Richard Tan
Digital Marketer

Richard Tan

Worked with PayPal, Vrbo, Citibank, VISA, McDonald’s & IKEA.
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About

Richard Tan is an experienced digital marketer with over 14 years of industry knowledge, specializing in performance marketing and marketing technology, using results and a data-driven approach to drive insights and business objectives. With expertise spanning ad operations, media strategy, data management, content, and inbound lead generation alongside paid media, he is well equipped to drive business growth and fuel revenue and acquisition objectives. Richard has worked with brands such as PayPal, Vrbo, Citibank, VISA, McDonald’s, and IKEA.

Employment

5 roles
Feb 2020 - Present 6 years 2 months
Digital Marketer
Independent
  • Conducted consultancy services and workshops on digital marketing.
  • Worked with various companies and agencies in driving digital marketing best practices.
  • Managed campaign setup and data/analytics consulting on websites to drive attribution reporting.
  • Conducted business audits with content strategy at its core to drive business growth.
  • Wrote SEO-focused content.
  • Worked on content strategy and blog creation.
Sep 2019 - Dec 2019 3 months
Assistant Vice President, Regional Digital Acquisition
Citibank
  • Drove regional best practices across all paid media touchpoints with shared acquisition targets with local markets.
  • Worked with cross-functional teams to set up attribution and tagging framework for consistent measurement across markets.
  • Worked across all lines of business across cards, retail and loans products teams in consultation to implement optimal media mix to meet targets with cost-efficiency. 
  • Identified processes to put into place SEM campaign restructures that streamlined keywords and ad groups, driving CPCs lower by 15% with higher volumes and overall quality scores.
Aug 2016 - Aug 2019 3 years
Display & Paid Social Lead APAC
Vrbo (An Expedia Company)
  • Led all things display and paid social at HomeAway, driving demand and growth to APAC sites via paid channels across Facebook, Instagram, Google Ads, Criteo, and other performance channels.
  • Ensured growth performance based on revenue and transactional sales growth across key APAC markets.
  • Designed an always-on testing framework for incremental revenue gains across creative, messaging, and audiences.
  • Derived business Insights using Google Analytics to drive performance. Budget planning and allocation across key APAC markets in Singapore, Japan, Australia, and New Zealand.
  • Drove 34% increase in Gross Booking Value YoY through incremental optimization and A/B testing to drive efficiency. ROAS efficiency increased by 30% points over the course of the year.
Jun 2016 - Aug 2016 2 months
Manager, Ad Operations
iProspect
  • Provided ad-operations excellence for clients such as PayPal, Ikea, HOOQ, and BBC.
  • Developed analytics and conversion attribution capabilities by working across the marketing tech-stack vendors to provide a holistic view of the customer journey.
  • Formed a single customer view, utilizing data from across various platforms such as Google Analytics, DoubleClick Campaign Manager, and Abakus.
  • Tested and pioneered some clients to explore a move away from last-click attribution to data-driven attribution.
  • Took mentoring and managerial duties and coaching and guiding junior ad operations executives.
  • Provided key inputs and visualization into PayPal’s measurement and visualization project, via rigorous architecture of campaign operations, to ensure reporting visibility and granularity into performance of business units, campaigns, audience segments, language, and creative messaging.
Sep 2013 - Dec 2014 1 year 3 months
Director, Technical Account Management
Lotame
  • Hired as employee #2 in Lotame’s APAC expansion plans. Scaled the APAC business with APAC MD, building out and signing up reputable brand names such as SingTel, Singapore Press Holdings, Optus, Seek, PropertyGuru, ESPN, Wego, Times of India within the region.
  • Worked as a part of the client success team, ensuring a fully implemented client geared toward success in utilizing the Data Management Platform to achieve client’s objectives.
  • Handled the client’s successful implementation and ongoing technical consultation on data best practices. Undertook multiple roles while building out the internal team, including sales engineering, strategy building, and implementation during the “startup phase”.
  • Scaled the APAC business to offices in Australia and India.
  • Enabled publisher clients to open up new revenue streams with hyper-targeted audience segments using DMP solutions.
  • Helped clients with lower scale to extend their reach via programmatic connections to allow them to reach their users on the web, exponentially increasing their advertising revenue.

Education

Jan 2000 - Jan 2002 2 years
Bachelor in Business, Marketing
Central Queensland University