Isabel Leong

Associate Planning Manager at EssenceMediacom

Led media strategy and campaign execution for Shell, Zeekr, and luxury brands including Cartier, Piaget, Vacheron Constantin, A. Lange & Söhne, Buccellati, Panerai, and Art House Limited, managing a total media budget of $5M annually. Executed integrated media plans across TV, digital, SEM, print, social, and OOH, ensuring channel mix aligned with brand positioning and audience behavior. Developed deep product knowledge of luxury timepieces and high jewelry to support storytelling, craftsmanship values, and seasonal launches. Managed and coached a team of junior planners, overseeing day-to-day operations and career development. Monitored campaign performance (CTR, CPA, ROAS, conversions) using Google Ads, DV360, GA4, Nielsen, and Sprinklr to deliver insights and optimizations. Reported strategies and results to clients, supporting decisions with data, market insights, and trend analysis. Collaborated with creative, analytics, and industry partners to ensure media strategy reflected ca

Performance Marketing Specialist at Dentsu

Planned and executed full-funnel B2C campaigns for Intel (APJ) using Google Ads (Search, YouTube), Meta Ads Manager, Display, and DV360, driving awareness and conversions through targeted audience segmentation and lookalike modeling. Developed ad hoc B2B campaigns focused on lead generation and ABM via LinkedIn Ads and Google Search, optimizing for lead quality and longer sales cycles. Optimized campaigns with GA4 and Looker Studio to analyze KPIs (CPA, ROAS, CTR, lead quality, conversion rates). Conducted systematic A/B testing across creatives, copy, and landing pages; collaborated with brand, product, and regional teams to align media strategy with buyer journeys. Delivered weekly performance reports and insights; stayed current with industry trends and platform updates.

Media Activation Executive at Essence – Google APAC

Executed and managed digital media campaigns using Google Ads, DV360, CM360, and GMP with precise trafficking, targeting, and pacing. Configured tracking solutions (GTM and pixels) to ensure accurate event tracking, attribution, and audience data collection. Conducted campaign setup and optimization through detailed audience segmentation, bid adjustments, and frequency capping. Monitored performance via Google Analytics and internal dashboards; troubleshot tagging issues and attribution challenges. Automated reporting workflows using Looker Studio and Excel; collaborated with Google product specialists to integrate beta features and troubleshoot challenges. Maintained knowledge of Google policies and new product features to enhance activation strategies and compliance.

Business Development Executive at JCDecaux

Led business growth with Changi Airport Group and Jewel Changi Airport, expanding OOH presence in premium airport venues. Developed and launched new media sites within Jewel Changi Airport, collaborating on design and deployment. Built client relationships and delivered tailored OOH solutions across digital and static formats. Conducted market analysis to optimize media inventory positioning and client recommendations. Created proposals and secured contracts through effective negotiations. Coordinated with teams to ensure smooth campaign execution and timely delivery; managed pricing and contracts, consistently exceeding revenue targets. Maintained CRM for pipeline tracking and revenue forecasting; represented the company at events to boost brand visibility and generate leads.

Associate Planning Manager at EssenceMediacom

Led media strategy and campaign execution for Shell, Zeekr, and luxury maisons such as Cartier, Piaget, Vacheron Constantin, A. Lange & Söhne, Buccellati, Panerai, and Art House Limited, managing a total media budget of $5M annually. Executed integrated media plans across TV, digital, SEM, print, social, and OOH, ensuring channel mix aligned with brand positioning and audience behavior. Developed deep product knowledge of luxury timepieces and high jewelry, enabling media strategies that supported brand storytelling, craftsmanship values, and seasonal launches. Participated in and facilitated VIP training sessions and brand immersion programs across luxury accounts to ensure alignment between media execution and brand heritage, tone, and client experience expectations. Managed and coached a team of junior planners, overseeing day-to-day operations, workload distribution, and career development. Monitored campaign performance across KPIs (CTR, CPA, ROAS, conversions), using platforms s

