Grace Tiong - Marketing Consultant, Focus Digital Solution

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Work Background

SOCOHead of Marketing

Oct. 2022 - Mar. 2025Brisbane, Queensland, AustraliaI develop and execute SOCO's B2B marketing strategies, aligning them with business goals and managing activities within the annual budget. My role involves overseeing diverse marketing activities, including branding, PR, events, digital advertising, and partnerships—all aimed at driving brand awareness and generating quality leads. Collaborating with various leaders across departments, I create inbound marketing plans to boost demand for SOCO's digital solutions. My focus includes monitoring and optimizing the performance of acquisition and retention campaigns to improve return on ad spend (ROAS) and contribute to long-term business growth. Key achievements include: - Played a key role in supporting CEO and Directors during IPO and ASX Listing, maximising our media coverage - Successfully launched SOCO's first-ever webinar and event with Microsoft and Ingram Micro - Led the creation and launch of a comprehensive brand book, providing clear brand guidelines for consistent positioning - Diversified marketing channels to increase awareness and click-through, contributing to remarkable year-over-year growth in web traffic and quality leads

Polymath Group VenturesHead Of Marketing

Aug. 2020 - Sep. 2022Brisbane, Queensland, AustraliaReport to the CEO and Founder of the company, I am responsible for managing all marketing activities within the business from concept to completion, ensuring our customer acquisition and retention strategies deliver leads and sales to help the business accelerate growth. 5 Key Responsibilities: - Leadership: Lead a team of marketing specialists and work closely with other team leaders within the organisation (sales, operations & compliance) to accelerate growth across all brands including Techskill Academy (RTO 45055), Education Online Academy and Licence2Trade. - Digital Marketing Strategies: Define and agree on audience and channel strategies, implement performance-based advertising to maximise ROAS and automate sales and marketing processes to increase the revenue growth rate by at least 20% YoY. - Brand Management: Manage brand ownership, new product launch and web development to drive awareness and attract organic leads for all 3 brands (Techskill Academy, Eo Academy and Licence2Trade) - Conversion Strategy & Optimisation: Create data-driven promotional campaigns, manage paid ads and landing pages optimisation to improve conversion rates and exceed growth targets - Budget Management: Manage media budget and maximise ROI across activities including Paid Social, Search, Affiliate and Programmatic Display - Reporting: Responsible for identifying trends and drivers and ensure tagging and tracking are implemented correctly in CRMs (Hubspot and Active Campaign) to enable analysis of results weekly.

PindanDigital Marketing Manager

Dec. 2018 - Dec. 2019Perth, Western Australia, Australia

Focus Digital SolutionMarketing Consultant (Demand & Lead Generation)

May. 2016AustraliaA revenue-focused, self-driven marketing consultant specialising in demand and lead generation, dedicated to helping organisations implement integrated marketing strategies that accelerate growth. Services include: • Digital Marketing Strategy Planning and Execution • CRM Migration & Management • Website & Mobile App Development • Content Marketing • Media Planning & Buying • Strategic Partnerships/Affiliate and Influencer Marketing • Social Media & Paid Ads Management • Email Marketing & Automation • SEO & SEM (Google Ads) • Analytics & Performance Reporting • Brand Strategy & Creative Direction • Event Marketing & Management • Landing Page Development and Optimisation • Marketing Tech Stack Audits & Integration Support If you’re looking for a passionate marketer who inspires meaningful human interaction and drives results, get in touch!

Pan Pacific Hotels GroupArea Online & E-Commerce Manager

Apr. 2015 - May. 2016Singapore, SingaporeReport directly to SVP, Revenue Performance for ASEAN, responsible for maximising the online revenue contribution from the Pan Pacific and PARKROYAL brand websites, Online Travel Agencies (OTAs) and Global Distribution Systems (GDS) for the Singapore Cluster of hotels. Key Responsibilities: - Work closely with the Revenue & Marketing Teams at each hotel to synergize package/marketing promotions that will drive demand online, and manage the distribution of rate plans, ensure that the brand.com rates are parity to all other third party channels - Plan, manage and execute cluster marketing activities for Singapore Hotels. Optimize, analyse and report on brand.com's website performance using Google Analytics. Identify opportunities through various sources/countries, initiate changes and updates to maximise bookings to brand websites - Analyse and report on the performance of OTA (ie Expedia, Booking.com, Agoda, Ctrip) & B2B online channels (ie Hotelbeds, GTA), as well as report on the performance of GDS using Hotel Intelligence 360 (Travelclick) to propose new strategies, increase the market share against competitors set and maximise revenue online

Event Hospitality & Entertainment Limited (formerly Amalgamated Holdings Limited)Sales, Partnerships & Wholesale Manager

