Available to hire
Hi, I’m Hui Jie Heng, a dynamic digital marketing professional specializing in campaign management, social media strategy, content optimization, and process improvement. I’ve delivered high-performing campaigns with a 96% on-brief rate and cut daily monitoring time by 45% through workflow enhancements, across 11 APAC markets.
Fluent in English and Mandarin, I thrive on collaborating with cross-functional teams, refreshing content to stay relevant, and turning data into actionable insights to drive awareness, engagement and app installs.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Language
English
Fluent
Work Experience
Senior Manager, Digital Marketing (Contract) at Health Promotion Board
July 31, 2025 - September 15, 2025Developed and operationalised a digital content framework to optimise user experience on the Healthy365 app; defined category criteria and scoring rubric for push notifications; implemented end-to-end content prioritisation workflow ranking 1,000+ push notifications; led comprehensive content audits; collaborated with cross-functional stakeholders to align processes and drive project objectives; produced, optimised and monitored content performance for continuous improvement.
Senior Manager, Digital Marketing (Contract) at Health Promotion Board
July 1, 2025 - September 29, 2025Developed and operationalised a digital content framework to optimise user experience on the Healthy 365 app; defined category criteria, guidelines and scoring rubric to evaluate and rank push notification content; implemented end-to-end content prioritisation workflow, ranking 1,000+ push notifications for timely, relevant delivery; led comprehensive content audit to refresh and maintain relevance of Healthy 365 app push notifications; collaborated with cross-functional stakeholders to align processes, streamline workflows and drive project objectives; produced, optimised and monitored content performance for continuous improvement.
Senior Manager, Digital Marketing (Contract) at Health Promotion Board
July 1, 2025 - September 29, 2025Developed and operationalised a digital content framework to optimise user experience on the Healthy 365 app; defined category criteria, established guidelines and created scoring rubric to evaluate and rank push notifications; implemented end-to-end content prioritisation workflow ranking 1,000+ push notifications; led comprehensive content audit to refresh and maintain relevance; collaborated with cross-functional stakeholders to align processes and drive project objectives; produced, optimised and monitored content performance for continuous improvement.
Senior Content Strategist at Salween Group
March 31, 2024 - September 15, 2025Developed omnichannel content strategies for B2B clients; project management for LinkedIn content, EDMs, website updates, e-books, infographics and other marketing materials; built strong client relationships while managing day-to-day external communications; oversaw project timelines to ensure on-time delivery and alignment with client objectives; developed on-brand short-form copy for LinkedIn captions, landing pages and EDMs.
Senior Content Strategist at Salween Group
March 1, 2024 - September 29, 2025Developed omnichannel content strategies for B2B clients across different industry verticals; project management for LinkedIn content, EDMs, website updates, e-books, infographics and other marketing materials; built strong client relationships while managing day-to-day external communications; oversaw project timelines to ensure on-time delivery and alignment with client objectives; developed on-brand short-form copy for LinkedIn captions, landing pages and EDMs.
Senior Content Strategist at Salween Group
March 1, 2024 - September 29, 2025Developed omnichannel content strategies for B2B clients; managed LinkedIn content, EDMs, website updates, e-books, infographics and other marketing materials; built strong client relationships while managing day-to-day external communications; oversaw project timelines to ensure on-time delivery and alignment with client objectives; developed on-brand short-form copy for LinkedIn captions, landing pages and EDMs.
Manager, Digital Strategy & Development (Maternity Cover) at SPH Media
August 31, 2023 - September 15, 2025Streamlined operational gaps and explored solutions to enhance performance and efficiency; strategy planning for new or existing digital projects including social media strategy and campaign optimisation; proposed messaging, approach, execution and measurement for digital campaigns; researched vendors and compiled product offerings for proposal decks; created best practices guides to improve messaging, clarity and performance.
Manager, Digital Strategy & Development (Maternity Cover) at SPH Media
August 1, 2023 - September 29, 2025Streamlined operational gaps and explored solutions to enhance performance and efficiency; strategy planning for new or existing digital projects including social media strategy and campaign optimisation; proposed messaging, approach, execution and measurement for digital campaigns; researched vendors and compiled product offerings for proposal decks; created best practices guides to improve messaging, clarity and performance.
Manager, Digital Strategy & Development (Maternity Cover) at SPH Media
August 1, 2023 - September 29, 2025Streamlined operational gaps and explored solutions to enhance performance and efficiency; strategy planning for new or existing digital projects including social media strategy and campaign optimisation; proposed messaging, approach, execution and measurement for digital campaigns; researched vendors and compiled product offerings for proposal decks; created best practices guides to improve messaging, clarity and performance.
Adtech and Analytics Lead at TOTALLYAWESOME
January 31, 2023 - September 15, 2025Optimised workflow processes to improve department productivity and accuracy (e.g., campaign delivery flow, QC framework, reporting templates) leading to 96% of on-brief campaigns in 2022; collaborated with Finance to conduct data-driven analysis, increasing company margin from 51% to 54%; analysed historical data and implemented A/B testing for campaign optimisation; managed automation projects to reduce manual workload and streamline data collection, leading to 45% time saved on daily campaign monitoring; partnered with Product and Tech teams to influence product roadmap; developed training materials and conducted training on campaign management; analysed and proposed campaign performance benchmarks for 11 APAC markets.