Performance Marketing Specialist at Dentsu

Planned and executed full-funnel B2C campaigns for Intel (APJ) using Google Ads (Search, YouTube), Meta Ads Manager, Display, and Programmatic (DV360), driving consumer awareness and conversions through targeted audience segmentation and lookalike modeling. Developed and implemented ad hoc B2B campaigns focused on lead generation and account-based marketing via LinkedIn Ads and Google Search, adapting strategies to prioritize lead quality and longer sales cycles. Optimized campaigns leveraging GA4 and Looker Studio to analyze KPIs such as CPA, ROAS, CTR, lead quality, and conversion rates, resulting in improved cost efficiency and enhanced campaign performance. Conducted systematic A/B testing across creatives, copy, and landing pages to refine messaging and boost engagement for both B2B and B2C audiences. Collaborated closely with brand, product, and regional teams to align media strategy with distinct buyer journeys, utilizing tools like GTM for precise campaign tracking and attribut

Media Activation Executive at Essence – Google APAC

Executed and managed digital media campaigns using Google Ads, DV360, CM360, and GMP, ensuring precise trafficking, targeting, and pacing. Configured and deployed tracking solutions, including GTM and pixel implementation, to ensure accurate event tracking, conversion attribution, and audience data collection. Conducted campaign setup and optimization through detailed audience segmentation, bid adjustments, and frequency capping within Google’s advertising tools. Utilized Google Analytics and internal dashboards for real-time performance monitoring, data analysis, and KPI measurement (CTR, CPC, viewability, conversion rate). Implemented and troubleshot tagging issues, data discrepancies, and attribution challenges to maintain campaign data integrity. Automated reporting workflows using Google Data Studio (Looker Studio) and Excel, delivering granular insights to internal teams and clients. Collaborated with Google product specialists and engineers to integrate beta features, troubles

Business Development Executive at JCDecaux

Led business growth with Changi Airport Group and Jewel Changi Airport, expanding OOH presence in premium airport venues. Developed and launched new media sites within Jewel Changi Airport, collaborating on design and deployment. Built client relationships and delivered tailored OOH solutions across digital and static formats. Conducted market analysis to optimize media inventory positioning and client recommendations. Created proposals and secured contracts through effective negotiations. Coordinated with teams to ensure smooth campaign execution and timely delivery. Managed pricing, contracts, and consistently exceeded revenue targets. Maintained CRM for pipeline tracking and revenue forecasting. Represented company at events to boost brand visibility and generate leads. Provided clients with performance insights to drive media innovation.

Associate Planning Manager at EssenceMediacom

Led end-to-end media strategy and campaign execution for Shell, Zeekr, and luxury maisons such as Cartier, Piaget, Vacheron Constantin, A. Lange & Söhne, Buccella, Panerai, and Art House Limited, managing a total media budget of $5M annually. Directed integrated media plans across TV, digital, SEM, print, social, and OOH; translated brand storytelling and craftmanship values into media activations; mentored junior planners; monitored KPIs (CTR, CPA, ROAS, conversions) and used Google Ads, DV360, GA4, Nielsen, and Sprinklr for insights. Presented results to clients and collaborated with creative, analytics and partners to ensure brand alignment.

Performance Marketing Specialist at Dentsu

Planned full-funnel B2C campaigns for Intel (APJ) using Google Ads (Search, YouTube), Meta Ads Manager, Display, and DV360; developed B2B campaigns via LinkedIn Ads and Google Search; optimized campaigns with GA4 and Looker Studio; conducted A/B tests on creatives, copy, and landing pages; aligned media strategy with buyer journeys; delivered weekly performance reports; stayed updated on platform trends and updates.

Media Activation Executive at Essence – Google APAC

Executed digital campaigns with Google Ads, DV360, CM360, and GMP; set up tracking with GTM and pixels; optimized campaigns, monitored performance in real-time dashboards (GA4); managed tagging and attribution issues; automated reporting with Looker Studio; collaborated with Google product teams to integrate beta features; QA tested creatives and tags prior to launches.