Nigel currently leads the Paid Media workstream at the Singapore Economic Development Board, overseeing global media campaigns across US, EU, Japan, China, and SEA. He works with various internal stakeholders to drive integrated global media strategy, ensuring a customer-centric user journey and experience across all digital touch points (e.g. social, website, email). Leveraging multiple strategies to acheive demand generation at scale, Nigel helps to drive quality leads that contribute to EDB’s pipeline — social (e.g. LinkedIn, YouTube, IG), search, publishers (e.g. BBC, Wall Street Journal), Trade Channels (e.g. TechInAsia), programmatic, native ads, lead generation partners (e.g. Selling Simplified, Madison Logic) Nigel was a Manager, Media at VaynerMedia, where he leads a team of analysts to plan, curate, execute, analyse and optimise paid media campaigns across social, programmatic, OOH, Print, Radio, and Content Partnerships. He also provides strategic and technical guidance and direction, ensuring constant opportunities for growth. He was also responsible for driving media strategy conversations with clients to best achieve their objectives, ranging from reach, awareness, to traffic and leads. He regularly provided clients with up-to-date industry trends and best practices. Being a team lead, Nigel was also responsible for tracking and ensuring revenue for accounts under his team's care. Nigel has participated and led paid media pitches which resulted in wins (NVPC, Avado Learning), and won multiple awards for media campaigns which he has led.Past/present clients include: GIC, Maybank, AEON Credit Services, Glico, Tipco, Nando's, NVPC, Temasek Foundation, Avado LearningPreviously, at SGInnovate, Nigel was the project lead for the revamp of the SGInnovate website in June 2018 to further the SGInnovate brand and improve the user experience. A power user of HubSpot, Nigel used the CRM tool to maintain SGInnovate's database and facilitate outgoing marketing communications. Together with his team, Nigel was able to further understand and profile the contacts in order to execute marketing strategies more effectively. Nigel also made use of analytical tools such as Google Analytics to consolidate, assess, and recommend actionable insights for the various SGInnovate platforms - website, database and social media platforms.