Gordon Choi

Current

Senior Manager at Ctrip

Past

Head of SEM at Alibaba.com
Project Manager at Clicks2Customers, Inc.
Senior Campaign Manager at Clicks2Customers, Inc.

Campaign Manager at Slickstreet Marketing
Website Link Researcher at Submit Express

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Education

University of South Africa/Universiteit van Suid-Afrika

Recommended

25 people have recommended Gordon

Connections

436 connections

Industry

Internet

Websites

PPC Blog

Gordon Choi’s Summary

- Over 7 years of Search Engine Marketing (SEM) experience on the performance-based business model
- Consulted all sizes of companies on SEM/SEO strategies
- Led teams to manage SEM campaigns for over 50+ companies with multi-million dollar marketing budgets
- Built highly effective SEM teams from scratch
- SEM training for different companies

Gordon Choi’s Specialties:

Google Advertising Professional: Qualified in 2006

Gordon Choi’s Experience

Senior Manager

Ctrip

(Public Company; CTRP; Information Technology and Services industry)

June 2009 — Present (2 months)
Head of SEM

Alibaba.com

(Public Company; 1688.HK; Internet industry)

September 2007 — June 2009 (1 year 10 months)

Gordon Choi built a Search Engine Marketing (SEM) team from scratch and is responsible for the overall SEM strategies for Alibaba.com. Gordon shifted Alibaba.com's SEM to a high-end technology-based operation.

Gordon raised Alibaba.com's SEM team into industry specialists by training them on all aspects of SEM industry know-how & operations. Gordon also improved Alibaba's different internal business units on their understanding & perspective of SEM.

Gordon managed the relationships of Alibaba.com's search engine and system vendors, and is continuously improving the cost-effectiveness of Alibaba.com's SEM operations.
Project Manager

Clicks2Customers, Inc.

(Public Company; 1001-5000 employees; Retail industry)

June 2007 — September 2007 (4 months)

Gordon Choi managed a paid search marketing team of 16 people including campaign managers and assistants in which the team concurrently managed over 50 projects. Client projects included some of the biggest names in the US, UK and Australia mainly in the retail and travel sectors. He ensured monthly financial targets of projects were met by individual campaign managers and reported directly to the Managing Director.

In allocating resources, prioritizing tasks and improving campaign performance to meet short and long term targets, Gordon worked closely with clients, business development managers, account managers, strategists and consultants.

Gordon continuously advised individual team members the areas in which their skill sets and knowledge were required to improve, in order to stay on the edges of the very competitive industry.
Senior Campaign Manager

Clicks2Customers, Inc.

(Public Company; 11-50 employees; Internet industry)

February 2006 — May 2007 (1 year 4 months)

Gordon Choi managed a paid search (pay-per-click) campaign management team with 2-6 team members. He developed proposals and implemented paid search marketing campaign strategies for clients including eBay, Wal-mart, Palm Europe, Overstock, Hotel Club, Thomas Cook, and Thomson UK. Gordon researched paid search opportunities and techniques for clients and launched a search engine marketing related blog www.gordonchoi.com. He negotiated commission structure details with clients. Gordon's team managed hundreds of thousands of paid search marketing budgets on search engines including Google, Yahoo, MSN, Ask.com and Baidu. Gordon interpreted campaign reports and communicated with his team to make appropriate adjustments to marketing campaigns. He liaised with the technology team system and reporting requirements and consulted in reporting system integration projects. Gordon presented team reports to company CEO and/or Managing Director on a consistent basis.
Campaign Manager

Slickstreet Marketing

(Privately Held; 201-500 employees; Internet industry)

February 2002 — January 2006 (4 years)

Gordon Choi focused on Pay Per Click (PPC), Website Project Management and Search Engine Optimization (SEO) Link Development. Gordon managed a PPC team of 2 people and developed major marketing campaign strategies. Conventional and guerilla PPC strategies were implemented across 80 paid search engines including Google, Yahoo (Overture) and Gambling.com. He wrote search engine marketing proposals and managed marketing budgets of several hundred thousand US Dollars for clients. Gordon interpreted campaign reports and communicated with his team to make appropriate adjustments to the marketing campaigns. He presented PPC team reports to the Head of Marketing. Gordon also worked with the SEO manager in SEO research projects including overall site architecture, link building strategies, and site usability which involved 150 websites.
Website Link Researcher

Submit Express

(Privately Held; 11-50 employees; Internet industry)

May 2005 — November 2005 (7 months)

Gordon Choi performed website link development research over 300 clients of Submit Express as a part time job for 6 months.

Gordon Choi’s Education

University of South Africa/Universiteit van Suid-Afrika

BSc , Computer Science & Mathematics , 1999 — 2004

Graduated with majors in Computer Science and Mathematics

Additional Information

Gordon Choi’s Websites:

PPC Blog

Gordon Choi’s Interests:

Internet Marketing Consulting, Search Engine Optimization, Paid Search Marketing, Blogging, Strategy Development, Project Management, Web 2.0, Social Media Marketing, Internet, Business Intelligence, Mathematics, Strategic Games.