Resume · 2026

Tonny (Zhengji) Yao

Performance Marketing Manager · Paid Media Lead · Digital Marketing Lead

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Sydney, Australiatonny930223@gmail.comlinkedin.com/in/tonny-yao

Professional summary

Performance marketing and paid media leader with 7+ years of experience managing full-funnel programmes for enterprise B2B and B2C brands. Oversee $70M+ in annual global media investment across 30+ enterprise clients and 60+ advertising accounts, combining commercial strategy with hands-on execution, team leadership and AI-assisted marketing operations.

Core expertise

Google Ads · Meta Ads · TikTok Ads · LinkedIn Ads · Criteo · The Trade Desk · Teads · Netflix Ads · GA4 · GTM · Attribution · Conversion architecture · Looker Studio · Budget governance · Forecasting · Pacing · Risk control · SOP · Hiring · Coaching · Quality assurance · Google Apps Script · Advertising APIs · Google Sheets · Automated reporting · AI-assisted campaign QC

Experience

Senior Project Lead · SparkX

  • Own full-funnel planning, allocation, pacing, forecasting, optimisation and reporting across global paid media portfolios.
  • Lead media, account management, creative and operations professionals through clear ownership, review and escalation systems.
  • Govern delivery across Google Ads, Meta, TikTok, LinkedIn and programmatic channels.
  • Built an AI-assisted campaign QC product to standardise pre-launch reviews across Meta and Google Ads.
  • Connected advertising APIs, Google Apps Script and Google Sheets to improve reporting access and reduce recurring manual work.
  • Created portfolio-level budget, pacing, forecasting and risk routines for leadership decision-making.

Project Lead · SparkX

  • Launched enterprise programmes with campaign structures, measurement frameworks and optimisation processes.
  • Designed acquisition, conversion and retargeting systems across paid search, shopping, paid social and programmatic media.
  • Led a 20-person cross-functional team and coordinated global delivery standards.
  • Contributed to 300%+ managed-budget growth through scalable performance and client confidence.
  • Automated campaign reporting through advertising APIs, Google Sheets and Google Apps Script.

Senior Paid Media Manager · SparkX

  • Led global media planning, execution and optimisation across 12 markets.
  • Coordinated media, account and creative functions around shared campaign outcomes.
  • Built accelerated onboarding and quality routines for a 13-person operations team.
  • Added 80,000+ social followers while reducing CPC by 15%, CPE by 40% and CPV by 23% against benchmarks.
  • Delivered a Black Friday livestream programme with 1M+ viewers and a 26% increase in brand search volume.
  • Improved team efficiency by 30% within two months.

Paid Media Manager · SparkX

  • Planned and optimised awareness, acquisition, conversion and retargeting programmes.
  • Built a 10-person paid media team and delivered at least two training sessions each month.
  • Developed 16 structured learning plans and expanded multi-platform delivery capability.
  • Supported accounts with more than $4M in monthly advertising investment.
  • Maintained 95%+ satisfaction across 20+ clients.
  • Supported campaigns selected as official success cases by Google and Meta.

Marketing & Commercial Foundations · GP Health Australia · AZ Global · Baoneng Urban Development

  • Established marketing channels and delivered online and offline campaigns for consumer brands.
  • Built customer segmentation and marketing operations for cross-border commerce.
  • Evaluated investment opportunities and coordinated cross-functional feasibility work.
  • Helped double brand awareness through 14+ campaigns.
  • Built a WeChat channel that attracted 400+ active users in its first month.
  • Advanced 11 investment opportunities through internal review and five to bidding.

Education & certifications

Master of Professional Accounting

University of Wollongong · 2016—2017

Bachelor of Commerce (Marketing)

Australian National University · 2013—2015

The Trade Desk Edge Academy

Trading Essentials: Kokai · 2024

Google Ads Certifications

Search · Display · Video · Shopping · Measurement

Languages & work rights

English

Full professional proficiency

Mandarin Chinese

Native or bilingual proficiency

Work rights

Australian permanent resident and/or New Zealand citizen