Gary Mcrae Email & Phone Number

Singapore

Singapore

I am currently freelancing and seeking a challenging Marketing Leadership position in Singapore.As an accomplished marketing leader with 20+ years of experience across Asia, the US, and the UK, I bring a unique global perspective and adaptability to every ole. I have a proven track record of crafting and executing data-driven digital strategies that elevate brand presence, generate leads, and drive revenue growth for mid-to-large enterprises.I'm passionate about the transformative power of Martech and digital strategies to optimize marketing perform nce. My expertise spans the entire marketing mix, including campaign management, strategy development, and social media marketing (especially Linke n). I'm dedicated to empowering marketing teams through strategically using these tools.Throughout my career, I have consistently delivered exceptional results in the professional services, wealth management, and insurance sectors within B2B and B2C environments.

Singapore

Helm team of 8 overseeing integrated marketing programmes and marketing technology to generate pipeline, build client engagement and loyalty, and brand awareness globally. Run large-scale comprehensive marketing and communicating campaigns while optimising annual marketing budgets.Core responsibilities:- Integrated marketing programmes- Marketing & communication campaigns- Digital marketing strategies- Social media marketing- Brand management- Marketing technology- CRM integrations- Marketing automation- User experience enhancement- Lead generation- Budget management & optimisation- Public communications- Agency management- Team leadership- Cross-functional team collaborationAchievements:- Boosted lead generation rate by 30% and reduced cost-per-lead by 20% with implementation of new marketing automation system (Marketo)- Generated +15% in organic traffic to corporate website by formulating and implementing thought leadership content strategy to position Baker McKenzie as industry leader- Reduced time to market by 50% by partnering with Marketing Operations and IT to streamline MarTech procurement processes and content approval processes- Oversaw campaign launch for Data PULSE and introduced ShareScreen options for lawyers to build better engagement with potential clients- Launched regional branding campaign across APAC, targeting 7 – 8 jurisdictions, overseeing entire campaign management

Singapore

Drove development and execution of strategic and tactical marketing campaigns across online and offline channels. Oversaw channel planning and activation governance, and spearheaded persona-driven content to optimise marketing programmes. Built corporate-wide culture of digital marketing best practices and personal branding.Core responsibilities:- Integrated marketing campaigns- Marketing channel planning & optimisation- Brand activation campaigns- Content marketing strategy- Digital marketing strategies- Social media marketing campaigns- Campaign performance & ROI tracking- Personal branding training- Budget management- Cross-functional team collaboration- Project management- Crisis managementAchievements:- Attained recognition as Number 1 Law Firm (according to Good2BSocial) and yielded >400k followers on LinkedIn- Uplifted organic search traffic to 55% from 45% and improved average time on page by 10%- Increased share of voice (SOV) and amplified corporate brand through employees’ social media accounts by launching enterprise-wide employee advocacy programme- Secured additional budgets for investments in new MarTech by engaging and influencing key stakeholders and senior management team on potential benefits and ROIs.- Co-authored brand communication plan to uphold corporate reputation in response to adverse brand incident

Singapore

Managed and produced end-to-end delivery of innovative and performance-driven digital content to drive customer acquisition, engagement and brand-building. Optimized performance across multiple digital marketing channels and monitored KPIs to measure campaign effectiveness.Core responsibilities:- Digital marketing campaigns- Digital content marketing- Brand building & management- Paid search advertising- Display adversiting- Social media marketing- Email marketing- Performance marketing- Personal branding training- A/B testing- Budget management- Campaign performance & ROI tracking- Budget management- Cross-functional team collaboration- Project managementAchievements:- Boosted performance marketing metrics in key markets Singapore, Australia, Hong Kong by launching LinkedIn Ad campaigns, attracting C-level executives across diverse industries to major corporate event in Thailand- Improved search rankings by 15% by devising and implementing tailored SEO strategies across global offices.- Amplified business professionals and lawyers’ professional brand on social media sites by conducting on-site and virtual personal branding trainings across APAC;- Secured number 1 social brand ranking for Baker McKenzie (according to FTI Consulting Feb 2018)- Generated 20% increase in new leads and expanded brand awareness by spearheading integrated marketing communications campaigns to feature major thought leadership releases on multiple online and offline channels- Designed and executed digital campaign on LinkedIn and WordPress to build awareness for major event in India; clinched Professional Services prize out of 10 nominees.

United Kingdom

Formulated and executed digital marketing strategies and omnichannel marketing campaigns across B2B and B2C channels to boost brand awareness. Oversaw end-to-end campaign lifecycle and spearheaded persona-driven content creation strategies and personalized communications.Core responsibilities:- Digital marketing strategies- Omnichannel marketing campaigns- Campaign lifecycle management- Persona-content creation strategies- Web & mobile marketing- Search engine optimization- Search engine marketing- Advertising strategies- A/B testing- Marketing automation- Customer acquisition & retention strategies- Media agency engagementAchievements:- Boosted lead generation rate by +1,400% by spearheading integrated marketing strategy, linking content marketing with social media strategies- Improved conversion rate by 9% by spearheading conversion rate optimization (CRO) strategies throughout end-to-end buyer’s journey.- Reduced SEO spend and enhanced SEO performance by 10% through implementation of blogger outreach campaigns. - Enhanced overall media performance by 3% through effective management of media agencies to ensure quality performance and deliverables.- Built digital capabilities within team/organization by initiating automation efforts such as HubSpot marketing automation.

Singapore

Led team of 3 in driving digital transformation and building digital marketing capabilities for clients across Australia, Japan, Indonesia and Singapore. Trained clients and partners on digital marketing best practices.. Built relationships with marketing partners across APAC to identify new business development opportunities.Core responsibilities:- Digital marketing strategies- Digital transformation- Search engine optimization- Search engine marketing- Direct marketing channel management- Digital/online channel management- Account management- Marketing partnership relationship building- Team leadership- Coaching & training- Business developmentAchievements:- Increased eCommerce conversation rate by 25% for key Japanese client by developing A/B testing marketing strategies across clients’ entire product range- Improved operational efficiencies by 20% by introducing Wrike project management system to streamline workflows

San Francisco Bay Area

Master Of Business Administration (Mba), Business Administration And Management, General, Merit

- Student representative for Cohort - Classes: Accounting & Finance for Managers, Business Communication, Critical Management Inquiry.

Certificate, Project Management

Relevant Coursework: Principles of Project Management, Project Planning and Control, Risk Management, Quality Management, Procurement.