Hi, I'm Tawny Lam
I bring strategy and innovation to life to drive transformation and growth. I am a thinker and tinkerer. Words I live by are "Dream. Plan. Do."
2024-ongoing
The Digital Intelligentsia - Founder
SUMMARY: The Digital Intelligentsia is an early stage boutique consultancy supporting clients globally to adapt and thrive in their business and lifestyle through digital transformation and social responsibility. Our expertise lies in decades of building data-driven strategies, agile operations, and continuous improvement to bring outcomes that are sustainable and scalable. We create bespoke solutions that meet the needs of clients where they are today, with the goal to get them where they aspire to be.
WHAT I DO: Activating Ideas, Brand Development, Consulting, Content Development, Entrepreneurship, Leveraging AI, Strategy, Test & Learn, Visionary Leadership
2019-present
Accenture - Strategy & Analytics
SUMMARY: I joined Accenture to lead Marketing Strategy and Analytics during an enterprise-wide transformation. I was responsible for developing a high-performing team and establishing measurement frameworks, scalable processes, and actionable insights for stakeholders across all industries and markets. I contributed to a revenue pipeline of 9-figures through advancing analytics capabilities, identifying growth opportunities, and delivering data-driven strategies for key strategic priorities such as Gen AI.
WHAT I DO: ABM, A/B Testing, Analytics & Insights, Consulting, Cross-Functional Partnerships, Dashboard Development, Data Modeling, Digital Strategy, Measurement Frameworks, Stakeholder Management, Team Leadership, User Enablement
2018
Verizon - Digital Operations
SUMMARY: Verizon was undertaking a complete omni-channel experience transformation to improve customer satisfaction and cost-savings. I joined to lead go-to-market planning and cross-functional alignment to ensure business readiness. We successfully launched the new CX on schedule with near-zero defects and, within a month, had higher NPS ratings and a 20% improvement in cost-savings.
WHAT I DID: Cross-Functional Leadership, Customer Persona Journeys, Customer Surveys, Data Analysis, GTM Strategy & Planning, Measurement Frameworks, Product-Led Growth Flywheel, Strategic Insights, Usability Testing, Voice of Customer Research
2017
Danaher - Digital Marketing
SUMMARY: I joined Danaher to advance digital marketing strategies and capabilities for one of their medical device companies, Implant Direct. I developed ecommerce strategies, evolved MarTech platforms, and instituted closed-loop tracking and reporting for MTA, MMM, and CLV analyses. This resulted in increased revenue and cost efficiencies which allowed for reinvestment into upskilling my team and testing new market opportunities for additional revenue expansion.
WHAT I DID: A/B Testing, CRM, MarTech Integrations, Customer Acquisition & Retention, Customer Segmentation, Data & Analytics, Digital Advertising, Email, Lifecycle Marketing, Retargeting, SEO, Social Media, Team Leadership, Webinars
2014-2017
Guidance Software - B2B Marketing
SUMMARY: Guidance Software pioneered the digital forensics industry and was expanding into new markets. I joined to shape the next chapter of growth. My responsibilities grew from managing SEO and web analytics to absorbing all digital marketing channels and spearheading award-winning ABM campaigns. I also led a CDN re-platform, website transformation, and marketing automation implementation which jointly resulted in significant lifts to web performance, visitor engagement, and MQL/SQL volume.
WHAT I DID: ABM, A/B Testing, Audience Segmentation, Content Strategy, CRM Integrations, Cross-Functional Partnerships, Digital Advertising, Email, Marketing Automation, Social Media, SEO, Team Leadership, Webinars, Website Management
Now
2012-2013
Campus Explorer - Lead Generation
SUMMARY: Campus Explorer (now rebranded as Archer Education) was a fast-growing EdTech startup. I brought my SEM expertise to hire and train a team to grow quality lead gen programs into a profitable, multi-million-dollar revenue driver for the company. We became the top leading advertiser in the education vertical with Google and Yahoo/Bing Ads.
WHAT I DID: A/B Testing, Analytics, Competitive Intelligence, Conversion Rate Optimization, Copywriting, Growth Hacking, Lead Generation, Performance Marketing, SEM/PPC Advertising, Team Leadership
2010-2012
Experian - Media Buying Optimization
SUMMARY: As a top ad spender in the U.S., Experian was where I developed best-in-class advertising strategies and tactics. I managed a multi-million-dollar budget and generated over 170% ROAS, consistently exceeding incremental revenue and profit margin targets every quarter.
Ad spending of the leading internet display advertisers in the U.S. in Q1 2012
Published by Statista Research Department, Jun 18, 2012
WHAT I DID: A/B Testing, Analytics, Competitive Intelligence, Conversion Rate Optimization, Copywriting, Digital Advertising, Growth Strategy, Lead Generation, Performance Marketing, Media Buying, ROAS Optimization, Real-Time Bidding
2008-2010
Teacher Created - Ecommerce
SUMMARY: I joined this long-standing publishing house to grow their ecommerce business. I strategized and implemented all marketing campaigns across website, email, digital advertising, social media, and affiliate marketing channels for both B2B and B2C markets. I also coordinated tradeshow participation and media coverage, effectively promoting new product launches and contributing to the company's revenue growth.
WHAT I DID: A/B Testing, Affiliate Marketing, Analytics, Blogging, Copywriting, Customer Acquisition & Retention, Customer Segmentation, Digital Advertising, Ecommerce, Email, Remarketing, SEO, Social Media, Event Management
2008
SEOP - Search Engine Optimization
SUMMARY: SEOP is a global marketing agency specializing in SEO. I managed a portfolio of high-profile accounts, delivering exceptional account support and results that earned 5-star customer reviews and secured repeat business as well as cross-sell opportunities.
WHAT I DID: Account Management, Business Development, Competitive Intelligence, Copywriting, Customer Success, SEO, Strategy, Website Analysis & Management
