National University of Singapore

Growth Lead  -  Marketing & Data @Electric8

Electric8 is a consultancy that uses rapid test-and-learn approach to build tech experiences that find, scale, sustain product-market fit, and help companies achieve business objectives. We have a well-rounded and hands-on team across product, growth, research, engineering, design and data. Electric8 has helped clients across various industries in different stages to:• Find fit: Help companies discover their product-market fit (CIMB Niaga, Goldbell, etc.)• Drive fit: Help companies find traction while pushing conversion and retention (Capitaland, <a href="http://Tiket.com">Tiket.com</a>, Workmate, Brodo, etc.)• Scale & sustain fit: Enable companies to reach their full growth potential (Reddoorz, Asian Food Channel, Builder.ai, etc.) We also provide coaching: Enabling companies to internalise growth / product principles, best practice test-and-learn processes and lean culture (Razer, Telkomsel, Chotot, etc.)As a growth lead, some of my scopes include: • Defining business focus & key health metrics, exposing current constraints & key levers for sustainable business growth• Identifying and empathising with the users - their profiles, behaviours and motivations via user research, deep analyses and data modelling• Auditing & recommending data tool/ data stack implementation, enabling our clients to have access to clean data & be data-informed• Developing & executing on channel strategies (e.g. lifecycle programs, paid marketing, SEO) across various user stages (onboarding, activation, retention)• Ideating & running test-&-learn experiments to drive impact on the key health metrics• Providing coaching on growth processes & helping clients to recruit growth team

Electric8

Growth Lead  -  Growth Marketing & Data

<a href="http://Wego.com">Wego.com</a> is the leading travel search site in the Asia Pacific and Middle East, headquartered in Singapore. Available in more than 50 localised country sites and 30 languages, Wego searches hundreds of global travel websites including airlines, hotel chains and online travel agents. Wego presents an unbiased and channel neutral view of travel prices, providing users with the choice of booking direct with a hotel or airline, or via an OTA or aggregator site.Mobile Marketing- Overall responsibilities: Developed and managed mobile strategies, performance KPIs, and operational budget for user acquisition and user re-engagement on both self-served and affiliate-network platforms. The results achieved were total mobile ROI improved by 100% Y-o-Y (from negative to positive ROI), CPI reduced by 60%, and RPI increased by 15%- Self-served network management (Facebook, Google, Twitter): Developed strategies and campaign execution plans; including campaign structure development, optimization guideline set-up, creative concept planning, performance KPI monitoring, and operation support provision for local teams- Affiliate network management: Performed network integration, campaign set-up, communication of KPIs, optimization consultation, and result monitoring- Mobile measurement partner management: Coordinated with partner on mobile tracking, product integration, data monitoring, and technical troubleshootingOther Marketing Scopes- Built and automated reports to assess monthly performance of marketing activities and cohorts of user acquired during different periods- Delivered and monitored SEM campaigns for Vietnam market, achieving positive ROI

Wego.com

Mobile Marketing Specialist

701Search is a media company specializing in developing and growing online classifieds in ASEAN region. The company was founded as a joint venture between Singapore Press Holdings Limited, Schibsted Media Group and Telenor Group.Starting from end of 2013, I gave my full support to the local Indonesian team who were operating the classified site <a href="http://www.berniaga.com">www.berniaga.com</a>. From the position of being the 2nd player in the market, in July 2014, the site had grown to become Indonesia’s number 1 online classified in terms of Unique Visitors.Responsibilities:- Analyzed data; strategized optimization plans to drive for more conversions and awareness for various digital marketing channels (Search, Social, Display, Retargeting, Mobile App Install). In 6 months, traffic from digital marketing sources increased by more than 130% while unit cost decreased by 5%- Conducted in-depth research as part of a user segmentation exercise. Implementation of new segmentation increased CTR by 400%, and decreased CPA by 50%- Built business case for marketing optimization software Kenshoo. Managed both internal and external teams, from tech and marketing, to deploy the automated system- Created process for optimization of Facebook ad system; and managed local marketing team in doing daily analysis, creative assessment and bid adjustments- Assisted Marketing Manager to manage multi-million marketing monthly budget

701Search Pte Ltd

Marketing Analyst

- Conducted in-depth research and analysis to forecast mobile market trends for the ASEAN region- Managed team of university interns conducting primary research of mobile phone adoption and use in overseas markets- Led intrapreneurial team to conceptualize a new mobile product in terms of product name, business model and marketing activities

Business Analyst

- Conceptualized marketing concepts for ASEAN countries (VN, CA, PH, TH); including producing Regional Product Banners, Product Catalogues and Automobile Newsletters for advertising and product information/ promotions updates- Planned & executed Bosch Automotive Carnival (2011) - a one-day national activation event in Singapore- Planned & organized yearly Bosch Service Meeting, an annual customer engagement event to discuss business planning & marketing strategies- Set up and operated engagement activities for Singapore Bosch Facebook fanpage, managing to acquire 1,000 likes in 1 month without budget

Robert Bosch (SEA) Pte Ltd

Regional Customer Marketing Intern

- Assisted in developing standard operation procedures for building’s management system- Assisted in collating information for tenants’ particulars, defects checking and maintenance of sanitary and plumbing systems

Van Do