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I'm a strategic paid media leader with 15+ years’ experience across APAC, driving full-funnel growth for enterprise clients in education, SaaS, government, and eCommerce. Skilled in SEM, social, and performance strategy across Google Ads, Meta, and LinkedIn; proven ability to manage multi-million-dollar budgets, lead cross-functional teams, and implement AI-powered optimization tools. I'm passionate about helping businesses stay relevant and competitive in a fast-evolving digital landscape.…I'm a strategic paid media leader with 15+ years’ experience across APAC, driving full-funnel growth for enterprise clients in education, SaaS, government, and eCommerce. Skilled in SEM, social, and performance strategy across Google Ads, Meta, and LinkedIn; proven ability to manage multi-million-dollar budgets, lead cross-functional teams, and implement AI-powered optimization tools. I'm passionate about helping businesses stay relevant and competitive in a fast-evolving digital landscape.

Essen Tsou

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I'm a strategic paid media leader with 15+ years’ experience across APAC, driving full-funnel growth for enterprise clients in education, SaaS, government, and eCommerce. Skilled in SEM, social, and performance strategy across Google Ads, Meta, and LinkedIn; proven ability to manage multi-million-dollar budgets, lead cross-functional teams, and implement AI-powered optimization tools. I'm passionate about helping businesses stay relevant and competitive in a fast-evolving digital landscape.…I'm a strategic paid media leader with 15+ years’ experience across APAC, driving full-funnel growth for enterprise clients in education, SaaS, government, and eCommerce. Skilled in SEM, social, and performance strategy across Google Ads, Meta, and LinkedIn; proven ability to manage multi-million-dollar budgets, lead cross-functional teams, and implement AI-powered optimization tools. I'm passionate about helping businesses stay relevant and competitive in a fast-evolving digital landscape.

Available to hire

I’m a strategic paid media leader with 15+ years’ experience across APAC, driving full-funnel growth for enterprise clients in education, SaaS, government, and eCommerce. Skilled in SEM, social, and performance strategy across Google Ads, Meta, and LinkedIn; proven ability to manage multi-million-dollar budgets, lead cross-functional teams, and implement AI-powered optimization tools.

I’m passionate about helping businesses stay relevant and competitive in a fast-evolving digital landscape.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Language

English

Fluent

Work Experience

Head of Paid Media at In Marketing We Trust

September 1, 2024 - Present

Led the Paid Media division across enterprise accounts including Tasman Holiday Park, CoreLogic, MA Financial, and Globus. Oversaw team capability, growth strategy, financial performance, and operational governance. Worked closely with SEO and Analytics leads to co-develop the agency's Search Framework and established paid media governance frameworks including consistent naming conventions, Meta UTM strategy, and QA processes. Built the agency’s central budget tracking tool using Supermetrics and Google Sheets. Held accountability for Paid Media revenue and margin targets and led multi-market paid media campaigns across multiple platforms. Mentored a growing team of media specialists and led knowledge-sharing initiatives to uplift delivery maturity.

Performance Director at EssenceMediacom

April 30, 2024 - July 23, 2025

Led strategic paid media for enterprise clients across education, government, and franchise sectors. Oversaw a 14-person team and collaborated with senior leaders on performance strategy, forecasting, and campaign delivery. Led end-to-end paid search builds for clients like QLD Health and Griffith University, resulting in improved CPL and ROAS. Conducted audits and account restructures to uncover budget inefficiencies. Owned performance forecasting and pacing aligned with client revenue and lead targets. Drove continuous improvement through structured coaching and created media playbooks and campaign review processes.

Director Lead Consultant at SMART Digital Consulting

July 1, 2020 - Present

Founded a performance consulting practice delivering digital strategy, SEM, and analytics support for eCommerce, medical, and retail clients. Led SEM for mattress brands achieving CPL efficiency and lead volume growth. Supported clients in medical and fitness sectors with scalable paid search structures and GA4 migration. Delivered performance audits, analytics dashboards, and funnel strategy workshops tailored to SME needs. Built trusted, long-term relationships through strategic insight, flexibility, and consistent delivery.

Performance Lead at PIVOTUS

October 31, 2022 - July 23, 2025

Promoted from Senior PPC Manager to Performance Lead, overseeing Google Ads and Facebook paid campaigns with focus on optimisation, data analysis, and team mentorship. Conducted audits, conversion funnel analysis, and campaign tracking to drive lead growth and media efficiency. Managed $50K–$100K monthly media investments ensuring optimal budget allocation and ROI. Collaborated with leadership to manage client satisfaction, performance reporting, and strategic recommendations contributing to measurable business growth.

Digital Marketing Manager at Fastrack Group

June 30, 2020 - July 23, 2025

Promoted from Senior Digital Marketing Specialist to Digital Marketing Manager leading multidisciplinary teams across SEO, CRO, SEM, EDM, and design. Managed digital strategy, client service, and business growth for enterprise clients including ALH Group, BIG4 Holiday Parks, and Stamford Hotels & Resorts. Spearheaded new business acquisitions, pitches, and proposals, and oversaw Quarterly Business Reviews and sponsorship marketing efforts. Trained and mentored teams ensuring strategic execution and continuous development, driving measurable performance improvements across digital channels.

Customer Acquisition Specialist at EXPEDIA (WOTIF)

May 31, 2016 - July 23, 2025

Started as Media Solutions Coordinator supporting digital campaign planning and buying across various channels including Search, Display, Social, YouTube, and Mobile. After Expedia's acquisition of Wotif, promoted to Customer Acquisition Specialist leading Facebook marketing strategy and optimisation, online display advertising, and APAC affiliate acquisition. Managed Meta Flight partnership reporting, third-party tracking implementation, and Facebook DPA management ensuring seamless digital campaign execution.