Led regional performance marketing initiatives at HP, driving automation, optimization, and cross-channel campaign performance. In-housed Paid Search from agency to brand-side, standardized paid media best practices across Greater Asia with Google, and developed an automated pacing tracker for near real-time spend and performance monitoring. Enhanced reporting workflows with bi-weekly automated insights, and optimized enrolments for printer ink subscriptions via multi-channel execution. Generated high-quality B2B lead assets, co-developed a PowerApp-based media planning tool for automated spend tracking and multi-market visibility, and pioneered Gen Z-focused TikTok campaigns. Mentored junior team members to strengthen platform proficiency and strategic storytelling.

Associate Manager at PHD Singapore

April 1, 2018 - January 1, 2021

Led biddable media strategy and execution across Paid Search and Paid Social for regional APAC clients, driving revenue growth and efficiency through automation and testing. Launched Product Listing Ads (PLA) with floodlight tracking, redesigned account structures for better digital shelf visibility, and crafted Quarterly Business Review decks with actionable insights. Built automated dashboards (Looker Studio) for real-time revenue metrics and managed Affiliate Marketing for a major banking client, mentoring juniors to elevate campaign execution and analytics.

Performance Executive at Wavemaker Singapore (formerly MEC)

February 1, 2017 - April 1, 2018

Supported end-to-end biddable campaigns across Search, Social, Display, and Video to drive awareness, engagement, and conversions. Executed full-funnel strategies, advised on creative formats and content strategies, and built automated dashboards on Google Data Studio for real-time performance visibility. Conducted trend analyses and monthly performance reviews to identify optimization opportunities and informed future planning.

Strategic Planning Intern at Ogilvy & Mather

September 1, 2016 - February 1, 2017

Supported strategic planning initiatives with a focus on customer insights, user journey mapping, and creative/media effectiveness for regional campaigns. Conducted creative and messaging A/B testing, audited digital platforms for a beauty/healthcare brand, mapped user journeys for a new OTT service, and led competitive analyses to inform channel recommendations and campaign objectives.

Performance Executive at Wavemaker Singapore

February 1, 2017 - April 1, 2018

Supported end-to-end execution of biddable media campaigns across Search, Social, Display, and Video channels to drive awareness, engagement, and conversions for regional clients. Executed full-funnel campaigns across platforms (Google Search, GDN, YouTube, Facebook, Instagram, Gmail Sponsored Promotions), optimising based on audience insights and campaign objectives. Advised on creative formats and content strategies to align with performance goals, including lead generation, brand lift, and traffic. Built automated dashboards on Google Data Studio, enabling easier access to real-time performance data for clients. Conducted trend analysis and monthly performance reviews to identify optimisation opportunities and inform future planning. Researched search behavior and structured SEM campaigns to align with product/brand positioning and landing page strategy. Key Accounts: Mercedes Benz, Singapore Tourism Board, UIP, Banyan Tree, Kia & NTU