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Work Background
Head of Biddable
WPP MediaHead of Biddable
May. 2025SingaporeDriving the delivery of clients’ performance media needs and operational excellence across the organization. This encompasses programmatic, biddable search and social, and advertising operations. As leader of Biddable Media of GroupM Nexus Singapore, I ensure effective collaboration among multiple teams responsible of scheduling campaigns, placing ads on biddable platforms and buying assets, in order to meet clients’ expectations and constantly improve operations.
Agency Performance Lead
WPP MediaAgency Performance Lead
Jul. 2024 - May. 2025SingaporeResponsible for defining and creating a best-in-class performance strategic approaches for GroupM top 20 clients by: o Partner with client teams to deeply understand their client's business objectives, develop tailored solutions, and cultivate long-term partnerships; o Support agency new business pitches by showcasing the power of digital performance strategies and the unique capabilities of GMN; o Assist agencies in winning new business and retaining and growing existing business, leveraging expertise in advanced digital performance strategy. This involves aligning the strategy with the client's objectives, the brief, and the agency's capabilities to ensure optimal results; o Work closely with Head of Biddable practices to deliver unified growth initiatives.
Regional Digital Director
EssenceMediacomRegional Digital Director
Jan. 2023 - Jul. 2024SingaporeFocusing on optimizing Media and Creative performance, using custom client KPI frameworks, across biddable channels. Analyzing data. Sharing Digital knowledge. Performance Marketing: • Client management support (Retail, Gaming, Consumer Electronics, FMCG, B2B, etc) • Internal digital training • Publisher/partner relations • Tech projects' management • Media strategy and planning support across channels in biddable platforms: Paid Search, Paid Social, Display/Video • Performance Marketing Strategy • Tools: Google Ads, Yahoo! Japan, Facebook Ads, Twitter Ads, Google Marketing Platform (Search Ads 360, DV360, CM360), Google Analytics • Markets: across APAC
Digital Director, Systems Acceleration
EssenceMediacomDigital Director, Systems Acceleration
Jan. 2021 - Jan. 2023SingaporeFocusing on optimizing Media and Creative performance, using custom client KPI frameworks, across all real-time, biddable channels. Analyzing data. Sharing Digital knowledge. Performance Marketing: • Client management support (Retail, Gaming, Consumer Electronics, FMCG, etc) • Team recruitment, management and support • Internal digital training • Publisher/partner relations • Tech projects' management (like mSaturn, mCircuit) • Media strategy and planning support across channels in biddable platforms: Paid Search, Paid Social, Display/Video • Performance Marketing Strategy • Tools: Google Ads, Yahoo! Japan, Facebook Ads, Twitter Ads, Google Marketing Platform (Search Ads 360, DV360, CM360), Google Analytics, mReport (powered by Datorama), Data Studio • Markets: across APAC
Regional Performance Director
EssenceMediacomRegional Performance Director
May. 2020 - Jan. 2021SingaporePerformance Marketing: • Client management and support (Retail, Gaming, Consumer Electronics, etc) • Team recruitment, management and support • Team training • Publisher/partner relations • Tech projects' management (like mSaturn, mCircuit) • Media strategy and planning across channels in biddable platforms: Paid Search, Paid Social, Display/Video • Performance Marketing Strategy • Tools: Google Ads, Bing Ads, Yahoo! Japan, Facebook Ads Manager, Twitter Ads, SnapChat, Google Marketing Platform (Search Ads 360, Display & Video 360, Campaign Manager), Google Analytics, Adobe Analytics, mReport (powered by Datorama), Data Studio, Visual IQ • Markets: across APAC
Associate Performance Director
EssenceMediacomAssociate Performance Director
May. 2019 - May. 2020SingaporePerformance Marketing: • Client management and support • Team recruitment, management and support • Training: managers, junior managers, interns • Publisher/partner relations • Planning and monitoring online campaigns: Search, Shopping/PLA, Display, Remarketing (RLSA), YouTube, Google Marketing Platform (GMP), Facebook/Instagram, Twitter, AMS • Media planning: Paid Search, Paid Social, Display/Video • Performance Marketing Strategy • Campaign performance analysis, optimization and reporting (including automation through Dashboards with mReport/Datorama and Google Data Studio) • Tools: Google Ads, Bing Ads, Yahoo! Japan, Facebook Ads Manager, Twitter Ads, SnapChat, Google Marketing Platform (Search Ads 360, Display & Video 360, Campaign Manager), Google Analytics, Adobe Analytics, mReport (powered by Datorama), Data Studio, Visual IQ • Markets: AU, HK, ID, IN, JP, MY, NZ, PH, SG, TH, TW, VN
Regional Performance Manager