Adtech and Analytics Lead at TOTALLYAWESOME
January 1, 2023 - September 29, 2025Optimised workflow process gaps to improve department productivity and accuracy (e.g., campaign delivery flow, QC framework, reporting templates) leading to 96% of on-brief campaigns in 2022; collaborated with Finance on data-driven analysis, increasing company margin from 51% to 54%; analysed historical data and implemented A/B testing for campaign optimisation to create best practices playbooks; managed automation projects to reduce manual workload and streamline data collection, leading to 45% time saved on daily campaign monitoring; partnered with Product and Tech teams to influence product roadmap; developed training materials and conducted training on campaign management, processes and initiatives; analysed and proposed campaign performance benchmarks for 11 APAC markets.
Adtech and Analytics Lead at TOTALLYAWESOME
January 1, 2023 - September 29, 2025Optimised workflow processes to close gaps in campaign delivery, QC and reporting, achieving 96% on-brief campaigns in 2022; collaborated with Finance to conduct data-driven analysis, increasing company margin from 51% to 54%; analysed historical data and implemented A/B testing for campaign optimisation; managed automation projects to reduce manual workload and streamline data collection; partnered with Product and Tech to influence product roadmap; developed training materials and conducted training on campaign management and processes; proposed campaign performance benchmarks for 11 APAC markets.
Senior Campaign Success Manager at TOTALLYAWESOME
December 31, 2021 - September 15, 2025Mentored ad operations team of 4 to traffic, monitor and optimise campaigns; planned, executed, optimised and reported digital video, rich media and display campaigns for 11 APAC markets on YouTube and AwesomeAds platform; trafficked and checked ad assets; project managed creative teams to produce Animated Videos and Mini Games; analysed campaign data to derive actionable insights and generated end-of-campaign and QBR reports; created ad operations training materials and conducted training for internal teams and new hires.
Senior Campaign Success Manager at TOTALLYAWESOME
December 1, 2021 - September 29, 2025Mentored ad operations team of 4 to traffic, monitor and optimise campaigns for better performance; planned, executed, optimised and reported digital video, rich media and display campaigns for 11 APAC markets on YouTube and the company’s platform, AwesomeAds; trafficked and checked ad assets to ensure suitability against platform specifications and timely launch of ad campaigns; project managed creative team to produce Animated Videos and Mini Games for campaign launches and handled client servicing duties; analysed campaign data to derive actionable insights and generated end-of-campaign and Quarterly Business Review (QBR) reports to propose data-driven recommendations; created ad operations training materials and conducted training sessions for internal team and new hires; investigated and troubleshooted inventory issues with publishers.
Senior Campaign Success Manager at TOTALLYAWESOME
December 1, 2021 - September 29, 2025Mentored ad operations team of 4 to traffic, monitor and optimise campaigns for better performance; planned, executed, optimised and reported digital video, rich media and display campaigns for 11 APAC markets on YouTube and AwesomeAds; trafficked and checked ad assets to ensure suitability against platform specifications and timely launch; project managed creative teams to produce Animated Videos and Mini Games for campaign launches; analysed campaign data to derive actionable insights and produced end-of-campaign and QBR reports with data-driven recommendations; created ad operations training materials and conducted training sessions for internal teams and new hires.
Campaign Manager at TOTALLYAWESOME
January 31, 2021 - September 15, 2025Planned, executed, optimised and reported digital video, rich media and display campaigns for 11 APAC markets on YouTube and AwesomeAds; trafficked assets to ensure platform specifications; collaborated with creative teams to deliver campaigns; produced post-campaign analyses and recommendations.
Campaign Manager at TOTALLYAWESOME
January 1, 2021 - September 29, 2025Planned, executed, optimised and reported digital video, rich media and display campaigns for 11 APAC markets on YouTube and AwesomeAds; trafficked assets and ensured timely launches; collaborated with clients and internal creatives to deliver campaigns that meet objectives; produced campaign performance reports and insights for optimization.
Campaign Manager at TOTALLYAWESOME
January 1, 2021 - September 29, 2025Planned, executed, optimised and reported digital video, rich media and display campaigns for 11 APAC markets on YouTube and AwesomeAds; trafficked and checked ad assets for platform compliance and timely launches; collaborated with Creative to produce assets; managed client servicing; analysed campaign data to generate insights and reports; developed ad operations training materials.
Social Media Manager at ISOBAR
October 31, 2018 - September 15, 2025Content strategy and community management for key social accounts; paid social advertising consultation and media buy for clients on Facebook, X and Instagram; monthly reporting to measure effectiveness and propose KPI improvements; periodic research on new trends and offerings in Social Media.
Social Media Manager at ISOBAR
October 1, 2018 - September 29, 2025Content strategy and community management for government, insurance, FMCG, and other accounts; paid social advertising consultation and management of media buys for Facebook, X and Instagram; monthly reporting to measure effectiveness and propose KPI improvements; periodic research on new trends and offerings in social media for client sharing.
