Smartcademy (2019-2020)

• Course Producer: Built Smartcademy's "Intro to Digital Marketing" and "Advanced Digital Marketing" courses, totaling 42 hours work of material (14 lessons).
• Instructor: Taught 300 students over 6 courses with an average instructor rating of 9/10.
• Speaker: Took 18 webinars/workshops for a number of organizations such as the Singapore Chinese Chamber, the Singapore Business Federation, NTUC, NTU, SMU, etc. spanning a range of digital marketing topics.

General Assembly (2016-2019)

• Teaching Assistant: Supported 50 weeks' worth of digital marketing courses (5 iterations) and corporate workshops by localizing and refining curriculum, guiding students on course material and projects, as well as teaching topics such as app growth and SEO.

Spearheading eCommerce digital transformation in ASEAN as shopper behavior moves towards transacting online for RB's leading brands such as Enfagrow, Dettol, Durex, Lactum, Strepsils, Gaviscon, among others.

Focus platforms: Lazada, Shopee, Qoo10

Jan 2020 - Aug 2020: APAC Regional Planning Lead

• Main role: Partner regional leadership to plan, analyze, and report 6-7 digits monthly performance marketing budgets across APAC & India (9 markets), as well as supporting the various markets in programmatic brand media buying and media publisher management.

Dec 2019 - Jan 2020: APAC Regional Channel Management

• Main role: End-to-end inhouse management of paid channels across 6 markets, including Search (Google, Apple, Naver, Yahoo), UAC, Programmatic, Paid Social, and other experimental channels. Worked with stakeholders including country GMs, Finance, and Ops Leads to recommend suitable budgets and tactics to meet business goals.

• Unlocked H2 business growth of re-launch markets (Japan and Korea) in 2019. After facing stagnant growth in H1, we identified unique user pain points that I addressed through creative optimization, landing page tests, and optimizing the channel mix. This resulted in 5x growth in first trips in H2 vs H1 (>100k) while reducing customer acquisition costs (CAC) by 3x over half a year to positive ROI levels.

• Drove CAC efficiency in core markets at scale as part of Uber’s move to profitability. In order to achieve bottom-line goals, I recommended revised budget allocation and led channel overhauls for HK and India, capturing new opportunities from Apple Search and executing on a creative matrix to message top Rider products in different cities.
• Resulted in -80% drop in CAC in Hong Kong with 3x growth in first trips;
• Resulted in -25% drop in CAC in India at same level of growth (>100k users)

Supporting a number of clients in eCommerce, healthcare (3x), network security, and market research industries on a range of growth projects. Sample work includes:

• Revamped website SEO for an individual medical proprietor, boosting website traffic by 6x compared to the previous period, ranking in the first page of Google for 89 keywords, and bringing in $9k worth of leads.
• Long-term consultant for a market research firm in social media content management, paid app growth, and SEO.
• Results: Organic website visits (i.e. from SEO) grew by 6.6x compared to previous period to about 5k/month in 2020, including features by The Straits Times and Lianhe Zaobao.
• Total app users exceeded 1M across 6 markets in Sep 2020
• Reached #25 in Top Charts for all apps in Singapore, #5 for Social Networking
• Ran a paid B2B campaign to acquire merchants for a global eCommerce platform. Achieved qualified leads (multi-step lead form) at a $5.90 cost per lead, beating out client targets by 4x.

Speaker at: App Growth Summit 2019, App Growth Summit 2020, SMEICC 2020

• SEO: Optimized landing pages for US, UK, and AU markets across on-page and on-SERP elements, ranking 20+ content pages in the top 5 positions on Google and scaling car hire organic growth by 2.5X YOY. This included keyword research, site wireframing, schema experiments, backlinks prospecting, and reporting via SEO tools such as Search Console, Linkdex, Semrush, Similarweb, Moz, and Majestic.

• App Growth: Worked between product and growth teams as part of the app-exclusive launch of Skyscanner Trains in the UK. Formulated the growth strategy for various channels such as app store optimization (ASO), paid growth (ASA, UAC, FB), as well as a cross-product CRM strategy.

• Paid Media: Conceptualized, tested, and scaled several new Facebook, search, display, and house ad campaigns. Identified the opportunity to scale Dynamic Search Ads (DSA) for the car hire vertical across multiple markets, yielding one of the highest ROAS campaigns for Skyscanner.

• Hosted the ASEAN Tourism Forum (ATF) 2017 for ASEAN ministers and more than 200 delegates, covering government-to-government relations and promoting Cruise tourism in the region. 
• Managed account for Wildlife Reserves Singapore (WRS).

• Obtained cumulative GPA: 3.9/4.0 with First Class Honors.
• Awarded Dean’s List, AY 2012/13, AY 2013/14, AY 2015/16.
• Awarded SMU’s Scholar Programme mid-term from 2014-16.
• Awarded SMU Luxasia VIE Award 2016. 
• Awarded SMU-DHL Green Lab Sustainability Award 2016. 
• Was 1st Place for Market Research Society of Singapore (MRSS) Case Competition 2016.