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Work Background
BybitGlobal Marketing Campaign Lead
Feb. 2022Singapore• Lead in developing global marketing campaign strategy from conceptions to implementation and localization to increase platform growth and revenue. Consistently achieve campaign ROI of more than 200% for all key campaigns.
• Lead in innovation and consumer journey mapping to drive first-in-use personalized campaign mechanics, increasing consumers engagements and brings in record high business results.
• Audit, review and manage all external agencies used under marketing communications (Media, PR, SEO, Content, Social, Communities, Creative) to achieve more than $5million savings.
• Set up reporting and measurement framework to drive operational effectiveness and efficiency among internal teams and external agencies, to increase marketing transparency and accountability.
• Lead in discussion to drive marketing dashboards for ongoing tracking, measurement, KPI, and ROI analysis for the company’s marketing efforts.
• Lead in process setting and cross- team collaboration with product teams, technical operations team, paid media team, PR team, Affiliate marketing team etc to ensure smooth delivery of campaigns.
GoogleAPAC Cross Channel Manager
Jan. 2022 - Feb. 2022Singapore• Manage central media projects that span all product areas, liaising with various local & regional agencies to collect data for cross channel analysis.
• Support offline media agency operations onboarding for Japan. • Execute training to Marketing teams and agencies as global tools roll out in APAC.
• Provide executional support to run cross-channel initiatives in APAC, and analyze results to surface key implications for the business.
FacebookMarketing Program Manager - Community Advocacy & Industry, APAC
Jan. 2020 - Jun. 2021Singapore- Lead and support initiatives under the Economic Impact Program pillar that promotes brand, training, and advocacy efforts for SMB community for the region across 14 markets in APAC.
- Good understanding of macro environment and situations to adapt and pivot marketing plans and programs to support SMBs in the region.
- Lead and implement brand campaigns across 6 markets and worked with cross-functional teams and in-market teams to deliver brand campaign that see brand sentiment uplift of +3.4points.
- Manage and develop SMB Advocacy program and develop go- to market treatments (digital marketing, content marketing and community management) with clear framework of measuring success, achieving set KPIs within Q3 of the year.
- Align global, regional, and local priorities and collaborate with cross-functional teams such as Policy, Comms, Product teams, Executives and in-market teams to drive brand marketing programs and efforts.
IPG MediabrandsCommunication Manager
Apr. 2017 - Jun. 2019SingaporeAchievements: - Involved in end-to end key pitches for the agency and present to senior management level.
- Increased client satisfaction and rating in terms of servicing and quality across key accounts. Key Accounts:
Johnson & Johnson (Vision Care, Aveeno & Johnson Baby), SIM, SIT, CTI, Storck, Maybank, LEGO, Mentholatum, Coach, Kate Spade, NUS, SingEx, DKSH, LGT Private Bank. Key Responsibilities:
-Account lead for key accounts -Manage a team of about 2-4 planners/ executives for day to day client servicing. - Develop integrated communication plans & strategies based on client's briefs and business objective. - Manage and streamline processes across key accounts to increase quality of work, deliverables and improve accountability.
- Campaign management, optimization, reporting and analysis towards desirable objectives.
- Developing pitch insights, strategies and ideation and presentation at key pitch presentations.
CaratManager
Jul. 2016 - Mar. 2017SingaporeAchievements: - Strategically conceptualized campaign for MasterCard that drove content partnership with key media owner, supported by 360 integrated campaign presence that helped improve MasterCard’s brand health and business value. Campaign was also nominated at multiple media awards across various categories. - Singapore Media Awards 2016- Best use of Data (Winner) Key Accounts:
OCBC Bank, MasterCard SEA, Loreal The Body Shop, TAFEP, Diageo Key Responsibilities:
-Key go-to person for accounts. -Manage a team of about 3-5 planners/ executives for day to day client servicing. - Develop integrated communication plans & strategies based on client's briefs and business objective. - Competitive and consumer insights analysis to drive informed decisions towards campaign directions
- Campaign implementation and management, optimization, reporting and analysis towards desirable objectives.
- Coordinate with other SEA markets for delivery of media recommendations, best practices and other deliverables.
CaratSenior Planner
Mar. 2015 - Jul. 2016Singapore
MECSenior Planner
Aug. 2014 - Mar. 2015Singapore Key Accounts:
Daimler, Singapore Airlines, UIP Key Responsibilities:
- Day to day account servicing. - Develop integrated communication plans (Offline & Online) based on client's briefs and business objective. - Competitive and consumer insights analysis to drive informed decisions towards campaign directions
- Evaluate and work closely with publishers, agency partners and specialist teams to craft creative communication solutions for campaigns. - Campaign implementation and management, optimization, reporting and analysis towards desirable objectives.
OMD Singapore Senior Planner
Apr. 2014 - Jul. 2014SingaporeKey Accounts:
Standard Chartered Bank, Estee Lauder Group, Cerebos, CapitalLand Key Responsibilities: - Day to day account servicing. - Develop integrated communication plans (Offline & Online) based on client's briefs and business objective. - Evaluate and work closely with publishers, agency partners and specialist teams to craft creative communication solutions for campaigns. - Campaign implementation and management, optimization, reporting and analysis towards desirable objectives.
CaratSenior Planner
Jul. 2013 - Mar. 2014SingaporeAchievements: - Deliver high quality campaigns and innovative solutions which are submitted for various industry awards such as Singapore Media Awards (Finalist), Hall of Fame, MobEx.
- Nominated for Campaign Asia Young Achiever of the year 2013. Key Accounts:
OCBC Bank, Adidas, Rampacific, British Airway (Regional), GBA Key Responsibilities: - Day to day account servicing. - Develop integrated communication plans (Offline & Online) based on client's briefs and business objective. - Competitive and consumer insights analysis to drive informed decisions towards campaign directions
- Evaluate and work closely with publishers, agency partners and specialist teams to craft creative communication solutions for campaigns. - Campaign implementation and management, optimization, reporting and analysis towards desirable objectives. - Strategic planning and ideation as well as presentation for new business pitches
CaratMedia Planner
Aug. 2011 - Jul. 2013SingaporeAchievements: - Selected for Mediaworks 2012, a bootcamp to learn from industry veterans and to work with people from different countries and specialization to answer to a strategic brief within 2 days. Key Accounts:
OCBC Bank, Changi Airport Group, Adidas, Bank of Singapore, GBA Key Responsibilities: - Day to day account servicing. - Tactical media planning (Offline & Online) - Competitive and consumer insights analysis. - Media buying and execution, campaign optimization, reporting and analysis - Participated in crafting and presentation in local pitches.
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