Cheok Lup has over a decade of expertise in performance marketing strategies and tactics, web development, web analytics, enterprise-level SEO, paid search, and competitive analysis. As a performance marketer for Lee Kuan Yew School of Public Policy:<ul><li>Worked on SEO strategy to drive incremental organic search traffic and improve ranking performance.</li></ul>As a performance marketer for Global Sources: <ul><li>Consulted on SEO, SEM, display advertising, and programmatic advertising.</li></ul>As a performance marketer for an affiliate marketing company in the UK:<ul><li>Ran ROI-driven display campaigns on Google AdWords and Facebook to drive business leads from APAC region such as Taiwan, Vietnam, Philippines, Thailand, and Indonesia.</li></ul>As a performance marketer for a fintech company in South Korea:<ul><li>Ran PPC campaigns on Google AdWords and Bing Ads.</li></ul>As a performance marketer for iD Mobile:<ul><li>Reviewed the digital marketing performance of iD Mobile, an MVNO startup subsidiary of Carphone Warehouse.</li><li>Devised digital strategy and recommended actionable across all digital marketing channels, including SEO, PPC, display, programmatic, email, social media, and affiliates, which are aligned to their business objectives.</li></ul>As a performance marketer for Insight Guides:<ul><li>Implemented SEO requirements for its existing website.</li></ul>As a performance marketer for a digital agency in Singapore:<ul><li>Worked on SEO audit, CRO, PPC optimization, A/B testing, and web analytics implementation for several local e-commerce SMBs.</li></ul>As a performance marketer for Trigger Design Pte Ltd:<ul><li>Implemented SEO requirements for its new website.</li></ul>As a performance marketer for an online travel agent in the UK:<ul><li>Coordinated with India-based development team to implement SEO, web analytics, and product enhancements to drive incremental organic search traffic and conversions to its e-commerce website.</li></ul>As a performance marketer for Haque Center of Acting and Creativity:<ul><li>Implemented SEO requirements for its revamped website.</li></ul>

Digital Performance Marketing Leader

<ul><li>Managed portfolio of web analytics and performance marketing channels such as SEO, SEM, PPC, Remarketing, display advertising, and programmatic advertising.</li><li>Oversaw SEO and PPC teams of three to four members.</li><li>and implemented SEO strategies to drive organic search traffic and conversions to desktop, mobile, and Spanish sites for GlobalSources.com.</li><li>Developed new PPC campaigns, including search and display.</li><li>Optimized on-going PPC campaigns with advanced targeting options and bidding strategies.</li><li>Ran campaign experiments for PPC campaigns.</li><li>Used bid optimization tools like DoubleClick Search for search campaigns.</li><li>Established programmatic advertising, including DBM to acquire new buyers.</li><li>Worked with affiliate marketing and ad network vendors.</li><li>Reviewed and implemented Google Analytics, conversion tracking, and audience list aggregation via Google Tag Manager (GTM).</li><li>Performed analysis to identify digital marketing opportunities.</li><li>Evangelized and analyzed using a marketing attribution model to identify new campaign initiatives.</li><li>Created landing pages to drive visits and conversions for various marketing channels.</li><li>Optimized landing pages to improve conversion rate.</li><li>App Store Optimization (ASO).</li><li>Conducted SEO, AdWords, and Google Analytics training to internal stakeholders, cross-departmental incumbents, and new hires.</li><li>Recovered organic search traffic from Google Panda and algorithm updates.</li><li>Achieved KPI target of the organic search traffic for 1H16, 2017, and 1Q18.</li><li>Drove an incremental of over 15% YoY in organic search traffic visits and conversions for consecutive 1H16, 2017, and 1Q18.</li><li>Optimized PPC campaigns to achieve a decrease in bounce rate for paid traffic by 13%, monthly cost savings in PPC (≈5%) and remarketing (≈20%), higher CTR, lower CPC, and CPA.</li><li>Achieved cost savings and improved PPC campaign efficiencies with AdWords API and Script.</li></ul>

Assistant Manager for Search Engine Marketing

<ul><li>Developed service offering model, allowing Accenture Interactive to offer similar service offering to other prospective clients.</li><li>Assisted global FMCG brand client to improve online visibility for their products, so as to drive incremental product sales and revenue from online marketplaces.</li></ul>

