Performance-driven digital marketing leader with 15+ years of experience driving global user acquisition, brand growth, and performance optimization. Proven expertise managing $200M+ ad budgets, doubling app installs, and consistently exceeding ROAS targets through strategic testing, channel expansion, and data-informed optimization. Skilled in leveraging data science, automation, and strategic partnerships to improve campaign efficiency and effectiveness. Experienced across paid media, programmatic buying, app/user acquisition, attribution and incremental measurement, and building scalable analytics and reporting systems in privacy-first environments.…

william ihe

Performance-driven digital marketing leader with 15+ years of experience driving global user acquisition, brand growth, and performance optimization. Proven expertise managing $200M+ ad budgets, doubling app installs, and consistently exceeding ROAS targets through strategic testing, channel expansion, and data-informed optimization. Skilled in leveraging data science, automation, and strategic partnerships to improve campaign efficiency and effectiveness. Experienced across paid media, programmatic buying, app/user acquisition, attribution and incremental measurement, and building scalable analytics and reporting systems in privacy-first environments.…

Available to hire

Performance-driven digital marketing leader with 15+ years of experience driving global user acquisition, brand growth, and performance optimization. Proven expertise managing $200M+ ad budgets, doubling app installs, and consistently exceeding ROAS targets through strategic testing, channel expansion, and data-informed optimization.

Skilled in leveraging data science, automation, and strategic partnerships to improve campaign efficiency and effectiveness. Experienced across paid media, programmatic buying, app/user acquisition, attribution and incremental measurement, and building scalable analytics and reporting systems in privacy-first environments.

