Alcon Marshall

Built an end-to-end performance marketing measurement and reporting system for SME clients, including GA4 conversion goals, GTM tracking architecture, PMAX/UTM attribution diagnostics, and automated weekly funnel reporting (trials/CVR and campaign-level breakdowns) using a single BigQuery-backed source of truth. Diagnosed and resolved attribution discrepancies across Meta, Google Ads, and GA4 to identify conversion leakage and speed up optimization decisions. Designed a three-layer BigQuery analytics approach (normalize → unify → output) to replace manual reporting with automated Looker Studio dashboards, cutting reporting turnaround time by 2+ hours. Deployed production AI operations workflows for an F&B SME, including automated financial data ingestion, daily WhatsApp intelligence briefs, and a two-way AI chat layer via n8n, Supabase, and Claude API—reducing manual reporting hours. Delivered ETL and data modeling for a subscription SaaS client (Thrive Cart integration) to enabl

Led Google Ads Search and Performance Max for a Mandarin tuition client in Singapore targeting parents of children with learning disabilities. Worked with RM-equivalent budgets and optimized for lead generation and conversion rate. Built SEO and paid media funnels for a professional education provider targeting financial advisors, delivering qualified enrolments over a multi-month period. Delivered end-to-end paid media strategy including keyword research, audience targeting, ad copy, Looker Studio reporting, and monthly stakeholder performance reviews.

Delivered quarterly paid media and employer branding campaigns across APAC manufacturing, design, and support business units; managed Google Ads, LinkedIn, Meta, OOH, and event activations. Built GA4 + GTM measurement frameworks to track B2B and B2C conversion goals across campaigns, enabling data-driven optimization across channels. Planned and executed Intel Malaysia’s first out-of-home advertising campaign spanning billboards, KTM, and bus advertising for recruitment brand positioning. Ran LinkedIn pipeline campaigns targeting female candidates for manufacturing roles, achieving 480 qualified leads with a $5,000 budget, and executed funnel-aware awareness-to-lead capture. Averaged 375+ qualified leads per recruitment event across SEMICON, M10 0, and graduation career fairs. Produced quarterly stakeholder reports with campaign performance analysis and strategic recommendations for future periods.