Nov 2017 - Present 8 years 6 months
Regional Performance Marketing Manager
Uber Singapore Technologies Inc.
- Planned and executed advertising across various online channels such as search, social, UAC, and programmatic display for Uber Eats’ APAC markets.
- Helped expand Uber Eats’ monthly active users through digital channels across the market, including 1.5 times for Australia, 3 times for Japan, and almost 4 times for Taiwan.
- Improved Uber Eats’ brand awareness considerably across different countries such as when coupled with offline strategies, awareness level in Japan increased from 5% to 44%, in Taiwan from 10% to 60%.
- Worked on automation projects constantly to drive efficiencies for the business as well as personalized ad experience for customers. Worked closely with Google and Facebook to produce over 300 different videos from six base videos, which save a lot of video production costs. The campaign helped to increase suburb penetration from 22% to 43% by showing ads targeted for different suburbs in Sydney.
- Unlocked new growth opportunities through exploring different publishers and buying platforms, including an increase in signup lead by 20% in Japan through trying Gmail and Display; be the first globally to run Spotify brand campaign in New Zealand, which helped improve brand consideration significantly.
- Initiated different tests to lower the cost of acquiring new users such as A/B creative test and remarketing.
- Implemented various incrementality tests to validate the incremental impact of each marketing strategy.
- Collaborated with different teams such as research, sales and operation teams to understand market situations to adapt digital marketing strategies timely for business needs.
- Analyzed historical data to get insights on customers’ behaviors online, which was then used to craft creative messages and reach the relevant audience.