Consultant

<ul><li>Planned SEO strategies for GlobalSources.com.</li><li>Implemented on-page, on-site, off-site optimization tactics to drive organic search traffic.</li><li>Enhanced and optimized key landing pages to improve user experience and conversions.</li><li>Conducted analysis on search demand and traffic trends.</li><li>Performed competitive review with intelligence tools in identifying online marketing opportunities.</li><li>Conducted SEO training to internal stakeholders, cross-departmental incumbents, and new hires.</li><li>Managed weekly and monthly reporting to C-level management.</li><li>Provided recommendations and implementation solutions on analytics tracking and business case writing.</li><li>Worked on foreign language website expansion with SEO localization and international SEO.</li><li>Evaluated third party vendor tools and worked with external consultants in SEO audits.</li><li>Drove an incremental of over 400% organic search traffic from Google by optimizing images.</li><li>Delivered two SEO enhancement projects to create more content landing pages.</li><li>Identified and accredited the unknown traffic visits sources as organic and paid search engine traffic.</li><li>Achieved KPI target of the organic search traffic for the work year 2013 and 2H14.</li><li>Determined new data sources to replace existing reports due to changes in the SEO environment.&nbsp;</li></ul>

Search Engine Marketing Supervisor

<ul><li>Identified and implemented tactics to drive organic search traffic and improve the user experience for the GSOL web portal.</li><li>Monitored and performed analysis on SEO activities, campaigns, and projects.</li><li>Performed ad-hoc analysis on relevancy, search demand, and performance of keywords; large volume of backlink data to explore relationship-building opportunities.</li><li>Handled web page speed related matters, including tracking metrics of web page load time, web page weight, implemented tactics to improve on page load time and recommended tools to obtain page load readings with better accuracy.</li><li>Implemented social sharing buttons and tools, such as Google +1, Facebook, Twitter, and LinkedIn on the GSOL web portal.</li><li>Managed interns' scope of work, and their personal and professional development.</li><li>Delivered two SEO enhancement projects to remove duplicate content on GlobalSources.com.</li><li>Improved the productivity and reduced turnaround time for SEO operational processes, including large volume of data scraping on competitor websites; and maintenance of existing large volume keywords.&nbsp;</li></ul>

Search Engine Marketing Executive

Implemented SEO, web analytics, and product enhancements to drive incremental organic search traffic and conversions to an e-commerce website.

Over 100% YoY Growth in Organic Search Traffic for Travel E-commerce Website

Cheok Wong

Resolved issues on low quality and duplicate content pages to address the decline in organic search traffic impacted by Google Panda Updates.

Recovery of Organic Search Traffic from Google Algorithm Updates in November 2015

Performed backlink analysis and resolved issues on low quality backlinks to address the decline in organic search traffic impacted by Google Penguin Updates.

Recovery of Organic Search Traffic From Google Algorithm Updates in February 2017

Streamlined targeting for display ad campaigns. Performed A/B experiments on running campaigns. Cleaned up keyword match types targeting.

CPA Improves YoY in SEM and Display Ads on Google AdWords

English (British)

Cheok Wong is a digital marketing practitioner with over a decade of expertise in performance marketing strategies and tactics, web development, web analytics, enterprise-level SEO, paid search, and competitive analysis. He has worked with established global firms, institutes, small-medium businesses, and startups such as Global Sources, Accenture, SAP, and Singapore Management University. His experience also includes collaborating with different stakeholders across Singapore, Malaysia, Hong Kong, South Korea, China, Australia, India, and the UK to implement scalable and cost-efficient solutions.

Cheok Wong

Employment Highlights

Education Highlights

Portfolio

Over 100% YoY Growth in Organic Search Traffic for Travel E-commerce Website

Recovery of Organic Search Traffic from Google Algorithm Updates in November 2015

Recovery of Organic Search Traffic From Google Algorithm Updates in February 2017

CPA Improves YoY in SEM and Display Ads on Google AdWords

Over 100% YoY Growth in Organic Search Traffic for Travel E-commerce Website

Recovery of Organic Search Traffic from Google Algorithm Updates in November 2015

Recovery of Organic Search Traffic From Google Algorithm Updates in February 2017

CPA Improves YoY in SEM and Display Ads on Google AdWords