Experience

Oplifi

• Singapore
• Advertising Services
• 1 - 100 Employee

• Head of Performance Marketing | Data | Martech

  • Jan 2023 - Present



Self-employed

• Singapore

• Growth Marketing Advisor

  • Jan 2022 - Dec 2022



PropertyGuru Group

• Singapore
• Software Development
• 700 & Above Employee

• Director - Digital Marketing

  • Jan 2021 - Dec 2021

  Key Wins - • Titled “Impact Champion 2021” for successfully leading Performance team to win no. 1 position for PropertyGuru in MY. Grew market share from ~40% to 65% in 5 months and userbase by 180% • Formulated SOP's on SEM, Facebook and Google ads, best practices and standardised across 5 countries, thereby reducing cost per lead by upto 70% • Lead Planning team on building Affiliate program as a new growth channel • Built A/B testing experiment culture by mandating 25% of teams' KPI's to Next's & New's. In effect, tried 2-4 new tactics/process per month and adopted atleast 2 new things in BAU per quarter Responsibilities - - Lead 3 teams servicing BAU and other LOB’s across markets – SG, MY, ID, TH o Performance Team (of 5) - Dedicated channel experts for Search, Social and Display responsible for operationalizing the paid digital strategy o Planning Team (of 3) - Mandated to support other LOBs on Digital Marketing o Marketing Analytics Team (of 3) – Supporting across all marketing streams - Lead 1P data strategy- from conceptualizing Value of a user, discovery of high value users and running structured experiment to validate hypotheses Show less



Circles

• Software Development
• 400 - 500 Employee

• Head of Media & Martech

  • Jan 2020 - Jan 2021

  Key Wins - • Migrated from periodic reports to Dashboards, saving 30% of Team's bandwidth and increasing participation on analysis, insights & action by 3x across marketing team. • During COVID - bid to reduce cost & increase productivity, migrated from agency to in-house Center of Excellence, thereby saving 70% on headcount cost and cut down rollout time by 50%.• Grew marketing analytics literacy to 90% across Growth & marketing dept (incld Design team)Responsibilities - Responsible for driving omnichannel marketing practice that entails:- Re-imagining existing martech stack and data flow architecture within.- Assimilating right data partnerships to get an enriched 360-degree view of a user, which is fundamental to people based marketing.- Engineering high intent audience cohorts mapped to personalised decisioning, to render a tailored customer experience.- Lastly, creating cross channel user journey orchestration that operate at near-perfect synchronicity to deliver next best action. Show less

• Sr. Regional Manager – Paid media

  • Jan 2019 - Jan 2020

  Key Win - Expanded full-stack digital marketing practice across 3 markets.Responsibilities -Setting regional practices for AU, TW & ID markets for - Performance Marketing, Analytics, Martech, Offline media strategy and Omnichannel marketing practices.

• Sr. Media Manager - Digital

  • Jan 2018 - Dec 2018

  Key Wins - • Built martech stack for Audience segmenting & Personalisation that improved our conversion rates by 130%• was named Space Explorer 2017.Responsibilities -Full-stack digital marketing practice across the region:- Performance marketing strategy across- Search, Social, Display- Audience Segmentation for mass personalisation- Lead 2nd party data partnerships alliances among cross functional brands.- Building digital marketing thought Leadership at Circles.Life Show less

• Digital Marketing Manager

  • Nov 2015 - Dec 2017

  Key Win - Initial years, setup digital marketing (SEM, Paid Social, Display) & offline media grew subscribers by 400% while dropping Cost per lead 30% Q-o-Q.Responsibilities -- Built and running complete performance marketing strategy across - SEM, Display, Facebook.- Project managed - Google Analytics implementation, Competitive analysis - social listening, web & social monitoring- Marketing Analytics- GA dashboards, reports for each depts, custom Attribution model- Campaign Ideation for new marketing campaigns- A/B testing on creatives, messaging, optimisation features Show less



Havas Media Network

• United States
• Advertising Services
• 700 & Above Employee

• Associate Director - Digital

  • Feb 2014 - Oct 2015



Unicorn Alliance Pte Ltd

• Singapore

• Director & Co-founder

  • Feb 2012 - Jan 2014

  A holding company with a principle business of promoting SME's to move to eCommerce model; starting with a homegrown online portal for selling Lifestyle Luxury brands in Singapore & India. A holding company with a principle business of promoting SME's to move to eCommerce model; starting with a homegrown online portal for selling Lifestyle Luxury brands in Singapore & India.



HAVAS DIGITAL

• Spain
• Advertising Services
• 1 - 100 Employee

• Associate Director

  • Feb 2011 - Dec 2011

  As a full-service digital agency, we acted as strategic consultants to our clients to improve their digital marketing effectiveness across channels (Website, Search, Affiliates, Social & Mobile); through web audits, digital advice and tech implementation. Responsibilities- Manage & grow account portfolio by driving bespoke digital innovation and help clients realize their business objectives (and not just short term marketing objectives)- Holistic media strategy and execution covering across digital marketing channels - Website, SEM, Social Media, Online Media and mobile- Extract actionable insights from post campaigns analysis using tracking tools & web analytics, and implement these insights to bring optimised results.- Drive efficiency in media planning for clients - brokering annual contracts, buying on Ad Exchanges & DSP platforms, smart use of SEM & Social Media- Use Media tools commonly used to get the client competitive advantage and rationales to ease media buying – ComScore, AdRelevance, WebCEO- Mentoring team members on processes, operational/commercial responsibilitiesClientsResorts World Sentosa, Symantec, DBS, Abbott Labs, Hyundai, Credit Suisse, BNP Paribas, Air France/KLM, Saxo Capital, Danone, Tata Comm, Bosch, Changi Airport Show less

• Sr. Consultant - Digital Media

  • Jun 2008 - Jan 2011



Ogilvy

• United States
• Advertising Services
• 700 & Above Employee

• Account Management

  • 2006 - 2007

  Ogilvy Action is a Below-The-Line marketing arm of Ogilvy in Bangalore, India; where I worked in the Activation team. Clients I worked with - Britannia, ITC Foods, Unilever Beverages. I was responsible to Plan and Implement Below-The-Line and OOH communication programs with special focus on rural and sub-urban regions. Ogilvy Action is a Below-The-Line marketing arm of Ogilvy in Bangalore, India; where I worked in the Activation team. Clients I worked with - Britannia, ITC Foods, Unilever Beverages. I was responsible to Plan and Implement Below-The-Line and OOH communication programs with special focus on rural and sub-urban regions.



Havas Creative Network

• United States
• Advertising Services
• 700 & Above Employee

• Account Management

  • 2005 - 2006

  Was agency’s dedicated resource to Dell Computers. I lead execution of Quarterly campaigns, budget planning, post campaign reporting and was responsible for overall growth & management of the account. Was agency’s dedicated resource to Dell Computers. I lead execution of Quarterly campaigns, budget planning, post campaign reporting and was responsible for overall growth & management of the account.