadership (US/China) | KOL & Influencer Partnerships | Agency & DSP Management | Creative Testing & Iteration | 0→1 Function& Team Building | Revenue & Efficiency Impact | Remote, Self-Directed Ownership

Work experience

Director of Performance Advertising
Meshy AI
2024.01-Current
(3 years)
Joined as Meshy AI's first US-based hire; built the performance marketing function from the ground up (0→1) — including hiring and building out its China-based execution team — and scaled monthly ad spend from $200K to $2.2M+ (25% MoM growth) while operating cross-culturally across US and China leadership. ● Closed and managed a strategic co-marketing partnership with Flashforge, including a bundled membership offer, co-branded trade show presence, and joint KOL/influencer activation. ● Lead creative strategy — briefing, testing, and iterating UA creative — and partnered with Engineering to build a 0→1 in-house ad platform (creative automation, audience segmentation, bid optimization). ● Manage and coach a team of performance marketers; built the analytics infrastructure that improved blended CPA 50% ($80 to $40) and drove organic growth via SEO and content alongside paid, maintaining industry-leading web traffic.
Senior Acquisition Marketing Manager
DoubleDown Interactive
2019.01-2024.01
(5 years)
Owned UA strategy and publishing execution across a $35M+ annual budget spanning Meta, TikTok, Google, Apple Search Ads, CTV, and 5+ DSPs for a top-grossing global mobile game portfolio. Managed and scaled UA simultaneously across multiple titles, leading go-to-market for 3 new app launches — including a Real Money Gaming title generating 400K installs and $10M+ in D56 revenue across Asia, Australia, and Europe — contributing directly to top-line growth at a publicly traded company. Drove a 13% increase in new installs globally and doubled D7 ROAS (iOS 10%→20%; Android 8%→15%) through ongoing creative testing, media mix optimization, and agency/DSP relationship management; built ASO, SEO, and SEM strategy, partnering cross-functionally with creative, product, and finance to feed market performance data back into product and monetization decisions.
Acquisition Marketing Manager, Music (2018–19) | Social Media Marketing Manager, Paid
Amazon, Inc.
2016.01-2019.01
(3 years)
Managed a $7M+ programmatic UA strategy across China and India (WeChat, Weibo, QQ, JioSaavn, Meta, Instagram), operating cross culturally with regional teams and delivering a 255% revenue increase and 8x efficiency gain; directed a $3M+ test-and-learn budget across 30+ A/B tests. ● Owned global merchandising and in-app messaging channels (21% of traffic; 1.5M signups), growing Amazon Music Unlimited signups 15% YoY, including 30% YoY growth from a 2018 holiday campaign.
TAIWAN & US BRAND AND DIGITAL MARKETING
EARLY CAREER
2009.01-2015.01
(6 years)
(2015) | Pizza Hut/Jardine Matheson, Taipei (2013) | Shin Kung Mitsukoshi, Taipei (2012) | Libolon Enterprise, Taipei (2009–2011) — brand and digital marketing roles spanning a $800K/month P&L (76% ROI), a Taiwan product launch (+50% young-adultbase), 50+ brand event programs (62%→78% participation), and e-commerce community growth (+3% category share).

Educational experience

University of North Carolina, Kenan-Flagler Business School
MBA, Marketing & Operations
2012.01-2015.01
(3 years)
Fu-Jen University, Taipei
BBA
2005.09-2009.07
(4 years)