Experience

KAPX Group

• Singapore
• Advertising Services
• 1 - 100 Employee

• Paid Media Strategy Lead

  • Jan 2022 - Present

  • Led BitMEX's Spot Trading Launch Campaign - Strategised and ran crypto paid media ad campaigns in 11 English markets on Facebook, Twitter and Quora. Resulting in 5x more NNNs and 5x more new email subscribers. • Strategised for, and currently leading my team in running paid media ad campaigns for Oracle, BitMEX, Ultherapy, Merz Aesthetics, Moonstake, Glow Festival & MBA Link across 16 countries globally. • Paid media channels currently running include - Facebook, Instagram, Google, Tiktok, Reddit, Twitter, LinkedIN, Quora and Programmatic. Show less



Saturday Kids

• Singapore
• E-Learning Providers
• 1 - 100 Employee

• Regional Digital Marketing Lead

  • Jan 2020 - Apr 2022

  • Served as the team’s digital marketing campaign manager for 3 markets – Singapore, Japan & Indonesia.• Piloted ad campaigns in Japanese language, on alternative platforms: LINE & Bing Ads. • Led a team of 4 in planning and executing all of Saturday Kids’ marketing campaigns.• Broken historical records for Revenue, CPP and ROAS. • Our best digital marketing campaign saw a 23x ROAS in 2020.• Formulated actionable steps for On-page & Off-page SEO optimisation.• Achieved a 25% increase in clicks from organic search through SEO optimisation. Show less

• Digital Marketing Lead

  • Feb 2018 - Jan 2020

  • Planned and managed end-to-end marketing campaigns.• Managed, executed & optimised all performance (Facebook, Instagram, Google, YouTube) digital marketing campaigns.• Achieved an average of a 4x return on ad spend across all paid media channels.• Implemented end-to-end user journey email campaigns.• Reporting & tracking of key performance metrics, ROI & sales-to-channel attribution.• Managed and executed on-ground roadshows & events.

• Digital Marketer

  • Feb 2017 - Feb 2018

  • Managed, executed and optimised all performance digital marketing campaigns.• Reporting & tracking of marketing spends & key metrics.• Implemented lead capture on website & email drip campaigns.



Jenkins Scullery

• NorthLink Building, Admiralty Road West

• Co-Founder, Digital Marketer

  • Mar 2014 - Dec 2017

  • Executing BTL digital marketing on various social media platforms (Facebook & Instagram) • Tracking and reporting of key digital marketing metrics (CPC, CPM, CTR, CPP), thereafter optimising advertising campaigns to improve campaign efficiency. • Experimenting with different ad designs and testing its effectiveness. • Strategising zero to low cost marketing tactics for improving overall marketing ROI. • Created systems to follow from marketing to handling customers' enquiries to delivery of product. • Maintain and account for the business' finances. Show less



Asphere Innovations

• Thailand
• Computer Games
• 1 - 100 Employee

• Digital Marketing Specialist

  • Aug 2016 - Feb 2017

  • Strategised and executed regional marketing tactical launch plans for several PC & Mobile Games (MapleStorySEA, Disney Catch Catch, Disney Magic Kingdoms, Super Slug, Puzzle Guardians, Kritika Online, Special Force 1 and Zone4). • Directly involved with the relaunch of Dragonica Mobile in Singapore & Indonesia (Facebook advertisements & Google UAC). • Executed ATL and BTL marketing plans while constantly A/B tested variants to optimise marketing ROI. • In charge of crafting key visuals and messaging for a major game patch launch: "Heroes of Maple", where internal CPI and CTR records were beaten digitally, achieving target installs and recall targets for the game at half the budget. • Directly involved with the strategising and execution of a comprehensive marketing plan for Asiasoft's flagship game, MapleStorySEA, in its biggest 5th Job release update after a 10 year long wait. The marketing plan includes digital marketing, influencer activation, on-ground events, viral campaigns and a focused mainstream press-coverage. • Reporting and Tracking of key digital metrics (CPC, CPI, CPA, CCU, NRU, UU, LTV) through tools such as Google Analytics, Google Adwords, Appsflyer, Tapjoy, Facebook Business Manager. • Maintaining and liaising between external parties (marketing agencies & influencers). Show less



ACIID Private Limited

• 6 Eu Tong Sen St, 059817

• Digital Marketing Management Trainee (Project-based)

  • Jun 2016 - Aug 2016

  • Designing and Optimization of Sales Funnels for 2 different product lines (including OTOs and bump offers) through ClickFunnels, resulting in a 36% contact conversion rate (265/730) and 17% purchase rate (37/231) over a period of 3 days. • Analysis of Sales Funnel data, between and within squeeze pages. Using the same dataset, A/B Split tests are done to generate deeper insights and further optimise the sales funnel. • Executed Facebook Pixel tracking, embedment and testing for creation of custom audiences for better optimisation of Facebook targeting. • Identification and the usage of important digital tools (hotjar, clickfunnels, mailchimp) to achieve the business objectives. • Strategise ways of leveraging on existing communities for building the brand's followers. Show less



RTG Media Pte Ltd

• United States
• Book and Periodical Publishing
• 1 - 100 Employee

• Digital Marketing Intern

  • Aug 2015 - Aug 2015

  • Search Engine Optimised content on corporate website • Categorised magazine content using Wordpress as a CMS • Generated content for magazine articles & marketing purposes • Executed various online marketing campaigns - one of which had an outreach of 150,000 with a small budget of $200 • Search Engine Optimised content on corporate website • Categorised magazine content using Wordpress as a CMS • Generated content for magazine articles & marketing purposes • Executed various online marketing campaigns - one of which had an outreach of 150,000 with a small budget of $200



Janryk

• Advertising Services

• Digital Marketing Intern

  • May 2015 - Jul 2015

  • Optimising webpages Search Engine Optimisation (SEO) processes • Creating and maintaining an online presence (Website & Social Media) • Planning and executing online marketing campaigns • Exposure to Adobe Photoshop & WordPress • Forming a diverse Brand Ambassador team • Optimising webpages Search Engine Optimisation (SEO) processes • Creating and maintaining an online presence (Website & Social Media) • Planning and executing online marketing campaigns • Exposure to Adobe Photoshop & WordPress • Forming a diverse Brand Ambassador team



The Law Society of Singapore

• Singapore
• Law Practice
• 1 - 100 Employee

• Compliance Department Part Time Staff

  • Mar 2013 - Aug 2013

  • Displayed strong confidence and communication in dealing with members of public • Displayed a sense of meticulousness and care when dealing with cheque collections • Analysed Accountant’s Reports and proposed necessary amendments • Proficient in usage of CRM system • Displayed strong confidence and communication in dealing with members of public • Displayed a sense of meticulousness and care when dealing with cheque collections • Analysed Accountant’s Reports and proposed necessary amendments • Proficient in usage of CRM system