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Skills

Experience Level

Language

English
Fluent

Work Experience

Senior Manager - Global Paid App Acquisition Lead at Expedia Group
September 1, 2021 - July 1, 2023
Led global paid media strategy for Expedia Group’s travel apps, managing a $200M+ annual ad budget. Drove 100% YoY growth in app installs while exceeding ROAS targets through strategic optimization and expansion into new channels. Developed automated bidding models and predictive analytics to improve campaign performance and operational efficiency. Collaborated with data science to measure performance comprehensively, with focus on user lifetime value, marketing attribution, and incremental lift. Partnered with product and engineering teams to build data pipelines, automate performance reporting, and create dashboards.
Senior Manager - Global Paid App Acquisition Lead at Expedia Group
December 1, 2020 - July 1, 2023
Led Expedia's global paid media strategy for travel apps, managing a $200M+ annual budget. Drove ~100% YoY growth in app installs while exceeding RoA targets through strategic optimization and expansion into new channels. Developed automated bidding models and predictive analytics to improve performance efficiency. Collaborated with data science to measure performance comprehensively, focusing on user lifetime value, marketing attribution, and channel incrementality. Partnered with product and engineering to automate reporting and built dashboards for leadership.
Senior Technical Product Manager - App Marketing
November 1, 2020 - September 1, 2021
Led cross-functional work for iOS 14.5 privacy changes, investigating implications and impact on app marketing performance. Managed multiple SDK updates and server-side implementations with engineering. Worked with product teams to roll out App Tracking Transparency and improve opt-in rate. Evaluated and adopted required changes from major marketing platforms to ensure smooth campaign operations during the transition.
Senior Manager - Digital Media
March 1, 2020 - November 1, 2020
Audited in-house media buying tech stack and identified key digital media platforms and partners across global markets. Standardized processes for digital media buying and measurement, formulated testing approach and best practices to improve marketing effectiveness and efficiency.
Senior Manager - Digital Media at Expedia Group
March 1, 2020 - November 1, 2020
Shaped technology advancements in digital media buying and measured impact. Identified key digital media platforms and partners across global markets; formulated testing approaches and best practices. Led platform strategy development and implemented automation tools to drive efficiency gains.
APAC Manager - Global Programmatic
October 1, 2017 - March 1, 2020
Managed programmatic media buying across APAC & ANZ, leading strategic planning and owning/growing the channel P&L with local, regional, and global stakeholders. Scaled in-house operations across display, video, mobile, and paid social. Drove measurement strategies, incremental lift testing, and multi-touch attribution improvements.
Manager - Global Programmatic at APA C (APAC & ANZ)
October 1, 2017 - March 1, 2020
Managed programmatic media buying across APAC & ANZ; led strategic planning; owned and grew channel P&L; managed local, regional, and global stakeholders. Scaled in-house operations across Display, Video, Mobile, and Paid Social. Drove advanced measurement strategies, including incremental testing and multi-touch attribution. Collaborated with product and engineering to automate performance reporting.
Director, Trading & Innovation (APAC) at Xaxis (GroupM/WPP)
March 1, 2017 - October 1, 2017
Developed training programs to scale programmatic trading across APAC markets. Led vendor evaluations and integrated new systems to improve trading efficiency. Rolled out initiatives to empower campaign managers and improve performance.
Director, Trading & Innovation APAC at Xaxis (GroupM/WPP)
March 1, 2017 - October 1, 2017
Developed training programs to scale programmatic trading in APAC; led vendor evaluations and integrated new systems to improve trading efficiency; rolled out initiatives to empower campaign managers and improve performance.
Senior Manager, Programmatic Optimization (APAC) at Xaxis (GroupM/WPP)
October 1, 2015 - March 1, 2017
Led APAC rollout of Light Reaction in operations, tech partnerships, and media trading. Incubated new product offerings and developed best practices for programmatic strategy and campaign management. Rolled out test-and-learn initiatives to improve performance and efficiency.
Senior Manager, Programmatic Optimization APAC at APA C
October 1, 2015 - March 1, 2017
Led APAC rollout of Light Reaction, focusing on operations, tech partnerships, and media trading; incubated new product offerings and developed best practices for programmatic strategies and campaign management; rolled out tests and learnings to improve efficiency.
Manager, Programmatic Trading (APAC) at Xaxis (GroupM/WPP)
May 1, 2013 - October 1, 2015
Led a regional trading team and supported clients’ media buying across business verticals. Developed programmatic media strategies and managed campaign implementation and optimization, providing insights and actionable recommendations. Partnered with sales teams to educate clients and accelerate programmatic adoption.
Manager, Programmatic Trading APAC at APA C
May 1, 2013 - October 1, 2015
Led a regional trading team; supported client media buying across business verticals; developed programmatic media strategies and managed performance reporting; provided insights and actionable recommendations; partnered with sales teams to educate clients and accelerate programmatic adoption.
Marketing Manager at Zalor a Group (Rocket Internet)
March 1, 2012 - April 1, 2013
Managed $1M monthly investment in social media channels, making it the top-performing digital marketing channel. Led an international team and ensured they adopted and implemented proven online marketing strategies. Developed automation and analytical tools, improving performance by 40%.
Marketing Manager at Zalora Group (Rock et Internet)
March 1, 2012 - April 1, 2013
Managed $1M monthly investment in social media channels; led an international team and ensured adoption of proven online marketing strategies; developed automation and analytics tools, improving performance by 40%.
Research Assistant, NUS Business School at National University of Singapore
October 1, 2011 - March 1, 2012
Research Assistant at National University of Singapore
October 1, 2011 - March 1, 2012
Conducted research in the Department of Decision Science at NUS Business School.

Education

Master of Science at MIT
September 1, 2009 - September 1, 2010
Bachelor of Engineering at National University of Singapore
August 1, 2005 - May 1, 2009
Master of Science, Computation for Design & Optimization at MIT
September 1, 2009 - September 1, 2010
Bachelor of Engineering, Bioengineering at National University of Singapore
August 1, 2005 - May 1, 2009

Qualifications

Add your qualifications or awards here.

Industry Experience

Media & Entertainment, Software & Internet, Travel & Hospitality, Professional Services, Financial Services

Skills

Experience Level