Jan. 2012 - Mar. 2015Sydney, AustraliaA diverse role which allowed me to work closely with all General Managers, Sales Managers, Revenue & Distribution managers, Designers, Loyalty and Digital & IT team within the organisation Identify and establish long term relationships with partners from high yielding distribution and engagement channels Negotiate on contracts including pricing that will drive long-term profit and increase sales in the region where our hotels are located, particularly during off-peak season period Ongoing analysis and monitor existing and new partnerships' campaigns, identify opportunities for seasonal/cross promotional activities that will maximise the brand awareness in the marketplace Liaison between all hotels that need domestic and international wholesale/inbound business and each respective operator. Manage and build wholesale/Inbound market client relationships via product presentations to travel agents, attend expos, organise site famils / networking functions, assist with any operational issues, identify new potential national accounts, organising any marketing collateral as required, visit preferred agents on a regular basis and review productivity on a quarterly basis. Account manage corporate consortia account for the group, building rapport and developing relationships with Client Value Managers, Team Leaders and Consultants. Assist Director of Brand Development in the commercial partnership negotiation with preferred consortia account, ensure greater exposure in the GDS, increase visibility in agency marketing collaterals, databases, communications, etc making sure higher volumes and loyalty to our hotels, and encourage hotels to include or package services to make offering more attractive to Corporations and business traveller needs

The Growth FacultyNational Partnerships & Marketing Manager

Oct. 2010 - Dec. 2011Sydney- Work closely with the Managing Director to drive registrations for all business education seminars through integrated marketing campaigns. - Establishes and manages Alliance partnerships with various Associations, Institutes and Media - Prepare agreement and to contract alliance partnerships - Be responsible for the overall pre & post-marketing activities, administration of events, seminars & webinars produced and managed by the company for Australia's entrepreneurs and business leaders of growing companies. - Manage company website, email marketing and online marketing campaigns - Keep an eye on current market trends and competitor activities - Create, develop and personalize social media strategies - Responsible for providing valuable content to relevant partners and content platforms - Identify opportunities and drive sales through online channels - Manage the promotions of the new brand, find creative ways to create awareness for the brand and its services. - Manage company website, email marketing and online marketing campaigns. - Keep an eye on current market trends and competitor activities. Key responsibilities 1) Increase registrations to each event and increase BC membership base 2) Develop the business community and strengthen existing relationships 3) Develop online presence and social media strategy – move majority of marketing campaign from offline to online 4) Improve efficiencies and effectiveness of marketing operations

Accor Asia PacificOnline Marketing Assistant Manager (Secondment from Mercure Sydney & Hotel Ibis World Square)

Mar. 2010 - Apr. 2010Sydney• Point of contact for Accor Australia properties • Liaise with Accor Headquarter (Paris) and Accor Bangkok team • Assist with implementing national and regional online marketing activities including newsletter distribution (eg: Stay two, enjoy three at Sofitel Luxury Hotels, Accor Business Events, Accor News – Consortia) and advertising placement (eg: Total Travel, Wego) • Project management and implementation • Generate web tracking reports and statistics using various systems • Preparation of national, regional and individual hotel's SEM ROI reports • Update web contents, promotions and images on Accorhotels.com • Database extractions and management • Work closely with digital media company and designers to develop and implement various online marketing campaigns • Basic understanding of HTML • Research on direct web listing opportunities and prepare advertising proposals for Accor Australia hotels. • Assist in the preparation of ERDI Group hotels ROI report.

AccorE-Commerce & Marketing Executive (Full Time)

Oct. 2008 - Sep. 2010Sydney Area, AustraliaActively plan, implement and manage all marketing and advertising activities from conceptual to completion, to create awareness, increase guest loyalty and ensure to generate revenue. - Effectively manage & update both websites using CMS platform on a daily basis, ensure to maximise its visibility, visitations, customers database and conversion rates. - Plan and create in the mail-out of the direct marketing and tactical campaigns including working with affiliate partners, e-mailing suppliers and Accor Head Office to ensure campaign is align with brand standards whilst does not conflict with national / regional campaigns. - Identify new advertising / media partnership opportunities (radio, TV, Print, Online) and to establish strong relationship with both new and existing partners to maximise hotel exposure and awareness. (Example: Eventconnect, Shortlead, Yourrestaurants.com.au, Eatability, Travelzoo, Total Travel, Fairfax, Showbiz) - Manage online CRM activities to create and implement new ideas and to improve the overall customer web experience. - Online campaigns ROI analysis and reporting using various tools: Google Analytics, Webmaster, Returnity, Dataarc Brand Karma. - Account managing OLTAs - conduct site inspection, famil coordination, entertaining and strengthen relationship, maximise hotel exposure by different marketing strategies and ensure to continuously increase bookings and room nights for both properties. - Be familiar with SEO, SEM and Social Media Marketing. - Work cooperatively with Associate Director of Sales (MICE & Government) in developing and implementing MICE campaigns - Plan, implement and coordinate hotel events (eg: clients networking function and Advantage Plus exclusive events such as Wicked) - Work collaboratively with NSW hotels E-Commerce team to discover and implement new promotional opportunities. - Marketing activities review, analysis and ROI reporting to General Manager, DOSM and S&M team on a monthly basis.