Social Media Manager at ISOBAR
October 1, 2018 - September 29, 2025Content strategy and community management for government, insurance, FMCG and insurance accounts; paid social advertising consultation and media buys; monthly reporting to measure effectiveness and propose KPI improvements; periodic research on trends and offerings for client sharing.
Assistant Manager (Social Media) at TECHSAILOR GROUP / TO THE NEW DIGITAL
November 30, 2015 - September 15, 2025Managed Social Media Executives in Singapore and Malaysia; reviewed and analysed clients’ social media efforts; generated monthly performance and end-of-campaign reports; led social media training programs; sourced and managed outsource partners to cut manpower costs; planned and executed Facebook, X and Google ads; improved transparency of department operating system and processes; researched and implemented alternative platforms to improve efficiency.
Assistant Manager (Social Media) at TECHSAILOR GROUP / TO THE NEW DIGITAL
November 1, 2015 - September 29, 2025Managed Social Media Executives in Singapore and Malaysia; reviewed and analysed client social media efforts, generated monthly performance and end-of-campaign reports; led social media training programs for staff; sourced and managed outsource partners; planned and executed Facebook, X and Google ads; implemented process improvements to increase efficiency and productivity; budget planning for campaigns.
Assistant Manager (Social Media) at TECHSAILOR GROUP / TO THE NEW DIGITAL
November 1, 2015 - September 29, 2025Managed Social Media Executives in Singapore and Malaysia; reviewed and recommended improvements on clients' social media efforts; generated monthly performance and end-of-campaign reports; led social media training programs; sourced and managed outsource partners to cut costs; planned and executed Facebook, X and Google ads; documented processes to improve efficiency and transparency; managed budget.
Senior Executive (Social Media) at TECHSAILOR GROUP / TO THE NEW DIGITAL
April 30, 2014 - September 15, 2025Led social media efforts including editorial calendars, content ideas and campaign concepts; created periodic performance reports; trained new hires; managed client communications and deliverables.
Senior Executive (Social Media) at TECHSAILOR GROUP / TO THE NEW DIGITAL
April 1, 2014 - September 29, 2025Managed and created marketing content for client social media platforms, campaign microsites and Facebook applications; planned editorial calendars; proposed ideas for key and sustenance campaigns; created periodic performance reports using analytics tools; ran Facebook and Google ads; mentored interns.
Senior Executive (Social Media) at TECHSAILOR GROUP / TO THE NEW DIGITAL
April 1, 2014 - September 29, 2025Managed social media content and campaigns; planned editorial calendars; proposed ideas for key campaigns; produced periodic performance reports using Facebook Insights and Google Analytics; ran Facebook and Google ads; mentored interns and trainees.
Social Media Analyst at TECHSAILOR GROUP / TO THE NEW DIGITAL
October 31, 2013 - September 15, 2025Managed and created marketing content for clients’ social platforms; planned editorial calendars; proposed ideas for campaigns; produced performance reports using Facebook Insights and Google Analytics; ran and managed Facebook and Google ads.
Social Media Analyst at TECHSAILOR GROUP / TO THE NEW DIGITAL
October 1, 2013 - September 29, 2025Managed and created marketing content for client social media platforms and campaigns; performed performance reporting using Facebook Insights and Google Analytics; supported and trained interns on social media management.
Social Media Analyst at HUI JIE HENG
October 1, 2013 - September 29, 2025Managed and created marketing content for client social media platforms; planned editorial calendars; proposed ideas for campaigns; produced performance reports; ran Facebook and Google ads.
Education
Bachelor of Communication (Mass Communication) at RMIT
May 3, 2010 - December 31, 2012Diploma in Media and Communication at Singapore Polytechnic
May 2, 2005 - May 30, 2008Bachelor of Communication (Mass Communication) at ROYAL MELBOURNE INSTITUTE OF TECHNOLOGY
January 1, 2010 - December 31, 2012Diploma in Media and Communication at SINGAPORE POLYTECHNIC
January 1, 2005 - December 31, 2008Bachelor of Communication (Mass Communication) at ROYAL MELBOURNE INSTITUTE OF TECHNOLOGY
January 1, 2010 - January 1, 2012Diploma in Media and Communication at SINGAPORE POLYTECHNIC
January 1, 2005 - January 1, 2008Bachelor of Communication (Mass Communication) at ROYAL MELBOURNE INSTITUTE OF TECHNOLOGY
January 1, 2010 - December 31, 2012Diploma in Media and Communication at SINGAPORE POLYTECHNIC
January 1, 2005 - December 31, 2008Qualifications
DV360, Google Display & Shopping Ads Certification
January 11, 2030 - September 15, 2025DV360, Google Display and Shopping Ads Certification
January 11, 2030 - September 29, 2025DV360 Certification
January 11, 2030 - September 29, 2025Google Display & Shopping Ads Certification
January 11, 2030 - September 29, 2025Industry Experience
Government, Media & Entertainment, Consumer Goods, Professional Services, Software & Internet, Retail, Healthcare, Education
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
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