Calvin Lu
Growth marketer with 7+ years of B2B & B2C ad buying experience, motivated by meaningful, data-driven results.
Current: Client Solutions Manager at TikTok
Previously Sr. Growth Marketing Manager at Buzzer
About me
I am a data-driven digital marketer with 7+ years of hands-on experience focused on managing B2B & B2C paid social and search campaigns, marketing automation, and the optimized customer journey. I've seen firsthand just how powerful of an impact my ads can have, whether if it's working anywhere between a $1,000 to $1,000,000+ monthly budget. I am constantly honing my unique background in demand generation, marketing operations, and content creation.
My career thus far has involved working with both agency and in-house marketing teams to create landing pages, customized funnels, paid media campaigns, and engaging collateral to drive optimized CPL, CPA, and CAC. I approach my tasks with identifying customer personas and opportunities for SEO and long-term product-led growth (PLG) as a foundation for growth.
In addition to this, I am a partnered broadcaster on Twitch.tv since 2015, where I have established a following of over 10,000 in my first year and continue to provide engaging content to a loyal community.
Portfolio - Websites & ROAS
Work Experience
SR. GROWTH MARKETING MANAGER
Buzzer / Oct 2022 - April 2023 (layoffs)
Owned the ongoing planning, optimization and execution of all Buzzer paid and O&O marketing channels, including marketing plans for new channel assessments and testing plans
Improved paid acquisition of new users CPL from $15 to sub-$6
Worked cross-functionally with creative, email, and social teams to ensure all marketing creative assets were built and executed with a data-driven approach
Managed external agency relationships, reporting progress & shifts in strategy internally
Collaborated closely with Product & Data teams to ensure measurement via tools such as Looker & Adjust effectively informed organic and paid growth channel efficacy
Closely monitored macro industry trends related to mobile and digital marketing to inform real-time adjustments to growth strategy
PERFORMANCE MARKETING MANAGER
Zumba / Oct 2021 - Sep 2022
Managed budgets and campaigns across all digital channels to drive strong return on investment and efficient CPA and CAC
Led successful planning, execution, and optimization of product-led growth (PLG), tracking KPIs via paid, organic, & own media channels such as Google Ads, Meta Ads (Facebook & Instagram), LinkedIn ads, OTT, & more
Identified and tested new channels to continue to meet or exceed established critical metrics
Clearly communicated with management and product team to share funnel conversion results, feedback and improvement ideas
Developed with copy & creative team to iterate and test new ideas via both B2B and B2C messaging to improve campaign performance
CLIENT OPERATIONS | CAMPAIGN MANAGER
Kargo (formerly StitcherAds) / May 2020 - Oct 2021
Developed and oversaw client onboarding, offboarding, & related documentation
Created and implemented 30/60/90-day plans for new clients with Success & Data team
Oversaw project management & communication with clients for specific integrations with Data, Engineering, and other teams
Managed 6-7 figure monthly spend for several Fortune 500 clients, generating high return on ad spend (ROAS)
Analyzed direct response performance & compiled custom reporting according to customer needs
Created, edited, optimized and scaled social media campaigns based off complex performance trends
LEAD MARKETING COORDINATOR
Quantum ePay / Mar 2018 - May 2020
Improved cost per lead (CPL) from $100 to sub-$40 per lead across multiple paid channels (Google, Facebook, LinkedIn), allowing for increased scaling for B2B lead acquisition and optimized Sales team appointments
Generated weekly Salesforce reports on marketing campaign performance to ensure consistent CPL and CPA
Built and maintained connections to pass lead data into internal CRM (Salesforce)
Developed marketing collateral including product features, SaaS solutions, news pitches, and social media posts
Managed company’s social media handles such as Facebook, Instagram, Google My Business, LinkedIn, and Twitter
DIGITAL MARKETING SPECIALIST
Fit Body Boot Camp/ Jan 2017 - Mar 2018
Designed and developed website funnels for optimized sales conversion
Created paid Facebook ad campaigns for 20+ monthly franchise owners to generate new leads, sales, & grow brand presence
Analyzed data and metrics, adjusting ad campaigns to ensure optimal performance
Provided daily metrics updates for franchise owners running paid ads and billing at conclusion
Managed digital campaigns and marketing efforts for all new franchise owners
Implemented new venues of outreach for Fit Body Boot Camp brand marketing
MARKETING COORDINATOR
iPZMall & iPZGames/ Oct 2016 - Jan 2017
Developed clear marketing objectives and strategies to raise brand awareness
Analyzed competitor activities to plan counter strategies
Wrote copy, optimized SEO, and managed brand social media channels
Maintained product database and e-commerce inventory via Magento
Conducted outreach for brand managers & social media influencers to promote the iPZMall & iPZGames brand
Coordinated various marketing plans with marketing staff and upper management
Currently: CLIENT SOLUTIONS MANAGER
TikTok / May 2023 - Present
Act as a consultant to develop and grow client relationships with advertisers of all sizes
Create media plans that deliver against client KPIs
Monitor, analyze campaign performance, and make proactive recommendations to improve results
Project manage complex media buys with multiple stakeholders, timelines, and assets
Support and work with Sales on pre-sale research and pitches
Serve as an external product expert, educating clients and agencies on TikTok ad solutions and best practices
Manage measurement strategy and creative execution
Collaborate with cross-functional teams to ensure successful campaign executions and troubleshoot client issues
Collect marketplace feedback and insights to guide advertising strategy and ad offerings
"I had the pleasure of working with and managing Calvin for two years at Quantum Electronic Payments! He was such a impactful and valuable part of our Marketing team and company culture.
With his years on media buying experience, Calvin took our digital presence to the next level through targeted ad campaigns and precise scaling strategies. Very knowledgable B2B/B2C Marketer - couldn't recommend him enough!"
- Quantum ePay, Marketing Manager Ryan Wess
"Calvin is a detail-oriented and strategic growth marketer that is an asset to any team. He operates cross-functionally with ease while constantly delivering on both his assigned responsibilities and beyond his scope responsibilities. Really glad I got the chance to work directly with him."
- Buzzer, Head of Growth Jack Kingsley
"Calvin was an awesome teammate and marketing lead at Buzzer. He meaningfully cut our CPI and CPA targets in a matter of weeks through thoughtful paid creative & platform optimization. More importantly, Calvin was a constant source of energy and optimism. He’s a highly personable and tireless marketer that would be provide an instant impact to anyone smart enough to hire him."
- Buzzer, Chief Business Officer Andrew Barge