Edwin Toh

About

Edwin Toh is a seasoned digital marketer with 11 years of success in creating creative digital marketing strategies focusing on branding and growth for startups. His areas of expertise include marketing automation, e-commerce marketing, web development, and digital transformation, among others. He previously worked as the digital marketing head for MoneyOwl (NTUC), where he led the marketing team and directed all aspects of SEO, SEM, social media, CRM, influencer marketing, digital partnerships, referral/loyalty and display advertising campaigns. Edwin also worked for GetLinks and Rawpixel.

Employment

7 roles

Jun 2021 - Present 4 years 11 months

Digital Marketing Specialist

Independent

Provided consulting services and other related services to digital marketing, web development, and digital transformation.
Scaled a client’s Shopify revenue from US$4,400 a month to US$36,000 in two months, increasing ROAS from 200% to 400%, CVR% from 1.11% to 3.37%, and increased LTV of customers.

Jun 2019 - Aug 2021 2 years 2 months

Digital Marketing Head

MoneyOwl

Led marketing team in delivery of acquisition and growth type of projects, resulting in growth of 4x more leads, 5x more organic traffic and 8x more traffic.
Spearheaded cross-functional departments in formulating the company’s digital marketing strategy and implementing tactical plans that optimize online customer acquisition.
Directed all aspects of SEO, SEM, social media, CRM, influencer marketing, digital partnerships, referral/loyalty and display advertising campaigns, from preparing ad copy and calls-to-action to tracking and evaluating campaign performance across multiple platforms.
Used critical thinking to break down problems, evaluated solutions and made decisions.
Aligned objectives and bridge communications with agencies and other external vendor partners, managed campaigns, ensured performance, and executed in the right direction.
Managed lead and sale targets with corporate business and professional departments, including developing external digital marketing partnerships to increase cross-selling.
Piloted the development of the company’s online platforms with a focus on optimizing the customer experience.
Partnered with technology and product specialists to collect, analyze, and interpret data, influencing future decision-making.
Built the marketing team by identifying needs, recruiting and training the right individuals, externally and internally.

Feb 2018 - Jun 2019 1 year 4 months

Senior Manager, Digital Marketing

Getlinks

Led digital directions to increase digital presence and user base through omni-marketing and full-scale of digital channels. As a result, managed to increase organic traffic by more than 200%, and organic acquisition by 300%. Performance marketing CPA decreased on average by 150% after multiple optimizations to performance ads. Increased focus on CRM and managed to further decrease acquisition cost.
Strategized and executed full-scale digital pans for SEO, SEM, SMM, CRO, influencer, native ads, email, and direct marketing.
Built the digital marketing team by recruiting, training, and assigning to support swift onboarding.
Identified, developed, and implemented new channels to support KPI achievements.
Took cross-team functions to ensure that UI/UX, development, and marketing are fully aligned before product release.

Jan 2017 - Dec 2017 11 months

Digital Marketing Manager

ContentSME

Spearheaded client meetings to determine project needs and professional requirements.
Directed successful search engine marketing campaign that used solid linking, technical and keyword research tactics.
Improved page content, keyword relevancy, and branding to achieve search engine optimization goals.
Provided digital marketing solutions to retail, FMCG, tech/IT, SaaS and e-commerce businesses.
Led technical staff in managing paid ads, programmatic ads, data analytics, content creation, social media marketing, email marketing, and ROI optimization.
Evaluated performance against established communication and marketing strategies; generated detailed reports.
Provided weekly updates on digital marketing campaigns to clients, discussing strategic initiatives and methods for improvement.
Developed marketing content such as blogs, promotional materials and advertisements for social media.

Aug 2016 - Jan 2017 5 months

Head of Marketing

Rawpixel

Acquired 17,000 followers on all social media channels in four months, as well as increased web traffic by 500% and website paid subscribers by 282% with $0 marketing spend.
Managed team of eight employees, overseeing hiring, training, and professional growth of employees.
Designed a wide range of marketing strategies for content marketing, partnerships, affiliations, SEO, social media marketing, and email marketing.
Communicated marketing objectives to all relevant internal company functions, ensuring alignment and generating positive feedback.

Jul 2015 - Jul 2016 1 year

Regional Manager

Tan Chong International

Mobilized staff in the Asia-Pacific region in executing local and regional operations and projects.
Performed market analysis.
Led targeted training programs to educate staff on product benefits and service capabilities.
Developed implementation methodologies to rein in project costs while meeting key milestones.
Arranged for and rolled out company projects and programs that supported company's logistics and after-sales function.
Created and presented real-time reports on current market conditions to upper management.

Dec 2010 - Aug 2014 3 years 8 months

Digital Marketing & Business Development Lead

iTrafficAds

Increased brand awareness, website traffic and sales by implementing effective marketing campaigns and strategies.
Networked among local business and community organizations to develop leads and generate business.
Coordinated innovative strategies to accomplish objectives and boost long-term profitability.
Collaborated with account executives to penetrate new accounts, identify potential customers and coordinate product demonstrations.
Identified and pursued valuable business opportunities to generate new company revenue and improve bottom-line profit.
Presented innovative digital media marketing presentations to executive decision-makers.
Measured and report performance of all digital marketing campaigns, and assessed against ROI and KPIs.
Prepare detailed campaign reports and digital marketing strategies, communicating key findings to clients.
Masterminded highly successful digital strategies for clients' platforms to attract customer engagement.