Senior Executive, Performance (Contract) at Mindshare (SG)

Managed and optimized paid social campaigns on Facebook, Twitter, LinkedIn, and Google Ads for ASEAN markets with focus on KPIs such as CPEV and quality lead generation. Collaborated with creative teams to produce and optimize campaign assets. Set up conversion tracking via GTM to measure performance.

Junior Consultant, Social Media Analytics at IQVIA

Collected and analyzed data across multiple social media platforms to uncover engagement trends and audience behavior. Researched client brands, products, and competitors to identify social media trends, buying patterns, sentiment, and key triggers/barriers to purchase. Delivered reports based on findings.

Analyst at Optimal Strategix Consulting

Generated insights on consumer behaviors, attitudes and buying patterns through analysis of consumer responses; handled primary market research projects and designed questionnaires and surveys to find solutions to client business questions. Created discussion guides for face-to-face interviews and focus group discussions.

Senior Executive, Performance at Mindshare (Singapore)

Media Strategy & Planning: Developed annual and campaign-based media strategies aligned with budgets and briefs, with expertise across social, display, video, OOH, and programmatic channels. Platform Execution & Campaign Setup: Executed campaigns across Facebook, TikTok, YouTube, LinkedIn, Twitter, and Google Ads; hands-on with campaign setup, ad previews, and creative coordination; set up A/B tests for creative, copy, targeting, and landing pages. Client & Partner Coordination: Managed end-to-end communication with clients and media partners—planning, timelines, asset delivery, negotiations, and value adds. Tracking, Tagging & Attribution: Implemented and monitored tags via GTM, AAM, Sizmek, and DV; delivered performance reports and post-campaign attribution analysis. Reporting & Analytics: Built campaign performance reports using Power BI dashboards and shared insights with clients. Billing & Financial Ops: Managed PO generation, invoices, budget updates, cost actualization, and re

Partnerships/Advertising Operations (Contract) at Google (Singapore) via Rubicon Group

Partnered with sales teams to optimize publisher monetization using Google Ad Manager, AdSense, and AdMob. Supported the buy-side value chain by ensuring optimal implementation and performance of Google ad products, aligning inventory monetization with advertiser demand. Analyzed campaign performance trends, including revenue, eCPM, and impressions delivery, to uncover inefficiencies and propose data-backed optimization strategies. Automated SQL-based reporting processes and developed interactive dashboards in Google Data Studio.

Associate Manager, Digital Campaign Management at Datawrkz (India)

Managed paid social campaigns on Facebook, Twitter, LinkedIn, and Google Ads for ASEAN markets; focused on KPIs such as cost per engagement and quality lead generation. Collaborated with creative teams to produce campaign assets; optimized ad creatives to improve lead quality. Set up conversion tracking via GTM to measure campaign performance.

Senior Executive, Performance at Mindshare

Performance-driven role across media strategy, planning and execution. Developed annual and campaign-based media strategies aligned with budgets and briefs across social, display, video, OOH, and programmatic channels. Executed campaigns on Facebook, TikTok, YouTube, LinkedIn, Twitter, and Google Ads; set up A/B tests; tracked attribution; built reports; and managed client and partner communications. Notable achievements include turning around the HP Aruba account with strong client appreciation and launching a $700k influencer-led campaign in two weeks with zero errors.

Associate Manager, Digital Campaign Management at Data Workz

Managed paid social campaigns across SEA and APAC markets on Facebook, Twitter, LinkedIn and Google Ads; focused on KPIs such as cost per engaged visit and quality lead generation; collaborated with creative teams to optimize ad creatives.