Mark Khoo
E-Commerce Marketing Expert

Mark Khoo

Previously worked for PayPal.
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About

Mark Khoo is a digital marketer with over a decade of experience specializing in e-commerce and content marketing. As the e-commerce and digital marketing director at Resorts World Sentosa (RWS), he is responsible for driving the sales attributed to the e-commerce website across APAC as well as the performance marketing across RWS. He also worked as a content director at Possible (WPP), handling client accounts such as A*STAR, SPRING Singapore, Starbucks, LEGO, Singapore Power, UOB, Abbott, Facebook, Instagram, Sunshine, Redoxin, VMWare, and TÜV SÜD.

Employment

4 roles
Sep 2019 - Present 6 years 8 months
E-commerce & Digital Marketing Director
Resorts World Sentosa (RWS)
  • Drove the sales attributed to the e-commerce website across APAC as well as the performance marketing across RWS.
  • Enhanced operational cadence by introducing scrum approach for a ‘fail fast, learn fast’ mentality through paid and web experimentation series.
  • Restructured the team with 40% of team being non-marketers, and training them up as specialists.
  • Led the change in media agency to appoint MindShare.
  • Drove the personalization strategy for the website with three key segments with the objective of increasing conversion rates and volumes.
  • Worked with CRM team to implement end-to-end user journey.
  • Implemented UI/UX experiments with a test and control methodology to drive conversion rates.
  • Drove conversion rates up by 2x and increased overall sales contribution from 5% to 8%.
  • Developed the RWS content strategy to gain an uplift of 10% in engagement and mid funnel metrics.
  • Drove CPAs down by 40%; revised retargeting strategy and search strategy.
  • Managed expectations and align goals with C-level executives, and board meetings to obtain approvals.
Apr 2018 - Sep 2019 1 year 5 months
Channel Data Integration Planner (Senior Manager)
PayPal Holdings, Inc (Singapore)
  • Worked with the consumer and merchant segment teams to enhance their programs with cross-channel strategies based on owned and third-party data.
  • Developed cross-channel plans for multiple consumer and merchant programs to drive activation and prevent churn increasing adoption rates (2-3%) for new active consumer segments and decreasing churn prevention rates (3-5%) across merchant at risk segment.
  • Supported the always-on channel plans (SEM, SEO, paid) for cross-border transaction regions across APAC, MEEA, and Latin America increasing lead generation and lead nurturing quality (12%).
  • Increased merchant activation with a 5% uplift through content marketing approach.
Jul 2016 - Apr 2018 1 year 9 months
Content Director
Possible (WPP)
  • Functioned as the team lead for Possible regional content and social team, and started by setting up the content and social practice,.
  • Brought in S$2 million worth of revenue including clients such as A*STAR, SPRING Singapore, Starbucks, LEGO, Singapore Power, UOB, Abbott, Facebook, Instagram, Sunshine, Redoxin, VMWare, and TÜV SÜD.
  • Managed a team of team including one account director, one social media lead, and eight content executives and community managers and creatives.
  • Worked as the lead content strategist for various FMCG and government accounts.
Nov 2015 - Jul 2016 8 months
Account Director
MEC (WPP)
  • Played the client lead on key automotive regional accounts including Caltex, Michelin, and Daimler.
  • Achieved positive growth and top two client scores year on year.
  • Awarded the MARKies 2017 Best Use of Content Marketing for Celebrity Car Wars.
  • Promoted from senior account manager to account director after six months.

Education

Sep 2005 - Jun 2009 3 years 9 months
Bachelor of Business Management, Marketing & Corporate Communications
Singapore Management University