EssenceMediacomRegional Performance Manager
Oct. 2016 - May. 2019SingaporeOnline Paid Search & Social Marketing Campaign Planning and Management: • Planning and monitoring online campaigns: Search, Shopping/PLA, Display, Remarketing (RLSA), YouTube, Google Marketing Platform (GMP), Facebook/Instagram, Twitter, AMS • Media planning: Paid Search, Paid Social, Display/Video • Campaign performance analysis, optimization and reporting (including automation through Dashboards with mReport/Datorama and Google Data Studio) • Client support • Team/staff management • Training: junior managers, interns • Tools: Google Ads, Bing Ads, Yahoo! Japan, Facebook Ads Manager, Google Marketing Platform (Search Ads 360, Display & Video 360, Campaign Manager), Google Analytics, Adobe Analytics, mReport (powered by Datorama), Data Studio • Markets: AU, HK, ID, IN, JP, MY, NZ, PH, SG, TH, TW, VN
Senior Paid Search Manager
Sixt rent a carSenior Paid Search Manager
Sep. 2013 - Oct. 2016Munich Area, GermanyOnline Paid Search Campaign Management: • Planning and monitoring online SEA campaigns: Search, Display, Remarketing (GDN + RLSA), YouTube • Campaign performance analysis, optimization and reporting • Training: interns, junior managers • Landing Page A/B Testing • Tools: Google AdWords, Bing Ads, Yahoo!, Refined Ads, Google Analytics, SiteCatalyst (Adobe Analytics), AdPolice, Oracle BI, QlikView • Countries/markets: UK, US, CA, PT, BR Web Projects - Agile/Scrum: • UX testing, bug reporting, feature requests (user stories + functional requirements), A/B Testing, web analytics (data analysis and reporting) • Tools: JIRA, Trello, RayGun, GitHub, Optimizely
Online Campaign Manager / SEM Executive
Auto Europe Car RentalOnline Campaign Manager / SEM Executive
Sep. 2012 - Aug. 2013Munich, GermanyOnline Campaign Management • Planning and monitoring online campaigns • Campaigns performance analysis and optimization • Platforms: Google AdWords, Bing Ads, Kenshoo • Online product development (landing pages on CMS FarCry) Website Analytics • Monitoring and analysing website analytics (Google Analytics) • Countries/Regions: Portugal, Ireland, Asia, Africa, Eastern Europe
Online Campaign Manager
Banco BestOnline Campaign Manager
Apr. 2012 - Aug. 2012Lisbon, Lisbon, PortugalOnline Campaign Management • Planning and monitoring online campaigns (Google AdWords) • Campaigns performance analysis and optimization • Online product development (sites, landing pages, banners, etc) with web designers and developers Content Management • Website and landing pages content management (html, js, xml) • Platform/Software: Siebel, Dreamweaver, Photoshop Website Analytics • Setting up and monitoring website analytics (Google Analytics) Email Marketing • Platform: Siebel
SEM Analyst
Media ContactsSEM Analyst
Jan. 2011 - Apr. 2012Lisbon, Lisbon, PortugalOnline Campaign Management • Search team: creating, managing and optimizing online campaigns (both with traffic and leads goals, in Search and Content networks) • Platforms: Google AdWords, DFA (DoubleClick For Advertisers), DS (DoubleClick Search), Kenshoo, Google Analytics, Sophos • Periodical campaign reporting • Clients in Credit and Finance, Fashion, Food&Beverage, Tourism, Medical • Countries: Portugal, UK, Spain, France, Ireland, Netherlands Website Analytics • Monitoring and reporting website analytics (Google Analytics, Sophos)
Online Campaign Manager
IndígenaOnline Campaign Manager
Apr. 2010 - Jan. 2011Online Campaign Management • Creating, managing and optimizing online campaigns (both with traffic and leads goals, in Search and Content networks) - Periodical campaign reporting Website Analytics • Setting up and monitoring website analytics (Google Analytics) SEO • Website SEO assessment and recommendations Buzz/Social Marketing
Online Campaign Manager
TIMWE GroupOnline Campaign Manager
Nov. 2009 - Apr. 2010Lisbon, Lisbon, PortugalOnline Campaign Management • Search team: creating, managing and optimizing online campaigns (both with traffic and leads goals, in Search and Content networks - AdWords, Sapo, AdMob) • Periodical campaign reporting • Online product development (sites, landing pages, banners, etc) with web designers and developers • Countries: Portugal, UK, Spain, France, Ireland, Croatia, Malaysia, Australia, Mexico, Brazil
Online Relationship Management Consultant
Páginas AmarelasOnline Relationship Management Consultant
Dec. 2008 - Nov. 2009Lisbon, Lisbon, PortugalMarketing Department – Online Product Management: • Multi-tasking team: optimization of webpages in pai.pt • Creation of microsites • Client support (mailbox management) • Complaints management
Junior Project Consultant
SoftINSAJunior Project Consultant
Jul. 2008 - Sep. 2008Junior Project Consultant on an IBM project (scope: implementing IT support processes and setup of BMC Remedy software). Supporting on the development of technical documentation.

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