Derrick Liang. Senior Growth Marketing Manager

Who I Am

Built for Growth.

I'm a senior growth marketing leader based in San Francisco with 10+ years building and scaling full-funnel acquisition programs. I've done it across fintech, D2C e-commerce, and emerging technology. from founding a marketing function from zero at a medical robotics startup to managing a seven-figure budget at a credit union while delivering record-breaking results year over year.

I'm as comfortable in a spreadsheet analyzing channel performance as I am writing ad copy or building a landing page from scratch. I've built websites, set up HubSpot from zero, negotiated vendor contracts, launched new media channels, and gotten stakeholder buy-in for programs that didn't exist yet. I don't just run campaigns. I build the infrastructure that makes them work.

I'm currently targeting senior growth marketing roles in the San Francisco Bay Area where I can own a meaningful program, work with a strong team, and drive real business outcomes.

By The Numbers

Results That Matter.

$238M+

In new deposits generated through go-to-market strategy, paid media, and product launches

SF Fire Credit Union

270%

Growth in digital conversions over tenure through full-funnel optimization and paid strategy

SF Fire Credit Union

70%

Reduction in cost per acquisition through A/B testing, bid optimization, and creative iteration

SF Fire Credit Union

28,427

Record applications in 2024, up 29% YoY, across personal loans, vehicle loans, and deposits

SF Fire Credit Union

325%+

ROAS on Google and TikTok through continuous creative experimentation and optimization

Telos Brands

10,000+

Qualified leads generated at Roam Robotics building the marketing function from zero

Roam Robotics

Case Studies

Selected Work.

Demand Generation / Go-To-Market

Term Certificate Product Launch

Led the full go-to-market strategy for a new five-month term certificate product. channel mix, creative, targeting, and optimization from brief to close.

$85M

In New Deposits

Channel Expansion

Mortgage Acquisition Channel Launch

Opened mortgage as a net-new tracked acquisition channel. Built the tracking infrastructure, launched Google Ads campaigns, and measured results for the first time.

154

Conversions, Year One

Performance Optimization

CAC Reduction Program

Systematically reduced cost per acquisition across Meta, Google, TikTok, and programmatic through A/B testing, bid strategy overhaul, and creative iteration.

70%

CAC Reduction

Zero-to-One / Startup

Roam Robotics: Full Marketing Build

Joined as the second marketing hire and built everything from scratch. website, HubSpot, paid media, landing pages, email sequences, and HIPAA-compliant lead gen for a consumer medical device.

10K+

Qualified Leads

Lifecycle / Cross-Functional

Refer A Friend Program

Built the business case, got cross-functional stakeholder buy-in, and launched a referral program from proposal to rollout. Created a scalable low-CAC acquisition channel.

99+

New Members

Work History

Experience.

Mar 2023. Present

SF Fire Credit Union

San Francisco, CA

Growth Marketing Manager

Own a seven-figure paid media budget across Google, Meta, CTV, OOH, and programmatic. Generated $238M+ in deposits and grew digital conversions 270% over tenure.
Hit a record 28,427 applications in 2024, up 29% YoY, across personal loans, vehicle loans, and deposits.
Launch and scale new acquisition channels from zero. Opened mortgage tracking and expanded media mix to CTV, Amazon, Zillow, and OOH.
Cut cost per acquisition 70% through A/B testing, bid optimization, and creative experimentation.
Manage all agency and media partner relationships. Negotiated contracts delivering 50% more media value within budget.
Founded the company AI Forum and sit on the AI Committee. Use AI tools daily for research, briefs, and audience segmentation.

Apr 2022. Feb 2023

Telos Brands

San Francisco, CA

Growth Marketing Manager

Grew revenue 370% YoY across a D2C e-commerce portfolio through CRO, paid media, and lifecycle marketing.
Ran SEM and paid social hitting 325%+ ROAS through creative experimentation and agency partnerships.
Built lifecycle workflows increasing customer return rate 4x and improving LTV across the portfolio.

Jul 2019. Mar 2022

Roam Robotics

San Francisco, CA

Growth Marketer

Second marketing hire and sole IC, reporting to the COO and VP of Marketing. Built the entire marketing function from zero for a consumer medical device startup.
Built the website, all ad creative, landing pages, email sequences, and HubSpot lifecycle system independently.
Generated 10,000+ qualified leads and drove direct consumer orders with a peak budget of $100K/month.
Ensured full HIPAA compliance while collaborating with engineering on product and regulatory requirements.

Jul 2017. Nov 2018

3 Screens / Ruder Finn

Hong Kong

Performance Marketing Specialist

Ran paid search and social for B2B and B2C clients across Asia-Pacific. Delivered 200% ROI on an e-commerce launch.
Led website redesigns and competitive research for brands including Nike and Fitbit.

Background

Education.

Graduated Aug 2014

UC Riverside

Riverside, CA

B.A. in Media & Culture Studies

Studied media, communications, and cultural theory. Developed strong foundations in consumer behavior, messaging, and storytelling that inform my marketing work today.

Certifications

Professional Certifications

Certified Digital Marketing Professional, Digital Marketing Institute
Google Ads & Analytics Certified
HubSpot Inbound Marketing Certified

Capabilities

Skills.

Paid Media & Demand Gen

Google AdsMeta AdsTikTok AdsLinkedIn AdsProgrammaticCTV / OOHAmazon AdsPerformance MaxYouTube

Analytics & Tracking

GA4Google Tag ManagerPixel ImplementationUTM TaxonomyConversion TrackingA/B TestingPaid Channel Reporting

Lifecycle & Automation

HubSpotSalesforceEmail NurtureRetargetingLead ScoringAudience Segmentation

AI & Martech

ChatGPTClaudePerplexityAI Workflow IntegrationShopify

DERRICKLIANG

Built for Growth.

Results That Matter.

Selected Work.

Experience.

Education.

Skills.

Let's Talk.