Grace Lau

  • San Francisco US-CA
Grace Lau


Results-driven Marketing professional with a proven record of accomplishment in developing and leading comprehensive marketing strategies in support of aggressive business goals while maintaining a strong ROI.  Demonstrated success in driving growth in targeted markets through the implementation of key customer acquisition and relationship marketing projects.  Strong analytical skills derived from a belief in rigorous testing, in-depth analysis, and continuous program refinement. Solid leadership skills and adept at communicating with senior management, cross-functional teams, and third parties to bring projects to successful fruition.

Areas of Expertise

  • Customer Relationship Marketing (CRM)
  • Loyalty Program Development
  • Multi-Channel Marketing
  • Direct Marketing
  • Product Development
  • Customer Lifecycle  Communications
  • Marketing Research
  • Creative Development

Technical/Other Skills


Adobe SiteCatalyst and Test & Target, WebTrends, Mediaplex, Comperemedia, Google Adwords, Responsys Interact, Siebel

Graphic Design

HTML, Photoshop, Acrobat

Reporting and Analytics

Business Objects, SQL, Unica,

SAP, MicroStrategy, Tableau

Project Management / IT

Jira, Footprints


Microsoft Office, SharePoint, Access, Project, Visio

Work History

Work History
Apr 2010 - Present

Relationship Marketing Manager

StubHub / eBay Inc

Lead Loyalty and Email Marketing programs for the US and International markets

  • Business lead for the development and launch of StubHub Fan Rewards, resulting in a 96% increase in purchases and 79% higher gross ticket sales
  • Implemented activation and retention strategies to increase active buyers and purchase cadence, improve customer lifetime value (CLV), and increase  customer satisfaction (NPS) while reducing attrition
  • Conducted market research and test-and-learn promotional offers to determine the rewards structure that drove the highest customer interest and repeat rate
  • Managed email marketing team, responsible for executing over 30 batch and triggered marketing emails per month, using 1:1 targeted segmentation and 1:1 personalized content
  • Conducted market research and test-and-learn promotional offers to determine the rewards structure that drove the highest customer interest and repeat rate
Aug 2009 - Apr 2010

Associate Marketing Manager (Contractor)

PayPal / eBay Inc

Managed North American Activation and Engagement programs

  • Directed and implemented comprehensive marketing strategies to activate and engage newly acquired members via online and email channels
  • Overhauled new member welcome experience, conducted creative and incentive testing, and evaluated behavior-based vs. time-based triggers
  • Managed customer contact strategy and prioritization process for North American email and onsite marketing campaigns, responsible for over 40 email and 35 onsite marketing campaigns per month
Jun 2006 - Jan 2009

Assistant Vice President / Marketing Manager I

JP Morgan Chase / Washington Mutual

Managed cross-sell, lifecycle, statement, and retention marketing

  • Implemented marketing campaigns to cross-sell WaMu’s Retail and Home Loan products via direct mail, email, statement, online, VRU, and call center channels, generating incremental lifts in response rates of up to 45%
  • Developed customer contact strategies and lifecycle marketing communications for WaMu’s rewards programs to drive awareness of the programs, build customer loyalty, and boost balance persistency, resulting in a 15% increase in average card usage and spend
  • Established a comprehensive retention strategy including the creation of advanced skills training, incentive programs, and a specialized Retention queue, resulting in 80% higher save rates
Jul 2002 - Jun 2006

Senior Rates Analyst

Pacific Gas & Electric Co

Represented PG&E as an expert witness in State and Federal rate case proceedings and acted as a liaison to other external regulatory agencies.

  • Prepared written testimony and expense forecasts for the Company’s payroll tax expenditures and defended these estimates in regulatory proceedings
  • Analyzed expenses and prepared forecasts for planning and budgeting for the distribution & transmission business units
Nov 1997 - Jan 2002

Product Manager

Providian Financial Corp

Managed online customer acquisitions, Aria Personal Shopper, and the Aria Instant Rewards by MyPoints program

  • Helped launch the company’s first co-branded credit cards, including set up of websites, marketing/fulfillment materials, and backend systems, resulting in the ability to receive and process 600K+ online applications per month
  • Raised acquisition rates by 70% in 6 months by identifying instances when customers were withdrawing from their credit offer and initiated improvements to reduce the number of losses
  • Grew the Aria Personal Shopper (online digital wallet/shopping portal) user base by over 400% in 9 months through multi-channel marketing campaigns
  • Initiated redesign of the Aria Personal Shopper home page, site navigation, and page content by conducting customer usability studies and analyzing WebTrends and internal/external data to increase site traffic
Jun 1996 - Sep 1997

Structural Engineer

SSFM International, Inc.
  • Designed commercial and essential buildings, bridges, and earth retention systems