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Marketing veteran with 18+ years spanning advertising agencies and the public sector, leading global, high-profile integrated marketing initiatives across branding, performance/acquisition, content, and segmented campaigns. Skilled in driving business transformation, partnership development, and crisis-aware communications. Expert in digital growth and MarTech-enabled acquisition/segmentation, with proven success across social media, programmatic, PPC+SEO strategy, ecommerce/website modernization, and large-scale tourism recovery activations. Strong leadership in building content hubs, influencer/event programs, and cross-functional capabilities that deliver measurable outcomes and industry recognition.…Marketing veteran with 18+ years spanning advertising agencies and the public sector, leading global, high-profile integrated marketing initiatives across branding, performance/acquisition, content, and segmented campaigns. Skilled in driving business transformation, partnership development, and crisis-aware communications. Expert in digital growth and MarTech-enabled acquisition/segmentation, with proven success across social media, programmatic, PPC+SEO strategy, ecommerce/website modernization, and large-scale tourism recovery activations. Strong leadership in building content hubs, influencer/event programs, and cross-functional capabilities that deliver measurable outcomes and industry recognition.

Jacob Teo

Digital Marketer, Marketing Strategist, Performance Marketer, +6

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Marketing veteran with 18+ years spanning advertising agencies and the public sector, leading global, high-profile integrated marketing initiatives across branding, performance/acquisition, content, and segmented campaigns. Skilled in driving business transformation, partnership development, and crisis-aware communications. Expert in digital growth and MarTech-enabled acquisition/segmentation, with proven success across social media, programmatic, PPC+SEO strategy, ecommerce/website modernization, and large-scale tourism recovery activations. Strong leadership in building content hubs, influencer/event programs, and cross-functional capabilities that deliver measurable outcomes and industry recognition.…Marketing veteran with 18+ years spanning advertising agencies and the public sector, leading global, high-profile integrated marketing initiatives across branding, performance/acquisition, content, and segmented campaigns. Skilled in driving business transformation, partnership development, and crisis-aware communications. Expert in digital growth and MarTech-enabled acquisition/segmentation, with proven success across social media, programmatic, PPC+SEO strategy, ecommerce/website modernization, and large-scale tourism recovery activations. Strong leadership in building content hubs, influencer/event programs, and cross-functional capabilities that deliver measurable outcomes and industry recognition.

Available to hire

Marketing veteran with 18+ years spanning advertising agencies and the public sector, leading global, high-profile integrated marketing initiatives across branding, performance/acquisition, content, and segmented campaigns. Skilled in driving business transformation, partnership development, and crisis-aware communications.

Expert in digital growth and MarTech-enabled acquisition/segmentation, with proven success across social media, programmatic, PPC+SEO strategy, ecommerce/website modernization, and large-scale tourism recovery activations. Strong leadership in building content hubs, influencer/event programs, and cross-functional capabilities that deliver measurable outcomes and industry recognition.

Skills

Experience Level

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Beginner

Language

English

Fluent

Chinese

Fluent

Work Experience

Deputy Director (Channel Marketing), International Group at Singapore Tourism Board

April 1, 2022 - February 1, 2025

Led execution of STB’s global B2B marketing initiatives, including strategic partnerships (BD discussions, negotiations, funding iterations, activations), participation in global trade events (booth design, co-participant recruitment, ground programming, publicity and crisis comms, and market adaptations/roadshows), and development/maintenance of a global destination content hub with integrated content flow via AI technologies. Planned and executed 300+ familiarisation trips/site visits for trade and media partners focused on PMEBs, luxury, and active silvers, including recruiting/training a tourist guide panel. Drove future tourism/innovation stakeholder use cases to create customized business plans for importing and deploying new technologies through business matching, POC/MVP requirements gathering, funding consult, negotiations, and consolidation of requirements.

Deputy Director (Digital & Content), Marketing Group at Singapore Tourism Board

November 1, 2018 - March 1, 2022

Owned global digital marketing initiatives, including global social media platform/content development, influencer engagement, and operating excellence. Directed integrated performance and segmentation marketing combining PPC with organic SEO strategy, global-to-local adaptations, and expansion of programmatic opportunities through price negotiations; also identified new addressable segments and cross-sell/upsell growth opportunities. Led global content marketing strategy and creation of digital assets across short/long-form moving and still content with best-practice adaptation/transcreation. Managed website marketing for consumer mobile/desktop, including transcreation of 7 regional language sites, upgrading IA/UX/UI and security to web 2.0 standards, and developing customizable templates and API while meeting international data policies (e.g., GDPR/CCPA). Evaluated and procured MarTech stacks to support short/mid/long-term data strategies and enhance cross-stack data flow. Provided

Head of Digital (Advertising, Social Media, eCommerce) at IPG Mediabrands

April 1, 2014 - October 1, 2018

Led the holding company’s digital advertising portfolio, driving performance, programmatic, and social media growth; improved client outcomes through integrated digital strategy and cross-agency digital transformation, delivering multiple Singapore Media Awards wins. Led Reprise to build digital-first performance strategy with addressable media across channels to maximize ROl, upskilled clients using proprietary search-visibility tools, and won Best Performance Marketing Campaign. Led Cadreon to develop programmatic strategies to uplift campaign delivery and expand non-digital programmatic opportunities with the investment desk, winning Best Programmatic Campaign. Drove Society’s social media business development and diversification beyond traditional media, enhanced clients’ social presence using proprietary audit tools and paid-media integration, and won Best Social Media Campaign; served as agency-on-record for Yellow Ribbon Run for 5+ consecutive years. Oversaw Ansible’s 36

3 Regional Marketing Manager (Marketing - Digital) at Hong Kong Tourism Board

November 1, 2012 - March 1, 2014

Developed go-to-market local digital strategies for key Southeast Asia markets by identifying messaging and targeting nuances across cultural and geographic differences. Created regional digital content and advertising best practices, set benchmarks for regional/local targeted campaigns, and produced customized content for publishing. Managed regional integrated media execution alongside communications, including cross-media buys and ensuring FA vetting quality.

Digital Media Director (Advertising & eCommerce) at ZenithOptimedia

October 1, 2010 - June 1, 2012

Drove digital growth for L’Oreal China luxury, professional products, and active cosmetics divisions by upskilling digital literacy and managing digital advertising spend. Partnered with local social and traditional media agencies to develop holistic national-to-local marketing strategy with pilots for tier 2 and tier 3 markets. Worked with leading Chinese digital media publishers to develop new exclusive media estates to improve brand recall and reduce creative blind spot/clutter. Represented L’Oreal China in annual media negotiations and developed an exclusive rate card. Developed integrated acquisition strategy for the maiden rollout of L’Oreal China’s eCommerce platform to enable subsequent brand rollouts across the L’Oreal umbrella.

Regional Digital Manager (Advertising & Analytics) at PHD

November 1, 2009 - October 1, 2010

Owned digital media strategies, spend, and performance growth for HP account. Led setup of a digital center of excellence office, including development of a proprietary BI dashboard.