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I am a strategic marketing leader with 12+ years of experience driving scalable growth and digital transformation across Asia Pacific and North Asia. I’ve built and managed high-value portfolios for global FMCG brands, led white-space expansions, and leveraged data-driven media strategies across Meta, Google, TikTok, and e-commerce ecosystems. I excel at uniting regional teams and influencing multi-market stakeholders to deliver integrated, omnichannel marketing excellence. I thrive in fast-paced environments where cross-functional collaboration is key. My strengths lie in turning insights into action, designing GTM playbooks for new markets, and delivering measurable outcomes through disciplined P&L management, robust partnerships, and scalable campaigns across online and offline channels.…I am a strategic marketing leader with 12+ years of experience driving scalable growth and digital transformation across Asia Pacific and North Asia. I’ve built and managed high-value portfolios for global FMCG brands, led white-space expansions, and leveraged data-driven media strategies across Meta, Google, TikTok, and e-commerce ecosystems. I excel at uniting regional teams and influencing multi-market stakeholders to deliver integrated, omnichannel marketing excellence. I thrive in fast-paced environments where cross-functional collaboration is key. My strengths lie in turning insights into action, designing GTM playbooks for new markets, and delivering measurable outcomes through disciplined P&L management, robust partnerships, and scalable campaigns across online and offline channels.

Wu Meng Yu

Growth Marketer, Marketing Strategist, Brand Strategist, +3

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I am a strategic marketing leader with 12+ years of experience driving scalable growth and digital transformation across Asia Pacific and North Asia. I’ve built and managed high-value portfolios for global FMCG brands, led white-space expansions, and leveraged data-driven media strategies across Meta, Google, TikTok, and e-commerce ecosystems. I excel at uniting regional teams and influencing multi-market stakeholders to deliver integrated, omnichannel marketing excellence. I thrive in fast-paced environments where cross-functional collaboration is key. My strengths lie in turning insights into action, designing GTM playbooks for new markets, and delivering measurable outcomes through disciplined P&L management, robust partnerships, and scalable campaigns across online and offline channels.…I am a strategic marketing leader with 12+ years of experience driving scalable growth and digital transformation across Asia Pacific and North Asia. I’ve built and managed high-value portfolios for global FMCG brands, led white-space expansions, and leveraged data-driven media strategies across Meta, Google, TikTok, and e-commerce ecosystems. I excel at uniting regional teams and influencing multi-market stakeholders to deliver integrated, omnichannel marketing excellence. I thrive in fast-paced environments where cross-functional collaboration is key. My strengths lie in turning insights into action, designing GTM playbooks for new markets, and delivering measurable outcomes through disciplined P&L management, robust partnerships, and scalable campaigns across online and offline channels.

Available to hire

I am a strategic marketing leader with 12+ years of experience driving scalable growth and digital transformation across Asia Pacific and North Asia. I’ve built and managed high-value portfolios for global FMCG brands, led white-space expansions, and leveraged data-driven media strategies across Meta, Google, TikTok, and e-commerce ecosystems. I excel at uniting regional teams and influencing multi-market stakeholders to deliver integrated, omnichannel marketing excellence.

I thrive in fast-paced environments where cross-functional collaboration is key. My strengths lie in turning insights into action, designing GTM playbooks for new markets, and delivering measurable outcomes through disciplined P&L management, robust partnerships, and scalable campaigns across online and offline channels.

Skills

Branding

Data Visualization

Experience Level

Branding

Expert

Data Visualization

Expert

Language

English

Fluent

Korean

Intermediate

Work Experience

Head of Marketing

February 1, 2025 - Present

Global Brand / Marketing Manager at Unilever International

August 1, 2018 - July 1, 2022

Led cross-functional, multi-regional alignment with local business units and global brand teams for business expansion in China; managed product portfolio, ROM, and campaigns (online & offline retail); P&L management; led turnaround of flagship brands with €13M+ incremental GMV and improved profitability through portfolio optimization and strategic rollout for Dove, Vaseline, Tresemmé, etc.

Account Executive (McDonald's) at DDB Group Singapore

January 1, 2015 - October 1, 2016

Strategised and managed multi-channel campaigns worth over S$1M; identified key insights to develop creative strategies, optimized marketing via social insights; led rebranding efforts for beverages and desserts to target younger audiences; launched McDonald's Instagram account (@mcdsg), achieving high follower growth.

Senior Associate of Marketing/Community at Booqed Ptd Ltd

November 1, 2016 - August 1, 2018

Owned end-to-end marketing and community growth; optimized business operations (app design, audience prioritization); developed strategic partnerships with banks and landlords; expanded from 3 to 9 cities.

Adjunct Lecturer (MKT3714B) at National University of Singapore

August 1, 2021 - December 2, 2024

Marketing lecturer focusing on practical skills and real-life examples to develop students’ critical thinking and analytical abilities.

Project Manager at Advocacy Asia WOM Ltd

August 1, 2013 - July 1, 2014

Designed gamified campaigns; executed digital media strategies; built strategic partnerships and delivered campaigns across China & Malaysia; managed end-to-end project delivery for client portfolios.

Head of Marketing at ByteDance / TikTok Ptd Ltd

February 1, 2025 - Present

Core leadership member driving SG$60M+ GMV platform, delivering +22.5% YoY GMV growth through strategic P&L optimization and owning key business drivers. Led cross-functional, multi-regional alignment with local business units and global brand teams for SEA expansion, and built integrated, omnichannel marketing strategies and campaigns (online & offline) with key brand partners.

Cross-border Category Manager at ByteDance / TikTok Ptd Ltd

July 1, 2022 - June 30, 2024

Led regional white-space expansion for FMCG brands entering SEA markets (Thailand, Vietnam, Malaysia, Philippines, Singapore); drove 20% MoM growth via strategic joint business plans with China-based beauty partners. Performed data-driven insights to identify high-growth trends and pivot local market strategies. Crafted SEA-ready product insights and co-designed localized product portfolios and GTM strategies. Developed regional playbooks and scalable campaigns across multi-market TikTok ecosystems, achieving approximately 2x GMV growth during campaign periods.