Strategic and tactical marketing professional who is able to plan, develop, and execute competitive concepts, segmentation, product mix, and primary/secondary research studies. Dedicated to achieving quality results through proactive, consultative relationship management. Looking to develop and expand a new business, business division, new product, or idea through marketing and business management.

Core Competencies

  • Email, social, and web marketing of B2B products and services
  • Customer acquisition and retention, segmentation, and demand generation strategy
  • Market intelligence, customer analytics, and CRM insight

Marketing Consultant, Serena Y. Hsi, 2010-Present
Marketing and business consulting covering areas such as social media planning, go-to-market strategy, and niche markets and industry research.

Current Projects:

Notable Projects:
  • United Rentals, marketing automation/template creation/process strategy for nurture campaign implementation using Pardot/SFDC (2017)
  • NRG Home Solar, marketing automation templates/emails/process for nurture campaign implementation using Pardot/SFDC (2016)
  • Nordstrom, project management utilizing Agile practices supporting IBM Affinium platform upgrade and migration to new server architecture; product feature analyses, proof of concept and business case development (2014)
Sr. Marketing Manager, OperationsOpenSesame, Apr 2015-Sept 2015)

Salesforce/Pardot Admin (email templates, landing pages, partner marketing,event marketing, drip and automation marketing), Tradeshow event planning (logistics planning and budget execution for ATD 2015); digital and print collateral for corporate and partner marketing, social media content strategy, and everyone’s favorite.. online marketing analytics. 

Tools used: Wrike (for team project management), Salesforce (CRM), Pardot (email and marketing automation), Google Apps, Adobe Creative Cloud (Photoshop, InDesign), and for web analytics (Drupal, Google Analytics).

Direct Marketing Program Manager, Wacom Technology, 2008-2010

Key accomplishments:

  • Built from scratch: the lead flow process, email templates, and lead scoring model for automated marketing campaigns which captured 100% of event-generated email addresses and pairs users with product content based on event focus
  • Promoted customer notification emails about newly stocked products which caused a complete sellout of monthly allocated warehouse inventory for the Cintiq 21UX interactive pen displays; Resulted in $350k revenue
Full cycle program management of direct marketing campaigns (email/web/print) for consumer, professional, and vertical market product groups; also managed in-house creative studio, contractors, and ad agency for print and email marketing campaigns, co-branded partner email templates for product launches, co-branded partner communications (e.g., Studica, Adobe, Corel, Shutterfly), Wacom e-newsletter, and handled compliance requirements with regard to US, Canada, and LATAM privacy and CAN-SPAM laws.

E-mail Marketing Manager, Indymac Bank, 2006-2008

Key accomplishments:

  • Completed and launched Marketing-on-Demand web services for Indymac's mortgage web domain within two months of being given the project which enabled real estate agents and mortgage brokers to self-publish real estate brochures, flyers, business cards, and other marketing collateral.
  • Created a unified messaging strategy for Wholesale and Correspondent divisions to share one data warehouse and maintain branded email template standards, slotting every business unit on a managed broadcast calendar
Managed and executed outbound e-mail communication platforms for mortgage bank divisions for B2B, B2C, and internal sales/operations/compliance messaging, including daily rate newsletter, branded email campaigns, product launches, and loan product updates. Web project management for customer-facing webapps (e-MITS, Print on Demand) on; Subject matter expert and internal consultant for all inbound/outbound email communication standards.

Marketing Manager, First National Information Network, 2004-2005

Key accomplishments:

  • Improved client retention by creating an email marketing service based on the consumer data generated by a client's market research program and adding firmographic segmentation to in-house agency database.
Marketing, advertising, and business development activities; marketing services and web domain concepting and strategy (,; Database acquisitions and vendor pricing negotiation; Developed house database segmentation and provided email marketing services

Database/Direct Response Marketing Specialist, First Federal Bank of California, 2001-2002

Full cycle management of direct mail campaigns for branch offices and corporate promotions; Database analytics and segmentation; Identified cross-sell opportunities for consumer and business retail banking products; Worked with vendors on list acquisition for consumer and business banking promotions

Marketing Consultant, Patrick Marketing Group, 1996-2001

Notable Clients: Philips Electronics, Sony Electronics, Fujitsu America, Silicon Graphics, Penske Logistics, Agfa/Bayer

Key accomplishments:

  • Co-authored a business process that eliminated manual data crunching for primary market research studies by pairing database exports with Excel and Word macros to auto-generate, format, and sort tables with quantitative data; Data calculations used to take 8 consultants and research analysts two work weeks per research study (approx 500 labor hours); Data crunching now took one person 5 minutes to create all the tables necessary for research report writing.
Designed and managed primary market research and product potential studies for high tech, emerging technologies, and online startups; authored direct mail copy for sales collateral, brochures, benchmark booklets, and concept pieces; managed client program budgets from $50k to $8MM; Supervised and managed cross-functional data analytics teams; Managed call center teams of 60-80 reps as a program manager; Managed research teams of 8-10 data analysts


Certificate in Project Management Principles, Project Management Academy, 2014

MBA, Pepperdine University
BS, Management and Human Resources, California State Polytechnic University, Pomona

Technical Skills

Email: Salesforce Marketing Cloud, Pardot, Constant Contact, MailChimp
CRM: Salesforce, Zoho
WebCMS/Social/Analytics: WordPress, Blogger, HTML, CSS, Google Analytics
Microsoft Office: Word, Excel, Outlook, OneNote, PowerPoint
Project Management: JIRA/Confluence, Wrike, SharePoint
Graphic Design: Adobe Creative Cloud (Photoshop, InDesign), Canva, Shutterstock

Professional Associations & Affiliations

  • Project Management Institute (member, 2014-2016)
  • National Association of Asian American Professionals (Seattle board member, technology chair, 2013-2014)
  • MIT Enterprise Forum - Seattle Chapter (marketing volunteer, 2012-2013)
  • Clark County Sheriff's Office Search & Rescue (search volunteer, 2011-2012)
  • Evergreen Habitat for Humanity (marketing committee, 2010-2011)
Portfolio Samples
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