Open to opportunities

Kexin Zhang

@kexinzhang1

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Overseas performance marketing specialist focused on ROAS-driven UA and cross-channel optimization.

Japan

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What I'm looking for

I seek a performance-focused role where I can manage cross-market UA budgets, optimize ROAS, and collaborate with global teams to scale user value.

I am an overseas performance marketing and user acquisition specialist with deep experience managing multi-million JPY monthly budgets for Japanese mobile games and brand clients.

I build data-driven optimization frameworks (CTR → CVR → Retention → LTV → ROAS) and four-layer campaign structures to improve stability, scale, and user quality across Google, X, LINE, Reddit and programmatic partners.

I have independently managed pacing, media mix and re-targeting strategies that produced peak ROAS of 600%+ and sustained 300%+ across multiple months while reducing wasted spend.

I collaborate across time zones with media partners and internal teams in Japan, Europe and the US, delivering actionable performance reports and strategic media planning to meet conversion and branding goals.

Experience

Work history, roles, and key accomplishments

Current

Overseas Performance Marketer

Current

BlueFocus Communication Group

Nov 2025 - Present (4 months)

Lead overseas performance advertising strategy and media resource management for brand and gaming clients across Japan and Western markets, optimizing media mix and pacing to drive conversion efficiency and campaign ROI.

Google Ads The Trade Desk LINE Ads Media Planning Performance Optimization Attribution

Social Media Advertising Intern

Ogilvy Public Relations

Oct 2025 - Nov 2025 (1 month)

Supported social media advertising analysis and branding strategy projects, identifying audience segments and proposing creative and targeting improvements for clients including Patagonia.

Meta Ads Segmentation Social Media Strategy Creative Testing Reporting

Advertising Operations Specialist

INSIGHT Co., Ltd.

Apr 2025 - Sep 2025 (5 months)

Managed performance advertising campaigns and large-scale budgets for Japanese mobile games and digital services, implementing a CTR→CVR→Retention→LTV→ROAS framework that improved ROAS from 80% to peak 622% and sustained 300%+.

Aarki Adjust LINE Ads ROAS Retargeting Data Analysis

Education

Degrees, certifications, and relevant coursework

Hitotsubashi University

Master of Sociology, Sociology

2022 - 2025

Completed a Master of Sociology program at Hitotsubashi University focusing on social research methods and media-related sociological topics.

Ewha Womans University

Bachelor of Communication & Media, Communication & Media

2017 - 2022

Activities and societies: Exchange program: Tokyo University of Foreign Studies

Earned a Bachelor of Communication & Media with coursework in media studies and participated in an exchange program at Tokyo University of Foreign Studies.