I am a strategic marketing and operations leader with 15 years of experience across APAC and global markets, driving measurable growth for public and private sector clients. I excel at leading large cross-functional teams, scaling integrated marketing and media strategies, brand partnerships and sponsorships, and optimizing commercial outcomes across traditional and digital channels. I’m passionate about innovation and technology, including Web3, blockchain, crypto, AI, and QC. Eager to apply my strong expertise in freelance, fractional leadership, or advisory/consulting opportunities in BD/Growth, marketing and media, strategy and operations/CoE, commercials, or brand partnerships/sponsorships. Open to full time roles.…

Veralene Cheong

I am a strategic marketing and operations leader with 15 years of experience across APAC and global markets, driving measurable growth for public and private sector clients. I excel at leading large cross-functional teams, scaling integrated marketing and media strategies, brand partnerships and sponsorships, and optimizing commercial outcomes across traditional and digital channels. I’m passionate about innovation and technology, including Web3, blockchain, crypto, AI, and QC. Eager to apply my strong expertise in freelance, fractional leadership, or advisory/consulting opportunities in BD/Growth, marketing and media, strategy and operations/CoE, commercials, or brand partnerships/sponsorships. Open to full time roles.…

Available to hire

I am a strategic marketing and operations leader with 15 years of experience across APAC and global markets, driving measurable growth for public and private sector clients. I excel at leading large cross-functional teams, scaling integrated marketing and media strategies, brand partnerships and sponsorships, and optimizing commercial outcomes across traditional and digital channels. I’m passionate about innovation and technology, including Web3, blockchain, crypto, AI, and QC. Eager to apply my strong expertise in freelance, fractional leadership, or advisory/consulting opportunities in BD/Growth, marketing and media, strategy and operations/CoE, commercials, or brand partnerships/sponsorships. Open to full time roles.

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Skills

Experience Level

Language

English
Fluent
Malay
Fluent
Japanese
Beginner
Indonesian
Beginner

Work Experience

Executive Director, Operations and Trading at Gov@Publicis – Starcom Worldwide
October 1, 2021 - May 31, 2024
Led operations and trading for the Singapore Whole-of-Government (WOG) portfolio (60+ public sector clients) with complex governance and performance standards. Advised on offline and online marketing and media strategies (web, social, content, video) using qualitative and quantitative analysis through data governance to align with government objectives. Extracted incremental value YoY from media partner contracts, negotiated to avoid penalties during under-delivery. Directed a team of 9 across media, trading, data, and operations, delivering best-in-class work. Managed P&L, KPIs, and revenue growth; created crisis communications framework to protect Singapore's brand identity. Strong senior stakeholder management internally and with external partners.
Associate Director, Investment APAC at essenceMediacom (formerly MediaCom)
April 1, 2018 - October 31, 2019
Oversaw performance and media governance across APAC; ensured delivery of client KPIs and avoidance of malus penalties. Drove audit-compliant campaign execution and regional media quality controls across multiple markets. Strengthened relationships with major media partners and championed their visibility across regional teams.
Associate Partnerships Director at Initiative Media, Melbourne
March 1, 2014 - September 30, 2017
Achieved consistent YoY revenue growth and positive ROI through integrated sponsorships (Olympics, AFL, Australian Open, F1 Grand Prix). Managed cross-functional campaign execution and pricing negotiations for efficient media buying. Led business development wins (Simplot, Specsavers, Industry Super Funds Group) through strategic media proposals and insights. Trained internal teams on media tools and platform integration; promoted a continuous learning culture.
Associate Communications Manager at Universal McCann, Singapore
September 1, 2013 - March 31, 2014
Executed global MasterCard-TripAdvisor partnership across APAC; coordinated marketing and media strategies with teams in New York and SEA markets.
Communications Advisor at Match and Wood, Melbourne
January 1, 2018 - March 31, 2018
Provided communications advisory support for client campaigns and outreach.
Media Planner Buyer at Initiative Media, Melbourne
December 1, 2009 - August 31, 2013
Managed media planning and buying activities; delivered integrated campaigns and supported pricing negotiations.
Executive Director, Operations and Trading at Gov@Publicis – Starcom Worldwide, Singapore
October 1, 2021 - May 31, 2024
Led operations and trading for the Singapore Whole-of-Government portfolio (60+ public sector clients) across offline and online media strategies; performed data-driven governance to align with government objectives; negotiated contracts to extract incremental value and avoid penalties; managed a cross-functional team of 9 in media, trading, data, and operations; oversaw P&L, KPI, and revenue growth; developed crisis communications framework to protect Singapore's brand and engaged with senior stakeholders.
Associate Director, Investment APAC at essenceMediacom (formerly MediaCom), Singapore
April 1, 2018 - October 31, 2019
Oversaw APAC performance and media governance; audited campaigns to ensure KPI delivery and avoid malus penalties; implemented regional media quality controls; strengthened relationships with key media partners and championed their visibility across regional teams.
Associate Partnerships Director at Initiative Media, Melbourne, Australia
March 1, 2014 - September 30, 2017
Led integrated sponsorships (Olympics, AFL, Australian Open, F1) delivering YoY revenue growth and ROI; managed cross-functional campaign execution and pricing negotiations; led business development wins (Simplot, Specsavers, Industry Super Funds Group); trained internal teams on media tools and platform integration.
Communications Advisor at Match and Wood, Melbourne, Australia
January 1, 2018 - March 31, 2018
Provided communications strategy and advisory support for client campaigns.
Media Planner / Buyer at Initiative Media, Melbourne, Australia
December 1, 2009 - August 31, 2013
Planned and bought media, optimizing budgets and delivering efficient cross-channel campaigns.

Education

Bachelor of Arts (Double Major in Behavioural Studies & Sociology) at Monash University, Melbourne
January 1, 2006 - January 1, 2008
Foundation Studies at Trinity College, University of Melbourne, Melbourne
January 1, 2004 - January 1, 2004
Cambridge IGCSE at United World College of South East Asia, Singapore
January 1, 2000 - January 1, 2003
Bachelor of Arts (Double Major in Behavioural Studies & Sociology) at Monash University, Melbourne
January 1, 2006 - December 31, 2008
Foundation Studies at Trinity College, University of Melbourne
January 1, 2004 - December 31, 2004
Cambridge IGCSE at United World College of South East Asia, Singapore
January 1, 2000 - December 31, 2003

Qualifications

IBM SkillsBuild – AI Fundamentals Certificate
May 1, 2025 - December 22, 2025
IBM SkillsBuild - Applied Data Science with Python
January 11, 2030 - December 22, 2025
IBM SkillsBuild - Data Fundamentals
January 11, 2030 - December 22, 2025
IBM SkillsBuild – AI Fundamentals Certificate
May 1, 2025 - May 31, 2025
IBM SkillsBuild - Applied Data Science with Python
January 11, 2030 - December 22, 2025
IBM SkillsBuild - Data Fundamentals
January 11, 2030 - December 22, 2025

Industry Experience

Government, Education, Energy & Utilities, Financial Services, Media & Entertainment, Professional Services, Retail, Travel & Hospitality, Computers & Electronics, Software & Internet

Skills

Experience Level