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Anthony Yap

@anthonyyap

Paid media leader at LENDFAX running Google and Meta acquisition for a lending marketplace.

At LENDFAX, I run paid acquisition for a small-business funding lead marketplace, managing Google and Meta campaigns against cost-per-lead and lead-buyer quality targets. I also own attribution and performance reporting in a regulated lending category.

Across mortgage and lending campaigns, I’ve generated 480,000+ leads and driven $4.2B+ in funded mortgage volume from $26M+ in ad spend, tracked through CRM attribution. At EXPRESS CAPITAL FUNDING, I generated 38,200+ business loan leads and drove $23.2M+ in funded loans from $2.9M in ad spend.

Experience

Work history, roles, and key accomplishments

Current

Chief Marketing Officer

Current

Lendfax

May 2026 - Present (5 months)

Run paid acquisition for a small-business funding lead marketplace, generating leads resold to funders and brokers. Manage Meta and Google campaigns end to end, including strategy, creative, bidding, and budget, against CPL and lead-buyer quality targets.

Meta Ads Manager Google Ads Paid Acquisition Lead Generation CPL Management Attribution performance reporting Lending Compliance

Marketing Director - Paid Ads & Direct Mail

Express Capital Funding

May 2023 - May 2026 (3 years)

Launched Google, Meta, and LinkedIn acquisition from $50/day and scaled to $7,000/day within 6 months. Generated 38,200+ exclusive, real-time business loan leads for a call-center lending operation.

Google Ads Meta Ads Manager LinkedIn Campaign Manager Direct Mail Lead Generation Budget Management vendor negotiation CRM Attribution

Marketing Director

GI Home Loans

Aug 2018 - May 2023 (4 years 9 months)

Owned full-funnel performance marketing for a high-volume mortgage lender, from first click through funded loan, optimizing lead quality, staffing, and funding conversion under direct P&L pressure. Launched a 35-person call-center team, lowering labor costs by $4 per caller hour and improving sales consistency.

Full Funnel Marketing Google Ads Meta Ads Manager LinkedIn Campaign Manager Direct Mail Call Center Management Vendor Partnerships P&L management

Marketing Director

Wholesale Capital Corporation

May 2014 - Aug 2018 (4 years 3 months)

Built and scaled Meta, Google & Direct Mail acquisition campaigns that generated 43,500+ long-form social leads while increasing lead flow 80%. Reduced ad costs 15% through tighter budget controls, ROI targeting, and campaign optimization.

Meta Ads Manager Google Ads Direct Mail Lead Generation Budget Management ROI Targeting Campaign Optimization

Owner & Marketing Director

Ad Oyster Digital Mortgage Lead Generation

May 2010 - May 2014 (4 years)

Generated 356,000+ long-form social leads across mortgage campaigns. Managed annual ad spend up to $5.3M and reduced CPL 20% through testing, retargeting, and media optimization.

Lead Generation Social Media Retargeting A B Testing Budget Management CPL